زهرا یاری زاده

Abstract

Objective: Medical tourism is rapidly expanding as a significant sector in the global tourism industry. This type of tourism attracts patients to other countries for medical treatment and care. The choice of destination for medical tourists is a vital decision made based on various factors. The aim of this research is to investigate the role of tourist attractions in motivating the choice of destination for medical tourists.

Research Method: The research employs a descriptive-survey method of applied and correlational type. The theoretical foundations and literature related to the research topic were gathered through library research and document studies. The data collection instrument in this research was a questionnaire. All medical tourists in Tehran's medical treatment centers were selected as the statistical population of the study. The selection of medical tourists was done randomly, and the sample size was determined using Cochran's formula. A total of ۳۸۵ individuals were chosen as the sample, and the questionnaire was distributed in multiple stages, resulting in ۲۵۷ responses. Additionally, hypothesis testing was conducted using the structural equation modeling software Smart-Pls۳.

Findings: The results indicate that in the field of medical tourism, health and medical tourist attractions have a significant and positive impact on the choice of destination for medical tourists. Demographic characteristics also influence the decision-making of this group of tourists. On the other hand, service quality alone does not have a significant impact on destination selection, but the cost of services has a significant and positive effect on the decision-making of medical tourists.

Conclusion: These findings can assist managers and decision-makers in the medical tourism industry in formulating better strategies and policies to attract medical tourists and improve services, ultimately enhancing the economic and healthcare benefits of different regions.

Keywords: Tourist Attractions, Destination, Medical Tourists.