fa ارائه مدل تنوع استراتژیهای بازاریابی مبتنی بر فناوریهای هوش مصنوعی و نقش آن در ارتقای رقابتپذیری مؤسسات گردشگری عمومى General پژوهشي Research <span style="font-size:11pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="line-height:115%"><span arial="" style="font-family:"><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">این</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پژوهش</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">با</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">هدف</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کاوش</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پدیدارشناختی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تجربیات</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">زیسته</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مصرف</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کنندگان</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مراکز</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">خرید</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">عراق</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">با</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تأکید</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بر</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">ترجیحات</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">خرده</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">فروشی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">نوظهور</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بافت</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پس</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اجنگ</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">انجام</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">است</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">. </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">دو</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">دهه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اخیر، صنعت</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">خرده</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">فروشی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">عراق</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">با</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">رشد</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">قابل</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">توجهی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">همراه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بوده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بیش</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">از ۴۰ مرکز</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">خرید</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مدرن</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شهرهای</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بغداد، اربیل</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بصره</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پس</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">از</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">سال ۲۰۰۳ افتتاح</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">است</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">. </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بر</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اساس</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">گزارش</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">های</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بازاری، نرخ</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">رشد</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">ترکیبی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">سالانه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">این</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">صنعت</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تا</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">سال ۲۰۳۰ حدود ۶.۷ درصد</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پیش</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بینی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">می</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شود</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times=""> (Market Data Forecast, 2025). </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">این</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">روند</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مراکز</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">خرید</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">را</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">از</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">یک</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">فضای</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">صرفاً اقتصادی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">به</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مقاصدی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">برای</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">سبک</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">زندگی، تعاملات</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اجتماعی، و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بازسازی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">روانی</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">-</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اجتماعی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">جامعه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">عراق</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تبدیل</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کرده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">است</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">. </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">با</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">وجود</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">این</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تحولات، کمبود</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مطالعات</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کیفی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">که</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بتواند</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">لایه</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">های</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">فرهنگی</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">-</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اسلامی، تحولات</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">دیجیتال، و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شرایط</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">خاص</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پس</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اجنگ</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">را</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تحلیل</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">رفتار</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مصرف</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کننده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">ادغام</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کند، همچنان</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">یک</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شکاف</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پژوهشی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مهم</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">محسوب</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">می</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شود</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">. </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پژوهش</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">حاضر</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">با</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بهره</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">گیری</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">از</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">رویکرد</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پدیدارشناسی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تفسیری</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times=""> (IPA) </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">چارچوب</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">یک</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">طرح</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">آمیخته</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اکتشافی</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times=""> (</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کیفی</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">-</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کمی</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">) </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">انجام</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">است</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">. </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">داده</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">ها</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">از</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">طریق</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مصاحبه</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">های</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">عمیق</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">نیمه</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">ساختاریافته، مشاهده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مشارکتی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">استفاده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">از</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">داده</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">های</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">ثانویه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">میان</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مصرف</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کنندگان</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شهرهای</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">منتخب</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">گردآوری</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">با</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">روش</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">های</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تحلیل</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مضمون</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">هرمنوتیک</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تفسیری</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مورد</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بررسی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">قرار</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">گرفته</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اند</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">. </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مبانی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">نظری</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پژوهش</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بر</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">آثار</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پدیدارشناسی</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times=""> (Husserl, 1936; van Manen</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">, 2016)، نظریه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اقتصاد</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تجربه</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times=""> (Pine & Gilmore</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">, 1999)، و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">نظریه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">هویت</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اجتماعی</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times=""> (Tajfel & Turner, 1979) </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">استوار</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">است</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">. </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">یافته</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">های</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پژوهش</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">به</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تبیین</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">معانی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">ذهنی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">وجودی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تجربه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">خرید</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">&mdash;</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">از</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">جمله</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">احساس</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">هویت، امنیت، لذت، و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تعلق</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اجتماعی</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">&mdash;</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">می</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پردازد</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">نهایت، یک</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مدل</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مفهومی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">هیبریدی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">دیجیتال</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">-</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">فیزیکی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">ارائه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">می</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کند</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">که</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">ارزش</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">های</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">فرهنگی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شرایط</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پس</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">اجنگ</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">را</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">رفتار</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مصرف</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">کننده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">ادغام</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">می</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">نماید</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">. </span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">نتایج</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">این</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پژوهش</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">می</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تواند</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">برای</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">سیاست</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">گذاری</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">شهری، مدیریت</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مراکز</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">خرید، طراحی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">تجربه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مشتری، و</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">توسعه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">خرده</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">‌</span></span></span><span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">فروشی</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">پایدار</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">در</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">بازارهای</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">نوظهور</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">خاورمیانه</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">مورد</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">استفاده</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">قرار</span></span></span> <span lang="FA" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">گیرد</span></span></span><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">.</span></span></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="line-height:115%"><span arial="" style="font-family:"><b><span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">&nbsp;</span></span></span></b> <span dir="LTR" lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span style="font-family:"Times New Roman","serif""></span></span></span></span></span></span></span></span><br> <br> &nbsp; <span style="font-size:11pt"><span style="line-height:115%"><span arial="" style="font-family:"><span lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">This study aims to explore the phenomenological dimensions of consumers&rsquo; 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&rsquo;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.</span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:115%"><span arial="" style="font-family:"><span lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span style="font-family:"Times New Roman","serif""></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:115%"><span arial="" style="font-family:"><span lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">Adopting an Interpretative Phenomenological Analysis (IPA) within an exploratory mixed-methods design (qualitative&ndash;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).</span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:115%"><span arial="" style="font-family:"><span lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span style="font-family:"Times New Roman","serif""></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:115%"><span arial="" style="font-family:"><span lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span new="" roman="" style="font-family:" times="">The findings illuminate the subjective and existential meanings associated with the shopping experience&mdash;including identity formation, feelings of safety, enjoyment, and social belonging&mdash;and ultimately propose a hybrid digital&ndash;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.</span></span></span></span></span></span><br> &nbsp; تجربه خریدار, پدیدارشناسی تفسیری, مراکز خرید عراق, خرده‌فروشی نوظهور, بافت پس‌اجنگ Buyer experience, Interpretative Phenomenological Analysis, Iraqi shopping malls, emerging retail, post-war context 280 322 http://geographical-space.iau-ahar.ac.ir/browse.php?a_code=A-10-3983-2&slc_lang=fa&sid=1 Abdulkareem abbas zbala Alaard عبدالکریم عباس زباله العرد Kareemalardawi@gmail.com 100319475328460023607 100319475328460023607 No Hossein Rahimi Koluor حسین رحیمی کلور hrk6809@gmail.com 100319475328460023608 100319475328460023608 Yes Naser Seifollahi Anar ناصر سیف الهی انار naser_seifollahi@yahoo.com 100319475328460023609 100319475328460023609 No GHasem Zareei قاسم زارعی zareigz@gmail.com 100319475328460023610 100319475328460023610 No