TOURISM MANAGEMENT STUDIES
Year:2022 | Volume:17 | Issue:58|Papers Count:7

The aim of this study was to investigate the relationship between the cultural values of Babolsar citizens and their satisfaction with tourism activities. The present study is applied in terms of purpose and descriptive-analytical in methodological view. The sampling method of this research is simple randomization. The statistical population of the study is the citizens of Babolsar, of which 382 were selected using the Cochran's formula. The research questionnaire was developed from standard questionnaires related to Hofstede cultural dimensions and satisfaction with tourism. For the first time, the present study measured the relationship between Hofstede dimensions and citizen satisfaction. SPSS software was used to perform descriptive tests and Inferential statistics of the research were done by PLS software. The results showed that the cultural values of citizens have a significant relationship to their satisfaction with tourism activities and this relationship was observed in three components of the six studied dimensions, including individualism/ collectivism, long/short-term orientation and indulgence/restraint. The city of Babolsar is a society with a cultural balance in the distribution of power, strong uncertainty avoidance, individualism, balance with a tendency towards feminism and a long-term and extremist orientation. Introduction Tourism is a global market in which the host and guest communities both have diverse cultures and interact with each other (Huang & Crotts, 2019). Cultural differences between communities can be seen as an attraction for deciding which tourist destination to choose. According to Hofstede's theory of cultural dimensions, the common cultural points of the people of a society can be achieved and based on this theory, the views and attitudes of the people of that society can be acquainted (Jung et al, 2017). On the other hand, cultural values are an essential part of the cultures of each region and affect other parts of it (Hassanzadeh, 1396). Further understanding of the culture of the host community and examining the dimensions and components affecting it can be effective in increasing the level of residents' satisfaction with tourism activities in a destination. The coastal city of Babolsar is one of the tourist areas of the country that has a long history of tourism and receives a large number of tourists every year (Khaksari et al, 1392). Therefore, the main question of the present study is what is the relationship between the cultural values of Babolsar citizens and their satisfaction with tourism activities? Materials and Methods The purpose of this study is to investigate the relationship between the cultural values of Babolsar citizens and their satisfaction with tourism activities. This research is descriptive-analytical in terms of practical purpose and the sampling method of this research is simple random and the statistical population of the study, the citizens of Babolsar, 382 people were selected as a sample through Cochran's formula. Discussion and Results The results showed: The cultural values of the citizens of Babolsar have a significant relationship with their satisfaction with tourism. Thus, among the 6 dimensions of Hofstede's cultural values studied in this study, 3 components: individualism/ collectivism, long-term/ shortterm orientation and indulgence/ restraint have a significant relationship with citizens' satisfaction with tourism. The findings of the present study are consistent with the findings of Hassanzadeh (1397) who studied the effect of cultural values on the perceived quality of health tourism services and concluded that the cultural dimensions of Hofstede have a positive and significant relationship with the perceived quality and the cultural values of tourists play a very important role in the quality of their perceived services of health tourism, but Findings from the present study with the findings of Radojevic et al (2019) who examined the hospitality culture of hotel staff in several countries studied based on two cultural aspects of Hofstede and concluded that the less individualism and extremism be, better service provided, does not match. Conclusions The results show that the cultural values of the citizens of Babolsar, which were measured by Hofstede theory of cultural dimensions, have a significant relationship with the level of citizens' satisfaction with tourism activities. The culture of a society can also be examined by measuring its specific cultural values. In this study, the cultural values of the host community were measured according to Hofstede's theory of cultural dimensions. Based on the results obtained from the present study, the culture of Babolsar citizens can be interpreted as follows: The analysis of the research findings showed that Babolsar society is a society with a cultural balance in the distribution of power, avoiding strong uncertainty, individualistic, balanced with a tendency towards feminism, a tendency to long-term and extreme orientation. The results of the research show that citizens have understood the positive and negative economic, environmental and social effects and to increase the level of satisfaction, the positive effects should be strengthened and the negative effects of tourism, which leads to a decrease in residents' satisfaction with tourism activities, should be more careful. Be. More attention to the welfare of residents, development of infrastructure, transportation and amenities and services, reduction of noise pollution and traffic control with better management and more detailed planning in the field of tourism, is effective in increasing residents' satisfaction with tourism activities. This issue has a significant impact on the lives of residents, especially during peak tourism times.

