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Presenting models of strategies based on artificial intelligence technology and its role in enhancing the competitiveness of tourism institutions
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Abdulkareem Abbas zbala Alaard   , Hossein Rahimi Koluor *1 , Naser Seifollahi Anar , GHasem Zareei |
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Abstract: (61 Views) |
This study aims to explore the phenomenological dimensions of consumers’ lived experiences in Iraqi shopping malls, with a particular focus on emerging retail preferences within a post-war context. Over the past two decades, Iraq’s retail sector has witnessed significant growth, marked by the establishment of more than 40 modern shopping malls in Baghdad, Erbil, and Basra since 2003. According to market reports, the sector is projected to grow at a compound annual rate of 6.7% through 2030 (Market Data Forecast, 2025). This rapid expansion has transformed malls from purely commercial venues into lifestyle destinations and spaces for social interaction and psychosocial reconstruction. Despite these developments, a notable research gap remains, particularly regarding qualitative studies that integrate cultural-Islamic values, digital transformations, and post-war socio-psychological factors into consumer behavior analysis.
Adopting an Interpretative Phenomenological Analysis (IPA) within an exploratory mixed-methods design (qualitative–quantitative), this research collects data through semi-structured in-depth interviews, participant observation, and secondary sources across selected Iraqi cities. The data were analyzed using thematic analysis and interpretative hermeneutics. The theoretical foundation of the study is grounded in phenomenology (Husserl, 1936; van Manen, 2016), the Experience Economy framework (Pine & Gilmore, 1999), and Social Identity Theory (Tajfel & Turner, 1979).
The findings illuminate the subjective and existential meanings associated with the shopping experience—including identity formation, feelings of safety, enjoyment, and social belonging—and ultimately propose a hybrid digital–physical conceptual model that integrates cultural values and post-war dynamics. The results offer practical implications for urban policy-making, mall management, customer experience design, and the development of sustainable retail in emerging Middle Eastern markets.
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| Keywords: Buyer experience, Interpretative Phenomenological Analysis, Iraqi shopping malls, emerging retail, post-war context |
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Full-Text [PDF 1284 kb]
(15 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2024/04/5 | Accepted: 2025/02/28 | Published: 2025/03/15
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