خلاصة:
In comprehensive urban development plan, a vision of Tehran has been considered as a world city.
Tehran is also considered the regional medical center in the world of Islam in the comprehensive scientific map of Iran. In the era of globalization, medical tourism is a growing market in developing countries and has become one of fields of competition in regional development. According to the importance of strategic planning for the development of medical tourism in the globalization process, the effect of medical service globalization in the mega city of Tehran, and Tehran's response to the requirements are essential to investigate Tehran as a medical tourism destination. This is
a descriptive survey and also an analytical and exploratory study. Quantitative and qualitative methods were employed in this research. Data were collected using in-depth interviews with 20 experts and a Delphi questionnaire. In the first step, a desk study was performed and the conceptual model was developed. External (environmental threats and opportunities) and internal (strengths and weaknesses) factors were analyzed by SWOT matrix. According to
the SWOT matrix, medical tourism industry was in WO and SPACE matrix confirmed the result of the IE matrix. Percent using four strategies calculated and strategies ranked quantitatively by QSPM matrix as follows: i) Marketing and Information System Development, ii) Public Infrastructure Development, iii) Product Development, iv) Human Resource Development. Accordingly, policies were developed..
ملخص الجهاز:
Marketing and Information System Development Policy • Equipping and modernizing the urban infrastructure for service delivery and planning • Advanced producer support services and activities that will increase demand for goods and services • Development of national data centers, Tehran fiber infrastructure, switching and routing infrastructure, security services and availability of communication • Technological compliance and the use of experi- ences WTO member states • International e-payment facilities • Equipping tourism infrastructures (Standardization and guarantee of safety of commercial, residential, recreation- al, cultural, and open green spaces facilities) • Maintaining existing market through the promotion of service quality, constant study of target markets and consideration of regional instead of global market • Creating a coordinated legal and institutional system focused on the development and production with the adoption of the profit motive, capital multiplicity and re-investment in service and financial activities related to medical tourism by recognizing the principles of ownership, private management, and security for private property • Redefining the city image in order to involve new geo- graphical borders of new capitalism • Determining a mechanism for passing rules and regula- tions in line with freedom of market transactions, capital, labor, goods and services with minimal government control restriction Continiue of Table 9: selected policies 4.