Approaches To The Development Of Medical Tourism In Iran From The Point Of View Of Managers

Considering the important position of the medical tourism industry in the world economy and also the capabilities of Iran in this industry, the present research was conducted with the main goal of identifying approaches to the development of medical tourism in Iran. The research method is a part of developmental research in terms of results, and it is a part of qualitative research of the case study type in terms of purpose. The tool for collecting research data is interview and the selection of research participants has been done using the purposeful sampling method. By using the subject analysis technique, interviews were reviewed and coded and classified. Based on the obtained results, the goals of medical tourism development include economic, political, cultural-social goals and improvement of medical and tourism infrastructures. Also, the main institutions in the development of medical tourism were identified including governmental institutions, non-governmental institutions, private sector and public institutions. Basic tools include organizational, financial, legal and informational tools. In the following, the necessary strategies in the development of this industry were identified, including the quality strategy of medical services, marketing and advertising, policy and management, development of modern health villages and education, and finally the final model was presented.