The Research Department of Economics and Management of Tadbir Nikan Business, Marketing, and Finance Open 3 Serial Number 15 2026 05 01 Identifying the Factors Influencing the Development of Medical Tourism from a Marketing Mix Perspective in Gilan Province Identifying the Factors Influencing the Development of Medical Tourism from a Marketing Mix Perspective in Gilan Province 1 15 10.61838/bmfopen.316 EN Journal Article 2025 06 17 <p>The purpose of this study is to identify the factors influencing the development of medical tourism from the perspective of the marketing mix in Gilan Province. This research was conducted based on grounded theory using a qualitative and quantitative approach. In the qualitative phase, data were collected through in-depth interviews. The interview transcripts were analyzed in three stages: open coding, axial coding, and selective coding. The sampling method was snowball sampling. At this stage, the factors affecting the development of medical tourism from the marketing mix perspective were identified by conducting 18 semi-structured interviews with provincial experts in the field of medical tourism. The qualitative data were analyzed using MaxQDA software. Finally, the identified factors were analyzed using structural equation modeling with SPSS 24 and Smart PLS 3 software. This research identified 12 factors influencing the development of medical tourism in Gilan Province, including the province’s potential, cultural and social issues, empowerment, economic stability, political and security issues, elements of the medical tourism marketing mix, travel facilities, infrastructure, environmental factors, policies, laws and regulations, managerial factors, and marketing strategy.</p> https://www.bmfopen.com/index.php/bmfopen/article/download/316/252