Providing a Model of Positive Emotions and Behavior in Health Tourism

Abstract

Aim and Background: Health tourism is becoming one of the most important branches of the industry. The health industry can act as a driving industry and develop side industries as well. Iran is one of the countries that, in addition to natural attractions, also has good capabilities in the field of treatment, and despite all these potentials, a suitable mechanism for targeting this industry has not been developed in Iran. Materials and Methods: The present study seeks to provide a providing a model of positive emotions and behavior in health tourism. The statistical population of this research includes health tourists of Adel Hospital in Tehran. The sampling method is being used in several cases. And considering that the statistical population was unlimited, the sample size of 384 people was determined using Morgan's table. A questionnaire has been used to collect the needs and the data analysis has been done using structural models and with the help of SPSS and LISREL software. Findings: The results of data analysis showed that pleasure affects satisfaction by 5.80, pleasure affects loyalty by 3.34, arousal affects satisfaction by 6.55, and arousal affects loyalty by 7.89 (P<0.05). Conclusion: It is suggested that service providers and managers of health tourism, by focusing on positive emotions and considering the potential of health tourism in Iran, will create positive behavioral tendencies in health tourists, which will ultimately make better themselves than regional and equal level countries.

Keywords

• positive emotions
• behavioral intentions
• tourism
• health tourism.