Document Type : Original Article
Authors
1 Assistant Professor, Health Care Management, Health Management and Economic Research Center, Isfahan University of Medical Sciences, Isfahan, Iran
2 MSc Student, Health Services Management, Isfahan University of Medical Science. Isfahan, Iran. (Corresponding Author) Email: Zahra.agharahimi@yahoo.com
3 MSc Student, Health Care Management, Islamic Azad University, Fars Sciences and Research Branch, Fars, Iran
4 Health Care Management, Imam Musa Kazem Hospital, Isfahan, Iran
Abstract
Introduction: Cosmetic surgery tourism, as one of the leading industries in the world, can be the
solution to strengthen the health and economic growth. The aim of this study was to identify
cosmetic surgery tourism potential in Isfahan.
Methods: This was a qualitative study conducted in 2011. Research participants included
managers, plastic surgery and ear, nose and throat (ENT) specialists of cosmetic surgery centers
who were selected based on the purposeful sampling. Data collection tool was a semi-structured
questionnaire that was developed through interviews and observation in statistics of deputy of
treatment of Isfahan University of Medical Sciences. The framework analysis was used for
analyzing the interviews.
Results: Seven themes were identified as the key factors related to the potentials of medical
tourism in the field of cosmetic surgery: demand potential, environmental potential, human
resource potential, infrastructure potential, inter-organizational relationship, competitive
conditions and promotion strategies. In terms of the medical tourism demand potential, the
majority of the patients were Iranians residing abroad and few of the patients were those in
neighboring countries. Environmental and human resources factors were in good conditions.
Participants believed that in cosmetic surgery centers, infrastructure potential, developed
planning and clear guidelines, standardization of prices and considering to an efficient liability
insurance were not in an appropriate status. In addition, they mentioned that inter-organizational
collaboration and promotion strategies were in a desirable condition. Furthermore, competitive
condition in cosmetic surgery centers in terms of cost advantage was desirable but in competing
with medical centers was undesirable.
Conclusion: Isfahan has a good potential capacity in terms of cosmetic surgery; therefore, in
order to promote medical tourism in this city, having appropriate plans, strengthening basic
infrastructure and coordination between the organization and effective marketing are necessary
Keywords
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