South of Russia: Ecology, Development (24130958)18(3)pp. 210-225
Aim. The intention of the present research has been to examine and evaluate the barriers and limitations to the development of medical tourism in Isfahan as one of Iran’s tourism destinations by taking the approach of service integration. Materials and Methods. This exploratory research was conducted using mixed qualitative and quantitative methodology. Data analysis by the qualitative method was done using MAXQDA‐18 software, while by the quantitative method a combination of SWOT strategic planning technique and multi‐criteria decision making was used Results. Multiple weaknesses and challenges were classified by using a framework of indexes developed on different dimensions including: quality of medical services and facilities; access to medical and tourism information; infrastructures and regulations; communications and marketing; environmental factors; treatment procedures and passive defense and international barriers. Meanwhile, the role of each of these dimensions and sub‐indexes in impeding medical tourism development in the region was evaluated by examining the association between the various dimensions contributing to medical tourism development in Isfahan. Conclusions. To remove the barriers identified, several strategies are proposed. including the provision of health‐based integrated services (medical, treatment and wellness), development of shared products by the sectors involved in this domain, compilation of a comprehensive plan for health tourism development, preparation of a coherent and well‐organized scientific plan given the policies of resilient economy, realistic and practical attention to the branding issues, the usage of up‐to‐date methods of modern marketing plan for the health companies and facilitators, removal of the legal barriers to the medical tourism development and compilation of new supportive, supervisory and advertising policies. © 2023 The authors.
