Document Type : Research Paper
Authors
1
Department of Business management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
2
Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
3
Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
4
Associate Professor, Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
5
Assistant Professor, Department of Tourism Management and Planning, Institute of Tourism Research, ACECR, Mashhad, Iran.
10.22111/innoeco.2025.50912.1153
Abstract
This study aims to propose a comprehensive marketing model for health tourism and its institutional mapping, utilizing the novel human-to-human (H2H) marketing paradigm. The research was conducted in two phases: theoretical and descriptive, employing qualitative methods for data collection and analysis. Initially, the H2H marketing model proposed by Kotler et al. (2021) was subjected to qualitative content analysis to develop a preliminary framework for designing an interview protocol to gather empirical data. In the field phase, data were collected through semi-structured interviews with 11 experts in commerce, tourism, and health tourism-related services. Sampling was theoretical, using a snowball approach, with sample size determined by theoretical saturation. Data were analyzed using the emergent grounded theory method (Glaser), resulting in an empirical H2H marketing model for health tourism. For institutional mapping, data were gathered via library research and field methods (questionnaires). Through content analysis of resources and questionnaires distributed among eight experts, researchers identified stakeholders aligned with the functions of the comprehensive model and reported the current institutional mapping. The study developed a comprehensive H2H marketing model for health tourism, identified relevant stakeholders for the system's functions, and highlighted institutional gaps. The findings reveal institutional deficiencies in areas such as coordination and integration, dispute resolution, distributive justice regulations, sustainable development policies, futures studies, innovation, and the design of a comprehensive marketing system for the industry.
Keywords
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