Value-Based Market Segmentation of West Asian Medical Tourism Market: A Case of Iran

• DOI: 10.18502/ijph.v53i4.15570
• Publication Date: 2024-05-29T10:41:21Z
• Authors: Leila Torkzadeh; Habib Jalilian; Hojjat Rahmani; Milad Bakhshi; Saeed Hashemzadeh; Mohammad Faryabi; Rahim Khodayari-Z...
• Keywords: Seekers; Market Segmentation

Background: Identifying different groups of customers and their preferences needs enable countries to gain a competitive advantage in the medical tourism market. We aimed segment tourists from West Asian seeking services Iran. Methods: This cross-sectional study was conducted on 596 who sought Iran 2021. Data were collected using valid questionnaire. Segmentation performed based attributes (medical, destination, attributes), cluster analysis methods; wards, K means. The segments ' evaluation profiling discriminant analysis, chi-square, one-way ANOVA tests. Results: Our divided market into five segments: health seekers (3.8%), destination (8.9%), (17.8%), infrastructure (10.23%), perfectionism (59.45%). In all segments, high importance. registered highest score three (more than 5 6). Conclusion: Improving offering luxurious can be main strategy for attract most achieve good position this marketplace. implication is policymaking targeting profitable