Document Type : Original Article
Authors
1
Assistant Professor,Department of Business Management, OmidIyeh Branch, Islamic Azad University, OmidIyeh, Iran
2
Department of Management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran
Abstract
Aim and introduction: Tourism experience is the real source of attraction at destination and long-term competitive advantage. Understanding the main fac-tors of tourism experience in destinations is a vital step towards managing and providing a satisfactory destination experience to tourists. Purpose of the re-search is to study the phenomenological experience of Iraqi buyers in the con-sumer products markets of Khuzestan province. The phenomenological study of buyers' lived experience is a qualitative research method aiming to understand the nature of the experience of buying goods or services lived by people. The study seeks to examine the meaning and importance of the buyer's experience from their own perspectives rather than imposing preconceived concepts or theo-ries.
Methodology: This research is an applied research in terms of purpose and a de-scriptive-exploratory one regarding to method of data collection. Additionally; it is interpretive in terms of intellectual paradigm, and deep and qualitative in terms of nature of data. The population consists of all Iraqi buyers in the consumer products markets of Khuzestan province. the sample size reached out 13 interviewees based on the theoretical saturation. The study begins by describing the research context, including the type of goods or services purchased, market or locations of the stores, and cultural and social factors which could influence the buyers' experience. Then, a group of buyers selected to participate in the study . Snowball used as the sampling method in the qualitative phase of the research. The semi-structured interview utilized as the data collection tool. The interviews applied open-ended questions allowing participants to describe their experiences in their own words. After the step data collection, the phenomenological method used to analyze the data which involved interpreting meaning of the participants' experiences and patterns and common expressions of the data or analyzing the related data to existing theories and frameworks. A hermeneutic approach used to analyze the data which included interpreting the meaning of the participants' experiences. Data analysis done based on Vanmenen's (2006) approach called "thematic analysis". Finally; the model achieved by MAXQDA software.
Findings: 9 main themes and 30 sub-themes (first-level themes) were obtained by the interview with the participants of this research. The main topics included trade and economy, consumer culture, wealth and income, tourism and enter-tainment, the possibility of education and treatment, the reputation and credibil-ity of Iranian products, culture, religion and common customs, communication barriers and the current conditions in Iraq. Each of these mentioned factors found their own 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. This plays a crucial role in highly strategic and business priorities. Consumer choice includes various dimensions such as financial, psychological, sociological and some other factors, so there is a wider scope for consumer re-search and analysis identifying needs and purchasing behaviors. The academic community as well as commercial companies have conducted a lot of research in the field of consumer behavior in different ways. As above-mentioned, the purpose of the study was to phenomenologically analyze the phenomenon of the lived experience of Iraqi buyers in the consumer products markets of Khuzestan province leading to a deeper understanding of the phenomenon and reveals new horizons on shopping of the consumer products markets of Khuzestan province as a guide for marketers in formulating marketing strategies. This study aimed 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. The framework helps tourism agencies organizations and policy makers expand their understanding of various factors and processes when considering the formation of the tourism experience. By doing so, tourism organizations agencies 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 products markets of Khuzestan province. One of the main topics was the importance of communication and social networks in facilitating trade between Iraq and Iran. The 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 felt like outsiders in markets and had to try hard to build trust with Iranian sellers. Overall, the study provided valuable insights into the life experience of Iraqi buyers in the consumer products markets of Khuzestan province. The findings can be used to inform policies and practices supporting cross-border trade and promote greater understanding between Iraq and Iran.
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