The Application of Travel Apps in Religious Tourism Marketing in the Holy City of Mashhad

This study aims to examine the role and application of travel applications in improving religious tourism marketing in the city of Mashhad. Recognized as one of the most significant religious tourism destinations in Iran, Mashhad hosts millions of pilgrims annually. With the advancement of technology, there is an increasing need to utilize digital tools for managing pilgrims' experiences. In this research, the Delphi technique and snowball sampling method were used to gather the opinions and experiences of ۳۰ tourism experts and professionals. The process was conducted in two rounds. In the first round, the panel members identified ۷ key factors influencing digital marketing and pilgrims' experiences. In the second round, these factors were evaluated and prioritized. The results show that travel applications, by providing comprehensive and up-to-date information, optimized services, and personalized experiences, can positively impact pilgrims' experiences and play a significant role in enhancing Mashhad's appeal in international markets, contributing to the sustainable development of religious tourism. The findings of this study can significantly assist in improving digital marketing strategies in Mashhad's religious tourism and enhancing the quality of services for pilgrims.

کلیدواژه ها:

Religious tourism ، Tourism marketing ، Mashhad