گردشگری و توسعه

گردشگری و توسعه

تأثیر بازاریابی رسانۀ اجتماعی در ارزش ویژۀ برند با در نظر گرفتن نقش میانجی توسعۀ گردشگری پایدار و مسئولیت اجتماعی مهمانان و مشتریان هتل‌های چهار و پنج ستاره در تهران

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشیار، دانشکدۀ مدیریت، دانشگاه خوارزمی، تهران، ایران
2 استادیار، دانشکدۀ مدیریت، دانشگاه خوارزمی، تهران، ایران
3 دانش‌آموختۀ مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه خوارزمی، تهران، ایران
10.22034/jtd.2025.498014.3010
چکیده
توسعۀ ‌فنّاوری‌های نوین به‌ویژۀ تلفن‌های هوشمند و گسترش رسانه‌های اجتماعی تحولات بنیادینی در حوزۀ کسب‌وکار ایجاد کرده است. در این میان، صنعت گردشگری به‌عنوان یکی از صنایع پررونق از این تحولات بی‌نصیب نمانده است. پژوهش پیش‌رو با هدف بررسی تأثیر بازاریابی رسانه‌های اجتماعی در ارزش ویژۀ برند با در نظر گرفتن نقش میانجی توسعۀ گردشگری پایدار و مسئولیت اجتماعی شرکت در صنعت گردشگری انجام شده است. پژوهش با رویکرد فلسفی اثبات‌گرایی و با استفاده از روش کمّی انجام شده است. راهبرد پژوهش پیمایشی است و از پرسش‌نامۀ استاندارد با طیف لیکرت پنج‌گزینه‌ای برای جمع‌آوری داده‌ها استفاده شده است. روایی صوری و محتوایی پرسش‌نامه با استفاده از نظر متخصصان و استادان حوزۀ بازاریابی و گردشگری بررسی شده است. برای بررسی روایی سازه از تحلیل عاملی تأییدی با استفاده از نرم‌افزار اسمارت پی‌ال‌اس استفاده شده است و شاخص‌های برازش مدل در سطح مطلوبی قرار دارند. پایایی پرسش‌نامه با استفاده از ضریب آلفای کرونباخ و پایایی ترکیبی بررسی شده و مقادیر آن‌ها برای تمامی سازه‌ها بیشتر از 7/0 است، که نشان‌دهندۀ پایایی مطلوب پرسش‌نامه است. این پژوهش دارای افق زمانی مقطعی است و در بازۀ زمانی یک‌و‌نیم‌ماهه بین تاریخ 9 آبان تا 8 دی انجام شده است. جامعۀ آماری شامل مشتریان و مهمانان هتل‌های چهار و پنج ستاره در تهران بوده و نمونه‌گیری به روش غیراحتمالی در دسترس با حجم نمونۀ 384 نفر انجام شده است. نتایج پژوهش نشان می‌دهد که بازاریابی در رسانه‌های اجتماعی تأثیر معناداری در ارزش ویژۀ برند هتل‌ها دارد. این تأثیر مستقیم و از طریق متغیرهای میانجی مسئولیت اجتماعی شرکت و توسعۀ گردشگری پایدار مشاهده شده است. پژوهش نشان می‌دهد که هتل‌ها با بهره‌گیری مؤثر از بازاریابی رسانه‌های اجتماعی و تمرکز بر فعالیت‌های مسئولیت اجتماعی و توسعۀ گردشگری پایدار می‌توانند ارزش ویژۀ برندشان را افزایش دهند. پیشنهاد می‌شود هتل‌ها با تولید محتوای باکیفیت، ایجاد تعامل با مشتریان و اجرای برنامه‌های مسئولیت اجتماعی به این هدف دست یابند.
کلیدواژه‌ها

عنوان مقاله English

The impact of social media marketing on brand equity, considering the mediating role of the mediating role of sustainable tourism development and social responsibility of guests and customers of four- and five-star hotels in tehran

نویسندگان English

Hossein Norouzi 1
Maryam Sedaghat 2
Shiva Barzegar 3
Nima Shahhosseini 3
1 Associate Professor, Faculty of Management, Kharazmi University, Tehran, Iran
2 Assistant Professor, Faculty of Management, Kharazmi University, Tehran, Iran
3 MSc. Department of Business Management,Faculty of Management, University of kharazmi,Tehran,Iran
چکیده English

Introduction: The development of new technologies, especially smartphones and the expansion of social media, has brought about fundamental changes in the business world. The tourism industry, as one of the thriving industries, has not been left out of these developments. This study aims to examine the impact of social media marketing on brand equity, considering the mediating role of sustainable tourism development and corporate social responsibility in the tourism industry.

