Document Type : Research Article
PhD Student in Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Professor Department of Business Management, Research Sciences Branch, Islamic Azad University, Tehran, Iran
Associate Professor Department of Business Management, Research Sciences Branch, Islamic Azad University, Tehran, Iran
The transfer of medical knowledge from different regions of the world to each other and the need to get familiar with the medical medicine of other countries has led to the emergence of a branch of the tourism industry as medical tourism, which today is a global industry with a wide range of beneficiaries. The purpose of the current research was to identify the factors influencing the development of medical tourism in Kermanshah province, which in terms of the fundamental purpose and in terms of conducting the research is part of qualitative research and from the strategic aspect part of foundational data theory research, semi-structured in-depth interviews were used to discover the data. Is. The statistical population of this research includes the senior managers of the University of Medical Sciences and heads of hospitals in Kermanshah province and experts in the field of medical tourism, according to the theoretical sampling method (snowball), sampling was done from 23 people. Then, using content coding, the interviews were coded based on open, central, and selective coding. The results obtained indicate that, based on this model, 5 main categories and 18 sub-categories were identified for the development of medical tourism in Kermanshah province, focusing on Iraqi medical tourists, and based on the sketchy model of platform development, which is the result of private strategies and investment and primary resources and Marketing is influencing the formulation of the principles of attraction and development of medical tourism. The effective use of technology and access to information sources and knowledge of environmental conditions were considered as a background category, which together with the category of developing the principles of tourism attraction and development affects the implementation of tourism development policies and strategies, and finally, the totality of this category leads to the efficiency of human resources and Technological development and strengthening of related industries and investment growth will be formed under the category of consequences.
Today, the idea of tourism and treatment has found a special place among the people and officials of the country. Almost the majority of patients prefer to pay less in a cheaper country instead of paying high costs in western countries so that at the same time, they be able to spend the rest of the money to enjoy the natural facilities and tourism of the area. Meanwhile, the globalization of health services has led to the growth of a new branch of tourism called medical tourism. This type of tourism is related to the direct intervention of medical issues. Experienced human resources, equipping and completing medical centers, organizing airport status, solving visa problems, and providing appropriate facilities are the most critical indicators for the development of this industry. Iran's competitive advantages in the field of medical tourism include special geographical location, abundant natural resources, quality medical services, low cost of medical and health services, medical history, capable physicians, and skilled and trained medical staff in the field of treatment than other countries in the Middle East. In the text of the 20-year vision of the country, in the tourism sector of Iran, it is mentioned to get a suitable share of the international tourism market, but the strategies in the field of tourism to use the innovative tourism partnership are not specified. Accordingly, despite having good tourism and medical potential, Iran has not been able to have a proportionate share of the world medical tourism market. There are several challenges to the development of Iran's medical tourism industry. The proximity of Kermanshah province to Iraq, the existence of the necessary medical infrastructure to provide medical services, and cultural and linguistic similarities have provided the basis for the presence of Iraqi medical tourists in Kermanshah province. Therefore, in this study, we have tried to provide a systematic model in the field of medical tourism development to provide effective use of this potential capacity. In this regard, the main question of the research is posed as follows:
-What are the main categories and components affecting the development of medical tourism in Kermanshah province?
This study has an inductive strategy in terms of the nature of research in the field of exploratory research, in terms of the type of applied research and in terms of research strategy, and in terms of the nature of data in the category of qualitative research design and due to unknown factors and issues in it. The field of medical tourism uses the grounded theory, which is based on the identification of six elements include causal, contextual, and interventional conditions, as well as action / reaction strategies, consequence, and phenomenon, and the relationship between them. The statistical population of this study includes senior managers of the University of Medical Sciences and heads of hospitals in Kermanshah province, and medical experts. According to the theoretical sampling method (snowball), sampling should continue until theoretical saturation, which happened on interview 23thrd of this research.
Results and discussion
According to the type of research, the main data analysis structure is based on the grounded theory. The data collected from interviews and research literature were carefully reviewed in the open coding stage. As a result of coding performed in axial coding, 18 categories were identified and formatted in 5 main categories. Based on what has been stated in the description of axial coding components, the following cases are obtained:
Case 1: Components of privatization strategy, investment and primary resources, and marketing provide the basis for formulating the principles of attracting and developing medical tourism.
Case 2: The strategy of formulating the principles of attraction and development of medical tourism is the implementation of policies, strategies, and measures to achieve results.
Case 3: Contextual conditions such as the effective use of technology, access to information resources and understanding the environmental conditions of medical tourism, provide the context for the implementation of policies, strategies, and actions.
Case 4: Sanctions and political developments as interventional conditions delay the implementation of policies, strategies, and actions.
Case 5: Implementation of policies, strategies, and measures along with contextual and interventional conditions lead to human resource efficiency, technology development, strengthening related industries, and investment growth in Kermanshah province as the consequences of attracting and developing medical tourism in Kermanshah province with a focus on Iraqi medical tourists.
The results showed that the various aspects identified in this study raise the issue that this theory is not merely linear and prescriptive and that the process of formulation and implementation takes place