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Investigating the impact of electronic marketing on the Iraqi tourism industry through the mediation of digital transformation
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Ali Ibadi abed Alkhafaji   , Mohammad Bashokouh Ajirlou *1 , Hossein Rahimi Koluor , GHasem Zarei |
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Abstract: (3 Views) |
| The aim of this study is to investigate the mediating role of digital transformation in the relationship between electronic marketing and the Iraqi tourism industry. The study is applied in terms of its purpose and descriptive-correlational in terms of its method. The statistical population included domestic and foreign tourists aged 18 to 50 visiting five major Iraqi cities (Baghdad, Najaf, Karbala, Erbil, Basra). The sample size was determined as 384 people and was selected using a two-stage random cluster method. The standard questionnaire was used as the instrument and data analysis was performed with PLS-SEM. The reliability of the constructs was confirmed with Cronbach's alpha (electronic marketing 0.828, digital transformation 0.865, tourism industry 0.762). All three direct relationships were significant at the 99% level: electronic marketing on digital transformation (β=0.462, t=11.425), digital transformation on the tourism industry (β=0.727, t=24.085) and electronic marketing on the tourism industry (β=0.139, t=3.287). The indirect effect was 0.336 and the total effect was 0.475. The calculated variance-adjusted factor (VAF=70.7%) indicates a strong partial mediating role for digital transformation. It is concluded that digital transformation is the strongest predictor of tourism development in Iraq, and e-marketing has a positive effect on tourism both directly and by enhancing digital transformation. Investment in digital transformation infrastructure (online booking, e-payment, virtual museums) is recommended. |
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| Keywords: Electronic marketing, Iraqi tourism industry, digital transformation. |
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Full-Text [DOCX 2193 kb]
(2 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2024/07/27 | Accepted: 2025/03/16 | Published: 2025/03/16
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