Document Type : Research Paper


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


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.


Main Subjects