Designing a Green Marketing Model in the Religious Tourism Industry: A Mixed Method Strategy

Abstract

Mohammad ALheidari, Mohammad Safari*, Bahareh Abedin and Meysam Shirkhodaie

Iraq's overwhelming reliance on oil revenues has caused other sectors of the economy to continue to be underdeveloped. Despite this, the country has enormous potential in the tourism industry relative to other oilproducing nations. Should this potential be harnessed, diversification of revenues would be achieved and the country's over-reliance on oil reduced? This study adopts a mixed-methods approach, combining quantitative and qualitative methods, to develop a comprehensive green marketing model tailored to the religious tourism sector in Iraq. The study sample includes expert managers in the qualitative phase and religious tourists in the quantitative phase. The findings are framed around four main dimensions: social and environmental sustainability, effective and efficient green marketing practices, sustainable social advancement, and innovation in green service quality. Interviewees offered rich views and personal experiences, exploring several facets of the paradigmatic model. Their contributions enabled in-depth comprehension of green marketing practices in the context of the religious tourism industry of Iraq.