Identifying the Effective Factors on Exploiting the Entrepreneurial Opportunities of Health Tourism in Mashhad

Due to international sanctions and the Corona epidemic, tourism-related jobs in the metropolis of Mashhad have been more affected by other factors than other industries. The objective of the research: Leading research tries to investigate the factors affecting the exploitation of entrepreneurial opportunities in health tourism in Mashhad; In addition to the current situation, it can provide solutions in the future to improve this industry.

This research has been used to collect and analyze the findings using a combination of quantitative and qualitative methods and has been organized based on the combined sampling method. The data collection tool was interviews with 204 entrepreneurs in the field of health tourism, which was done using a semi-structured interview method. Since the data approach of the foundation was the basis of analysis, the effective factors identified in the form of 6 categories, 12 components, 16 indicators, and 66 identification codes, and the degree of the agreement was measured using the Thomas Cohen test. After confirming the findings, the researcher-made questionnaire was prepared and again provided to experts and entrepreneurs. After distributing and collecting the questionnaires, the data were entered in SPSS software and analyzed using Friedman quantitative prioritization test. The output showed that the most important priorities affecting the entrepreneurial field of health tourism in the city of Mashhad include the four main indicators of promoting entrepreneurship culture, public transportation management, education, and population. Finally, suggestions have been made to improve the health tourism situation of Mashhad from an entrepreneurial perspective.