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The Scientific World Journal
Volume 2013, Article ID 751728, 18 pages
Research Article

Evolving MCDM Applications Using Hybrid Expert-Based ISM and DEMATEL Models: An Example of Sustainable Ecotourism

1Department of Information Management, National Yunlin University of Science and Technology, No. 123, University Road, Section 3, Douliou, Yunlin 640, Taiwan
2Department of Information Management, National Taichung University of Science and Technology, No. 129, Section 3, Sanmin Road, North District, Taichung 404, Taiwan
3Department of Information Management, Hwa Hsia Institute of Technology, No. 111, Gong Jhuan Road, Chung Ho District, New Taipei 235, Taiwan

Received 30 July 2013; Accepted 10 October 2013

Academic Editors: B. Niu and J. Pavón

Copyright © 2013 Huan-Ming Chuang et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


Ecological degradation is an escalating global threat. Increasingly, people are expressing awareness and priority for concerns about environmental problems surrounding them. Environmental protection issues are highlighted. An appropriate information technology tool, the growing popular social network system (virtual community, VC), facilitates public education and engagement with applications for existent problems effectively. Particularly, the exploration of related involvement behavior of VC member engagement is an interesting topic. Nevertheless, member engagement processes comprise interrelated sub-processes that reflect an interactive experience within VCs as well as the value co-creation model. To address the top-focused ecotourism VCs, this study presents an application of a hybrid expert-based ISM model and DEMATEL model based on multi-criteria decision making tools to investigate the complex multidimensional and dynamic nature of member engagement. Our research findings provide insightful managerial implications and suggest that the viral marketing of ecotourism protection is concerned with practitioners and academicians alike.