Identifying and Ranking the Factors Affecting the Development of Health Tourism

Health is the greatest asset of individuals and choosing a destination to improve individuals' health is an important process and requires consideration of various factors. Therefore, this study attempted to identify and rank the factors related to the development of health tourism.

To conduct this descriptive-survey study 25 health tourists who traveled to Yazd were randomly selected and interviewed. Data and scenarios were analyzed using fuzzy cognitive mapping technique and the research model was developed using social network analysis.

To develop health tourism, there were several factors involved such as: the factors of financial resources, security, marketing system and information, respectively; as they were more central.

The results revealed that by implementing strategies to increase market share of competitors, reduce treatment costs, facilitate the conditions for obtaining a medical visa in the shortest possible time, it seems possible to reduce Iran phobia and increase security through mass media, media, and marketing can increase the number of tourits.