Designing a Digital Transformation Model of Ethical Marketing in the Health Tourism Industry

 Ethics in marketing and the use of up-to-date technologies are considered as two strategic factors in today's health tourism industry; therefore, the current research was conducted with the aim of designing a model of digital transformation of ethical marketing in the tourism industry.

 The current research method is qualitative and using the foundation data method. The data of this research was obtained through semi-structured interviews with the snowball technique, which reached theoretical saturation for interviews with eight expert university professors in ethical digital marketing and eight expert managers of the health tourism industry. After performing three stages of open, central and selective coding, the paradigm model of the research was developed.

Ethical Considerations: 

In the different stages of design, collection and analysis of data and research findings, the principles and standards of ethics in research such as faithfulness to the text, referring to sources and observing the principles of scientific writing have been followed.

 This research provides a comprehensive model regarding the digital evolution in ethical marketing in the health tourism industry and according to the goal of the Ministry of Health, Treatment and Medical Education regarding digital services, the health tourism industry as an industry based on international information and communication and the interior will be affected by digital technology very quickly.

 This research provides a comprehensive model regarding the digital evolution in ethical marketing in the health tourism industry and according to the goal of the Ministry of Health, Treatment and Medical Education regarding digital services, the health tourism industry as an industry based on international information and communication and the interior will be affected by digital technology very quickly.