Identifying the Potential of Health Tourism in Pasargadae Region, Iran

Abstract

Health tourism is one of the most influential parameters that can play a significant role in the tourism development of the country. Although this concept has been given special attention in the developed countries, developing countries such as Iran, in spite of the richness of capabilities and potentials, have not made a worthwhile investment in this field. Despite the fact that health tourism in Iran is in its infancy, it can strengthen its foundations in Iran by creating new opportunities and competitiveness of the tourism industry. This paper seeks to provide a first assessment of this emerging phenomenon in the area, which aims at introducing and designing a health tourism centre or health village in the Pasargadae region of Fars province, due to the high potential of this region to attract tourists and excellent positions to construct health village. For this purpose, by identifying strengths and opportunities for sustainable health tourism development, as well as by examining challenging issues and threats, guidelines for converting the weaknesses into opportunities, and effectual usage of strengths and positive points with the applicable approach are presented.