Presenting an Electronic Marketing Model in the Tourism Industry of Iraq with an Emphasis on Digital Transformation

Abed Alkhafaji, Ali Ibadi; Bashokouh Ajirlou, Mohammad; Rahimi Kolour, Hossein; Zarei, Ghasem

doi:10.22034/ijumes.2025.738223

Presenting an Electronic Marketing Model in the Tourism Industry of Iraq with an Emphasis on Digital Transformation

Document Type : Case Study

Authors

Ali Ibadi Abed Alkhafaji ¹

Mohammad Bashokouh Ajirlou ²

Hossein Rahimi Kolour ³

Ghasem Zarei ²

¹ Ph.D. Student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

² Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabili, Iran

³ Associate Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

10.22034/ijumes.2025.738223

Abstract

Over recent decades, digital transformation has brought about fundamental changes in marketing practices and in the way, organizations interact with their customers. As one of the most important economic sectors, the tourism industry has been strongly affected by modern information and communication technologies, and the use of electronic marketing has become one of the key factors in the development and competitiveness of this industry. The present study aims to develop a model of electronic marketing for the tourism industry of Iraq, with an emphasis on digital transformation. The research is applied in terms of purpose and qualitative in terms of method, and it was conducted using the grounded-theory approach. Data were collected through semi-structured interviews with 20 experts in the fields of tourism, marketing, and information technology, and were analyzed following the Strauss and Corbin method in three stages: open coding, axial coding, and selective coding. The findings revealed that a variety of causal, contextual, and intervening factors influence the development of electronic marketing in the tourism industry of Iraq, and that managerial and technological strategies can lead to outcomes such as improved interaction with tourists, increased competitiveness, and sustainable tourism development. Finally, a conceptual model of electronic marketing for the tourism industry of Iraq is presented that can serve as a guiding framework for policymakers and managers in this field.

Graphical Abstract

Presenting an Electronic Marketing Model in the Tourism Industry of Iraq with an Emphasis on Digital Transformation

Highlights

· A grounded-theory model of electronic marketing for the tourism industry of Iraq is developed from 20 expert interviews analyzed through open, axial, and selective coding.

· The main causal drivers of digital transformation are digital-infrastructure development, human-resource training and empowerment, financing, and the adoption of modern digital-marketing tools.

· Contextual and intervening barriers policy and regulatory gaps, weak legal frameworks, cultural resistance, and a shortage of digital expertise constrain implementation.

· Key strategies comprise developing digital platforms, using data analytics for targeting, improving user experience, producing digital content, and strengthening online branding.

· Successful electronic marketing leads to increased attraction of tourists, greater destination competitiveness, reduced marketing costs, and a sustainable, improved customer experience.

Keywords

Digital transformation

E-marketing

Grounded theory

Iraq

tourism industry

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