این سایت در حال حاضر پشتیبانی نمی شود و امکان دارد داده های نشریات بروز نباشند
Iranian Journal of Public Health، جلد ۵۳، شماره ۴، صفحات ۹۲۴-۹۳۳
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عنوان انگلیسی Value-Based Market Segmentation of West Asian Medical Tourism Market: A Case of Iran
چکیده انگلیسی مقاله Abstract Background: Identifying different groups of customers and their preferences and needs enable countries to gain a competitive advantage in the medical tourism market. We aimed to segment medical tourists from West Asian countries seeking medical services in Iran. Methods: This cross-sectional study was conducted on 596 medical tourists who sought medical services in Iran in 2021. Data were collected using a valid questionnaire. Segmentation was performed based on medical tourism attributes (medical, destination, and tourism attributes), using cluster analysis methods; wards, and K means. The segments ' evaluation and profiling were conducted using discriminant analysis, chi-square, and one-way ANOVA tests. Results: Our study divided the market into five segments: health seekers (3.8%), health and destination seekers (8.9%), tourism seekers (17.8%), infrastructure seekers (10.23%), and perfectionism (59.45%). In all segments, the health attributes were of high importance. The perfectionism segment registered the highest score in all three attributes (more than 5 of 6). Conclusion: Improving health attributes and offering luxurious medical services can be the main strategy for Iran to attract the most medical tourists and achieve a good position in this marketplace. The implication of this study is policymaking for targeting the most profitable segment of this marketplace.
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نویسندگان مقاله | Leila Torkzadeh
1. Student Research Committee, Tabriz University of Medical Sciences, Tabriz, Iran 2. Department of Health Policy and Management, School of Management and Medical Informatics Tabriz University of Medical Sciences, Tabriz, Iran


| Habib Jalilian
Department of Health Services Management, School of Health, Ahvaz Jundishapur University of Medical Sciences, Ahvaz, Iran


| Hojjat Rahmani
Department of Health Management and Economics, School of Public Health, Tehran University of Medical Sciences, Tehran, Iran


| Milad Bakhshi
Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran


| Saeed Hashemzadeh
The Chief Executive Officer at Mostafa Hospital, Tehran, Iran


| Mohammad Faryabi
Department of Management, Faculty of Economics, Management, and Business, University of Tabriz, Tabriz, Iran


| Rahim Khodayari-Zarnaq
1. Department of Health Policy and Management, School of Management and Medical Informatics Tabriz University of Medical Sciences, Tabriz, Iran 2. Tabriz Health Services Management Research Center, Tabriz University of Medical Sciences, Tabriz, Iran
نشانی اینترنتی https://ijph.tums.ac.ir/index.php/ijph/article/view/30435
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