Geographical planning of space quarterly journal

Geographical planning of space quarterly journal

Presenting the Content Marketing Model With the Approach of Strengthening Health Tourism the case study of Tehran City

Document Type : Article extracted From phd dissertation

Authors
Jaber Khodayi Sarkhanlou 1
Hossein Qora Biglou 1
Suleiman Iranzadeh 2
Ali Shahinpour 1
1 Department of Management, Ajabshir Branch, Islamic Azad University, Ajashir, Iran
2 Department of Management, Faculty of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
10.30488/gps.2024.437241.3723
Abstract
The current research has been carried out with the aim of designing a content marketing model with the approach of strengthening health tourism for the study of Tehran city. This research is applied in terms of purpose, exploratory in terms of approach, and qualitative in terms of type. The statistical population of this research was a group of experts including health tourism managers and senior supervisors and university professors in the fields of marketing management and tourism management, and based on the purposeful sampling method, 11 people were selected as a statistical sample and were interviewed. In order to analyze the qualitative data, the Delphi method was used (with the help of 20 experts who were selected by the snowball method). In this method, the approach adopted in this research to analyze the interviews was theme analysis. In total, 134 codes were extracted from the interviews, and after preliminary examination, 38 basic themes were identified. In the following, the themes that fit together were merged in a new combination, which resulted in the achievement of fifteen constructive themes. Finally, by paying deep attention to the constructive themes and recognizing their similarities and differences with each other, more general categories called overarching themes (including: causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary consequences, and consequences secondary) was created. Finally, the results of the research led to the design of a content marketing model with the approach of strengthening Iran's health tourism, and the hypothetical relationships of the model were tested and verified in a large society.
Keywords
Health Tourism
Content Marketing
Theme Analysis
Tehran City

Subjects

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Geographical planning of space quarterly journal
Volume 14, Issue 1
Spring 2024
Pages 39-56