Content presentation personalisation and media adaptation in tourism web sites using Fuzzy Delphi Method and Fuzzy Cognitive Maps

► We propose an approach that utilises fuzzy logic for content presentation personalisation and media adaptation. ► The proposed approach deals with the subjectivity inherent in web design choices and in customers' perception of services priorities. ► It considers advantages by applying Fuzzy Delphi Method and Fuzzy Cognitive Maps. ► A prototype has been built and evaluated for the applicability and effectiveness of the proposed approach.