Alireza Jabbari; Zahra Agharahimi; Zohreh Seid Moradi; Mahbobeh Ferdosi
Volume 9, Issue 5 , November and December 2012, , Pages 686-696
Abstract
Introduction: Cosmetic surgery tourism, as one of the leading industries in the world, can be thesolution to strengthen the health and economic growth. The aim of this study was to identifycosmetic surgery tourism potential in Isfahan.Methods: This was a qualitative study conducted in 2011. Research ...
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Introduction: Cosmetic surgery tourism, as one of the leading industries in the world, can be thesolution to strengthen the health and economic growth. The aim of this study was to identifycosmetic surgery tourism potential in Isfahan.Methods: This was a qualitative study conducted in 2011. Research participants includedmanagers, plastic surgery and ear, nose and throat (ENT) specialists of cosmetic surgery centerswho were selected based on the purposeful sampling. Data collection tool was a semi-structuredquestionnaire that was developed through interviews and observation in statistics of deputy oftreatment of Isfahan University of Medical Sciences. The framework analysis was used foranalyzing the interviews.Results: Seven themes were identified as the key factors related to the potentials of medicaltourism in the field of cosmetic surgery: demand potential, environmental potential, humanresource potential, infrastructure potential, inter-organizational relationship, competitiveconditions and promotion strategies. In terms of the medical tourism demand potential, themajority of the patients were Iranians residing abroad and few of the patients were those inneighboring countries. Environmental and human resources factors were in good conditions.Participants believed that in cosmetic surgery centers, infrastructure potential, developedplanning and clear guidelines, standardization of prices and considering to an efficient liabilityinsurance were not in an appropriate status. In addition, they mentioned that inter-organizationalcollaboration and promotion strategies were in a desirable condition. Furthermore, competitivecondition in cosmetic surgery centers in terms of cost advantage was desirable but in competingwith medical centers was undesirable.Conclusion: Isfahan has a good potential capacity in terms of cosmetic surgery; therefore, inorder to promote medical tourism in this city, having appropriate plans, strengthening basicinfrastructure and coordination between the organization and effective marketing are necessary
