Title: A study of the key drivers of brand strengthening in e-tourism businesses: ranking with ISM approach

Authors: Reza Yazdani; Mohammad Javad Taghipourian; Mohammad Mahdi Pourpasha; Seyed Shamseddin Hosseini

Addresses: Department of Business Management, Islamic Azad University, Chalous Branch, Chalous 46615/397, Iran ' Department of Business Management, Islamic Azad University, Chalous Branch, Chalous 46615/397, Iran ' Department of Mathematics, Islamic Azad University, Chalous Branch, Chalous 46615/397, Iran ' Faculty of Economics, Allameh Tabataba'i University, Tehran 15134, Iran

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.

Keywords: components; brand strengthening; tourism; interpretive structural modelling; ISM.

DOI: 10.1504/IJECRM.2022.126900

International Journal of Electronic Customer Relationship Management, 2022 Vol.13 No.4, pp.295 - 313

Received: 29 Mar 2022
Accepted: 14 Jun 2022
Published online: 11 Nov 2022 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article