Analysis of factors affecting the development of health tourism with an emphasis on green marketing, case study: Zanjan city

The statistics of the World Tourism Organization show that tourism as an important economic sector is growing rapidly and has significant effects on individual and social development as well as the economic value hidden in the perspective of income and job development. Health tourism is one of the most important market segments of the tourism industry and is growing rapidly all over the world. In this regard, in the present research, the factors affecting the development of health tourism will be investigated with an emphasis on green marketing in Zanjan city. The current research is applied in terms of type and descriptive-analytical in nature. Qualitative data has been collected and analyzed using the interview tool and content analysis method with the foundation's data theory approach and using the opinions of elites, experts and activists of the tourism sector of Zanjan province and using the snowball sampling method. The research statistics include three groups of hotel managers (11 people), tour guides (27 people) and tourists (380 samples). Data analysis was done using descriptive and inferential statistics (one-sample t-test). The findings related to the market and marketing of tourism in Zanjan province show the unfavorable situation of this vital element in the tourism development of the province, and the results show that the tourism products of the province do not have the proper and favorable marketing power to attract tourists at the level of the capabilities of Zanjan province due to many reasons. One of the key criteria in the marketing of tourism products of the province is the financial criterion, as well as the brand reputation and its measurement is an effective component in evaluating the marketing performance in the tourism industry. In order to analyze and check the desirability of mixed marketing indicators, a sample T-Tech test has been used, based on this, the results of this test show that the lowest numerical average is related to the product index with an average of 2.30 and the evidence and physical facilities index with an average of 2.30 and the highest average is related to The price index has an average of 2.62 and the people and employees have an average of 2.54. Also, the numerical average of marketing is equal to 2.43.