Designing and validating an agile financial marketing capability model for the development of the health tourism industry after Covid-19

Subject Areas : Financial Economics

Anoosh Omidi ¹ , Alireza Pooya ² , Hadi Bastam ³ , Ali Hosseinzadeh ⁴

1 - Department of Management, Torbat-e-Heydareih, Islamic Azad University Torbat-e-Heydareih, Iran
2 - Faculty of Economics and Administrative sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran.|Visiting Professor, Department of Management, Torbat-e-Heydariyeh Branch, Islamic Azad University, Torbat-e-Heydariyeh, Iran
3 - Business Management, Tabaran Institute of Higher Education, Mashhad, Iran
4 - Assistant Professor of Management, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran

Received: 2021-11-08 Accepted : 2021-12-19 Published : 2022-10-01

Keywords: COVID-19, Agile Financial Marketing, health tourism, Financial Evaluation,

Abstract :

Today, health tourism is a growing phenomenon, especially in developing countries, which has been greatly affected by the Covid 19 crisis. After overcoming this crisis and re-competing in this industry, our country also needs to develop capabilities. Take your marketing step and move towards being financially agile. Agility, or the ability to adapt quickly and in a timely manner to changing international markets at low cost and high added value, is therefore cost-effective. The present study was conducted with the exploratory mixed research method and the purpose of designing and validating the agile financial marketing capability model in the health tourism industry in Iran. The statistical population includes health tourism industry experts and prominent professors in the field of finance who have worked in medical centers that provide health tourism services. The research findings led to the identification of 14 main concepts that were presented in the form of a paradigm model and the central category of agile financial marketing capabilities (specialized and structural capabilities) was empirically examined with real data and confirmed.

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