The tourism industry is very vulnerable, and issues such as natural disasters, infectious diseases, epidemics, economic crises, war, etc., for example, the risks menace the tourism industry. Recognizing these risks and preoperational arrangements are such main concerns. The purpose of this study is to design a risk management model in the Iranian hotel industry,the exploratory mixed research method was used in the study. The statistical population in the qualitative section consisted of academic and tourism industry experts (tourism and risk managers, deputies, and professional tourism organizations and hoteliers), and in the quantitative section, staff of four or five-star hotels in Tehran. Yazd, Isfahan, and Shiraz province in the summer of 1400. In the qualitative area of the study, judgment and snowball sampling methods were used until the theoretical saturation was achieved within twelve in-depth interviews. The interview's findings were then categorized using open, axial, and selective coding. Afterward, in the quantitative section, using a stratified random sampling method, 384 people were selected as a sample, and a questionnaire was distributed among them. Based on the findings of the qualitative part of the research, the tourism risk management model in the Iranian hotel industry in two dimensions (external and internal), consisting of 13 components and ٦, 2indicators, was designed and compiled, and the model was approved. Introduction: Tourism is very sensitive and vulnerable to the glass industry and is exposed to various risks. One of the main reasons for the high vulnerability of this industry is the integration of tourism and travel products, which is the interaction and cooperation of various sectors such as transportation, accommodation, hospitality, etc. (Ziaee et al., 1400). Risk is a multifaceted concept generally associated with the expected adverse effects. (Brast Bauer, 2016). All organizations and systems at any level of performance and at any time and place face various risks that affect their performance and achieve their goals (Asgari, 2010). So the risks can not be eliminated, but they can be better managed to reduce the damage caused. Such an approach is called risk assessment and management, which can help reduce the elements and factors of risk or vulnerability to human societies and their property (Ritchie, 2009). Materials and Method The combined research method and research design are also of the type of mixed exploratory research design (qualitative-quantitative) The main research tools in the qualitative and quantitative stages of the research were as follows: Qualitative stage: Review and study of research and background on the subject. Qualitative stage: In-depth semi-structured interviews with experts. Quantitative step: Using the Likert scale closed questionnaire. The study's statistical population was a qualitative interview with a group of experts. For this purpose, the "snowball" sampling method was used to achieve theoretical saturation. In this section, 12 people were selected. The statistical population of the research in a small part includes the staff of four and five-star hotels in Tehran, Yazd, Isfahan, and Shiraz in the summer of 1400. The sampling method of the study was 384 people. In the qualitative section, in-depth interviews with experts and content analysis techniques in the MaxQDA software environment were used to identify the components and research model components by studying and researching the research and literature on the subject. In the quantitative section, a questionnaire was used to test and quantify the identified model to survey statistical samples and use structural equations (SEM) in LISREL and Smart PLS software. Discussion and Results In the qualitative part of the research, the main focus of the research questions was exploring the factors affecting the dimensions, components, and indicators related to risk management in the hotel industry as the central concept. In the first stage, the main categories and sub-components were presented based on open and centralized data coding from research backgrounds, in-depth and exploratory interviews with key experts, and refinement of conceptual codes. The factor analysis results showed that out of 62 available indicators (items), 13 main components could be identified. In the quantitative part, a questionnaire with 62 items was compiled. Distribution and data were analyzed by exploratory and confirmatory factor analysis with LISREL and Smart PLS software. The risk management model consisted of 62 items, of which 31 were obtained for external risk management and 31 for internal risk management. Standardized parameter estimates showed that all indicators are statistically significant and have high factor loads. The final model of the research was tested and confirmed by structural equation modeling. Conclusions This research seeks to model risk management in the Iranian hotel industry. The spatial scope of this research is four-and five-star hotels in the three cities of Yazd, Isfahan, and Shiraz, and Tehran is concentrated as the gateway for foreign tourists to the country. The importance of effective risk management in all industries has been considered for a long time. In addition to actors and implementers of various industries, national and international regulators have made effective risk management an integral part of their monitoring and control process. This particular importance has attracted a lot of attention in tourism, which is very sensitive and fragile due to its nature. According to the research results, political risk (standard coefficient 0. 702 and values T196. 19), natural environment risk (0. 725 and 0. 1515), legal risk (0. 693 and 20. 452), economic risk (0. 719) 0 and 111/19), social risk (0. 669 and 016. 18), cultural risk (0. 673 and 15. 664), human resources risk (0. 804 and 09. 05. 31), scheduling risk (836/8). 0 and 095/41), execution risk (0. 787 and 31. 761), procurement risk (0. 722 and 08. 05. 32), cost management risk (0. 775 and 30. 729), design risk (0. 764) And 25. 446), and communication risk (0. 819 and 36. 080) were the explanators of the final research model.

