The role of Covid-19 pandemic control to medical tourism marketing model in the social security organization

The Covid-19 disease is a crisis that has recently not only put human health at risk but also caused a lot of damage in the field of tourism. Medical tourism is one of the most profitable and competitive industries in the world. Iran can increase its foreign exchange earnings by using its capabilities in medical tourism. In this research, we aim to present the effective factors and indicators of the control of the covid-19 pandemic in the marketing model of medical tourism in the social security organization.

Based on the purpose, this research is of the basic, applied type of research and descriptive-survey in terms of data collection. Also, in terms of the research approach, this research is an exploratory mixed method. In a qualitative approach, using the Delphi technique, by reviewing authentic texts and using the opinions of 17 members of the expert panel, and in a quantitative approach, a questionnaire was completed with a statistical population of 422 people. the factor analysis and structural equation model was used order to confirm and fit the factors obtained from.

Based on this research, the control factor of the Covid-19 pandemic has an effect on the marketing of medical tourism of the Social Security Organization. and this factor with five components (in the order of the highest factor load); The limitations caused by the disease, universal treatment and vaccination, the number of patients and deaths, compliance with health guidelines and protocols, and the occurrence of the epidemic of Covid-19 have been identified.

Through the government's policy and its implementation by organizations in charge of medical tourism, it is possible to increase the attraction of medical tourists by focusing on the control components of the Covid-19 pandemic.