عنوان مقاله [English]
Objective: Tourism experience is the real source of destination attractiveness and long-term competitive advantage. Understanding the main factors of tourism experience in destinations is a vital step towards managing and providing a satisfactory destination experience to tourists. The purpose of this research is to study the phenomenological experience of Iraqi buyers in the consumer markets of Khuzestan province. The phenomenological study of buyers' lived experience is a qualitative research method that aims to understand the nature of the experience of buying goods or services lived by people. This study seeks to examine the meaning and importance of the buyer's experience from their own perspective, rather than imposing preconceived concepts or theories.
Method: This research is an applied research in terms of its purpose. And based on the method of data collection, it is descriptive-exploratory. Also, this research is interpretive in terms of intellectual paradigm, in terms of depth and qualitative in terms of the nature of data. The statistical population of this research are all Iraqi buyers in the consumer markets of Khuzestan province, which is the common feature of all the people selected in this research being Iraqis and the "lived experience" of shopping and attending the consumer markets of Khuzestan province. According to the theory of theoretical saturation, the sample size of the research is 13 people, because no new concept or material was added to the interviews in the interview with the next people. The study begins by describing the research context, including the type of goods or services purchased, market or store location, and cultural and social factors that may influence the shopper's experience. Then the researcher selected a group of buyers to participate in the study. The sampling method in qualitative research was snowball type. In this way, the people who were interviewed introduced the next people. The collection tool is a semi-structured interview. Interviews were conducted using open-ended questions that allowed participants to describe their experiences in their own words. After collecting the data, the researcher uses the phenomenological method to analyze the data. This involves interpreting the meaning of the participants' experiences and may involve identifying patterns and common expressions in the data or analyzing the data relative to existing theories and frameworks. The researcher used a hermeneutic approach to analyze the data, which included interpreting the meaning of the participants' experiences. Data analysis is done with Vanmenen's (2006) approach, which is called "thematic analysis", and the obtained model was drawn by MAXQDA software.
Findings: From the interview with the participants of this research, 9 main themes and 30 sub-themes (first-level themes) were obtained. The main topics include trade and economy, consumer culture, wealth and income, tourism and entertainment, the possibility of education and treatment, the reputation and credibility of Iranian products, culture, religion and common customs, communication barriers and current conditions in Iraq. . Each of these mentioned factors has sub-topics.
Conclusion: Considering the contribution of Iraqi buyers in the purchase and export of small and partial consumer goods in the country, especially in Khuzestan province, it is important to pay attention to this phenomenon as an important factor in the growth of exports, as well as reducing marketing costs and creating demand for Iranian products, which directly affects the country's production. It is in high strategic and commercial priorities. Consumer choice includes various dimensions such as financial, psychological, sociological and some other factors, so there is a wider scope for consumer research and analysis, identifying needs and purchasing behavior. The academic community as well as commercial companies have conducted a lot of research in the field of consumer behavior in different ways. The purpose of this study is to phenomenologically analyze the phenomenon of the lived experience of Iraqi buyers in the consumer markets of Khuzestan province, which leads to a deeper understanding of this phenomenon and reveals new horizons about the phenomenon of shopping in the consumer markets of Khuzestan province to be a guide for marketers in formulating marketing strategies. This study aims to develop an integrated conceptual framework of tourism experiences in the destination based on the theoretical and conceptual understanding of tourism experience as an emerging topic in tourism research and consumer behavior. This framework helps tourism organizations and policy makers in expanding their understanding of various factors and processes when considering the formation of the tourism experience. By doing so, tourism organizations and other tourism stakeholders can manage the prerequisites for enjoyable experiences for tourists, which are likely to encourage tourists to return to the destination and recommend it to others. The findings of this study revealed several issues related to the lived experience of Iraqi buyers in the consumer markets of Khuzestan province. One of the main topics was the importance of communication and social networks in facilitating trade between Iraq and Iran. Participants described how they advised their family members, friends and acquaintances to navigate the markets and find reliable sellers. Another key issue was the challenges faced by Iraqi buyers, including language barriers, cultural differences and discrimination. Participants described how they often feel like outsiders in markets and have to work hard to build trust with Iranian sellers. Overall, this study provides valuable insights into the life experience of Iraqi shoppers in the consumer markets of Khuzestan province. Findings can be used to inform policies and practices that support cross-border trade and promote greater understanding between Iraq and Iran.