A DEMATEL-ISM Integrated Modeling Approach of Influencing Factors Shaping Destination Image in the Tourism Industry

Tourism is an upcoming industry with a high potential for future growth. Many factors influencing destination image (DI) are affecting tourism development. Therefore, studying factors influencing DI is essential. This research study aims to model the factors influencing DI in the tourism industry. A total of 15 factors were the focus of the study. Data on the factors were collected from 10 tourism industry experts. An integrated modeling approach was adopted using the Decision-Making Trial and Evaluation Laboratory (DEMATEL) and Interpretive Structural Modelling (ISM). Interrelationships between the factors, causal effects, relative importance weights, ranks, and driving and dependence powers were analyzed to develop causal and interpretive structures. The developed model revealed that political stability is foundational to other aspects of DI. Then, factors related to safety and security, policy rules and regulations, tourism infrastructure, information and communication technologies, environment, economic development and affluence, fairs, exhibits, and festivals in a destination should be considered. These affect others related to health and hygiene, transport infrastructure, natural and cultural resources, human resources, quality of services, prices, hospitality, friendliness, and receptiveness aspects in a destination. The developed model provides a valuable framework for decision-makers in the tourism industry to enhance and shape the DI.