Providing a Model to Maximize the Benefits of Health Tourists with the Grounded Theory Approach

Abstract
Health tourism is one of the emerging topics that has a special place and role in generating income and gaining a competitive advantage. The purpose of this study is to provide a model to maximize the benefits of health tourists. This research is a qualitative, interpretive, and inductive development that was implemented with a grounded theory approach. The statistical population of the study included fifteen people from hospital managers, hotels, and agencies, as well as patients who had experience of several trips, participated in the study through non-probability snowball sampling and semi-structured interviews. The data analysis was done with MAXQDA software and the Grounded Theory approach based on three stages of open, central, and selective coding. First, data was collected with a semi-structured interview, and then in the process of coding extraction and categories in the form of causal conditions, contextual conditions, intervening and phenomenon-oriented conditions and strategies and consequences of a certain conceptual model and in the selection stage of each of the elements of the model were presented to create a research theory. Therefore, according to the results of this research, to maximize the benefit of health tourists, strategies such as targeted and focused development strategy, comprehensive analysis of the target market, global branding and marketing, use of a distinctive brand strategy, targeted marketing communications, development of collaborations, and comprehensive experience design and personalization should be used. The use of new technologies the development of health tourism and the development of goods and services should be considered in the decisions and the planning of this industry. Circumstances also paid special attention to achieving favorable consequences for this industry and society.
 
 
Introduction
Health tourism is recognized as a growing industry. Therefore, sustainable development in health tourism is not only for the well-being of patients; It is also necessary for purposes and communities. From this point of view, sustainable development in health tourism to develop solutions related to environmental, social, and economic challenges is the advancement of the country and the tourism sector (Figueiredo et al., 2024). The importance of the health tourism industry has been increasing rapidly in recent years (Kim & Hyun, 2022). Health tourism appears as an important aspect at the intersection of achieving well-being and global mobility. This complex phenomenon in which travelers seek medical treatment beyond their borders redefines the traditional dynamics of health and tourism (Ghosh & Mandal, 2019).
Materials and Methods
The general goal of the research is to design a model to maximize the benefits of health tourists. The current research is based on the fundamental and practical purpose, and in terms of the exploratory method, and philosophically, it has an interpretive orientation, and in terms of an inductive approach. In collecting data in the field through semi-structured interviews, and in the component strategy grounded theory has been used. The research subjects are 15 experts who were selected using the snowball sampling method. The duration of each interview was between 45 minutes and one hour. n this research, validity and reliability were investigated and confirmed.
Discussion and Results
According to the model and results of the research, causal conditions include access to high-quality medical services and reasonable costs, the existence of suitable facilities and equipment for tourism, encouraging and supportive policies of the government, natural attractions and favorable weather, and the suitability of culture and traditions for tourists. security and political stability, reputation and reputation of medical centers, quality and variety of services provided to health tourists, advertising and targeted marketing, efficient medical service delivery system, technological and digital facilities, insurance system and coverage of medical expenses, network management and supply chain, attracting and training and developing specialized human resources, paying attention to the needs and preferences of health tourists, creating a lasting and satisfying experience for health tourists, providing a safe and calm and favorable environment for treatment, travel management and providing support services, attention to health and safety issues, creating competitive and transparent conditions in the health tourism market and the central phenomenon including medical and tourism infrastructures, multi-purpose and creative professionals, visual and artistic appeal, attention and importance to charitable and environmental issues, categories A strategy including targeted and focused development strategy, branding and global marketing, comprehensive analysis of target market, definition of distinctive brand strategy, development of integrated health tourism, development of focused goods and services, targeted marketing communications, focus on customer experience, use of technologies new, development of relationships and collaborations, continuous monitoring and evaluation, comprehensive and personalized experience design and relevant categories including innovative research and development, participation and local governance, patient empowerment and participation, innovative and dynamic ecosystem. The economy of circular health tourism, intervening categories including effective governance and policy-making, capacity building of human resources, risk management and safety of tourists, attention to social responsibility and sustainability, and consequential categories including improving the health and well-being of tourists, increasing capacity The competitiveness of the health tourism destination is to create job opportunities and generate income, improve the level of knowledge and innovation in the health industry, improve the international image and position, strengthen cultural and social ties, increase tax revenues and foreign exchange, and achieve the goals of sustainable development.
Conclusion
To improve the benefit of health tourists, it is necessary to integrate smart infrastructures such as coherent information systems, new technologies such as the Internet of Things and artificial intelligence, high-speed and stable communication networks, the implementation of international safety standards, and the acquisition of globally valid certificates in the fields of health, treatment, and tourism to increase The safety and security of tourists, planning for training and empowering employees to provide global quality services and create a comprehensive and personalized experience through the design of unique tourism-therapeutic services and experiences and online-offline integration were given special attention.