Issue: Customer participation in a wide range of voluntary, active and interactive business behaviors increases the perceived value of the brand. In fact, there is a great deal of empirical evidence to support a general link between customer engagement and customer perceived brand value. However, the concepts of customer engagement and brand value co-creation are significantly multifaceted issues. Therefore, there is an important research opportunity to examine the relationship between different factors affecting the creation of brand value through customer participation. Recognizing this research hypothesis, the present study seeks to identify a set of factors that affect the creation of brand value in various ways through customer participation with a precise and meticulously meticulous approach, and thus, a model for explaining co-creation. Provide brand value in the tourism industry. The lack of comprehensive and multifaceted models on the issue of brand value co-creation in the tourism industry further clarifies the theoretical importance of this paper. At the same time, since the main evidence and information of this research is provided through interviews with tourism industry stakeholders who are fully acquainted with the subject,Therefore, it can be inferred that the proposed model of this research has a good validity. Method: The present study is a fundamental study that has been conducted with the aim of developing and validating the pattern of brand value creation in the tourism industry. From the perspective of data type, the present study has been conducted by mixed method (quantitative-qualitative) and from the perspective of data collection period is in the category of cross-sectional research. The study population in the qualitative section, including marketing and branding specialists in the tourism industry, reached a theoretical saturation with 15 experts. And in a small part, a sample consisting of 311 employees of Tehran hotels has been selected. The main method used in the qualitative part is the data approach of the foundation (grounded theory) and using this method, the main and sub-categories of designing the pattern of creating brand value in the tourism industry have been identified. In the quantitative part, the partial least squares method is used to validate the model. MaxQDA 11 software was used for content analysis and partial minimum squares calculations were performed with Smart PLS 2 software. Discussion and Conclusion: Managers should try to adapt services in the digital context to the needs of the day and with changes, and also by increasing customers' trust in the brand, their service to the services they provide and the conditions they create in the minds of consumers. Raise the brand in the context of e-commerce. The importance of trust in the development of ebusiness in the service sector has already been mentioned (Das et al., 2019). In this regard, it is necessary for managers of tourism and hotel industry with appropriate activities and investments in marketing in the digital context, setting fair prices and appropriate to the level of service quality, customer participation in programs and social activities with the aim of promoting the brand name in different market segments. Promotional activities such as offering cash discounts, prizes, etc. provide the necessary platform for promoting customer engagement with the brand and managing the brand value of the hotel in the field of e-commerce.

