Identifying effective components in the development of medical tourism in Kermanshah province with a focus on Iraqi medical tourists

Today, with the development of communication techniques along with the transfer of medical knowledge, a new form of tourism called medicine has been proposed, which is one of the attractive and thriving services markets in the field of tourism (Hassanzadeh et al., 1400: 141). Medical tourism is a completely new topic. This type of tourism is related to the direct intervention of medical issues and the results of such trips are expected to be basic and long-term. Today, tourism is something beyond the primary and secondary needs of human beings and has become the third human need (Zarghani and Hejazi Joshaghani, 1390, 2). A key point in medical tourism is the framework that the Internet provides to provide consumers with access to health care information. The Internet is also creating a new lifeline for healthcare providers to reach non-local markets. Commercialization is at the heart of the growth of medical tourism, which depends on the availability of web-based resources for service consumers to provide information to them and connect them to service providers and intermediaries (Lunt et al, 2012, 3). ). Due to the low cost and high profitability of medical tourism, many developing countries focus their attention on this part of the industry and plan for it. Low cost of medical and health services, history of medical medicine in Iran, as well as having capable doctors and skilled and trained medical staff in the field of treatment compared to other countries in the Middle East region is one of the competitive advantages of our country in the field of medical tourism. . In the text of the 20-year vision of the country, in the tourism sector of Iran, it is mentioned to get a suitable share of the international tourism market, but the strategies in the field of tourism to use innovative tourism participation are not specified (Financ, 2016: 140). The need to develop medical tourism in Iran is due to this issue: when medical tourists travel to a city for treatment, in addition to treatment, from various attractions such as historical sites, museums, shopping centers, etc., which They are settled in that city, they visit, so most of the tourists, in addition to treatment, also have fun and travel (Shirmohammadi et al., 1397: 14). Therefore, the main purpose of this study, which is addressed, is to identify the most important components affecting the prosperity and development of medical tourism in Kermanshah province with an emphasis on Iraqi tourists. Available for the satisfaction of Iraqi medical tourists and the overall development of health tourism in the country. In this regard, the main questions of the research are posed as follows: What are the main categories and components affecting the development of medical tourism in Kermanshah province?

This study in terms of the nature of research in the field of exploratory research; In terms of the type of applied research and in terms of research strategy, it has an inductive strategy and in terms of the nature of data is in the category of qualitative research design and the type of data theory based on the paradigm model of Strauss and Corbin (1990). Senior managers of Kermanshah University of Medical Sciences and heads of hospitals in Kermanshah province and experts in the field. No new code was extracted from the statements. Then, using content coding, the interviews were coded based on open coding, axial coding, and selective coding, and finally, a model based on the systems of Strauss and Corbin's systems was presented.

According to the type of research, the main structure of data analysis is based on the data theory of the foundation; Therefore, after extracting open source code from the interviews, axial coding is done. Based on what has been stated in the description of the axial coding components, the following theorems are obtained: Case 1: Components of privatization strategy, investment and primary resources; And marketing provide the basis for developing principles for the attraction and development of medical tourism. Case 2: The strategy of formulating the principles of attraction and development of medical tourism is the implementation of policies, strategies and measures to achieve results. Theorem 3: Underlying conditions for effective use of technology, access to information resources and understanding the environmental conditions of medical tourism, provide the context for the implementation of policies, strategies and actions. Case 4: Sanctions and political developments as intervening conditions delay the implementation of policies, strategies and actions. Case 5: Implementation of policies, strategies and measures along with contextual and interventionist conditions leading to human resource efficiency, technology development, strengthening related industries and investment growth in Kermanshah province as the consequences of attracting and developing medical tourism in Kermanshah province with a focus In the next step, in the form of selective coding, the researchers have expressed the relationship between the extractive categories using the systematic scheme of Strauss and Corbin.

The results showed that the various aspects identified in this study raise the issue that this theory is not a purely linear and prescriptive theory and in that the process of formulation and implementation occurs simultaneously. Therefore, the cooperation of the medical tourism system, and above all the government, and their consensus can achieve the desired goals. In this research, the tourism development model was explained using the foundation data theory strategy. In the causal context section, four categories were identified, including context building, privatization strategy, primary resource investment, marketing, and influential variables in advertising. The central issue has also been studied as the main element and the unbalanced development of tourism economy. In other words, all the categories listed revolve around the central category of unbalanced tourism development; That is, the administrative system of organizations in the province, which is only one-dimensional and does not care about different dimensions of other sectors of tourism, and is divided into three categories: mixed marketing principles, investor attraction policy, return on investment policy and tourism profitability.