Potentials of Cosmetic Surgery Tourism in Isfahan, Iran: A Qualitative Study

Cosmetic surgery tourism, as one of the leading industries in the world, can be the solution to strengthen the health and economic growth. The aim of this study was to identify cosmetic surgery tourism potential in Isfahan, Iran. This was a qualitative study conducted in 2011. Research participants included managers, plastic surgery and ear, nose and throat (ENT) specialists of cosmetic surgery centers who were selected based on the purposeful sampling. Data collection tool was a semi-structured questionnaire that was developed through interviews and observation in statistics of deputy of treatment of Isfahan University of Medical Sciences. The framework analysis was used for analyzing the interviews. Seven themes were identified as the key factors related to the potentials of medical tourism in the field of cosmetic surgery: demand potential, environmental potential, human resource potential, infrastructure potential, inter-organizational relationship, competitive conditions and promotion strategies. In terms of the medical tourism demand potential, the majority of the patients were Iranians residing abroad and few of the patients were those in neighboring countries. Environmental and human resources factors were in good conditions. Participants believed that in cosmetic surgery centers, infrastructure potential, developed planning and clear guidelines, standardization of prices and considering to an efficient liability insurance were not in an appropriate status. In addition, they mentioned that inter-organizational collaboration and promotion strategies were in a desirable condition. Furthermore, competitive condition in cosmetic surgery centers in terms of cost advantage was desirable but in competing with medical centers was undesirable. Isfahan has a good potential capacity in terms of cosmetic surgery; therefore, in order to promote medical tourism in this city, having appropriate plans, strengthening basic infrastructure and coordination between the organization and effective marketing are necessary.