عنوان مقاله [English]
Since the majority of medical tourists in Ahvaz come from Iraq, their geographical proximity and, more importantly, cultural-linguistic diversity are important in this selection, the present study aims to investigate and analyze the cultural dimensions affecting the attraction of these tourists. This research is applied-theoretical in terms of objectives, and descriptive-analytical in terms of research method. The required data were collected via documentary, library, survey research techniques and interviewing tourists and experts. To achieve the goals, the research statistical population included Iraqi medical tourists visiting Ahvaz in 2018 for treatment. According to statistics extracted from Ahvaz Jundishapur University of Medical Sciences, about 2000 Iraqi medical tourists visited Ahvaz medical centers for treatment in 2018. Out of the statistical population, the sample size calculated using the Cochran formula as 384 participants. Proportional stratified sampling technique was employed to obtain a medical tourists sample. To analyze the data and test the research hypotheses, one-sample t-test, Pearson correlation coefficient, structural equation modeling (SEM), and Friedman test were used. The research findings showed that among the influential cultural dimensions, general (ethnic) culture, professional culture and national (Iranian-Islamic) culture had the highest effects on attracting Iraqi medical tourists. The results of sem also showed that research independent variables account for 35% of the variance of attracting Iraqi medical tourist. In other words, research independent variables have high ability to explain the variance of attracting Iraqi medical tourist variable. Moreover, the effect of independent variables on attracting medical tourists was statistically significant (p≥ 0.05). Therefore, the effect of national cultural variables, political culture, organizational culture, general culture, and professional culture on attracting Iraqi medical tourists was confirmed. Considering the effect size of the independent variables, it can be stated that the effect of general, professional and national culture variables on attracting Iraqi medical tourists is direct and high medium, while the effect of political and organizational culture variables on this variable is direct and low medium.