Quantitative Analysis of the Impact of Marketing Strategies on Attracting International Health Tourists
Keywords:
Conceptual model, International marketing, Health tourism, Confirmatory Factor Analysis (CFA), Construct validity, PLS software, Marketing strategies, Questionnaire, Factor loading, Handicrafts, Ministry of Cultural HeritageAbstract
This study aimed to test the conceptual model of international health tourism marketing and examine the impact of marketing strategies on attracting health tourists. To collect data, a total of 272 questionnaires were designed using a five-point Likert scale and distributed among experts and managers at various levels of the Ministry of Cultural Heritage, Tourism, and Handicrafts. The collected data were analyzed using PLS software. Initially, confirmatory factor analysis (CFA) was conducted to examine the construct validity and to evaluate the effectiveness of indicators on their respective constructs. The results indicated that the factor loading of each indicator with its associated construct was significant at a 0.05 error level and exceeded 0.30. Therefore, the indicators demonstrated sufficient accuracy for measuring the intended constructs. These findings confirm that the designed conceptual model for evaluating health tourism marketing strategies possesses appropriate construct validity.
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Copyright (c) 2025 Mohammad Hedayatnia, Alireza Nobari, Alireza Afsharnejad, Gholamreza Amjadi (Author)
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