Designing an E-Learning Model for Health Tourism Marketing Case Study: Educational Healthcare Centers of Islamic Azad University, Tehran

Hanieh  Heidari; Esfandiar Doshman Ziari; Nader  Barzegar; Batoul  Faghiharam; Amir Hossein  Mehdizadeh

doi:10.61838/kman.ijimob.4.1.3

Authors

Hanieh Heidari PhD student, Educational Management Department, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran Author https://orcid.org/0009-0007-2197-4452
Esfandiar Doshman Ziari Assistant Professor of the Department of Business Management, Islamshahr Branch, Islamic Azad University, Tehran, Iran Corresponding Author https://orcid.org/0000-0002-9569-4345
Nader Barzegar Assistant Professor, Educational Management Department, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran Author https://orcid.org/0000-0001-8755-6834
Batoul Faghiharam Assistant Professor, Department of Educational Sciences, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran Author https://orcid.org/0000-0002-4278-7812
Amir Hossein Mehdizadeh Assistant Professor, Educational Management Department, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran Author https://orcid.org/0000-0001-6625-4570

DOI:

https://doi.org/10.61838/kman.ijimob.4.1.3

Abstract

Objective: The present research aims to design an e-learning model for health tourism marketing in the educational healthcare centers of the Islamic Azad University in Tehran.

Methodology: The research method is applied in terms of its objective and qualitative regarding its data. The population included management experts with specialized doctoral degrees, heads of educational healthcare centers of the Islamic Azad University, and their liaisons. The sampling was purposeful and snowball, selecting 14 experts until theoretical saturation was achieved.

Findings: The findings indicate eight dimensions along with 47 components for the proposed model. The identified dimensions (components) include: Strategies (national and macro, regional and international), Infrastructure (scientific interactions, cultural interactions, political interactions, economic interactions, legal and ethical, research and education, management, organization, technology, support, monitoring, and coordination), Contextual Factors (political ideology, cultural ideology, economic ideology, security, and welfare facilities), Resources (financial resources, human resources, content resources, and natural tourism resources of the country), Education (clinical training, continuous education, health education, organizational education), Processes (needs assessment, design, implementation, evaluation, feedback, and corrective program), Communication Literacy Level (communication technology, intercultural communication, advertising, organizational communication, public relations, international relations, and tourist rights), and Ideation (being a pioneer, opportunity seeking, risk-taking, leveraging resources, customer orientation, value creation, and innovation).

Conclusion: These results and the presented model can significantly assist in creating e-learning for health tourism marketing by the educational healthcare centers of the Islamic Azad University in Tehran. Therefore, the use of these results is recommended to the stakeholders and beneficiaries in this field.