Journal of Geography and Regional Development

Analysis and Evaluation of Indicators for the Development of Medical Tourism Branding in the Mashhad Metropolitan Area

Document Type : Research

Authors

Salim Hadi Mahdi Al-Shredawi 1
Ali Zangiabadi 2
Sara Mirzaei 3

1 PhD Student in Geography and Urban Planning, University of Isfahan, Isfahan, Iran

2 Associate Professor, Department of Geography and Urban Planning, University of Isfahan, Isfahan, Iran

3 Post-Doctoral Researcher, Department of Geography and Urban Planning, University of Isfahan, Isfahan, Iran

https://doi.org/10.22067/jgrd.2024.89466.1469
Abstract
The key factors in development of destination tourism branding should be identified and presented to the planners in this field. Therefore, this study was conducted to identify and evaluate the factors underlying the development of the medical tourism destination brand in Mashhad, with emphasis on the Iraqi market. In this applied research, a descriptive–analytical method has been used. First, through a review of the literature, the primary indicators were identified. Then, following a survey of experts’ views and applying the fuzzy Delphi method in two steps, the indicators were localized in the study area a questionnaire was developed accordingly. Finally, based on the analysis of importance–performance index, the current condition was evaluated and compared to the optimal condition of Mashhad in terms of key factors of medical tourism brand. As indicated by the review of literature, the experts’ views, and two rounds of fuzzy Delphi, 47 items that directly affected the medical tourism brand were identified, and put into five main factors: awareness, quality, perceived value, destination image, and loyalty. The status of Mashhad in all five factors was above average and adequate, but it is still far from the optimal condition. Informed by the experts’ opinions, the importance of indicators and tourists perspectives, the performance of Mashhad was determined. Finally, factors possessing the highest importance and the lowest performance were prioritized for planning. They included medical tourists’ awareness of destination hospitals, data on medical specialties, targeted advertising, availability of translators, diversity of treatments, post-treatment care and follow-ups, level of trust in the medical tourism destination, and reputation of specialists.
 
 

Keywords

Medical Tourism Brand
Iraqi Tourists
Mashhad Metropolis
Subjects
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