Research method: This research was conducted with a positivist philosophical approach using a quantitative method. The research strategy was survey-based. This research has a cross-sectional time horizon and was conducted over a one-and-a-half month period between October 31 and December 29. The statistical population included customers and guests of 4- and 5-star hotels, and sampling was done using a non-probability convenience method with a sample size of 384. Structural equation modeling and SPSS and Smart PLS software were used for data analysis.

Findings: The results of the research showed that social media marketing has a significant impact on the brand equity of hotels. This impact was observed directly and through the mediating variables of corporate social responsibility and sustainable tourism development.

Conclusion: This research shows that hotels can increase their brand equity by effectively using social media marketing and focusing on corporate social responsibility activities and sustainable tourism development. It is suggested that hotels can achieve this goal by producing quality content, creating interactions with customers, and implementing social responsibility programs.

کلیدواژه‌ها English

Social media marketing
brand equity
sustainable tourism development
social responsibility
بهاری، جعفر، بهاری، شهلا و بهاری حامد (1399). تأثیر مسئولیت‌های اجتماعی بر ارزش ویژۀ برند مقصد گردشگری از دیدگاه گردشگران داخلی (مطالعه موردی: شهر تبریز). جغرافیا و مطالعات محیطی، 9(33)،69-88. https://sanad.iau.ir/Journal/ges/Article/977835
جعفری، وحیده، نجارزاده، محمد و کیانی فیض‌آبادی، زهره (1396). بررسی عوامل مؤثر بر ارزش ویژۀ برند مقصد گردشگری (مورد مطالعه: شهرستان سوادکوه). برنامهریزی و توسعه گردشگری، 6(20)، 75-93. https://doi.org/10.22080/jtpd.2017.1488
خادم، فاطمه و کروبی، مهدی (1402). شناسایی عوامل مؤثر بر بازاریابی رسا‌نه‌های اجتماعی در توسعه پایدار کسب‌وکارهای گردشگری. اکتشاف و پردازش هوشمند دانش، 3(10). https://doi.org/10.30508/kdip.2024.424616.1077
رحمانی، نسیم، وهاب‌زاده منشی، شادان و مهرانی، هرمز (1402). مسئولیت‌پذیری اجتماعی در بازاریابی دیجیتال کسب‌وکارهای کوچک: یک مطالعه کیفی. فصلنامه علمی رسانه، 34(3)، 106-83. https://doi.org/10.22034/bmsp.2022.334987.1708
کمالی، یحیی (1401). شناسایی چالش‌های توسعۀ گردشگری پایدار در استان کرمان. گردشگری و توسعه، 11(2)، 145-165. https://doi.org/10.22034/jtd.2021.273098.2270
وحیدزادگان، فریبا و زنگی‌آبادی، علی (1400). بررسی نقش تصویر برند در ارزش ویژۀ برند گردشگری اصفهان از دیدگاه گردشگران داخلی. گردشگری و توسعه،10(4)، 63-72. https://doi.org/10.22034/jtd.2021.263826.2220
  Aaker, D. A. (2009). Managing brand equity: Capitalizing on the value of a brand name. simon and schuster.
Ahmad, N., Ahmad, A., & Siddique, I. (2023). Responsible tourism and hospitality: The intersection of altruistic values, human emotions, and corporate social responsibility. Administrative Sciences, 13(4), 105. https://doi.org/10.3390/admsci13040105
Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104. https://doi.org/10.5267/j.ijdns.2020.3.002    
Al Akbar, M. R., Rizky, M., Ningrum, D. L., Yuspita, D., Febrianti, K. L., Agustin, L. M. & Arafatun, S. K. (2023). Little Amazon's ecotourism potential: Sustainable tourism development through digital marketing. Community Empowerment, 8(9), 1389-1396. https://doi.org/10.31603/ce.10301
Alhawamdeh, H., Al-Saad, S. A., Almasarweh, M. S., Al-Hamad, A. A. S., Ahmad, A. Y., & Ayasrah, F. T. M. (2023). The role of energy management practices in sustainable tourism development: a case study of Jerash, Jordan. International Journal of Energy Economics and Policy, 13(6), 321-333.  https://doi.org/10.32479/ijeep.14724
