Iranian Business Management Association International Journal of Resistive Economics 2345-4954 14 1 2026 02 03 Designing a marketing model for health tourism with an emphasis on medical equipment 42 60 238910 10.22034/oajre.2026.566307.1177 EN Roohollah Farzinmehr Department of Business Management,Ker.C, Faculty of Humanities, Islamic Azad University,Kermanshah,Iran. 0009-0008-9372-9306 Parisa Bahmani Department of Business Management,Ker.C.Faculty of Humanities, Islamic Azad University,Kermanshah,Iran. 0000-0001-7169-3148 Omidali Kahrizi Department of Business Management,Ker.C.Faculty of Humanities, Islamic Azad University,Kermanshah,Iran. 0000-0003-3763-7155 Afshin Baghfalaki Department of Economics,Ker.C.Faculty of Humanities,Islamic Azad University,Kermanshah,Iran. 0000-0001-9597-004X Journal Article 2025 12 15 This study aims to design a marketing model for health tourism with an emphasis on medical equipment, employing a mixed-methods (qualitative and quantitative) approach. In the qualitative phase, using meta-synthesis and Delphi methods, six main categories were identified: economic and policy factors, infrastructural conditions, quality of healthcare and support services, marketing and destination image, patient experience and satisfaction, and health tourism marketing development. In the quantitative phase, relationships between variables were analyzed using Interpretive Structural Modeling (ISM) and Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings indicate that economic and policy factors indirectly influence marketing development through infrastructure and service quality. Infrastructural conditions have a significant positive impact on service quality, patient experience, and marketing development, but their direct effect on destination image was not significant. Service quality indirectly affects marketing development through patient experience, while marketing and destination image directly enhance health tourism development. Based on the findings, recommendations include integrating policies and marketing, technology-driven branding, designing technology-based treatment packages, and developing multilingual applications to enhance patient experience. This model can position Iran as a competitive destination in health tourism. https://www.oajre.ir/article_238910_ae037b8fe38aaa5cc000874df6f4c8c8.pdf