Agility in marketing capabilities, design and prioritization of criteria - studied health tourism

AbstractThe pace of change in today's world has led businesses to take agility and upgrade essential capabilities to meet environmental challenges. Agility, or the ability to adapt quickly and in a timely manner to changing international markets at low cost and high added value, must be considered in marketing capabilities. Therefore, in the present study, after presenting the model with a qualitative approach through in-depth semi-structured interviews with health tourism industry experts, university professors and identifying the agility dimensions of marketing capabilities, in the next step using the best-worst method BWM (by selected experts In the health tourism industry), which is one of the newest and most accurate weighting techniques, the importance and prioritization of the obtained concepts have been determined. The results of this research led to the ranking of 14 main concepts that were presented in the form of a paradigm model and their priority was determined.