Iran's economic diplomacy, as a country with a distinct history of trade and governmental exchanges, holds significant capacities that can play a crucial role in the development of foreign trade and enhancing Iran's appeal as a global market. This study aims to design a Comprehensive strategic Marketing model based on Iran's economic diplomacy. Initially, using the grounded theory approach, through interviews with 17 experts from the Tehran Chamber of Commerce, related concepts were identified and coded into six main sections. Subsequently, a process model was designed to show the impact of economic diplomacy on Marketing activities, demonstrating how the capacities in this field can be effectively utilized. The research results indicate that the formation of a specialized team consisting of experts in economic diplomacy and Marketing strategies can greatly assist in analyzing Marketing opportunities in global markets and formulating appropriate strategies for foreign trade development and attracting foreign investment. This framework can serve as a foundation for government and business decision-making in the domain of Iran's foreign trade and economy.

Information technology has been considered the greatest innovation of the new era because it has a lot of fruitful social economic and scientific impacts. E-Marketing joins creative and technical aspects of the Internet, including: design, development, advertising and sales. This research aims to design an e-Marketing framework by using Meta-synthesis method. In order to design and explain a Comprehensive model, all dimensions of E-Marketing have been identified through Systematic literature review using Meta-Synthesis method. Then the importance and priority of each proposed dimension was determined using Shannon quantitative method based on content analysis. The results reveal Marketing strategies, E-commerce & Internet, business strategies and consumers behavior are the major criteria in E-Marketing implementation.

One of the most important concerns of the trustees of any tourist destination is to create a coherent identity that is proportionate to the existing capacities and convey it to international tourists. In this regard, it seems necessary to apply the latest findings and Marketing models and localize them in accordance with the conditions of the tourist destination in order to develop this industry. The new Marketing paradigm, which is called human-to-human Marketing, with its human-centricity and customer participation in the process of designing and presenting the value proposition, along with the use of new digital technologies in the context of a service-oriented economy, can address the concerns of developing a Comprehensive Marketing System for tourist destinations. The aim of this research is to explain a Comprehensive human-to-human Marketing System in the health tourism industry in line with Iran's cultural identity and legal and institutional conditions. In this research, using the multi-grounded research strategy, a Comprehensive human-to-human Marketing System in health tourism was explained and presented. To this end, the researchers studied the human-to-human Marketing model through qualitative content analysis, developed a general framework and concepts corresponding to each of the components of this model, and then, by conducting semi-structured interviews with 11 experts in the field of Marketing and health tourism, presented a Comprehensive human-to-human Marketing System at three levels (macro, intermediate, and operational) and explained the functions corresponding to the categories crystallized in this model. Sampling was carried out theoretically using the snowball method, and the sample size was determined based on theoretical saturation logic. The proposed System includes all stages from formulating the vision and mission of industry and organizations to operational measures at the lowest levels and at the front of the service in a Comprehensive military format. Keywords:  H2H Marketing, Human-To-Human Marketing, Health Tourism, Comprehensive Marketing System, Multi-Grounded 1. IntroductionThe health tourism industry, an emerging and rapidly expanding sector, integrates medical, wellness, and preventive services to enhance physical and mental well-being, often in destinations outside tourists’ places of residence. As global competition intensifies among destinations to attract health tourists, establishing a coherent destination identity aligned with cultural, legal, and institutional frameworks becomes critical. Traditional Marketing paradigms, often product-centric, are increasingly inadequate in addressing the nuanced demands of health tourism, which thrives on personalized, human-centric experiences. The human-to-human (H2H) Marketing paradigm, as proposed by Kotler et al. (2021), shifts the focus from transactional exchanges to fostering meaningful human connections, leveraging digital technologies and service-dominant logic to co-create value with stakeholders. This study aims to elucidate a Comprehensive H2H Marketing System tailored to Iran’s health tourism industry, aligning with its cultural identity and regulatory environment. By addressing the research question, “What is the structure of an integrated H2H Marketing System in health tourism?” this study offers a multi-level framework to enhance destination branding, stakeholder collaboration, and sustainable industry growth.Health tourism, encompassing medical, wellness, and preventive tourism, has gained significant attention as a multifaceted phenomenon with social, cultural, and economic dimensions (Figueiredo et al., 2024). Governments worldwide are increasingly investing in this sector due to its economic potential and ability to enhance destination competitiveness (Kim & Hyun, 2022). In Iran, the health tourism industry holds strategic importance, yet it faces challenges in developing a cohesive Marketing System that reflects its cultural and institutional context. The H2H Marketing paradigm, with its emphasis on human-centricity, empathy, and digitalization, provides a promising approach to address these challenges. This study employs a multi-grounded theory strategy to develop a Comprehensive H2H Marketing System, integrating theoretical insights with empirical data from expert interviews to ensure practical applicability and theoretical robustness. 