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

Background and Objectives: Today, the increasing desire of consumers 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 study, both quantitative and qualitative methods were used. In the qualitative method, 50 cases were interviewed, and in the quantitative part, 156 questionnaires were distributed, and finally, its validity and reliability were examined. SmartPLS software (version 2) was used for modeling and data analysis. Results: The effective factors in tourists’ decision to choose Iran as a health tourism destination were examined after analyzing the data. Based on the result, the needs of health tourists can be met and more motivation can be created by focusing on the obtained factors. Conclusion: In this article, the behavior of health tourists was analyzed, and finally, a model based on tourist behavior was designed to better manage capacity and meet the challenges and needs of tourists. As a result, agencies can predict their future behavior based on the past behavior of tourists.