Strategic Analysis of Shiraz Medical Tourism Industry: A Mixed Method Study

The connection between healthcare and tourism industries in many countries has created one of the largest service industries, i.e. "medical tourism industry" which brings significant benefits to the countries. The present study aimed to examine internal and external factors affecting Shiraz medical tourism industry along with the potential capabilities of the industry.

This applied research is a mixed method study conducted in 2017 employing both qualitative and quantitative methods. The study population consists of all organizations involved in the medical tourism industry. Deductive qualitative content analysis was employed so as to determine the internal and external factors influencing Shiraz medical tourism industry. Furthermore, the SWOT technique was used to analyze the data obtained from individual interviews and meetings with expert panels.

Internal and external factors were classified into four main themes, namely strengths, weaknesses, opportunities and threats and ten sub-themes, of which five cases (FORMM) were related to internal factors (i.e. finance, production and products (operations), research and development, marketing and management) and five cases (STEPC) were associated with external factors: Socio-cultural, technological, economic, political and competitive. The matrix of the internal and external factors indicated an offensive zone for this industry.

This industry can make use of the strengths and opportunities to confront threats and negative points through identifying internal and external factors and enjoy benefits such as job creation and revenue gains.