MODEL FOR ENHANCING E-BUSINESS IN TOURISM ENTERPRISES BASED ON BRAND AND SOCIAL MEDIA: THE CASE OF THE REPUBLIC OF CROATIA

Abstract

The aim of this research is to examine the impact of brand and social media on e-business of tourism enterprises, as well as to propose an optimal model for improving business performance in the digital environment. Methodology includes theoretical analysis of literature and empirical research conducted on a sample of 385 respondents, users of tourism products and services. An e-questionnaire was used for data collection, and data processing was performed using descriptive statistics, correlation and regression analysis in the JMP Pro 18 software package. The reliability of measurement scales was confirmed by Cronbach’s alpha coefficient. Results show that the overall model explains 82% of the variance in e-business (R²=0.821; F=874.16; p<0.0001). Both predictors have a statistically significant positive impact, with social media (β=0.690; p<0.0001) exerting twice as strong an influence compared to brand (β=0.338; p<0.0001). Conclusion confirms the main hypothesis that brand and social media significantly contribute to the development of e-business in tourism enterprises, emphasizing the crucial role of social media in contemporary tourism business operations in the Republic of Croatia.