THE ROLE OF DIGITAL MARKETING STRATEGIES IN INCREASING THE BRAND CAPITAL OF TOURISM ENTERPRISES
DOI:
https://doi.org/10.5281/zenodo.20824286Keywords:
digital marketing strategies, brand capital development, multi-criteria decision analysis, PROMETHEE, tourism enterprises, brand equity measurement, competitive positioningAbstract
Abstract. It is widely acknowledged that digital marketing strategies can facilitate the enhancement of
brand capital among tourism enterprises, particularly due to their growing exposure to the digital transformation
environment compared with traditional marketing approaches. This study examines the effectiveness of multicriteria
decision analysis based on preference ranking in supporting tourism enterprises in brand development
and digital campaign management.
The purpose of this paper is to identify the key challenges faced by tourism enterprises in applying
appropriate digital marketing frameworks for brand positioning and competitive performance. Digital brand
equity measurement is considered one of the important determinants shaping consumer-perceived value in
tourism markets.
A total of 247 representatives of tourism enterprises participated in the study. The respondents were
involved in three assessment formats: 1) strategy evaluation without digital tools; 2) strategy evaluation with
PROMETHEE ranking support; and 3) integrated multi-criteria assessment. The responses obtained through
structured questionnaires were analyzed according to their relevance to brand capital indicators, preference
scores assigned to each decision criterion, and the identification of optimal digital marketing strategies.
The results show that, under both assessment conditions, most strategic priorities tend to combine social
media engagement with content-driven brand communication. The findings also indicate that enterprises
operating in digitally intensive environments outperform those with minimal digital marketing integration. The
study demonstrates that the use of a structured decision-support framework can help tourism managers achieve
more accurate brand capital enhancement outcomes compared with less systematic analytical approaches.
In addition, tailored training programs focused on digital strategy formulation and multi-criteria evaluation
techniques may help tourism enterprises strengthen their brand competitiveness before operating under real
market conditions.
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