Analyzing Factors Influencing Health tourism Marketing A case study of Tehran city

Health tourism has become a big industry in the last decade, and following the increase in health tourism, the decision-making process of consumers and the factors affecting the marketing of health tourism have become very important for researchers.The aim of the present study is to present a comprehensive model of the components affecting health tourism. In this research, an attempt was made to analyze and investigate the factors affecting health tourism marketing in Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research includes people who have referred to Tehran medical centers for treatment. In order to determine the sample size, due to the lack of statistical population, Cochran's formula was used for the unlimited population and the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was done using SPSS and Lisrel software with descriptive statistics and structural equation modeling. The findings showed that the quality of services had a significant impact on health tourism marketing in Tehran. In addition, the findings indicated a positive and significant effect of price on health tourism marketing in Tehran. The findings of the research showed that easy access has a significant and positive effect on the marketing of health tourism in Tehran, and credibility and trust also have a significant and positive effect on the marketing of health tourism in Tehran. Finally, the findings of the research indicated the positive and significant impact of regulations and legal framework on health tourism marketing in Tehran