Alzaydi, Z. M., & Elsharnouby, M. H. (2023). Using social media marketing to pro-tourism behaviours: the mediating role of destination attractiveness and attitude towards the positive impacts of tourism. Future Business Journal, 9(1), 42. https://doi.org/10.1186/s43093-023-00220-5     
Aman, E. E., & Papp-Váry, Á. F. (2022). Digital Marketing as a Driver for Sustainable Tourism Development: a Systematic Literature Review. Multidiszciplináris kihívások, sokszínű válaszok-Gazdálkodás-és Szervezéstudományi folyóirat, (2), 3-33. https://doi.org/10.33565/mksv.2022.02.01
Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The effect of corporate social responsibility on brand image and brand equity and its impact on consumer satisfaction. Administrative Sciences, 13(5), 118. https://doi.org/10.3390/admsci13050118  
Ateş, A. (2025). A Bibliometric Analysis on Corporate Social Responsibility in the Tourism Sector between 2018-2023. Uluslararası Ekonomi Siyaset İnsan ve Toplum Bilimleri Dergisi, 8(1), 1-16. https://doi.org/10.59445/ijephss.1550518  
Azhar, M., Hamid, S., Akhtar, M. J., & Subhan, M. (2022). Delineating the influence of social media use on sustainable rural tourism: an application of TPB with place emotion. Journal of Tourism, Sustainability and Well-Being, 10(4), 292-312.  https://doi.org/10.34623/1ta2-yj22
Bahari, J., Bahari, S., & Bahari, H. (2020). The impact of social responsibilities on destination brand equity from the perspective of domestic tourists (Case study: Tabriz city). Geography and Environmental Studies, 9(33), 69-88. https://sanad.iau.ir/Journal/ges/Article/977835  [In Persian]
Carrera, L. (2022). Corporate social responsibility. A strategy for social and territorial sustainability. International Journal of Corporate Social Responsibility, 7(1), 7. https://doi.org/10.1186/s40991-022-00074-0        
Chae, H., Ko, E., & Han, J. (2015). How do customers' SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand. Journal of Global Scholars of Marketing Science, 25(2), 122-141.  https://doi.org/10.1080/21639159.2015.1012809
Chen, X., & Qasim, H. (2021). Does EBrand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumerbased brand equity and love. Journal of Consumer Behaviour, 20(5), 1065-1077. https://doi.org/10.1002/cb.1915   
Cheuk, S., Atang, A., Chiun, L. M., & Ramayah, T. (2018). Barriers to digital marketing adoption at remote rural tourism destinations in Sarawak: an exploratory study. Int. J. Eng. Technol, 7(2), 86-90. https://doi.org/10.14419/ijet.v7i2.29.13135
Ciptasari, D. A., Pitanatri, D. S., & Adinda, C. (2024). The Influence of Social Media Marketing Instagram and Electronic Word of Mouth TripAdvisor on Purchase Interest at The Stones, Legian-Bali. Indonesian Journal of Applied and Industrial Sciences (ESA), 3(4), 369-380.     https://doi.org/10.55927/esa.v3i4.9821    
Coelho, A., Bairrada, C., Simão, L., & Barbosa, C. (2020). The drivers of the city brand equity comparing citizens’ and tourists’ perceptions and its influence on the city attractiveness: The case of the city of Coimbra. International Journal of Hospitality & Tourism Administration, 23(2), 242-268. https://doi.org/10.1080/15256480.2020.1746215
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests.  Psychometrika, 16(3), 297-334.  https://doi.org/10.1007/BF02310555
Curley, C. B., & Noormohamed, N. A. (2014). Social media marketing effects on corporate social responsibility. Journal of Business & Economics Research, 12(1), 61-66. https://doi.org/10.19030/jber.v12i1.8379
Dressler, M., & Paunovic, I. (2021). The value of consistency: portfolio labeling strategies and impact on winery brand equity. Sustainability, 13(3), 1400. https://doi.org/10.3390/su13031400  
Duy, N. T., Mondal, S. R., Van, N. T. T., Dzung, P. T., Minh, D. X. H., & Das, S. (2020). A study on the role of web 4.0 and 5.0 in the sustainable tourism ecosystem of Ho Chi Minh City, Vietnam. Sustainability, 12(17), 7140. https://doi.org/10.3390/su12177140
