@article { author = {Yazdani, Reza and Taghipourian, Mohammad Javad and Pourpasha, Mohammad Mahdi and Hosseini, Seyed Shamseddin}, title = {Analysis of factors affecting brand strengthening drivers in e-commerce: a study of the Iranian tourism industry}, journal = {Journal of Applied Research on Industrial Engineering}, volume = {9}, number = {4}, pages = {374-383}, year = {2022}, publisher = {Research Expansion Alliance (REA) on behalf of Ayandegan Institute of Higher Education}, issn = {2538-5100}, eissn = {2676-6167}, doi = {10.22105/jarie.2022.336248.1463}, abstract = {In the last decade, Information and Communication Technology (ICT) was used as the most effective tool to help businesses gain a competitive advantage by attracting customers. Thus, ICT has significantly contributed to the growth of e-commerce. Internet access allows e-commerce to spread globally and cheaply. However, many organizations did not realize the potential value created by e-commerce. Since the provision of information and branding at the destination necessarily involves the focused attention of all tourism companies in the destination, e-commerce can lead to the development of a new distribution channel in a virtual network and connects the producer with the customer. To this end, the present study analyzed the factors affecting brand strengthening drivers in e-commerce in the Iranian tourism industry. Brand strengthening drivers were ranked using Shannon’s entropy method. The results indicated that advertising and brand communication are the most effective brand strengthening drivers.}, keywords = {brand strengthening,e-commerce,tourism industry}, url = {https://www.journal-aprie.com/article_150241.html}, eprint = {https://www.journal-aprie.com/article_150241_b81f48590572fa183ddf2b5a88064922.pdf} }