Volume 28, Issue 4 (3-2026)
jha 2026, 28(4): 24-42 |
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Yoshari P, Jalali M, Raoofi S, Haghgoshayie E, Khodayari-Zarnaq R. Analysis of the potentials and barriers of health tourism: a qualitative Study in Maragheh, Iran. jha 2026; 28 (4) :24-42
URL: http://jha.iums.ac.ir/article-1-4641-en.html
URL: http://jha.iums.ac.ir/article-1-4641-en.html
1- Student Research Committee, School of Management and Medical Informatics, 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.
3- Department of Health Care Management, School of Health Management and Information Sciences, Maragheh University of Medical Sciences, Maragheh, Iran.
4- Research Center for Evidence-Based Health Management, Maragheh University of Medical Sciences, Maragheh, Iran. ,rahimzarnagh@gmail.com
2- Department of Health Policy and Management, School of Management and Medical Informatics, Tabriz University of Medical Sciences, Tabriz, Iran.
3- Department of Health Care Management, School of Health Management and Information Sciences, Maragheh University of Medical Sciences, Maragheh, Iran.
4- Research Center for Evidence-Based Health Management, Maragheh University of Medical Sciences, Maragheh, Iran. ,
Abstract: (30 Views)
Introduction: Health tourism has emerged as an important strategy for economic diversification and attracting foreign investment, drawing global attention. Although regions such as Azerbaijan in Iran, particularly Maragheh, hold considerable untapped potential, systematic efforts to utilize these capacities remain limited. This study aimed to identify main potentials and barriers for developing health tourism in Maragheh.
Methods: This qualitative study was conducted in 2024 using semi-structured, in-depth interviews. Experts and key stakeholders in health tourism and related organizations in Maragheh County were recruited through purposive and snowball sampling until theoretical saturation. Data collection and analysis were occurred simultaneously. Thematic content analysis was applied, including transcription, initial coding, and theme development through rigorous review and consensus.
Results: The development of health tourism in Maragheh is influenced by three main domains. The county has significant potential, such as therapeutic natural resources (mineral springs), a favorable geographical location, and specialized health services. However, major obstacles, such as inadequate infrastructure for accommodation and treatment, weak marketing, lack of intersectoral collaboration, and a limited tourist-friendly culture, restrict capacity utilization. Furthermore, hospital-specific operational barriers exist, such as staff shortages, weak communication skills, financial constraints, and lack of integrated planning, clearly reflected in long waiting times due to high non-local patient admissions.
Conclusion: Despite its potential, Maragheh faces challenges in developing health tourism. Improving tourism and health infrastructure, clarifying treatment costs, fostering intersectoral collaboration, expanding marketing, attracting investors, reducing bureaucratic barriers, and enhancing security are essentials for the growth of this industry.
Methods: This qualitative study was conducted in 2024 using semi-structured, in-depth interviews. Experts and key stakeholders in health tourism and related organizations in Maragheh County were recruited through purposive and snowball sampling until theoretical saturation. Data collection and analysis were occurred simultaneously. Thematic content analysis was applied, including transcription, initial coding, and theme development through rigorous review and consensus.
Results: The development of health tourism in Maragheh is influenced by three main domains. The county has significant potential, such as therapeutic natural resources (mineral springs), a favorable geographical location, and specialized health services. However, major obstacles, such as inadequate infrastructure for accommodation and treatment, weak marketing, lack of intersectoral collaboration, and a limited tourist-friendly culture, restrict capacity utilization. Furthermore, hospital-specific operational barriers exist, such as staff shortages, weak communication skills, financial constraints, and lack of integrated planning, clearly reflected in long waiting times due to high non-local patient admissions.
Conclusion: Despite its potential, Maragheh faces challenges in developing health tourism. Improving tourism and health infrastructure, clarifying treatment costs, fostering intersectoral collaboration, expanding marketing, attracting investors, reducing bureaucratic barriers, and enhancing security are essentials for the growth of this industry.
Type of Study: Research |
Subject:
Health Economics
Received: 2025/04/27 | Accepted: 2026/02/20 | Published: 2026/03/7
Received: 2025/04/27 | Accepted: 2026/02/20 | Published: 2026/03/7
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