Analysis of the relationship between the development of health tourism in Iran and content marketing Case example: Tehran city

The purpose of the current research is to analyze the relationship between the development of health tourism and content marketing, which in terms of purpose is applied with an exploratory approach and in terms of data analysis, it is mixed (qualitative-quantitative). The statistical population in the qualitative phase included managers and senior managers of health tourism and university professors in the fields of marketing management and tourism management, and 11 experts were selected using the purposeful sampling method. The main tool of data collection in this phase was in-depth and semi-structured interviews with experts and were analyzed by thematic analysis method. In the quantitative phase, the senior, middle and operational managers of public and private medical centers in Tehran province who were in contact with the reference sites and digital media in the field of health tourism were considered as the community, and among them, 400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.The purpose of the current research is to analyze the relationship between the development of health tourism and content marketing, which in terms of purpose is applied with an exploratory approach and in terms of data analysis, it is mixed (qualitative-quantitative). The statistical population in the qualitative phase included managers and senior managers of health tourism and university professors in the fields of marketing management and tourism management, and 11 experts were selected using the purposeful sampling method. The main tool of data collection in this phase was in-depth and semi-structured interviews with experts and were analyzed by thematic analysis method. In the quantitative phase, the senior, middle and operational managers of public and private medical centers in Tehran province who were in contact with the reference sites and digital media in the field of health tourism were considered as the community, and among them, 400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.The purpose of the current research is to analyze the relationship between the development of health tourism and content marketing, which in terms of purpose is applied with an exploratory approach and in terms of data analysis, it is mixed (qualitative-quantitative). The statistical population in the qualitative phase included managers and senior managers of health tourism and university professors in the fields of marketing management and tourism management, and 11 experts were selected using the purposeful sampling method. The main tool of data collection in this phase was in-depth and semi-structured interviews with experts and were analyzed by thematic analysis method. In the quantitative phase, the senior, middle and operational managers of public and private medical centers in Tehran province who were in contact with the reference sites and digital media in the field of health tourism were considered as the community, and among them, 400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.