An Elaboration of the Strategies of Medical Tourism Development, using the Approach of Destination Competitiveness (A Case Study of Fars Province, Iran)

جغرافیاوتوسعه ناحیه ای

Article 8, Volume 18, Issue 2 - Serial Number 35, March 2021, Pages 238-201   

Document Type: case study

DOI: 10.22067/jgrd.2021.67407.1000

Authors

Massoud Taghvaei¹; Sayedeh Somayeh Hosseini^{* 2}

¹Professor in Geography and Urban Planning, Isfahan University, Isfahan, Iran

²Postdoctoral Researcher, Working under the Iran National Science Foundation (INSF) in collaboration with the University of Isfahan, Isfahan, Iran

Abstract

As one of the major sub-sectors of tourism, the knowledge on medical tourism development with a competitive advantage is still limited. Considering the significant position and capabilities of the Iranian medical tourism industry in the region, the aim of this study was to compile the determinants and introduce the strategies for the development of medical tourism taking destination competitiveness approach in Health Macro-region No. 5 (Fars Province). This study was conducted by a combination of both qualitative and quantitative techniques. In the first phase, the content analysis was selected as the research strategy and MAXQDA software 18 was used for data analysis. In the second phase, the identified indexes were examined for evaluating the status quo of the region using SWOT technique. To do so, by combining SWOT and fuzzy DEMATEL techniques, different strategies were identified and prioritized using AHP technique. In this research, a framework of indexes was compiled and evaluated taking the destination competiveness approach from different aspects. Accordingly, the current status of the region in question was identified and finally, different strategies were proposed. This research was conducted with the aim of qualitative growth of medical tourism and development of a sustainable market based on the identified indexes. In this line, creating competitive advantage through integrated services and compiling, designing and implementing the strategies of this industry in different combinations in Shiraz was taken into account. It can be argued that authorities of health tourism field are required to pay due attention to the results of this research in future planning. 

Keywords

Medical Tourism; Destination Competiveness; Content Analysis; SWOT Technique; Multi-Criteria Decision Making

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