Investigating Related Factors on Creating a Competitive Advantage in Health Tourism Business: A Case Study

Today, health tourism is one of the growing sectors of the tourism industry in the world. Health tourism as a source of income and job creation can be an approach to national economic development. Therefore, the aim of this study was to identify the factors related to creating a competitive advantage in the tourism business in the field of health.

This descriptive analytical study was conducted cross-sectionally in 2019. The Target population of this study includes activists and business owners of Mazandaran tourism industry. A questionnaire was used to collect data. Experts were used to measure the validity of the questionnaire. Two hundred copies were distributed, out of which 165 questionnaires were completed and returned. The reliability of the data collection tool was confirmed by Cronbach's alpha and composite reliability. Data analysis used structural equation method and Smart PLS software.

The results showed that the socio-cultural situation with a path coefficient of 0.96 had a significant effect on creating a competitive advantage in health tourism in Mazandaran province. Having welfare، access to accommodation, recreational facilities, and skilled manpower with a route coefficient of 0.95 and 0.85 were in the next ranks, respectively.

While identifying the exact list of socio-cultural and historical capabilities of the province and introducing the welfare complexes and service-treatment centers, the trustees of the organizations should provide the necessary preparations for attracting health tourists. Furthermore, ways to identify facilities for tourists should be facilitated. Also, by training and employing skilled labor, the health tourism business will be strengthened.