Modeling the Psychological Factors Driving Consumer–Brand Relationship in Tourism: A TISM and MICMAC Approach

The ultimate objective of any brand is to successfully create a long-lasting relationship with its customers. There are several factors that play an important role in forging such bonds. This chapter examines the various psychological factors that impact the consumer–brand relationship in the tourism sector. The purpose of this chapter is to identify the driving factors in creating a customer–brand relationship with special reference to the tourism sector. The critical factors are identified with the help of previous literature and modeled according to their driving and dependence power with the help of TISM analysis. The model is further attested with the help of MICMAC analysis. This helps in sorting the critical factors according to their driving power and strategies can be designed accordingly.