Journal of Tourism and Development

Journal of Tourism and Development

The Qualitative Model Of Health Tourism Marketing And Its Effect On Tourism Attraction In Health Villages Based On Grounded Theory C

Document Type : Original Article

Authors
1 1- Department of business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran.
2 2- Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran
3 Department of Business Management, Abadan Branch, Islamic Azad University, Abadan, Iran
10.22034/jtd.2023.382998.2731
Abstract
This research was formed with the aim of the qualitative model of health tourism marketing and its effect on tourism attraction in health villages. Accordingly, in order to reach this pattern, the qualitative approach and the method of the theory arising from the data were used. The data was collected by interviewing 11 experts and experts in relation to health tourism marketing based on the principle of saturation. In the first step, a total of 187 primary codes were identified, and based on the review conducted in this research, 101 primary codes were identified in the open coding stage, which were grouped into 29 conceptual codes.The findings showed that competitive advantage is a central category in health tourism marketing and its impact on attracting tourism in health villages, which was identified from the analysis of causal factors including amenities, introduction and advertising, environmental attractions, hotels and residential facilities, technology and equipment. Advanced, work history, cost and economic efficiency, special value of urban brand, creation of services and related benefits; The use of social networks has resulted in the creation of health camp clubs and ranking in search engines. In this context, the coordination of health camps and the tourism organization and the Ministry of Foreign Affairs, the existence of policy-making and extension institutions, the dimensions of national and transnational advertising, and the comprehensive marketing planning system are the most important intervening and innovative factors, the expert management team and organizational flexibility are the most important contextual factors. Development of health tourism marketing strategy. Creating a core category that is a competitive advantage will lead to the strategies of creating word-of-mouth marketing, brand credibility, comprehensive marketing, joint branding and customer awareness and trust, and the consequences of internationalization, profitability, brand strength and loyalty
Keywords

 
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