Developing strategic map for medical tourism industry of East Azerbaijan province

Abstract

Abstract Introduction: Medical tourism, as one of sectors of health tourism, has become a competitive field for countries to attract resources. Purpose:the present study was conducted with the aim of developing a strategic plan of medical tourism industry in East Azarbaijan. Material &Methods: This study was conducted using combination of quantitative and qualitative approaches in the field of medical tourism in the province of East Azarbayjan during the years of 2015-2017. This study was carried out in six stages as follows: comparative study; analysis of medical tourism status in the province, drawing SWOT matrix and identifying the main strategy; prioritization of strategies; identification of strategic objectives; and development of strategic tourism plan of East Azarbaijan.We used questionnaires and semi-structured interviews for data collection and framework analysis, content analysis, interpretive structural model for analyzing collected data. Results: Based on the results of the study, 38 internal factors (8 strengths and 30 weaknesses) and 33 external factors (14 opportunities and 19 threats) were identified. Further, the advantages and obstacles of medical tourism were identified in 5 main themes, 22 Sub themes and 10 main themes, 41 sub themes respectively. These factors are effective in determining the strategic situation and in developing strategies, strategic goals and strategic planning of medical tourism in the province. Strategic Area of “WO”, Conservative strategy, was chosen as the mainstream of the medical tourism industry. Finally, seven strategic objectives were identified as input variables for drawing the strategic plan. Conclusion: although it seems that the medical tourism industry in East Azarbaijan have positive potential in attracting medical tourists, it is facing some important obstacles such as cultural, infrastructural, managerial and international barriers. The present study suggests that, by focusing on the identified strategic situation and using approaches like participation and assignment, the conditions for the implementation of strategic objectives identified in the form of operational plans should be provided by the key stakeholders of the province's medical tourism.