2. Literature ReviewHealth tourism, as defined by the World Tourism Organization, involves travel to access services that improve health and well-being, often leveraging natural resources, medical interventions, or wellness activities (Asadi et al., 2019). The academic literature on health tourism is diverse, covering multiple perspectives:Conceptual Studies: Clarify distinctions between medical and wellness tourism (Connell, 2013; Hall, 2011).Motivational Analyses: Highlight factors such as cost savings and access to superior care (Lunt & Carrera, 2010).Economic Studies: Emphasize positive impacts on destination economies (NaRanong & NaRanong, 2011).Ethical Inquiries: Address issues like organ transplant tourism (Budiani-Saberi & Delmonico, 2008).Geographical Analyses: Explore regional variations in health tourism practices (Bookman & Bookman, 2007).Technological Perspectives: Focus on the role of digital Marketing in attracting patients (Cormany & Baloglu, 2011).Policy Studies: Examine governmental influences on industry development (Chee, 2010).Marketing Research: Identify strategies for attracting international patients (Heung et al., 2010).In Iran, health tourism research emerged in the mid-2000s, initially focusing on development factors and descriptive analyses (Shalbafian, 2007; Jabbari, 2008). Recent studies have explored Marketing strategies, but a Comprehensive Marketing System remains underexplored (Zakavati et al., 2022; Bagheri et al., 2022). The H2H Marketing paradigm, introduced by Kotler et al. (2021), provides a robust theoretical foundation for this study. H2H Marketing integrates design thinking, service-dominant logic, and digitalization to prioritize human-centric interactions. It comprises two layers:Conceptual Framework: Emphasizes human-centricity, empathy, and collaboration, drawing on design thinking, service-dominant logic, and digitalization.Operational Framework: Focuses on strategic brand management and process execution, ensuring practical implementation of human-centric principles.This paradigm aligns with health tourism’s need for trust, personalization, and stakeholder engagement, making it suitable for developing a Comprehensive Marketing System. The H2H approach emphasizes co-creation of value, where customers are active participants in designing and delivering value propositions, supported by digital technologies that enhance efficiency and personalization. 3. MethodologyThis study adopts a qualitative, non-experimental approach with a fundamental theoretical orientation, employing a multi-grounded theory strategy to develop a Comprehensive H2H Marketing System for health tourism. The methodology unfolds in two phases:Qualitative Content Analysis: The H2H Marketing model was analyzed to extract core concepts and develop an initial framework. This involved identifying key components of the H2H paradigm, such as human-centricity, trust, and digitalization, and mapping their relevance to health tourism.Semi-Structured Interviews: Eleven experts in Marketing, tourism, and health tourism were interviewed to refine and validate the framework. Experts were selected via snowball sampling until theoretical saturation was achieved, ensuring a diverse sample with at least 15 years of experience and advanced degrees, holding senior roles in academia, government, or service provision.Data collection combined library research (to establish theoretical foundations) and field methods (interviews). Interview transcripts were analyzed using Glaser’s grounded theory approach, involving:Open Coding: Generating 247 initial codes from interview data.Axial Coding: Grouping codes into 24 main categories based on common themes.Selective Coding: Organizing categories into three levels—macro (national/international), meso (regional/local), and micro (service providers)—to form the Comprehensive System.Theoretical saturation was confirmed when no new concepts emerged in the final two interviews. To ensure trustworthiness, the study employed continuous data review, simultaneous data collection and analysis, participant code validation, and triangulation with secondary sources. The resulting framework was validated by experts, ensuring robustness and applicability to Iran’s health tourism context. 4. ResultsThe study’s findings articulate a Comprehensive H2H Marketing System for health tourism, structured across three levels: macro, meso, and micro. The System integrates 24 main categories, each associated with specific functions, ensuring a holistic approach to Marketing that aligns with human-centric principles and Iran’s cultural and institutional context.Macro-Level ManagementAt the macro level, the System focuses on national and international strategies to build trust, establish a cohesive brand identity, and develop supportive infrastructure. Key functions include:Trust and National Branding: Defining human dignity and human-centricity in the national brand identity, using research to analyze customer perceptions, and fostering trust in private investments to encourage industry growth.Coordination and Integration: Strengthening inter-institutional communication, establishing a unified health tourism authority, and