A study of the key drivers of brand strengthening in e-tourism businesses: ranking with ISM approach Online publication date: Fri, 11-Nov-2022
by Reza Yazdani; Mohammad Javad Taghipourian; Mohammad Mahdi Pourpasha; Seyed Shamseddin Hosseini
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 13, No. 4, 2022
Abstract: The tourism industry, while generating income and creating very extensive entrepreneurship, brings nations, tribes and cultures closer to each other and directly and indirectly affects the promotion and improvement of economic indicators of countries. The purpose of this article is to identify the drivers of brand strengthening in e-businesses in the field of tourism through the review of literature and experts' opinions and the interrelationship between the components with the ISM approach. The results showed that of the seven components of brand strengthening drivers, advertising as a motivating component has the greatest influence on the model and other components. Besides, brand trust and brand loyalty are the most affected components. This finding implies that to strengthen the brand in e-businesses active in the field of tourism, high brand trust and loyalty must be achieved through branding strategy.
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