Document Type : Original Article
Authors
1
Department of Marketing Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2
Department of Business Management, Bonab Branch, Islamic Azad University, Bonab, Iran
3
Department of Health Management and Policy, School of Management and Medical Informatics, Tabriz University of Medical Sciences, Tabriz, Iran
4
Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
10.30476/jhmi.2025.99398.1180
Abstract
Introduction
Medical tourism is a rapidly growing sector in the global tourism industry, driving nations to develop strategic plans to capitalize on its potential. This study aimed to design and validate a marketing model tailored to medical tourism in East Azerbaijan Province, Iran, to support sustainable growth in this sector.
Methods
A mixed-methods approach was employed, divided into two phases. The first phase used Sandelowski and Barroso’s (2007) meta-synthesis methodology to identify key components of medical tourism marketing. The second phase validated the model through content validity, reliability, and construct validity assessments. A questionnaire based on the model’s components was completed by 382 foreign tourists visiting East Azerbaijan for health services, selected via census sampling. Statistical analyses were conducted using Excel 2016, AMOS, and SPSS version 21.
Results
The model comprised five dimensions, ten components, and forty items. Content Validity Ratio (CVR) exceeded 0.62, with Content Validity Index (CVI) and modified kappa values of 0.91 (relevance) and 0.92 (clarity). Cronbach’s alpha (>0.7) confirmed strong reliability. Confirmatory Factor Analysis (CFA) supported a five-factor structure: quality of services, price, development of tourism and medicine, facilities and equipment, and information technology. Fit indices were suitable (CFI = 0.91, CMIN/DF = 2.923, RMSEA = 0.078).
Conclusion
The validated model is suitable for medical tourism marketing and can guide East Azerbaijan officials in enhancing health tourism development, attracting foreign tourists, and improving promotional efforts. This study contributes to the growing body of knowledge on sustainable medical tourism strategies, offering a framework for global application.
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