Assessing the Potential Growth of Iran’s Hospitals with Regard to the Sustainable Management of Medical Tourism

Abstract

One of the fundamental areas of the tourism industry that has a significant impact on the economy of the host country is medical tourism. Many nations strive to establish a reputation both domestically and abroad. There is intense competition among nations to entice medical tourists, yet the motivating factors and purchasing patterns may be very different for different cultures. Healthcare decision-makers must employ efficient marketing strategies to secure a sustainable market share given the international rise of medical tourism. By interviewing the managers and patients of international hospitals, the current study aims to determine the potential growth of medical services with the idea of medical tourism in Iran. In addition, the basic indicators and significant categories are further distinguished by examining the key stakeholders and the perspectives of international patients toward medical tourism activities in Iran. To the best of our knowledge, the main emphasis in earlier studies was only on time, cost, and quality, although other indicators are needed for stakeholders to be investigated in this area. Despite Iran’s rich natural, historical, and cultural heritage, a long history of political unrest and conflicts between reformists and fundamentalists regarding the benefits of tourism has hurt the industry’s growth. The findings of this study, including the eight categories provided, make medical tourists aware of the cutting-edge technologies being used in the Iranian healthcare sector. It also includes tourist attractions that could be used in future research by employing multicriteria decision-making techniques to identify the most crucial ones for each nation.