Analysis of Promoting and Hindering Factors for Implementation of Medical Tourism Policies: Case Study in Golestan Province

Medical tourism as a money-making industry in the world has led to the increasing competition of countries to attract the maximum number of tourists. Considering the growing international competition in this field, in order to properly utilize the capabilities of Golestan province, this research was conducted with the aim of analysis and explaining the dimensions and components that promote and hinder the implementation of medical tourism policies in Golestan province.

This research was conducted using the qualitative method based on the Grounded theory in 2020. Data collection was conducted through in-depth and semi-structured interviews. The research population included experts such as managers and faculty members of the university of medical sciences and public and private hospitals, managers and officials of the General Office of Cultural Heritage and Tourism, and travel agencies, doctors and nurses with at least 5 years of relevant work experience and expertise in the field of medical tourism. Purposive sampling was done and continued until data saturation. Finally, 13 people were interviewed. Data analysis was done simultaneously with data collection through Open, Axial and Selective coding and MaxQDA 2020 software.

The findings of the present study showed that the promoting and hindering factors for the implementation of medical tourism policies in Golestan province were categorized in the form of 263 codes, 65 concepts, 9 subcategories and 5 main categories. They consisted of climatic and environmental attractions, organizational architecture, policymaking system, capacity development and service quality and strategic management.

Using the results of this study, the policymakers of medical tourism in Golestan province can predict the appropriate implementation instrument regarding the policy-making process to develop medical tourism, income and business in Golestan province.