Ekinci, Y., Japutra, A., Molinillo, S., & Uysal, M. (2023). Extension and validation of a novel destination brand equity model. Journal of Travel Research, 62(6), 1257-1276. https://doi.org/10.1177/00472875221125668
El Ghoul, S., Guedhami, O., Nash, R., & Patel, A. (2019). New evidence on the role of the media in corporate social responsibility. Journal of Business Ethics, 154, 1051-1079. https://doi.org/10.2139/ssrn.2712239
Esmaeilpour, M. and Barjoei, S. (2016). The Impact of Social Responsibility and Corporate Image on Brand Equity. New Marketing Research Journal6(1), 79-94. https://doi.org/10.22108/nmrj.2016.20655
Ferrara, C., Pierdicca, R., Paolanti, M., Aleffi, C., Tomasi, S., Paviotti, G., & Frontoni, E. (2020). The role of ICTs and public-private cooperation for cultural heritage tourism. The case of Smart Marca/Il ruolo delle ICT e della cooperazione pubblico-privati per il turismo culturale. Il caso di Smart Marca. Il capitale culturale/ Studies on the Value of Cultural Heritage, 189-204. https://doi.org/10.13138/2039-2362/2424
Firman, A., Moslehpour, M., Qiu, R., Lin, P. K., Ismail, T., & Rahman, F. F. (2023). The impact of eco-innovation, ecotourism policy and social media on sustainable tourism development: evidence from the tourism sector of Indonesia. Economic research-Ekonomska istraživanja, 36(2). https://doi.org/10.1080/1331677x.2022.2143847  
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research,18(1),39-50. https://doi.org/10.2307/3151312
Gálvez-Sánchez, F. J., Molina-Prados, A., Molina-Moreno, V., & Moral-Cuadra, S. (2024). Exploring the three-dimensional effect of corporate social responsibility on brand equity, corporate reputation, and willingness to pay. A study of the fashion industry. Journal of Retailing and Consumer Services, 79, 103836. https://doi.org/10.1016/j.jretconser.2024.103836
Go, H., & Kang, M. (2023). Metaverse tourism for sustainable tourism development: Tourism agenda 2030. Tourism Review, 78(2), 381-394. https://doi.org/10.1108/tr-02-2022-0102
Gómez-Carrasco, P., Guillamón-Saorín, E., & Garcia Osma, B. (2021). Stakeholders versus firm communication in social media: The case of Twitter and corporate social responsibility information. European Accounting Review, 30(1), 31-62. https://doi.org/10.1080/09638180.2019.1708428
González-Ramos, M. I., Donate, M. J., & Guadamillas, F. (2023). The interplay between corporate social responsibility and knowledge management strategies for innovation capability development in dynamic environments. Journal of Knowledge Management, 27(11), 59-81. https://doi.org/10.1108/jkm-08-2022-0637
Hafez, M. (2022). Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness. International Journal of Information Management Data Insights, 2(2), 100140. https://doi.org/10.1016/j.jjimei.2022.100140
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2013). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
Hussain, T., Chen, S., & Nurunnabi, M. (2019). The role of social media for sustainable development in mountain region tourism in Pakistan. International Journal of Sustainable Development & World Ecology, 26(3), 226-231. https://doi.org/10.1080/13504509.2018.1550823
Hysa, B., Karasek, A., & Zdonek, I. (2021). Social media usage by different generations as a tool for sustainable tourism marketing in society 5.0 idea. Sustainability, 13(3), 1018. https://doi.org/10.3390/su13031018  
Jafari, V., Najjarzadeh, M., & Kiani Feizabadi, Z. (2017). Survey Factors Affecting Tourism Destination Brand Equity (Case Study: Savadkuh County). Journal of Tourism Planning and Development, 6(20), 75-93. https://doi.org/10.22080/jtpd.2017.1488 [In Persian]
