Document Type : Research Paper

Authors

1 PhD Student in Entrepreneurship, Chalous Branch, Islamic Azad University, Chalous, Iran,

2 Department of Management, Chalous Branch, Islamic Azad University, Chalous, Iran

3 Assistant Professor, Department of Mathematics, Chalous Branch, Islamic Azad University, Chalous, Iran

4 Faculty Member of Faculty of Economics, Allameh Tabataba'i University

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.

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