ABSTRACT
BACKGROUND: Nowadays, virtual methods are among the most important and influential marketing instruments in various industries, such as medical tourism. This study aims to investigate the quality of Iranian hospitals' web pages and their association with the province's share of the medical tourism industry in Iran and the ownership type of hospitals. METHODS: In this analytical cross-sectional study, the quality of hospitals' websites was investigated through a 36-item self-administered questionnaire which was validated, and its reliability was verified (Cronbach's alpha = 74%.). The questionnaire was categorized into three sections: hospital services and facilities, hospital's medical tourism-related services, and tourism information of the destination province. The census method was used for data collection. Data analysis was performed using the independent t-test and analysis of variance in SPSS software (version 25), and a P-value < 0.05 was considered statistically significant. RESULTS: A total of, 102 hospitals with an IPD (International Patients Department) were included in the study, and 21.6% did not have an English-language page and were excluded from the study. The mean total score was 47 ± 7.5, indicating low-quality content. Public hospitals had lower quality scores than semi-private and private hospitals. The total quality score, information about the hospital and its services, and the score of information about medical tourism-related services were associated with the province's share of national medical tourism. CONCLUSION: According to the obtained results and the possible role of website quality in increasing provinces' medical tourism development, the IPD page on hospital websites should be revised and regularly updated to make them more informative for prospective medical tourists.
