Designing and explaining Digital marketing model in Iran's medical tourism industry

This research was conducted with the aim of designing and explaining the marketing model in Iran's medical tourism industry.The purpose is in the field of developmental research, which is carried out with a qualitative method. The statistical population in the qualitative phase includes the managers of medical tourism facilitating companies and the managers of the department of international patients in Tehran hospitals, , of which 15 people were selected purposefully and non-randomly. The main tool of data collection is semi-structured in-depth interview. Qualitative data analysis was done with the method of data base theory and using MAXQDA software. In the quantitative section, the statistical population includes all patients who refer to hospitals in Tehran , based on which a sample of 384 people was selected using Morgan's table. Data collection was done in the quantitative section using a questionnaire and data analysis was done with the partial least squares method