Objective: The present study aims to identify, explain, and rank the factors affecting electronic charitable marketing in luxury tourism services. In this regard, using a mixed (qualitative-quantitative) approach, first the key dimensions and components were extracted and then the relationships between them were analyzed and prioritized through structural-interpretive modeling (ISM).
Method: his study comprises three main stages: first, a thematic analysis using semi-structured interviews with 17 tourism industry experts in Tehran to extract influential factors and develop a qualitative framework of these factors; second, a fuzzy Delphi process with 12 tourism marketing experts to contextualize the factors and identify nine dimensions and 55 indicators, a process that reached consensus among the experts and demonstrated that the key factors include motive, brand, service/product, customers, brand-motive fit, company, campaign, donation, and charitable organization; and third, Structural-Interpretive Modeling (ISM) using data collected from 31 managers and marketing specialists to determine the structural model and identify six levels of factors influencing the success of benevolent (charity) marketing in the realm of virtual luxury tourism services.
Results: The findings indicate that employing this approach can be effective when considering the influential factors, because Structural-Interpretive Modeling (ISM) enables the extraction of causal relationships among the dimensions, and the fuzzy Delphi method refines and prioritizes the components more precisely.
Conclusions: The results of the study show that electronic charitable marketing in the field of luxury services affects customers' purchase intention through a chain of factors including brand trust, commitment to social responsibilities, perceived service quality, and ethical values. The results of this study provide a systematic framework for understanding the interaction of influential factors and can provide practical guidance for policy and decision-making in developing digital charitable marketing strategies in the luxury tourism industry.