Document Type : Original Article (Quantified)
Authors
1
Phd Student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2
Professor, Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
3
Professor, Department of business Management, Faculty of social sciences, university of mohaghegh Ardabili, Ardabil, iran.
4
Professor, Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabili, Iran
Abstract
This study aims to analyze the behavioral patterns of Generation Z consumers in Iraq’s tourism sector. Methodologically, this research is qualitative, employing a thematic analysis approach. The statistical population comprises 20 tourism experts and elites selected through theoretical sampling. Semi-structured interviews were conducted to collect the data, which were subsequently analyzed using thematic analysis and MAXQDA 2020 software. The research findings revealed eight identified themes: 1) psychological-motivational, 2) digital and media, 3) economic and perceived value, 4) decision-making and destination choice, 5) travel experience and destination consumption, 6) socio-cultural, 7) safety, risk, and trust, and 8) behavioral outcomes. Furthermore, the results indicated that Generation Z—as active, digitally-oriented tourists who demand personalization—has transformed traditional demand patterns. While they seek authentic experiences and interaction with local culture, these experiences must be shareable and recordable in virtual spaces. Additionally, while this generation is highly price-sensitive, they are willing to pay a premium for unique and high-quality experiences. Ultimately, this study highlights the urgent need for policy reforms, the development of digital infrastructure, and the tailoring of tourism services to meet the specific demands of this generation.
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