Introduction: Since Iran is one of the main hubs of health tourism in the region, it will not only prevent the outflow of foreign exchange, but will also bring significant foreign exchange earnings to the country. Although in recent years, management and marketing measu
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Introduction: Since Iran is one of the main hubs of health tourism in the region, it will not only prevent the outflow of foreign exchange, but will also bring significant foreign exchange earnings to the country. Although in recent years, management and marketing measures have been taken to attract foreign tourists, but unfortunately due to the lack of coherence and coordination between the public and private sectors, and especially the lack of codified rules in the field of tourism. Health, this process has not had the desired economic results. The aim of this study is to investigate the factors affecting viral marketing in the development of health tourism and prioritize factors. Methods: This research is descriptive in terms of its practical purpose and in terms of data collection. After expressing the subject and examining the research background, the conceptual framework of the specific model and the data were analyzed using fuzzy cognitive mapping tools and techniques and analysis of social networks. Results: Findings indicate that the factors that distinguish distinctive services, build trust and credibility, and the content of the message are more central than other factors, and therefore more attention should be paid to these factors. Conclusion: Due to the rapid growth of the Internet, there are countless opportunities for health activists and consumers, which, according to research, suggests that the main factors affecting viral marketing that promotes health tourism development. More attention can be paid and steps can be taken in this direction with appropriate planning.
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