Tourism and the environment are interdependent. For this reason, tourism development and management are key factors in achieving sustainable development. This study aimed to evaluate tourism's environmental sustainability in the target villages of East Azerbaijan province. This research is a survey in terms of practical purpose and in terms of how to collect data. The study's statistical population was the heads of households in four villages targeted for tourism in East Azerbaijan province (N = 819). Using the Krejcie-Morgan table, the statistical sample size of 265 people was calculated. The proportional stratified sampling method was used to obtain a statistical sample in each of the selected villages. To achieve the purpose of the research, in the first stage, the indicators of environmental sustainability of tourism were identified using an integrated method. Based on the two indicators, resource conservation and biodiversity and management and environmental policies were determined with 29 indicators. In the second stage, using the radar model, the overall environmental sustainability of tourism in the target villages of East Azerbaijan province was assessed. The results showed that the studied villages generally have a moderate level of environmental sustainability. Among the villages as case studies, the highest environmental sustainability score, equal to 0. 585, belonged to Totehkhaneh village, and the lowest score, equal to 0. 369, belonged to Kandovan village. Introduction Tourism and the environment are interdependent. For this reason, tourism development and management are critical factors in achieving sustainable development compatible with the environment. Therefore, it is necessary to carry out all programs, including tourism, based on recognizing and evaluating the environment's potential to preserve both the natural values and the proper and continuous use of the environment. This study aimed to evaluate tourism's environmental sustainability in the target villages of East Azerbaijan province. Given the current situation and since nature is one of the most important resources in rural tourism and the destruction of nature is a threat to sustainable tourism in a destination, this study aims to assess the environmental sustainability of tourism in target villages. It was an East Azarbaijan province, and efforts were made to study and evaluate the environmental dimension of rural tourism. It is hoped that the results of this study will be helpful in the protection of rural natural resources and their preservation for the future and reduce the destructive effects of tourism in these areas and ultimately lead to sustainable tourism development and sustainable rural development in rural areas. Materials and Methods This research is a survey in terms of practical purpose and in terms of how to collect data. The study's statistical population was the heads of households in four villages targeted for tourism in East Azerbaijan province (N = 819). Using the Krejcie-Morgan table, the statistical sample size of 265 people was calculated. The proportional stratified sampling method was used to obtain a statistical sample in each of the selected villages. To achieve the purpose of the research, in the first stage, the indicators of environmental sustainability of tourism were identified using an integrated method. Based on the two indicators, resource conservation and biodiversity and management and environmental policies were identified with 29 indicators. In the second stage, using the radar model, the overall environmental sustainability of tourism in the target villages of East Azerbaijan province was assessed. Discussion and Results The results showed that the studied villages generally have a moderate level of environmental sustainability. Among the studied villages, the highest environmental sustainability score, equal to 0. 585, belonged to Totehkhaneh village, and the lowest score, equal to 0. 369, belonged to Kandovan village. The environmental situation in Kandavan village is the most unstable of all, Among the studied villages,Where the oldest village in terms of tourism and the most number of incoming tourists, and has relatively more suitable tourism facilities and services. There indicates insufficient attention to this village's environment and the vulnerability of physical environments and its historical and natural monuments and attractions. Conclusions As noted, it can be concluded that the sustainable development of tourism in terms of policy, management, and planning is not yet in a good position, and the opportunities for tourism to develop this village have not been appropriately exploited. In the face of its threats, they have been realized in different areas and in some cases. According to field studies, the target villages are faced with many challenges and issues in the field of environmental and natural issues. This issue is fully seen in the situation of Kandovan village. Although tourism in this village has developed, its environmental damage is more obvious compared to tourism capabilities. Therefore, to solve the existing problems, it is necessary to review the programs and executive policies by considering the principles of sustainable tourism development in the province. Based on the results of the present study, the following solutions are presented, which can be effective in the sustainability of environmental resources in the tourism target villages of East Azerbaijan province. The solutions are: Increasing the level of awareness and knowledge of the general public, especially the indigenous youth active in the field of tourism, towards the environment and how to protect the capital and natural attractions of the village through training and holding orientation classes on related organizations, development Advertising programs, local public media, and publications are some of the strategies that can be effective in sustaining the natural environment of the target villages. Also, considering that most people currently use social networks, the potential of these networks can be used to the fullest, and through that sense of responsibility and environmental knowledge of the host and guest community affected. Therefore, it is suggested that the clips and purposeful and scientific training be prepared with the cooperation of the experts of the Environmental Protection and Tourism Organization and adapted to the language (in Turkish in the study area). The culture of the areas to be used. Illiterate and illiterate people should also be included. Therefore, it is necessary to take the required planning and measures.

