Determining Contributory Factors to the Competitiveness of Iran’s Medical Tourism: An Importance-Performance Analysis

Medical tourism is developing more rapidly, particularly in developing countries, as a tool to enhance economic growth and achieve a competitive position. The present study aims to investigate and identify contributory factors to the competitiveness of Iran’s medical tourism using importance-performance analysis. This is an applied study with a descriptive nature conducted using field studies and surveys. A conceptual model was adopted and contributory factors were extracted from previous studies. A questionnaire was designed based on extracted factors and opinions of experts who are specialists in the field of medical tourism. The statistical population consisted of tourism experts, health experts, physicians, and medical staff working in hospitals with international units. Data analysis was performed using SPSS. The results showed that “medical services” were more important than the two components “special factors of tourism” and “characteristics of medical tourism destinations”. It was also revealed that the current situation of “medical tourism destination characteristics” is unfavorable compared to the other two components. This study provided an insight into the importance and quality of performance of the factors affecting the competitiveness of medical tourism, which can be beneficial for managers and planners in Iran and other medical tourism destinations.