Janjua, Z, Krishnapillai, G., & Rehman, M. (2023). Enhancing Brand Equity Through Sustainable Tourism Marketing: A Study on Home-Stays in Malaysia. Asian Academy of Management Journal, 28(1), 237–263. https://doi.org/10.21315/aamj2023.28.1.10
Kamali, Y. (2022). Identifying the challenges of sustainable tourism development in Kerman province. Journal of Tourism and Developmen, 11(2), 145-165. https://doi.org/10.22034/jtd.2021.273098.2270 [In Persian]
Khadem, F., & Karoubi, M. (2023). Identifying the effective factors on social media marketing in the sustainable development of tourism businesses. Intelligent Knowledge Exploration and Processing3(10), e187606. https://doi.org/10.30508/kdip.2024.424616.1077 [ in Persian]
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014  
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific journal of marketing and logistics, 33(1), 53-72. https://doi.org/10.1108/apjml-07-2019-0453
Kullada, P., & Michelle Kurniadjie, C. R. (2021). Examining the influence of digital information quality on tourists’ experience. Journal of Quality Assurance in Hospitality & Tourism, 22(2), 191-217. https://doi.org/10.1080/1528008x.2020.1769522  
Lai, C. S., Chiu, C. J., Yang, C. F., & Pai, D. C. (2015). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation. Journal of business ethics, 95, 457-469. https://doi.org/10.1007/s10551-013-1979-5
López-Rodríguez, C. E., & Forero, J. A. M. (2024). Dimensions for Measuring Brand Equity in the Airlines Industry. Journal of Tourism and Services, 15(28), 22-38. https://doi.org/10.29036/jots.v15i28.552
Mahmood, A., & Bashir, J. (2020). How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR. International Journal of Engineering Business Management, 12, 1847979020927547.  https://doi.org/10.1177/1847979020927547
Masrivah, R. F. S., & Rijanto, R. (2024). Return on assets: the effect of corporate social responsibility and return on equity. Jurnal Ekonomi, Manajemen Dan Akuntansi, 2(04), 645-656. https://eu-opensci.org/index.php/ejbmr/article/view/51759   
Menon, S., Bhatt, S., & Sharma, S. (2021). A study on envisioning Indian tourism–Through cultural tourism and sustainable digitalization. Cogent Social Sciences, 7(1), 1903149. https://doi.org/10.1080/23311886.2021.1903149
Misso, R., Andreopoulou, Z., Cesaretti, G. P., Hanna, S. S., & Tzoulis, I. (2018). Sustainable development and green tourism: New practices for excellence in the digital era. Journal for International Business and Entrepreneurship Development, 11(1), 65-74. https://doi.org/10.1504/jibed.2018.10011061
Natocheeva, N., Shayakhmetova, L., Bekkhozhaeva, A., Khamikhan, N., & Pshembayeva, D. (2020). Digital technologies as a driver for the development of the tourism industry. In E3S Web of Conferences (Vol. 159, p. 04002). EDP Sciences. https://doi.org/10.1051/e3sconf/202015904002
Niazi, M. S., Haider, M. I., Islam, T., & Rehman, S. U. (2012). The impact of corporate social responsibility on brand equity. European Journal of Social Sciences, 34(3), 520-529. https://www.europeanjournalofsocialsciences.com/issues/EJSS_34_3.html
Oka, I. M. D., & Subadra, I. N. (2024). Digital marketing for sustainable tourism village in Bali: A mixed methods study. Journal of Infrastructure, Policy and Development, 8(7), 3726. https://doi.org/10.24294/jipd.v8i7.3726
Organisation for Economic Co-operation and Development. (2001). Corporate social responsibility: Partners for progress. Paris: OECD. https://doi.org/10.1787/9789264194854-en
Oxoli, D., Terza, V., Cannata, M., & Brovelli, M. A. (2020). An open IT infrastructure for green tourism management and promotion: The insubri. parks project. International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences, 43, 277-281. https://doi.org/10.5194/isprs-archives-xliii-b4-2020-277-2020
