Identifying and Analysing Iran Medical Tourism Development Barriers Using Fuzzy Cognitive Mapping

The medical tourism industry has been observing significant developments in Iran. This country has been attracting tourists from countries in the Middle East and different regions of the world for a long time. However, nowadays, the Iran medical tourism industry faces serious barriers and challenges which deteriorate its participation in the global medical tourism market. The present article aims to investigate the barriers to the development of medical tourism in this country. In this regard, by reviewing the related literature and a weighted content validity ratio (CVR) analysis, 17 critical barriers were identified and finalised. Then, their casual relations were determined using a fuzzy cognitive mapping (FCM) methodology. The data gathered by a panel consisted of 10 experts in the field of medical tourism. The results show that five barriers, including managers’ lack of knowledge, lack of strategic planning, lack of cooperation and coordination, weak government support and lack of enabling tourism sector, are considered the most important. The findings of this research provide opportunities for practitioners and policymakers to concentrate on Iran’s medical tourism in order to overcome the barriers and consequently enhance the development of this lucrative industry.