Presenting The Branding Model of Online Travel Agencies In Social Networks

The innovative environment of social networks is an ideal platform for travelers to access travel information and an important distribution channel that provides many opportunities for online travel agencies and facilitates and strengthens their branding process. The present study aims to present a model for online travel agencies in social networks. The grounded theory strategy (Glaser’s apparent approach) is employed to test the model presented. This is applied and developmental research from the perspective of orientation, exploratory in terms of purpose as well as qualitative and abductive in terms of approach. The data are analyzed using open, selective, and theoretical coding approaches. The data are collected through a semi-structured interview. Participants consist of chief executive officers of online travel agencies and professors familiar with tourism and digital branding. In total, 13 participants were selected using purposive and snowball sampling methods and interviewed to achieve theoretical saturation. The results indicate the branding model of online travel agencies in social networks includes 7 main categories, challenges and barriers, environmental conditions, organizational contexts, resources, facilities and inputs, central branding phenomenon in social networks, mechanisms and actions and consequences, each of which consist of specific concepts and codes. By using the proposed model, agencies can, before creating their brand, consider the barriers and harmful factors and, taking into account the environmental and organizational contexts, necessary resources facilities, and mechanisms, with a broader view and a brand-oriented attitude towards creating, develop and sustain their brands in social networks.