Designing an International Marketing Model for Health Tourism
Keywords:
International Marketing, Health tourism, Marketing strategies, Health industry, Qualitative interviewsAbstract
The aim of this study is to design an international marketing model for health tourism, considering the unique characteristics of this industry and the specific needs of target markets on a global scale. Using a qualitative research approach and data analysis through semi-structured interviews with health tourism industry experts, researchers, and healthcare center managers, this study identifies the factors influencing the attraction of health tourists in different countries. The findings indicate that international marketing strategies must include a focus on branding, the use of digital and internet technologies, the design of service packages tailored to diverse customer needs, and the establishment of strategic partnerships between various sectors of the health and tourism industries. Moreover, this study emphasizes the importance of advertising in target markets, continuous monitoring and evaluation of marketing performance, and the alignment of strategies with local culture and regulations. This model can serve as a guideline for the development and strengthening of the health tourism industry in various countries, especially in the post-COVID-19 era.
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