Nandan Limakrisna Zulki Zulkifli Noor
The structure of a University-affiliated hotel, reflecting its dual commercial–pedagogical mandate, makes prioritising improvements to the hotel's operational processes, based on discipline and scientific evidence, more complex and significant than in other types of hotels. The study builds on this work to create an integrated decision analytic framework to turn evidence from multiple stakeholder surveys into a defensible prioritization of operational improvements and applies this framework at the Pangasinian State University (PSU) Golden Lion Hotel in the Philippines. Eight dimensions of operation were rated by 400 respondents who were managers, staff/interns, and guests. The performance gap, derived importance (with respect to overall guest satisfaction) and the percentage of dissatisfied evaluations are used to fill a decision matrix, which is ranked objectively using Shannon entropy and classified objectively using TOPSIS, and complemented by the importance–performance analysis and a CART classification model. The dominant improvement priority (closeness coefficient 0.866) is service quality, and the CART model achieves a ten-fold cross-validated accuracy of 91.0% while using only about 98.0% of the predictive information for this priority, as compared to the modal baseline of 52.5%. The weakest performing dimensions are sustainability practices (weighted mean 1.89) and technology integration (2.17), and they are both ranked second and third, respectively, based on equal criterion weights. It provides a transparent framework for hotel decision makers with a replicable pipeline from stakeholder perceptions to an operational investment ordering, and it adds an application of objective-weight multi-criteria decision-making and machine learning in the relatively under-studied university-hotel field.