Providing a model of education in e-business in the field of health tourism in Iran

1. Introduction Tourism is one of the most important industries to stabilize financial revenues worldwide (1). The use of tourism capacities to develop the financial issues of countries has led to extensive efforts by countries to develop tourism, which has paved the way for the development of tourism infrastructure (2). The tourism industry as an invisible export, if well planned and managed, is the most lucrative and most lucrative industry and contributes significantly to job creation due to the widespread dimensions of unemployment, wealth distribution, regional imbalances, poverty reduction. Improves the living standards and livelihoods of community members and plays positive cultural interactions (3). Tourism capacities have led to it being mentioned as a solution for the development of communities (4). The importance of tourism is so great that various researches have been done in this field and different results have been obtained, including: Nathan et al. (2019) examined the role of mass media in the ecotourism industry and concluded that the expansion of mass media has led to the creation of a global village today, which has made it possible to market through these media. In order to expand the tourism industry, we will witness nature tourism (11). Barari et al. (2016) analyzed the economic effects of urban tourism from the perspective of citizens (Case study: Babolsar city) and found that there is a significant relationship between tourism and economic development variables (12). So Considering the importance of tourism and especially health tourism on economic and regional development on the one hand and the importance of the role of information technology and especially e-business in the new era on the other hand and since the truth about the correct education model in the field E-business is not done The researcher is trying to answer the question whether education in e-business in the field of health tourism in Iran follows a suitable pattern or not? 2. Method The present study is one of the mixed researches that was conducted qualitatively and quantitatively. Considering that the qualitative part of the present research was carried out in the first stage and then the quantitative part, so the present research is one of the exploratory researches in the mixed part. In the qualitative part of the research, the qualitative method of directional content analysis was used. Also, the present research is field in terms of implementation. Given that the results of the present study will be used by e-businesses, so it was an applied research. The statistical population of the present study in the qualitative part included experts in the field of health tourism and e-business and in the quantitative part of the statistical population included academic experts, business experts, owners of successful companies in the field of health tourism and specialists in the field of information and communication technology. . In the qualitative part by snowball method, 14 people and in the quantitative part by targeted sampling method, 130 people, including 40 academic experts, 30 business specialists, 30 owners of successful companies in the field of tourism. Health and 30 ICT specialists were selected as a statistical sample In the qualitative part of the research, reliability (validity), transferability and verifiability were used to check the validity. Descriptive and inferential statistics were also used in the quantitative part of the research. In the descriptive statistics section, the mean and standard deviation were used and to validate the model and present the final model, the statistical method of structural equations was used. The whole process of data analysis was performed in SPSS and PLS software. 3. Results Open coding of education dimensions in the e-business model in the field of health tourism in Iran led to the identification of 16 primary indicators. After this stage, axial coding was performed and the categories of educational issues, idea generation, knowledge transfer and skill issues with unique features were extracted and educational dimensions were categorized in the form of these 4 categories. It was also found that all the relationships in the research model were confirmed (table 2). The results of the present study showed that all the identified dimensions have a significant role in the e-business model in the field of health tourism in Iran. Finally, the research model has a good fit. 4. Discussion and Conclusion The results of the present study showed that the identified model was categorized into 4 categories of educational issues, idea generation, knowledge transfer and skill issues. It was also found that the research model has a good fit. In this regard Taghizadeh et al. (2011) pointed out that the development of medical tourism requires attention to educational aspects and knowledge promotion in this field (8). In another study in this regard, Radovich and Nola (2018) also found that paying attention to educational aspects in order to promote businesses related to health tourism can lead to the promotion of these businesses and improve the position of health tourism in communities (14). These results are consistent with the findings of the present study. Also, in another study in this field, Abadi et al. (2018) in a study that was conducted with the aim of strategically examining the development of medical tourism using the SWOT method, found that the strategic situation of medical tourism development in Yazd is in an aggressive state. They pointed out that the growth of awareness about this type of tourism puts the strategic position of this type of tourism in an aggressive position (15). Wang (2016) in a study aimed at developing Internet marketing strategies in the use of medical tourism, showed that the use of Internet marketing methods to develop medical tourism, while improving awareness and familiarity with medical purposes, causes To the path of growth and development of this type of tourism with a higher intensity (16). In general, the results of the present study showed that the four dimensions of educational issues, skills issues, idea generation and knowledge transfer in the field of education in e-business are effective in the Iranian tourism industry. On the other hand, it was found that the research model has a good fit, which all confirms the role of educational aspects in e-business in the field of health tourism. Therefore, paying attention to these dimensions is of special importance. Acknowledgments This article is based on the graduation of PhD thesis. Mahmood Soufi, Department of Entrepreneurship, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran. The authors of this study sincerely thank all those who have contributed to this study. Conflict of interest Non-declared Funding Sources This work was done at the expense of the authors.