Explaining the Model of Factors Affecting the Health Tourism Destination Brand: Case Study: Kerman City

Articles in Press

Document Type : Research Paper

Authors

1 Associate professor. Department of Geographical Sciences and Urban Planning. University of Isfahan.

2 Ph.D. student. Department of Geographical Sciences and Urban Planning. University of Isfahan

3 Researcher. University of Isfahan

10.22034/gp.2026.71209.3504

Abstract

Purpose: Given the increasing competition among health tourism destinations at both global and national levels, identifying and managing the factors that influence the image and reputation of these destinations' brands has become a critical issue. This research aims to design a model of factors affecting the indicators of the health tourism destination brand of Kerman City.

Research Method: This study is descriptive-analytical in nature and falls under applied research. Data collection methods included library research and surveying (questionnaires). The data collection approach was determined to be interactive and expert-oriented. Data analysis was designed using a mixed-methods (quantitative-qualitative) approach, with the geographical scope of the research being Kerman City. The sample from the statistical population consisted of approximately 50 experts, specialists, professionals, and faculty members, selected through snowball sampling. Data were collected using Instant Delphi, and Smart PLS 3 was used for data analysis.

Results: The results indicate that at a 95% confidence level, based on the path coefficient (Beta), the construct of Perceived Value of the Health Tourism Destination had the greatest impact on loyalty to the health tourism destination brand of Kerman City (β = 0.643). This was followed by the Health Tourism Destination Brand Image construct, which had a positive impact (β = 0.484) on loyalty to the brand. The least impact belonged to the Health Tourism Destination Brand Awareness construct (β = 0.322) on loyalty. Furthermore, according to the evaluation of the indices (SRMR, NFI, and RMS Theta), it can be claimed that the research model enjoys appropriate overall fit and is confirmable.

Keywords

Journal of Geography and Planning

Articles in Press, Accepted Manuscript
Available Online from 18 February 2026

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