Park, D., Kim, W. G., & Choi, S. (2019). Application of social media analytics in tourism crisis communication. Current Issuesin Tourism, 22(15), 1810-1824. https://doi.org/10.1080/13683500.2018.1504900
Puriwat, W., & Tripopsakul, S. (2021). Understanding Digital Social Responsibility in the Social Media Context: Evidence from Thailand. International Journal of Professional Business Review, 7(1), e0257. https://doi.org/10.26668/businessreview/2022.v7i1.257
Rahman, M. H., Tanchangya, T., Rahman, J., Aktar, M. A., & Majumder, S. C. (2024). Corporate social responsibility and green financing behavior in Bangladesh: Towards sustainable tourism. Innovation and Green Development, 3(3), 100133. https://doi.org/10.1016/j.igd.2024.100133
Rahmani, N., Vahabzadeh Monshi, S., & Mehrani, H. (2023). Corporate Social Responsibility in Small Business Digital Marketing: A Qualitative Study. Rasaneh, 34(3), 83-106. https://doi.org/10.22034/bmsp.2022.334987.1708 [In Persian]Ramadhani, I., & Mujayana, M. (2022). Brand equity and strategies to win business competition. Journal of Applied Management and Business, 3(1), 20-25.   https://doi.org/10.37802/jamb.v3i1.245
Reichstein, C., & Härting, R. C. (2018). Potentials of changing customer needs in a digital world–a conceptual model and recommendations for action in tourism. Procedia Computer Science, 126, 1484-1494. https://doi.org/10.1016/j.procs.2018.08.120
Riano, J. D., & Yakovleva, N. (2022). Corporate social responsibility. In Responsible Consumption and Production (pp. 106-117). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-95726-5_26
Rojas-Lamorena, Á. J., Del Barrio-García, S., & Alcántara-Pilar, J. M. (2022). A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling. Journalof Business Research, 139, 1067-1083. https://doi.org/10.1016/j.jbusres.2021.10.025
Romolini, A., Fissi, S., & Gori, E. (2017). Integrating territory regeneration, culture and sustainable tourism. The Italian albergo diffuso model of hospitality. Tourism management perspectives, 22, 67-72. https://doi.org/10.1016/j.tmp.2017.02.002
Ruiz-Ortega, M. J., Parra-Requena, G., & García-Villaverde, P. M. (2021). From entrepreneurial orientation to sustainability orientation: The role of cognitive proximity in companies in tourist destinations. Tourism Management, 84, 104265. https://doi.org/10.1016/j.tourman.2020.104265
Sağtaş, S. (2022). The effect of social media marketing on brand equity and consumer purchasing intention. Journal of Life Economics, 9(1), 21-31. https://doi.org/10.15637/jlecon.9.1.02
Samad, S., & Alharthi, A. (2022). Untangling factors influencing women entrepreneurs’ involvement in tourism and its impact on sustainable tourism development. Administrative Sciences, 12(2), 52. https://doi.org/10.3390/admsci12020052
Shaikh, S., & Gummerum, M. (2025). A luxury consumption perspective on motivations for brand valueco-creation in emerging markets. International Journal of Emerging Markets, 21(1), 170-189. https://doi.org/10.1108/ijoem-10-2023-1637
Sharma, A., Fadahunsi, A., Abbas, H., & Pathak, V. K. (2022). A multi-analytic approach to predict social media marketing influence on consumer purchase intention. Journal of Indian Business Research, 14(2), 125-149.  https://doi.org/10.1108/jibr-08-2021-0313
Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing science, 12(1), 28-52. https://doi.org/10.1287/mksc.12.1.28
Smith, N. A., Martinez, L. R., Xu, S., Mattila, A., & Gao, L. Y. (2023). Employing the houseless as corporate social responsibility. International journal of contemporary hospitality management, 35(8), 3029-3050. https://doi.org/10.1108/ijchm-05-2022-0649
