Structural-Functional Explanation of Green Marketing Effect in the Development of Health Tourism in Kerman Province

Health tourism with the aim of paying attention to health and traditional or modern treatments are growing in the present era. On the other hand, it needs a good marketing strategy for further development. Due to the high capacity of Kerman province in natural resources and appropriate health tourism, it is necessary to discuss its marketing. Therefore, the purpose of this study is to explain the structural-functional green marketing on the development of health tourism in Kerman province. The present study is a descriptive-survey research. The statistical population is active in the field of health tourism active in the science, technology and health parks of the province. Using random sampling method and Cochran's method, finally a semi-structured questionnaire with Likert scale was distributed among 117 people. The reliability of the research tool with Cronbach's alpha for each variable has been confirmed. Data analysis was performed using structural equation modeling with partial least squares approach in Smart PLS 3 software using path coefficient, effect coefficient, T coefficient, etc. According to the results, the effect of profit and loss worries with a coefficient of 0.66, social responsibility with a coefficient of 0.4, negative environmental effects with a coefficient of 0.007 and finally the level of income with a coefficient of 0.005 on health tourism were accepted. Thus, green marketing can lead to further development of health tourism. As a result, it can be said that more attention to green marketing can affect the development of health tourism in the province and ...