This paper presents a summary of a research done in a Portuguese network of travel agencies, as part of a PhD Research in Multicriteria Decision Aiding - MCDA. This study is a first contribution to suggest an Implementation Model of Decision Support with the VIP Analysis software, including the proposal of using Cognitive Maps as a Problem Structuring Method (PSM) and using Multi-Attribute Utility Theory (MAUT) to elaborate additive value functions. Action Research was selected as a Research Method in this case, because it enables the assessment of acceptability VIP Analysis Software in Organizations, at the same time that it makes possible the implementation of a decision aiding process by the researcher.