Sohail, M. S., Hasan, M., & Sohail, A. F. (2020). The impact of social media marketing on brand trust and brand loyalty: An Arab perspective. International Journal of Online Marketing (IJOM), 10(1), 15-31. https://doi.org/10.4018/ijom.2020010102
Suyunchaliyeva, M., Shedenova, N., Kazbekov, B., & Akhmetkaliyeva, S. (2020). Digital economy: Information technology and trends in tourism. In E3S Web of Conferences (Vol. 159, p. 04029). EDP Sciences. https://doi.org/10.1051/e3sconf/202015904029  
Tan, P. L., Rasoolimanesh, S. M., & Manickam, G. (2022). How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities. Heliyon, 8(4). https://doi.org/10.1016/j.heliyon.2022.e09266
Tarazona-Montoya, R., Peris-Ortiz, M., & Devece, C. (2020). The value of cluster association for digital marketing in tourism regional development. Sustainability, 12(23), 9887. https://doi.org/10.3390/su12239887
Troiville, J. (2024). Connecting the dots between brand equity and brand loyalty for retailers: The mediating roles of brand attitudes and word-of-mouth communication. Journal of Business Research, 177, 114650.  https://doi.org/10.1016/j.jbusres.2024.114650
Tuan, L. T. (2012). Corporate social responsibility, leadership, and brand equity in healthcare service. Social Responsibility Journal, 8(3), 347-362. https://doi.org/10.1108/17471111211247929
Vaculčíková, Z., Tučková, Z., & Nguyen, X. T. (2020). Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages. Innovative Marketing, 16(1), 1. https://doi.org/10.21511/im.16(1).2020.01
Vahidzadegan, F., & Zangiabadi, A. (2021). Investigating the role of brand image in touristm brand equity of Isfahan from the perspective of domestic tourists. Journal of Tourism and Development, 10(4), 63-72. https://doi.org/10.22034/jtd.2021.263826.2220 [In Persian]
Vesal, M., Siahtiri, V., & O'Cass, A. (2021). Strengthening B2B brands by signalling environmental sustainability and managing customer relationships. Industrial Marketing Management, 92, 321-331. https://doi.org/10.1016/j.indmarman.2020.02.024  
Wang, S., Liao, Y. K., Wu, W. Y., & Le, K. B. H. (2021). The role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability, 13(21), 11975. https://doi.org/10.3390/su132111975
Wani, M. D., Dada, Z. A., & Shah, S. A. (2024). The impact of community empowerment on sustainable tourism development and the mediation effect of local support: a structural equation Modeling approach. Community Development, 55(1), 50-66. https://doi.org/10.1080/15575330.2022.2109703
Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: the Case of Zap Manado. International Journal of Professional Business Review, 8(4), 8. https://doi.org/10.26668/businessreview/2023.v8i4.1389   
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly, 33(1), 177-195. https://doi.org/10.2307/20650284
Wright, S. (1934). The method of path coefficients. The Annals of Mathematical Statistics, 5(3), 161-215. https://doi.org/10.1214/aoms/1177732676
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and informatics, 34(7), 1294-1307. https://doi.org/10.1016/j.tele.2017.06.001
Zarei, A., Farjoo, H., & Bagheri Garabollagh, H. (2022). How Social Media Marketing Activities (SMMAs) and brand equity affect the customer's response: does overall flow moderate it?. Journal of Internet Commerce, 21(2), 160-182. https://doi.org/10.1080/15332861.2021.1955461
Zhang, L., & Zhang, J. (2018). Perception of small tourism enterprises in Lao PDR regarding social sustainability under the influence of social network. Tourism Management, 69, 109-120. https://doi.org/10.1016/j.tourman.2018.05.012
Zolfani, S. H., Sedaghat, M., Maknoon, R., & Zavadskas, E. K. (2015). Sustainable tourism: a comprehensive literature review on frameworks and applications. Economic research-Ekonomska istraživanja, 28(1), 1-30. https://doi.org/10.1080/1331677x.2014.995895