promoting a Systemic perspective among stakeholders to ensure cohesive policy implementation.Guidance and Goal Setting: Designing foresight Systems, innovation frameworks, and customer journey maps to enhance sustainability and expand market reach.Infrastructure Development: Enhancing internet penetration, facilitating international interactions, and fostering entrepreneurial ecoSystems to support health tourism growth.Evaluation and Oversight: Implementing transparent monitoring of institutional performance and agile policy enforcement to maintain accountability.Regulatory Development: Formulating laws for sustainable development, data privacy, and shared economy principles to create a supportive legal environment.These functions ensure that national policies align with human-centric principles, fostering trust and collaboration across stakeholders.Meso-Level ManagementThe meso level emphasizes regional and local coordination, destination branding, and infrastructure enhancement. Key functions include:Culture Building: Promoting co-creation, sustainability, and customer-centricity among regional stakeholders to foster a collaborative environment.Destination Branding: Co-creating destination brands through stakeholder collaboration, international events, and digital media to enhance regional competitiveness.Infrastructure Development: Advancing digital infrastructure (e.g., blockchain, IoT), transportation networks, and accommodation facilities to support seamless tourist experiences.Monitoring and Evaluation: Tracking tourist satisfaction, environmental protection, and industry issues to ensure quality and sustainability.Coordination: Facilitating stakeholder collaboration and data sharing through regional customer databases to enhance operational efficiency.Planning: Conducting territorial planning, reviving traditional medicine, and optimizing digitalization to align regional strategies with national goals.Distributive Justice: Addressing power imbalances, leveraging technology for equitable resource allocation, and managing stakeholder conflicts to ensure fairness.These functions strengthen regional capabilities, ensuring that local efforts align with national objectives while addressing community-specific needs.Micro-Level ManagementAt the micro level, the System prioritizes operational excellence and customer experience at the service provider level. Key functions include:Value Network Transformation: Embedding human-centricity, empathy, and co-creation in organizational culture, countering dehumanization from digitalization to maintain meaningful interactions.Process Design: Developing flexible, customer-inclusive processes, green service frameworks, and omnichannel communication to enhance service delivery.Environmental Monitoring: Continuously assessing customer needs and market trends to ensure responsiveness.Process Execution and Control: Implementing agile Marketing and innovative service delivery to meet customer expectations.Resource Enhancement: Upgrading physical and digital infrastructure to deliver transformative customer experiences.Reputation and Trust-Building: Enhancing organizational credibility through social responsibility and stakeholder engagement.Value Network Branding: Strengthening organizational brands within the value network to enhance competitiveness.Decision-Making: Empowering participatory decision-making and innovation to foster agility.Investment and Financing: Securing resources for sustainable growth.Innovation: Leveraging customer insights and stakeholder collaboration for service innovation.The Comprehensive human-to-human (H2H) Marketing System in the health tourism industry (Figure 4) demonstrates how these functions interact and emphasizes bidirectional communication across different levels to ensure human-centricity and stakeholder alignment. The 24 categories were validated through expert consensus, with theoretical saturation confirmed via a qualitative matrix (Table 6) and frequency analysis (Table 7), ensuring Comprehensive coverage of Marketing activities.5. ConclusionThe proposed H2H Marketing System for health tourism offers a holistic framework to address the industry’s complexities, integrating human-centric principles, digital technologies, and service-dominant logic. By structuring Marketing activities across macro, meso, and micro levels, the System ensures cohesive destination branding, stakeholder collaboration, and sustainable growth. The emphasis on human-centricity, trust, and co-creation aligns with the evolving needs of health tourists, fostering meaningful experiences and equitable value distribution. Digitalization enhances efficiency and personalization, while robust legal and cultural infrastructures support trust and sustainability. The System’s bidirectional decision-making structure empowers stakeholders at all levels, positioning customers as co-creators of value.For practitioners, this framework provides actionable strategies to enhance Iran’s health tourism competitiveness, including trust-building, digital infrastructure development, and stakeholder coordination. For researchers, it opens avenues for further exploration, such as institutional mapping, gap analysis, and policy refinement. Specific recommendations include:Identifying and integrating soft institutions to support the System’s functions.Conducting institutional mapping to analyze the current state of health tourism stakeholders.Assessing the ideal state of H2H Marketing and proposing solutions to address gaps.This study contributes to the academic and practical understanding of health tourism Marketing by offering a Comprehensive, context-specific System that balances human-centricity with operational efficiency, paving the way for sustainable industry growth in Iran and beyond.

