Strategic planning for the development of health tourism (color therapy) using SOAR and QFD models (Case study: Germi city)

Today, health tourism is one of the leading industries in urban development that has been able to create positive changes in cities. Color tourism or color therapy is one of the new types of health tourism that improves the mental health of citizens and tourists. In this regard, the purpose of this research is to plan the development of health tourism of color therapy in order to develop the city of Germi. The present research is descriptive-analytical in nature and applied in terms of purpose and its statistical population consists of experts from Germi city. They were researched, selected and questioned. Strategic management models (SOAR and QFD) have also been used to analyze the obtained data. The results of the Swarm matrix indicate that 7 strengths and 5 opportunities for color tourism or color therapy in the city of Germi have been identified, in which 3 ideals are aligned and 6 results are formulated. In addition, 6 strategies have been developed to achieve these results and ideals. Finally, prioritizing strategies using the quality house model showed that the strategy of "using regional investors to develop color / color therapy tourism" is the most important strategy for developing color / color therapy tourism in the city of Germi. In addition to this strategy, there are strategies of "using public participation in the development of color / color therapy tourism and using the serious determination of regional and national officials to develop color / color therapy tourism." Financial resources, which happened to be all three of the basic needs of this research, are the most important factors in the development of color tourism or color therapy in the city of Germi.