Factors Affecting the Benefits of Health Tourism Entrepreneurship with Emphasis on Price and Competition Components (Case study: West Mazandaran Province)

Document Type : Research Paper

Author

Assistant Professor, Department of Industrial Management (Entrepreneurship), Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Iran.

Abstract

Context and Purpose: Mazandaran province has a high potential for developing health tourism entrepreneurship due to its favorable climate and natural tourist attractions. However, health tourism entrepreneurship in this province faces several challenges that can affect the price-competitive advantage of entrepreneurs active in this field; therefore, the present study aims to identify the factors involved in the price-competitive advantage of health tourism entrepreneurship in western Mazandaran Province.
Design/methodology/approach: The target population of the present study included managers of health tourism centers in western Mazandaran province (Bam Darya Noshahr Health Tourism Center, Shahsavar Private Hospital, Zanus Health Village). In this study, non-probability sampling was conducted purposefully among the target population. Semi-structured interviews were used to collect data. Since this study seeks to identify the factors involved in the price-competitive advantage of health tourism entrepreneurship in western Mazandaran province through the experiences of managers of these centers, the phenomenological strategy using the Claise method has been used.
Findings: The research findings indicate that the price advantage of health tourism entrepreneurship in the west of Mazandaran province has two components: reducing the cost of health tourism entrepreneurs and reducing the travel costs of health tourists, and the competitive advantage of health tourism entrepreneurship in the west of Mazandaran province has two components: intelligent marketing and the uniqueness of health tourism products and services.
Conclusion: It is recommended that health tourism entrepreneurs in the west of Mazandaran province use creative financing methods such as attracting investors, obtaining low-cost loans, implementing partnership projects, etc., to secure their required financial resources and have appropriate financial management by creating strategic partnerships such as creating cooperation networks with other tourism and healthcare sectors to share resources and reduce costs, and concluding long-term contracts with suppliers and service providers to ensure more affordable prices. They will also improve operational and management processes, such as implementing integrated information management systems and processes to improve efficiency, training and empowering human resources to increase productivity, and creating an organizational structure that aligns with the goals and needs of the business of this important industry in the country.
Originality/value: This research has been conducted for the first time in the field of health tourism entrepreneurship in western Mazandaran province.

Keywords

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References

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Journal of Tourism Planning and Development
Volume 14, Issue 52
April 2025
Pages 143-165

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