Investigating a New Framework for Beauty Tourism Adoption: A Case Study on Iran
Abstract
The emergence of beauty tourism in the medical field has gained significant momentum in various countries and has the potential to contribute substantially to their economic growth. The purpose of this study was to introduce a new framework for the acceptance of beauty tourism. Specifically, the research focused on identifying the factors that influence individuals who travel to Iran for cosmetic surgery and aimed to develop a better understanding of the incentives and factors that prompt foreign individuals to seek medical assistance in Iran. The Technology-Organization-Environment (TOE) and Human-Organization-Technology (HOT) frameworks, Technology Acceptance Model (TAM) and the effect of advertisements were used in this study to present a hybrid model considering the influential factors in beauty tourism acceptance. An Analytic Hierarchy Process (AHP) was applied to determine a weighting coefficient for each criterion in multicriteria evaluation. The presented model and research results can help managers in tourism industry to make beauty tourism decisions so that appropriate financial resources can be dedicated to develop this new tourism industry.
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