Analysis of the E-Learning Model for Marketing to Attract Health Tourism

Abstract

Objective: The primary objective of this study was to analyze the effectiveness of an e-learning model as a tool for digital marketing aimed at attracting health tourists.  Methodology: This study utilized a mixed-method exploratory approach, incorporating both qualitative and quantitative research methods. In the qualitative phase, in-depth interviews were conducted with 14 experts in management and digital marketing, selected through purposive and snowball sampling. The quantitative phase involved a survey of 400 employees from educational and medical centers in Tehran, with 233 valid responses analyzed using descriptive and inferential statistics. The final e-learning model was validated through confirmatory factor analysis.  Findings: The study identified eight critical dimensions and 47 components essential for an effective e-learning model in health tourism marketing. These dimensions include website optimization, content quality, social media engagement, video marketing, cultural and linguistic adaptation, customer relationship management, data analytics, and sustainable practices. The model was validated and shown to align well with the needs of the health tourism market. Conclusion: The findings emphasize the crucial role of digital marketing in attracting health tourists. An effective e-learning model that incorporates the identified dimensions can significantly enhance the visibility and appeal of health tourism services. The study underscores the importance of adapting digital marketing strategies to technological advancements and consumer behavior changes. Future research should explore the integration of emerging technologies such as artificial intelligence and virtual reality in digital marketing for health tourism.