Provide agile marketing capability model for the development of health tourism industry

Competing in today's marketplaces necessitates mobilizing resources and improving critical capabilities, one of which is agile marketing, or the capacity to quickly and cost-effectively react to changing international markets. The goal of this research is to create a model of agile marketing capability in the health tourism business so that it can progress. The agile marketing capacity model in health tourism was built and presented utilizing the data theory of the foundation using a qualitative research method and interviews with experts in the field. The research findings led to the identification of 38 secondary codes and finally 14 main concepts that in the form of paradigm model, the central category of agile marketing capabilities (specialized and structural capabilities), causal conditions (human capital, technology and understanding customer needs, existing structures and competition), Strategies (cost leadership and differentiation leadership strategies) are underlying factors (appropriate advertising and communication channels), interveners (environmental factors) and outcomes (improving marketing performance and sustainable development).