Document Type : Research-Case Study
Authors
1 PhD student in Geography and Urban Planning, University of Isfahan, Isfahan,Iran
2 Associate Professor, Department of Geography and Urban Planning, Faculty of Geographical Sciences and Planning, University of Isfahan, Isfahan, Iran
3 Associate Professor, Department of Health Services Management, Faculty of Management and Communication, University of Isfahan Medical Sciences, Isfahan, Iran
Abstract
Medical tourism, as a subset of health tourism and as an industry with huge potential, plays a key role in the sustainable development of the health tourism industry as a link that connects medical and tourism sectors. The present study aimed to explore factors affecting the development of medical tourism in Isfahan. This is an applied study that employs a descriptive-analytical research method. Data was collected using library analysis and survey method (questionnaire). The data-gathering approach was an interactive expert-oriented technique. Data analysis was conducted using both qualitative and quantitative research methods (mixed method). The statistical population consisted of 35 specialists, professionals, and faculty members in Isfahan active in the field of tourism and medical tourism selected using a snowball sampling technique. The Delphi method was employed to collect data and SPSS and SmartPLS software were used for data analysis. The research results suggest that at 95% CI, the main analysis constructs were as follows: facilities and equipment: 99%; culture (political, organizational, and public): 95%; information and communication technology (ICT), advertisement and marketing: 89%; planning and development: 87%; service quality: 80%; and cost and insurance: 65%. Moreover, the overall model of the study had a high goodness of fit (GoF) and could be generalized to similar communities (other analogous metropolises). In this study, the value of SRMR for analyzing determinants of the development of medical tourism in the Isfahan metropolis was 0.061, and the NFI of the model was 0.908, which suggests a desirable GoF. Finally, it is recommended to evaluate the medical tourism service supply chain and its associated problems, formulate a comprehensive medical tourism plan in the Isfahan metropolis, and develop and implement new marketing and advertising strategies to draw medical tourists to Isfahan.
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