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Published on 16 November 2021

DETERMINANTS AND STRATEGIES OF MEDICAL TOURISM DEVELOPMENT BY TAKING THE SERVICE INTEGRATION AND TOURISM DESTINATION COMPETITIVENESS APPROACH (A Case Study Razavi Khorasan Province, Iran)

Hosseini S.S., Taghvaei M.

Introduction: Considering the significant position of medical tourism industry in global economy as well as Iran’s capabilities in this industry, the present research was conducted so as to compile the determinants of medical tourism development and present its respective strategies taking the approach of health village expansion and integrated service provision in Health Region No. 9 (Razavi Khorasan province). Methodology: This research was conducted by combining the qualitative and quantitative techniques. Data collection was done by content analysis followed by an interview and a survey administered to a number of key experts. Data were analyzed by MAXQDA-18, Expert Choice11 and Excel software and SOWT, fuzzy DEMATEL and AHP techniques. Findings: In this study, a framework of indexes was compiled and evaluated selected from different aspects taking the approach of service integration and destination competitiveness in the form of health villages. In the next phase, the status quo of Mashhad was categorized into 38 internal and 31 external factors to be prioritized. In the end, considering the identified factors and their interrelationships, the most important strategies were extracted and prioritized. Conclusions: To create a sustainable competitive market and attract more medical tourists, revealed that the respective authorities need to pay due attention to this issue proportionate to the indexes and strategies envisaged in the compilation, designing and implementation of policies and plans related to Mashhad’s medical tourism development in moving towards the creation of competitive advantage in an integrated way and promotion of medical tourism by focusing on the prioritization performed for the healthcare system.

CityIsfahan
CountryIran
UDC338.484.6
Issue2021, № 3 (Т. 13)
Key wordsMedical tourism, health villages, integration model, destination competitiveness.
Number of views (132)

Categories: Articles

Tags: медицинский туризм, оздорови- тельные деревни, интеграционная модель, конкурентоспособность дестинации.

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ISSN 1998-4502 (Print)                                                            ISSN 2499-975Х (Online)