Journal of Tourism and Development

Journal of Tourism and Development

Designing A Digital Marketing Model Based On Grounded Theory In Iran's Medical Tourism Industry

Document Type : Original Article

Authors
Seyed Mohsen Lotfi ashtiani 1
Lila Andervazh 2
Ebrahim Albonaeimi 3
1 Ph.D. student of Department of Business Administration, Islamic Azad University of Roudhen, Roudhen, Iran.
2 Assistant Professor, Department of Business Management, Islamic Azad University, Khoramshahr International Branch, Khoramshahr, Iran
3 Assistant Professor, Department of Business Management, Islamic Azad University, Khoramshahr International Branch, Khoramshahr, Iran.
10.22034/jtd.2023.401222.2780
Abstract
This research was done with the aim of designing a digital marketing model in the medical tourism industry. The purpose of the current research is in the field of developmental research that is conducted with a qualitative method. The statistical population includes the managers of medical tourism facilitating companies and the managers of the department of international patients in Tehran hospitals, including Farabi, Ghalb shahid rajaei, and Khatem al-Anbia (pbuh) hospitals, of which 15 people were selected purposefully and non-randomly. The main tool of data collection is semi-structured in-depth interview. Qualitative data analysis was done with the method of data base theory and using MAXQDA software.Findings:Based on the obtained paradigm model, the components related to digital marketing in the medical tourism industry in six categories of causal factors (application marketing, social media marketing, digital advertising, display advertising, facilitating communication and providing information), background conditions (media technology indicators social, social media environment, interactivity, comprehensibility), central phenomenon (human-centered digital marketing, customer data analysis and market development), strategies (short-term and long-term strategies, functional value and expected value), intervening conditions (software and hardware indicators) and outcomes (tourist loyalty, tourist satisfaction, service quality and social media content) were identified. Based on the results obtained in this research, it can be concluded that by using digital marketing tools, more market share can be obtained in Iran's health tourism industry.
Keywords
Medical tourism
digital marketing
brand identity
competitiveness
 
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