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BRANDING CITIES THROUGH MEDICAL TOURISM

Abstract
By : Mohammad Mehdi Kalantarzadeh, Mukaddes Fasli

 
This study investigates the relationship between medical tourism and city branding as the main purpose. To this end, two measurement scales (questionnaires) were designed and validated. The data obtained through the questionnaires was analyzed using descriptive statistics, exploratory and confirmatory factor analyses as well as structural equation modeling via SPSS and LISREL. The study was done in the city of Shiraz which is a famous tourist destination worldwide and has high capacities in medical tourism as well. Participants included scholars and managerial staff in the fields of medical tourism and city branding. The results confirmed that the four underlying factors of medical tourism include medical facilities and services, doctors and staff, tourism factors and costs. Furthermore, city branding was confirmed to be comprised of three underlying factors including place and facilities, opportunities, and residents and culture. Finally, according to the findings from Structural Equation Modelling (SEM) method of assessment branding in shiraz it was found that medical tourism affects directly on city branding.

Keywords: Medical Touris, City Branding, Factor Analysis, Structural Equation Modelling, Measurement Scale Development. planning of a 350-dwelling development on a 41-hectare site near Quebec City, in the province of Quebec, Canada. For the densely forested site, the author developed design guidelines that considered the roads’ routes, parking areas, foundation, and footprint of each building. A pillar of this approach was to model the design after the terrain’s condition by adopting flexible planning strategies.
The project, now in advanced stages of construction, have earned many accolades from conservationists and demonstrated that once documentation of the site’s natural conditions has taken place, the fitting of design to the site becomes easier to implement.
This paper outlines the design challenges, show patterns that were developed specifically for the project and elaborate on the building process and its outcome.

Keywords: Housing Development, Landscape, Nature, Sustainability, Adaptability.

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