Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

Designing a Development Model for Health Tourism with an Emphasis on Online Marketing

Articles in Press

Document Type : Original Article

Authors
Maryam Darikvand 1
Seyed Abbas Heydari 1
Ehsan Ahadi Motlagh 2
1 Department of Management, Ct.C, Islamic Azad University, Tehran, Iran.
2 Department of Management, Payame Noor University, Tehran, Iran.
10.87453/bumara.2026.373601.5011
Abstract
Health tourism, as a key revenue-generating sector of the tourism industry, has been profoundly influenced by digital transformations in today’s world. This study aims to design a development model for health tourism with a focus on online marketing, providing a comprehensive framework to enhance the industry within the digital environment. The research is fundamental in purpose and qualitative in nature, employing the Grounded Theory strategy. The statistical population included senior managers and experts from the Cultural Heritage, Handicrafts, and Tourism Organization, as well as specialists in online marketing. Sampling was conducted using purposive and snowball methods, achieving theoretical saturation through 20 semi-structured in-depth interviews. Data analysis was performed in three stages: open, axial, and selective coding (based on Strauss and Corbin’s approach). The analysis results led to the presentation of a final health tourism development model across four levels of influence. The first level includes components such as insurance, macro-cultural awareness, competitiveness, managerial stability, medical equipment, and advertising. The second level identifies government participation and the role of social media. The third level addresses treatment costs, while the fourth and most foundational level highlights “technology acceptance” as the core factor in the health tourism development model with an online marketing approach. The findings indicate that health tourism development is a multidimensional process, starting with technological infrastructure and, through cost management and government support, ultimately enhancing competitiveness and revenue generation. Implementing this model can significantly assist policymakers in digital branding and more effective attraction of health tourists.
Keywords
Health Tourism Development
Online Marketing
Competitiveness

Subjects

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Journal of Intelligent Strategic Management

Articles in Press, Accepted Manuscript
Available Online from 18 April 2026