نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 گروه مدیریت بازرگانى، دانشکده علوم اجتماعى ، دانشگاه محقق اردبیلى ، اردبیل ،ایران.
2 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
4 گروه مدیریت بازرگانى ، دانشکده علوم اجتماعى ، دانشگاه محقق اردبیلى , اردبیل ، إیران
کلیدواژهها
عنوان مقاله English
نویسندگان English
The purpose of this research was to analyze the behavior patterns of generation Z consumers in Iraq tourism with a focus on Babol province. This study was conducted using the mixed research method (qualitative and quantitative). In the qualitative part, data was collected and coded using semi-structured interviews with 13 elites and experts in the field of tourism and qualitative content analysis. In the quantitative part, the extracted conceptual model was tested by distributing a questionnaire among 385 tourism experts and activists and using SmartPLS software and structural equation modeling method. The findingsIt led to the identification and validation of a four-dimensional framework that includes the components of searching for authentic and sharable experiences, reliance and trust in the digital space for travel planning and execution, flexibility and desire for self-directed travel and spontaneity, and sensitivity to financial value and at the same time experience-oriented. The results showed that Generation Z, as active, digital-oriented tourists who demand personalization, have transformed the traditional patterns of demand. They are looking for authentic experiences and interaction with local culture, but these experiences must be able to be recorded and shared in the space.have virtual Also, while being sensitive to costs, this generation is willing to pay more for unique and high-quality experiences. This research provides a native framework for understanding the behavior of generation Z in Iraqi tourism and emphasizes the necessity of transformation in policies and development of digital infrastructure and tourism services that suit the needs of this generation.
کلیدواژهها English