Introduction The growing number of travel agencies in major cities means a wider range of choices for tourists, which in turn leads to increased competition in the business. The city of Isfahan is no exception to this rule and the existence of several agencies in it has created a wide competition for the owners of these jobs. Undoubtedly, having loyal customers in the face of fierce competition, as well as dealing with the crisis-especially the crisis that the Covid 19 virus has created for the tourism industry-will help travel agencies to be more resilient and economically viable. Therefore, the mentioned conditions have made the owners of these agencies to use every opportunity to convince their customers that they are performing better than their competitors,One of these opportunities is Social Network. In recent years, the widespread use of social networking through the advent of smartphones has made information available anywhere and anytime. The popularity and widespread use of these networks provides an opportunity for business owners to connect online with their customers and use these networks to improve their position in a competitive market. Therefore, the purpose of this study is to investigate the effect of online interaction on the Instagram social network on the loyalty of customers of travel agencies. Loyalty consists of four dimensions, which are cognitive, affective, conative and behavioral loyalty. Cognitive loyalty means preferring one brand over other brands due to knowing that brand and the benefit it has for the customer. This type of loyalty is very weak because it is quickly lost by improving or promoting the competitors' brand. Affective loyalty is achieved when a person feels good about a brand as well as satisfied with it as a result of increasing knowledge. Conative loyalty (tendency to be loyal) is achieved when the customer intends to repeat the purchase, but this action is not certain and may not lead to a purchase. Finally, behavioral loyalty emphasizes repeat purchases and their amount (Sotude et al., 2014,Van Asperen et al., 2017). Customer interaction with the brand in social networks is also formed in two ways: passive and active interaction. Passive interaction is when the so-called customer is just a consumer of content on social media and only reads and views other users' posts and comments. While active interaction is when the audience is involved in creating the content and it is when the customer comments on the content, raises questions and comments, informs the brand owner about their needs, encourages his/her friends to visit this page, and shares brand posts with others (Van Asperen et al., 2017). Therefore, in order to achieve the purpose of the research, the following questions are raised: To what extent does each dimension of interaction affect each dimension of customer loyalty? Does passive interaction have a sufficient impact on all aspects of loyalty, or should try to users participate actively in the social network? Which dimension of loyalty is most affected by online interactions? How will customer loyalty change if travel agencies lose active engagement on the Instagram network? Methodology The research is exploratory in terms of purpose and has an applied orientation, and its statistical sample consisted of 12 university experts and managers of travel agencies in Isfahan who use the social network Instagram in their business. Sampling was performed by purposive method. The research was conducted using fuzzy cognitive mapping technique. The research variables are online interactions and customer loyalty, the dimensions of which were determined by studying the research literature and with the approval of experts. In order to collect data, a matrix questionnaire was prepared in which the research factors were listed in the first row and the first column, and in other boxes the effect of the factor in the relevant row on each column of the table was written using the opinion of experts (numbers ranging from negative to positive One). For this purpose, the researchers distributed the questionnaire in person among the experts and after explaining the questions and how to answer them, entered the answers received in the questionnaire. Finally, the input matrix to the software was obtained from the average opinion of experts and analyzed, and the research graph was drawn. Finally, the active interaction elimination scenario was defined, and its results were compared with the initial results. Results and discussion Findings showed that the most influential factor is active interaction and the most affected factor is behavioral loyalty. Interaction, and especially active interaction, affects all dimensions of loyalty, especially behavioral loyalty. Also, by eliminating active interaction, customer loyalty is greatly reduced, the results showed that passive online interaction has the greatest effect on behavioral loyalty, conative loyalty, cognitive loyalty and affective loyalty, respectively. On the other hand, there is an inverse relationship between types of loyalty and passive interaction, and the most impact on passive online interaction is related to conative loyalty, behavioral loyalty, affective loyalty and finally cognitive loyalty, respectively. Active online interaction has the greatest impact on behavioral loyalty, conative loyalty, cognitive loyalty and finally affective loyalty, respectively. All dimensions of loyalty also affect active online interaction, which the most impact is related to affective, behavioral, cognitive and conative loyalty, respectively. Conclusion These results suggest that travel agencies can retain their customers more than ever before by relying on online interaction, but relying on passive interaction is not enough, and to have more loyal customers, travel agency managers need to focus on active audience participation on social network. According to the findings of this study, some practical suggestions for agency owners to increase customer loyalty are: Focus on activity in social networks, and increase the number of hits, frequent content updates, use of posts that are more attractive to the customer, and create opportunities that invite followers to actively participate, including encouraging users to comment and request feedback, following user feedback and trying to discover their needs, as well as trying to get feedback from customers who have purchased from the agency and considering incentive schemes for active users.

