Presenting a health tourism marketing model using a hybrid approach

Health tourism has existed since ancient Greece and Rome, and then it has been developed to many European countries and other parts of the world. Since ancient times, many people went to the vicinity of the river and mineral waters for spiritual relaxation and healing. Since ancient times, hot water has been associated with relaxation and physical and mental rejuvenation of man. The users of such waters have been bathing in warm waters and drinking from mineral springs for centuries. According to the mentioned cases, the current research aims to provide a conceptual model to explain the health tourism marketing model using a hybrid approach.The statistical population of this research in the qualitative part includes managers and executives of medical centers as well as health tourists who have experience using these centers and in the quantitative part have been patients of tourist medical centers. The sample size in the qualitative part is 18 people and in the quantitative part 384 people. And the researcher used triple coding in the qualitative part and PLS software in the quantitative part to analyze the data and finally his paradigm model includes six components of satisfaction with the health center brand, health tourism marketing, reputation of the health tourism center, and trust in the center brand. has provided an important treatment in attracting health tourists. The findings of the research showed that all the factors identified in the qualitative part are effective on the researcher's model.