Developing a Comprehensive Framework for Health Tourism in Shiraz: A Structural-Interpretive Approach

Introduction: The article investigates the development of a comprehensive model for health tourism in Shiraz, Iran, utilizing the interpretive structural modeling (ISM) method. The research is motivated by the increasing global trend of medical tourism, driven by advancements in healthcare and rising patient mobility, particularly in the context of post-COVID-19 recovery. Methods: The study employs a mixed-method approach, combining qualitative and quantitative data collection through questionnaires distributed to 20 experts in health tourism, including hospital administrators and tourism stakeholders. Utilizing ISM, relationships among 15 key factors were analyzed to construct a hierarchical model. The process involved creating structural self-interaction matrices, accessibility matrices, and level segmentation, supported by MATLAB software for model development. Results: The ISM-based hierarchical model categorized 15 factors into eight levels, with foundational drivers (e.g., marketing strategies, infrastructure improvement, legal-political factors, and international accreditation) at the lowest tier. Intermediate priorities included privatization of healthcare, specialized tourist facilities, and government regulation, while patient satisfaction emerged as the apex outcome. Key findings highlighted the critical role of ancillary services (accommodation, local tours) alongside medical quality, as well as barriers such as insurance limitations and fragmented stakeholder collaboration. Conclusion: While high-quality medical treatment is essential, ancillary services like accommodation and local tours significantly affect patient satisfaction. The study concludes that a coordinated approach between healthcare providers and tourism authorities is necessary to improve service delivery and position Shiraz as a competitive destination for medical tourism. This model not only aims to boost economic growth but also to enhance healthcare outcomes for both local and international patients.