Marketing economics
Sahar Bastani; Mehrdad Hosseini Shakib; Abbas Khamseh
Abstract
Given the profound disruptions caused by the COVID-19 pandemic in global travel and healthcare systems, there is an urgent need to reassess health tourism frameworks to align with the emergent needs, challenges, and opportunities in the post-corona landscape. The aim of this research was to present a ...
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Given the profound disruptions caused by the COVID-19 pandemic in global travel and healthcare systems, there is an urgent need to reassess health tourism frameworks to align with the emergent needs, challenges, and opportunities in the post-corona landscape. The aim of this research was to present a service innovation model in the health tourism industry, focusing on the post-corona era. The study employed a mixed-methods approach, utilizing thematic analysis to identify key factors influencing service innovation in the health tourism industry, particularly in the post-corona era. Subsequently, through the Delphi method and quantitative analysis using structural equation modeling with the SMART PLS software, specific factors were identified and validated. The findings revealed 46 indicators across 6 dimensions in order of importance, including Sensitivity and Cultural Diversity in Health Tourism, Patient-Centered Services, Technological Innovations, Post-Corona Safety Measures, Regulatory Framework, and Environmentally Responsible Initiatives in Health Tourism.
