Today, the importance of tourism make the governments to use it as a strategy for development. Health tourism is a new form of tourism market and organized travel which aims at maintaining current health status or regaining physical and mental health that in recent years has dramatically increased. Due to the importance of tourism in “20-year goal perspective of Iran” in 1404, the purpose of this paper is to analyze the potentials and their roles in health tourism marketing in Iran.
This article is review study based on information gathered from search data bases in scientific and library studies namely SID, Noor Mags, Civilica, Science Direct.it has been conducted in the period of 2002-2015.
Because of the medical facilities which are available in Iran, equipped hospitals, 1000 mineral water springs and the long history in traditional medicine, has a great potential in attracting health tourism. The most important health tourism marketing strategies are product diversity, improving quality of services, price reduction, wide distribution of services, propaganda campaign, and different appointments with health tourism.
Despite existing organizational and institutional infrastructures, and due to lack of proper designing and codification in integrated management in health tourism and also lack of investment and fund for improving needed equipment and infrastructure facilities and enhancing the quality, diversity of health services, and lack of domestic and foreign advertisement to introduce health tourism attraction in Iran, we are in shortage of abovementioned services to have a proper competition with regional rivals. So there is a tremendous need to review this industry from the concerned authorities and also there is a need to a more coordinated and cooperated relationship between public and private sectors.
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