The difference of belief or attitude in the basics and values can cause changes in the behavior of the medical staff and be effective in providing their healthcare services. In general, from the point of view of different schools, some characteristics and indicators are values and some are anti-values. According to the perspective of humanism, we see changes in these values and anti-values over time because it is the product of human thought and reason and has the ability to be deleted, modified or changed. From the point of view of Islam, in line with the System of human excellence and evolution, fixed value and anti-value indicators have been introduced and emphasis has been placed on the promotion of two types of material and spiritual values. The medical staff and people who deal with human life and soul need to have sufficient knowledge of these values so that they can preserve human honor and dignity in their profession and not violate it. Therefore, it is necessary to present a correct picture of the high value of a person and his high position in the religion of Islam, so that the staffs in charge of medical services can perform health activities in an optimal and appropriate manner and do not cause the slightest harm to the existence of a person and his dignity. In the examination of the teachings of Islam, it was found that three important values regarding the human position are significant, which have practical effects for the medical staffs: 1. The value of human life,2. The value of the human body,3. The value of human dignity.

Objective: The purpose of this study was to analyze the strategic combination of sports tourism Marketing in Gilan province with a 7 P's approach. Methodology: In this descriptive-analytic research, 230 managers of sport and tourism organizations, managers of tourism offices, tourism guides and academic experts in the fields of sport and tourism management, as a sample of this research, were convenience non-randomly selected, completed a researcher-made questionnaire composed of 57 valid questions (α =0. 792) voluntarily. Results: Using one-sample t-test, the sub-scales related to each of the seven elements of sports tourism Marketing in the province were calculated. Also findings from Friedman test showed that the elements of sports tourism Marketing mix in this province based on priority were different significantly. The element of price is the highest priority (Mean Rank Price = 4. 51) and the process or planning is the lowest priority (Mean Rank Process/Planning = 3. 68). Other elements of the sport tourism Marketing mix of the province are in order of priority: product or service, place or distribution, physical evidence, people and promotion. Conclusion: The overall conclusion of this research showed that the Comprehensive and sustainable development of this industry is the result of a Systematic approach and appropriate to all elements of the sports tourism Marketing mix.

Today, the world faces a major problem called population growth, one of the consequences of which is food shortages. Therefore, organic farming is considered as one of the most effective approaches to responding to the challenges facing human beings in realizing sustainable development. The purpose of this research is to provide a Comprehensive model of branding for sensory Marketing based on an interview with 20 experienced experts and Marketing proficient, aspects of model and variables related to the use of MAXQDA software has been identified. Finally, based on the detected final criteria, the model is presented based on the data theory method. The results of open coding of the collected qualitative data using the interviewing tool showed that 86 open codes were identified among 331 concepts. Finally, 86 initial codes in the form of 18 categories of brand value, trust, brand awareness, Marketing, brand image, knowledge and vision of production and development, risk, performance, cultural factors of consumption, financial factors, process, competitive advantage, socio-ecological responsibility, role of Government organizations, customer requirements, brand identity, customer loyalty, product attributes, are identified.

Introduction: Nowadays, technology is turning into one of the most important factors leading to international competition in the sports industry. Currently, the sports industry is increasingly in need of technology in all its fields to facilitate proper performance. Methods: The present study is aimed to Developing a Comprehensive Model of Marketing of Recreational Sports, a Technology-Based Approach. Data were collected through semistructured interviews using a qualitative method. The content analysis method was used in order to analyze the data (Brown and Clark, 2006). Results: The findings showed that the Marketing activities of Technology-Based Recreational Sports can be divided into nine stages based on different dimensions of Marketing: marketorientation, market measurement, market-study, market-making, market-search, marketholding, market-warming, market-touring and market-handling, and according to the activities required in each dimension, provided the basis for the development of Technology-Based recreational sports in the country. Conclusion: According to the results of this research, the Marketing path of developing Technology-Based recreational sports begins with market-orientation. This theme acts as a prerequisite for the other two dimensions of Marketing of Technology-Based recreational sports, namely market-study and market measurement, and if we pay attention to these three dimensions, we enter the market-making stage, which itself acts as a prerequisite for other dimensions of market-search, market-holding and market-warming. According to the results of this study, if we can successfully pass these steps, we can benefit from the development of Technology-Based recreational sports in the field of market-touring and market-handling and enter international market.