The strategy of resistance economy is a rational and jihad-oriented measure to reduce economic pressures at a critical juncture, which emphasizes the need to develop diverse economic sectors and overcome the crisis and, ultimately, achieving economic development is its main goal. The tourism industry is considered one of the pillars of economic development in the postmodern era, which has an influential role in the economic development of societies and is one of the essential components of the resistance economy. This article aims to investigate the influential factors in the development of historical tourism in times of crisis in Tehran with a resistance economy approach. The method used in this research is the descriptive-analytical method,The study's statistical population includes all tourists in different areas of Tehran during the current crisis. The sample size was determined based on the Morgan table, equal to 384 people. Data collection tools include a 59-item researcher-made questionnaire. The collected data were analyzed using the Friedman and SPSS software and structural equation path analysis in AMOS software. Materials and Methods Undoubtedly, one of the most important stages of conducting research is the data description and statistical data analysis. The data description section described the research variables by frequency distribution and descriptive statistics, and the research hypotheses were examined in the data analysis section. Before testing the hypotheses, the one-sample Kolmogorov-Smirnov test checked the normality _having a normal distribution_ of the studied variables. Friedman's test was used in the software to analyze the data, and structural equation modeling analysis was used in the software. The sample size was determined based on Morgan's table, so the sample size equals 384 people. In addition to using the form, questionnaires are the central part of collecting information in this research. These questionnaires have 59 questions with 5 options based on the Likert scale. Discussion and results According to the mentioned cases, in this research, the influential factors in the development of historical tourism during the crisis in Tehran have been investigated with the approach of resistance economy. In this regard, indicators such as economic, social-cultural, infrastructure-structural, and environmental indicators It is considered that they have been described in the research method section. Conclusions Based on the data collected from the questionnaire and the analysis based on structural equations, it was observed that 4 socio-cultural, economic, infrastructural-structural, and environmental indicators have been influential on the development of historical tourism in the city of Tehran in such a way that the coefficient of the economic index on the development of historical tourism is equal to 0. 27, the influence coefficient of the socio-cultural index on the development of historical tourism is equal to 0. 19, the influence coefficient of the infrastructurestructural index on the development of historical tourism is equal to 0. 24, and the influence coefficient of the environmental index (P) on the development of historical tourism is equal to with 0. 22 and considering that the significance level value is less than the error rate of 0. 05. The critical value (CR) is more than the acceptable range, i. e., 1. 96.

