Template-Type: ReDIF-Article 1.0
Author-Name: Roohollah Farzinmehr
Author-Name-First: Roohollah
Author-Name-Last: Farzinmehr
Author-Email: r.farzinmehr@iau.ac.ir
Author-Workplace-Name: Department of Business Management,Ker.C, Faculty of Humanities, Islamic Azad University,Kermanshah,Iran.
Author-Name: Parisa Bahmani
Author-Name-First: Parisa
Author-Name-Last: Bahmani
Author-Email: pbahmani@iau.ac.ir
Author-Workplace-Name: Department of Business Management,Ker.C.Faculty of Humanities, Islamic Azad University,Kermanshah,Iran.
Author-Name: Omidali Kahrizi
Author-Name-First: Omidali
Author-Name-Last: Kahrizi
Author-Email: kahrizi@iau.ac.ir
Author-Workplace-Name: Department of Business Management,Ker.C.Faculty of Humanities, Islamic Azad University,Kermanshah,Iran.
Author-Name: Afshin Baghfalaki
Author-Name-First: Afshin
Author-Name-Last: Baghfalaki
Author-Email: 00afshin.baghfalaki@iau.ac.ir
Author-Workplace-Name: Department of Economics,Ker.C.Faculty of Humanities,Islamic Azad University,Kermanshah,Iran.
Title: Designing a marketing model for health tourism with an emphasis on medical equipment
Abstract: 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.
Classification-JEL: JEL
Keywords: Health tourism; marketing; medical equipment
Journal: International Journal of Resistive Economics
Pages: 42-60
Volume: 14
Issue: 1
Year: 2026
Month: February
DOI: 10.22034/oajre.2026.566307.1177
File-URL: https://www.oajre.ir/article_238910_ae037b8fe38aaa5cc000874df6f4c8c8.pdf
File-Format: Application/pdf
File-Function: Full text
File-URL: https://www.oajre.ir/article_238910.html
File-Format: text/html
File-Function: Abstract page
Handle: RePEc:trd:journl:238910