Aboalhasan Hosseini
Associate Professor, Department of Executive Management, Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Saudi Arabia
Publications
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Research Article
Author(s): Ahmed Al-Darraji, Morteza Movaghar*, Mohammad Safari and Aboalhasan Hosseini
This study aims to design a Human-to-Human (H2H) marketing model tailored to the religious hospitality industry in Iraq. Recognizing the limitations of traditional marketing frameworks such as B2C and B2B in capturing the emotional, ethical, and spiritual dimensions of guest experiences, the study employs a qualitative research design based on Strauss and Corbin's grounded theory methodology. Data were collected through semi-structured interviews with 25 hotel professionals in major religious destinations. The coding process (open, axial, and selective) revealed H2H marketing as the central phenomenon, characterized by human relationship building, humanize customer service, personalized experience building, and respect to cultural-religious contexts. The study identified key causal conditions, including the changing expectations of Gen Z travelers, Society emph.. Read More»