Document Type : scientific-research article
Authors
1 Department of Business management, Ki.C, Islamic Azad University, Kish, Iran
2 Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
3 Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University,Tehran, Iran.
Abstract
Branding of health tourism destinations is a process that affects the experience of tourists by creating a strong identity and recognition for a place, and by highlighting the unique features of places and attracting the attention of tourists and other stakeholders, it can help attract more tourists and develop the destination's economy. Accordingly, the aim of the present study branding of health tourism destinations in the city of Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study consisted of tourists entering the city of Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran formula was used to determine the sample size for an unlimited population, and the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and SMART PLS software with descriptive statistics and structural equation modeling. The findings showed that the quality of infrastructure related to health tourism, local community behavior, and destination marketing have a positive and significant effect on the branding of health tourism destinations. Among the variables studied, branding had the greatest effect on the quality of infrastructure with a path coefficient of 0.329 and the least effect on the destination marketing variable with a path coefficient of 0.298. Based on the findings of this study, it can be concluded that policymakers and planners in the field of health tourism in Tehran need to plan in the field of branding and specifying the branding of the health tourism sector in order to provide a basis for attracting tourists and benefiting from the benefits of tourism development.
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