دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 مقالات آماده انتشار 2026 06 17 Identification and Prioritization of Product Branding Components in Medical Tourism Using the QFD Approach (Case Study: Ahvaz Metropolis) شناسایی و اولویت‌بندی مؤلفه‌های برندینگ محصول در گردشگری پزشکی با رویکرد QFD (مطالعه موردی: کلانشهر اهواز) 107480 10.22059/jut.2026.403418.1335 FA مجید گودرزی دانشیار جغرافیا و برنامه ریزی شهری، دانشگاه شهید چمران اهواز، اهواز، ایران 0000-0001-7982-8027 Journal Article 2025 09 30 Extended Abstract Introduction Since brand image is one of the core and pivotal elements in most marketing strategies, assessing the reliability of tourism-related services can play a critical role in shaping a positive and enduring mental image in the minds of customers. In the context of medical tourism, marketing strategies—such as unique value propositions and cost-effective approaches—can significantly contribute to attracting international patients to specific hospitals. Evaluating the impact of branding in medical tourism on the trust of foreign clients, particularly in the metropolitan city of Ahvaz, requires a profound understanding of the cultural, economic, and social factors that influence these customers’ decision-making processes. A strong brand in this sector not only represents high-quality healthcare services but also instills a sense of confidence and safety in potential clients. Investigating this impact entails measuring foreign customers' awareness of Ahvaz’s medical tourism brands, their perception of the value these brands offer, and their willingness to choose Ahvaz as a healthcare destination. Furthermore, it is essential to examine the role of other influential factors such as word-of-mouth recommendations, online reviews, and the experiences of previous patients. For more precise evaluation, a combination of research methods—such as surveys, in-depth interviews, and social media analysis—can be employed. These insights help identify the strengths and weaknesses of current branding strategies and enable the development of informed recommendations aimed at enhancing trust and increasing the attraction of international clients to Ahvaz. Ultimately, the primary objective is to create a positive, credible, and appealing image of Ahvaz as a high-quality and cost-effective destination for medical tourism. Methodology The framework adopted for the present research is an exploratory–survey study, conducted with the aim of gaining insight into the issue at hand. Since there is no prior knowledge or deep understanding of the subject in this study, it was necessary to formulate a set of relevant questions. Initially, by designing questions for customers and utilizing the Voice of the Customer (VoC) system, customer needs were identified. Eventually, the relationships between customers needs (Voice of the Customer) and the company’s requirements and constraints (Voice of the Organization) were analyzed by the decision-making team. In this research, a sample of 30 experts from both academic and practical backgrounds was selected. The House of Quality is a matrix that defines the relationship between the "Whats" (i.e., customer requirements) and the "Hows" (i.e., ways of meeting those requirements). Due to the matrix’s strong resemblance to the shape of a house, it is referred to as the "House of Quality." Despite its seemingly complex and confusing appearance, the House of Quality contains highly valuable and practical content. If developed and structured accurately and appropriately, it provides critical and insightful product information. Because of the breadth and diversity of the concepts it generates, the House of Quality is often regarded as the final step in many real-world QFD (Quality Function Deployment) projects. Results and discussion Based on the investigations and assessments conducted in the case study of the metropolitan city of Ahvaz, it can be concluded that product branding in medical tourism plays a significant role in building and reinforcing the trust of foreign customers. The use of the QFD (Quality Function Deployment) matrix model as an effective tool has enabled the identification and prioritization of foreign customers’ needs and expectations, thereby aiding in the determination of key branding features and criteria. According to the results obtained, brand credibility and reputation, the quality of services provided, competitive pricing, supplementary services and facilities, and cultural and linguistic considerations have been identified as the main factors influencing the trust of foreign clients. Enhancing these factors through appropriate branding strategies can lead to increased customer satisfaction and loyalty, the strengthening of brand image, and ultimately, a higher influx of medical tourists to Ahvaz. In summary, effective branding in medical tourism not only contributes to differentiation and competitive advantage for service providers, but also fosters trust and confidence among foreign clients-laying the groundwork for sustainable growth and development of the industry in Ahvaz. The use of QFD, through a systematic analysis of customer needs, offers practical solutions for improving services and meeting expectations, ultimately leading to greater trust and an increased number of medical tourists. Conclusion Based on the results obtained, it was found that in the branding process of medical tourism, product requirements such as target market research, brand image evaluation, and identification of strengths and weaknesses hold the highest priority from the customers' perspective. These findings indicate that a deep understanding of customer needs and accurately addressing them through appropriate technical requirements can lead to greater trust among foreign clients. Furthermore, the QFD tool, as a systematic method, has significantly contributed to better decision-making in prioritization and strategic branding planning. Therefore, its application in medical tourism marketing policies can enhance competitiveness and attract more medical tourists. Keywords: Product branding, medical tourism, foreign customers, metropolis of Ahvaz. Funding There is no funding support. Authors’ Contribution Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. پژوهش حاضر با هدف شناسایی و اولویت‌بندی مؤلفه‌های برندینگ محصول در گردشگری پزشکی با رویکرد QFD در کلانشهر اهواز تدوین شده است. این پژوهش از نظر هدف، کاربردی و از نظر روش، توصیفی– تحلیلی بوده و با رویکرد آمیخته انجام شده است. جامعه آماری تحقیق شامل خبرگان علمی و اجرایی مرتبط با حوزه‌های گردشگری پزشکی، مدیریت خدمات درمانی و بازاریابی مقصد در شهر اهواز بوده است که بر اساس نمونه‌گیری هدفمند و با رعایت معیارهای تخصصی (حداقل پنج سال سابقه حرفه‌ای و تجربه عملی در حوزه جذب بیماران خارجی)، 30 نفر به‌عنوان اعضای پانل تخصصی انتخاب شدند. حجم نمونه با توجه به ماهیت روش گسترش عملکرد کیفیت (QFD) و تمرکز بر اجماع خبرگانی، کفایت تحلیلی داشته و هدف آن تعمیم آماری نبوده، بلکه اولویت‌بندی راهبردی الزامات برندسازی در سطح مقصد شهری بوده است. داده‌ها از طریق مطالعات کتابخانه‌ای و تحقیقات میدانی، شامل تکمیل پرسشنامه ساختاریافته توسط خبرگان و برگزاری جلسات تخصصی، گردآوری شد. برای تبدیل نیازهای شناسایی‌شده مشتریان به مشخصات فنی و خدماتی، از ماتریس گسترش عملکرد کیفیت(QFD)، به‌ویژه مدل خانه کیفیت، استفاده شد. نتایج تحلیل نشان داد که انجام تحقیق در بازار هدف، ارزیابی نظام‌مند تصویر برند و شناسایی دقیق نقاط قوت و ضعف، از مهم‌ترین الزامات محصولی از دیدگاه خبرگان به‌شمار می‌روند. این یافته‌ها بیانگر آن است که همسوسازی ویژگی‌های فنی خدمات با انتظارات تصریح‌شده بیماران، به‌طور معناداری اعتبار ادراک‌شده و اعتماد آنان را افزایش می‌دهد. با وجود این دستاوردها، محدودیت‌هایی نظیر تمرکز بر یک مطالعه موردی شهری و اتکا به پانل 30 نفره خبرگان، تعمیم‌پذیری نتایج را به سایر مقاصد محدود می‌کند. در مجموع، یافته‌ها نشان می‌دهد که راهبردهای برندسازی مبتنی بر شناخت نظام‌مند نیازها و متناسب با بافت محلی می‌توانند به تقویت اعتماد و بهبود جایگاه رقابتی اهواز در بازار منطقه‌ای گردشگری پزشکی منجر شوند.