Explaining the Factors Influencing Health Tourism by Medicinal Plants Approach

Today, tourism has become a high-investment industry and plays a key role in the growth and success of business in various aspects. Due to the diversity of climates and plants, Iran is a rich source of herbal treatment that can have high profitability and growth in the field of health by attracting tourists. Therefore, this paper aimed at explaining the factors affecting health tourism with medicinal plants approach. The statistical population of the study consisted of 385 experts, specialists, individuals related to tourism industry, health tourism and medicinal plants that were selected as sample size using Cochran formula and purposeful sampling method. Data collection tool was a researcher-made questionnaire based on content analysis of indicators affecting health tourism with emphasis on medicinal plants. The results showed that based on 34 identified factors, five indicators of medicinal herbs diversity, marketing and introduction, facilities, management model and need assessment and adaptation are effective in explaining health tourism with medicinal herbs approach. Also, based on the designed model, the identified indicators are an essential factor in identifying the factors affecting health tourism with the medicinal herbal approach.