Medical tourism is one of the branches of tourism that has flourished in recent decades and has played an important role in generating income and employment in countries. By considering the increasing competition of governments to take over a larger share of this industry, the present research was conducted to explain the key requirements effective in implementing medical tourism policies in Golestan province. This qualitative research was carried out using the Grounded theory method. The participants were 13 heads and managers of the University of Medical Sciences, hospitals, doctors, nurses, travel companies, and the General Administration of Cultural Heritage and Tourism in Golestan Province with related work experience and experts in the field of medical tourism through Purposive sampling, and snowball technique was used in the study. Data were collected using indepth and semi-structured interviews. Open, axial, and selective coding methods were used for data analysis. The results of the present study showed that the requirements affecting medical tourism in Golestan province were organized in the form of 5 main categories of organization architecture, capacity building and service quality, policymaking system, advertising and branding, and training and empowerment. The obtained results can provide valuable information to the province's policymakers and medical tourism executives for the scientific formulation and regulation of policies. Changing the attitude of managers and regulatory bodies, strengthening and developing domestic and foreign transportation, paying attention to the culture of tourists, and strengthening the marketing and information system can lead to the development and promotion of medical tourism services and increase income in this area. Introduction In the tourism sector, health tourism is among the fastest growing section of tourism internationally. The list of countries working towards dominating and championing this market legally and practically is rapidly increasing. Golestan province is one of the best destinations for medical tourists due to its neighborhood with countries that are much lower level than our country in terms of treatment and medicine, in addition, the use of experienced medical forces and powerful medical centers in the center of the province and other cities. Success in implementation usually requires correct and accurate decision-making to achieve goals. Therefore, it is crucial to identify the requirements and factors influencing the performance of medical tourism policies in Golestan province to achieve the desired goals. The primary purpose of this research is to explain the key requirements affecting the implementation of medical tourism policies in Golestan province. Materials and Methods The current research is a qualitative study and has been conducted using the grounded theory method, based on the systematic approach of Strauss and Corbin. The analysis of its data was done by open coding, axial coding, and selective coding. The statistical population of the research included heads and managers of the University of Medical Sciences, hospitals, doctors, nurses, travel and tourism companies, and the General Administration of Cultural Heritage and Tourism of Golestan Province in 2018 and 2019. In this research, sampling was done purposively with the snowball technique. The participants were selected by considering the criteria of agreeing to participate in the interview, having at least 5 years of work experience related to medical tourism, and having a university education. The research tool was indepth and semi-structured interviews, which ended by reaching theoretical saturation after conducting 13 interviews. The main questions of the interviews were the causal conditions, context, intervention, and strategies for implementing medical tourism policies in Golestan province. In this study, to measure the reliability of the interpretation of the interviews, several strategies such as continuous engagement with the topic and research data, using the corrective comments of the professors of the research team in connection with the process of conducting the interviews, extracted data and their analysis, revision during coding and using an external observer familiar with qualitative research was employed. Discussion and Results According to the interviews conducted with participants and data analysis, the current research model showed that the critical requirements for implementing medical tourism policies include 5 main floors and 7 sub-floors. Based on the results of this research, the causal conditions that affect the implementation of medical tourism policies are formed from the type of organization architecture with the Subclass of the management system. The participants in our study have mentioned concepts such as the importance of changing attitudes towards health tourism in the province, retraining and human resource management, eliminating administrative bureaucracy and paperwork, and managerial stability. The contextual conditions that have a role in the implementation of medical tourism policies include capacity building and service quality, with the subcategory of transportation infrastructure development. Our research findings showed that establishing direct flight lines and strengthening internal and external transportation are essential and play a fundamental role in developing medical tourism in the province. Intervening factors that are effective in implementing medical tourism policies were classified under the policy-making system and subcategory of general regulations. According to the participants in the research, the medical tourism field should be taken seriously by the executive organization, the use of the stakeholders' opinions when formulating and implementing policies, the need to amend laws, coordinate policies with the results of research, and pay attention to the culture of tourists when developing policies. It was one of the points mentioned in the interviews. The strategies for implementing medical tourism policies had two categories—, advertising and branding with marketing, training and empowerment information, awareness, and human resource improvement subclasses. Introducing the tourism and therapeutic attractions of the province for domestic and foreign tourists and strengthening the marketing and information system in the admission and treatment processes should be among the priorities of the relevant officials. Holding festivals, seminars, informative tours, and creating content and culture can be essential measures and strategies. Conclusions Economic, political, social, and healthcare developments on the one hand and the expansion of tourism processes on the other make it necessary to pay more attention to these concepts. Golestan province can also implement the medical tourism category comprehensively and dynamically to create an integrated medical tourism system and coordinated and systematic management of resources. For this purpose, the critical requirements for implementing medical tourism policies can be used to formulate and enforce medical tourism policies that will be useful for the province's tourism industry with the tiniest gaps and challenges.