Regional Strategies of developing health tourism in Iran (Tha case study of Mashhad)

Considering the high potentials of Mashhad in health tourism development, the aim of this study is to identify the strengths, weaknesses, opportunities and threats of health tourism in Mashhad. For this purpose, first, the key strengths, weaknesses, opportunities and threats of this industry were extracted through in-depth interviews with the experts and authorities of the active units in the field of health tourism in hospitals and health tourism companies in Mashhad. Then, using the questionnaire and SWOT method, the experts' opinions on extracted strengths, weaknesses, opportunities and threats were analyzed. Finally, health tourism supply chain of Mashhad extracted and appropriate strategies were adopted. The results show that among the internal factors, low costs is the biggest strength and weakness in advertising is the biggest weakness. Among the external factors, Imam Reza Shrine is the greatest opportunity, and the presence of great competitors and major challenges with Arab and Western countries are the greatest threats. Due to is being more weaknesses than strengths and the being more opportunities than threats, health tourism development in the city of Mashhad should be pursued through a revision strategy.Mashhad is the second largest religious metropolis in the world with about 30 million tourists annually. Most tourists travel to Mashhad for the purpose of pilgrimage, along with sightseeing and medical services. The spirit of pilgrimage tourism is in fact the healing of the holy site of Imam Reza (AS).Mashhad has great potential in both health tourism sectors, namely tourism and health. In the tourism sector, the existence of hotels, markets, visiting centers, play areas, water complexes and transport infrastructures, etc. can be as structured system to attract the health tourist. In the treatment sector, the presence of experienced physicians, skilled medical staff, equipped medical centers and the most sophisticated surgery in accordance with the science of the day can be the most important capacities in this field. However, there are barriers and challenges to the development of health tourism in Mashhad which have prevented it from achieving its rightful place in employment creation, value added and currency production. Therefore, scientific analysis of the challenges and opportunities of this industry and adopting realistic strategies tailored to the strengths, weaknesses, opportunities and threats is an essential step in the development of health tourism in Mashhad. Although empirical studies have so far examined the issue of health tourism from various aspects, this article has analyzed the health tourism industry with a different approach and from a supply chain perspective.For this purpose, first, the key strengths, weaknesses, opportunities and threats of this industry extracted through in-depth interviews with industry experts including managers and authorities of international patients' admissions to private and public hospitals and managers of health tourism active companies in the city of in Mashhad. Then, by using the questionnaire and SWOT method, the experts' opinions on extracted strengths, weaknesses, opportunities and threats were analyzed and health tourism supply chain of Mashhad extracted. Finally, necessary strategies suggested.Therefore, health can be considered as a factor in people's decision-making abroad, for various reasons. One may travel for special surgeries, while the other may travel only for rest and relaxation (Hui and Wan, 2009: 110).Wong et al )2014) state that health tourists' motivation to receive health care outside their area of residence is influenced by many factors including cost, time, rules and regulations, medical preferences and service availability, quality, Leisure tourism and information availability (Wong et al, 2014: 1).It is predicted that health growth, the so-called health or prevention boom, will be the new "economic power". This is due to lower constraints, higher innovation potential and the focus on customers and their demands and needs (Hofer et al, 2012: 60). On the other hand, health tourism can be a solution while health poverty is one of the biggest problems in developing countries (Bookman and Bookman, 2007: 7).The health tourism industry is the most important subdivision of the tourism industry that has higher economic and social benefits (such as increased employment, exchange and income generation) than other sub-sectors. Mashhad also has unique features and opportunities compared to other cities in the field of health tourism, but due to challenges in this industry has not yet reached its main position. The purpose of this study is to identify the strengths, weaknesses, opportunities and threats of the health tourism industry in Mashhad and to present strategies to develop and improve this industry. To achieve this goal, information was extracted by in-depth interviews with industry experts, then extracted information was analyzed by questionnaire and SWOT method and health tourism supply chain of Mashhad extracted. The results of the analysis show the biggest strengths is the low costs of tourism services and the biggest weakness is weaknesses in advertising and marketing in the health tourism industry in Mashhad. The greatest opportunity is the presence of Imam Reza (AS) shrine and the biggest threats are the presence of great competitors and major challenges with the Arab Western countries. According to the results of this study, considering the weaknesses of this industry is more than its strengths and opportunities more than threats, the development of the health tourism industry in Mashhad should be pursued through a revision strategy. Therefore, the following strategies are suggested: