Application of data mining techniques to present model of tourists’ health behavior analysis

Background and Objectives: Today, increasing consumer desire for health tourism has led to a greater understanding of the behavioral patterns of tourists. It becomes clear that intervention in that process is necessary to achieve the desired results. The development of tourism services at a specific time is essential for the target market and meeting the needs of tourists to succeed in the tourism market. Methodology: In this article, a Quantitative and qualitative method has been used. In the qualitative method, ۵۰ people were interviewed and in the quantitative part, ۱۵۶ questionnaires were distributed, and finally, its validity and reliability were examined. SmartPLS۲ software has been used for modeling and data analysis. Results: After analyzing the data, the effective factors in tourists' decision to choose Iran as a health tourism destination were examined. By focusing on the obtained factors, the needs of health tourists can be met and more motivation can be created. Conclusion: In this article, the behavior of health tourists is analyzed and finally a model based on tourist behavior is designed to better manage capacity and meet the challenges and needs of tourists So that agencies can predict their future behavior based on the past behavior of tourists.

کلیدواژه ها:

Medical tourism ، Health behaviors ، Cluster analysis ، Data mining