Geographical planning of space quarterly journal

Geographical planning of space quarterly journal

Explaining the effective factors on health tourism marketing: The case study of Tehran city

Document Type : Article extracted From phd dissertation

Authors
Mahta Ajilchi
Hasan esmailpour
Hamidreza Saeednia
Department of Business management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
10.30488/gps.2024.461190.3749
Abstract
The importance of health tourism marketing for researchers and managers of the tourism industry is clear. This importance has been noticed due to its influence on the behavior of tourists, i.e. the choice of health tourism destinations. Therefore, the present study was compiled to explain the factors affecting health tourism marketing. The current research is applied in terms of purpose and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of this research includes domestic tourists who came to Tehran for treatment. In order to determine the sample size, Cochran's formula for the unlimited population was used, and the sample size was estimated to be 384 people. A questionnaire was used to collect field data. The reliability of the questionnaire was measured by calculating Cronbach's alpha and the combined reliability coefficient (CR), and it was confirmed. The validity of the questionnaire was confirmed in two stages as face and face validity by obtaining opinions from professors and experts, and divergent validity was confirmed by calculating the average variance extracted index (AVE). LISREL software was used to analyze the data in this research. The findings of this research showed that the quality of medical services with a path coefficient (0.41), the experience of customers (patients) with a path coefficient (0.47) and place branding or a path coefficient (0.38) have a positive and significant effect. It affects the marketing of health tourism. Among the investigated variables, the variable of customers' (patients') experience had the most significant impact on the dependent variable, i.e. health tourism marketing.
Keywords
Tourism Marketing
Health Tourism
Customer Experience
Tehran City

Subjects

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Geographical planning of space quarterly journal
Volume 14, Issue 4
Autumn 2024
Pages 19-36