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This study aims to explore how the treatment, well-being and satisfaction of health tourists are affected by what is characterized as the hospitality culture of health care.

A qualitative research design focusing on in-depth semi-structured interviews was conducted with 28 Omani health tourists who visited Iran and received health-care services. Data were analyzed thematically using ATLAS.ti software.

The results revealed that a caring health professional is essential for patient healing and well-being. Cultural congruence is enhanced through effective communication between patients and health-care service providers. Additionally, a hospitality-certified workforce is essential for customer satisfaction and overall well-being. Finally, a hospitality-style approach and home-like atmosphere improve patient rehabilitation and performance.

The study’s exclusive focus on Omani health tourists necessitates caution in generalizing findings. Future research could encompass more diverse populations and inclusive samples to broaden applicability.

The study highlights the key role of hospitality culture in the health-care sector, emphasizing the significance of building a culturally sensitive and hospitable environment to improve patient satisfaction and overall well-being. This includes the creation of welcoming environments and customized health-care experiences congruent with patients’ cultural values and beliefs.

The study emphasizes the crucial role of hospitality culture in health tourism and the potential to create a culture of care and respect in health-care settings, addressing patients’ holistic needs beyond physical amenities and enriching the patient experience. It also applies Leininger’s Culture Care Theory to hospitality, providing a novel viewpoint on culturally congruent, safe and meaningful care for health tourists.

As tourism development is an unquestionable part of every national growth policy, this study aims to introduce an integrated method employing MICMAC analysis for understanding the key strategic variables of Iran's tourism development system.

The structural analysis with MICMAC method was used to determine the classification of variables, aimed at structuring ideas to deal with complex decision-making and help planners and policymakers formulate future-based strategies.

The cross-impact matrix was used to identify the development variables having the greatest impact on the development of Southeast Asian tourism to Iran. The results showed that among 43 variables, 10 have great potential as key variables in the future of Iran's tourism development.

MICMAC, as a structural analysis technique, is regarded as being the most appropriate to identify the key variables in the development of the Iranian tourism system. The limitation was that the other tourism markets, apart from ASEAN tourists, and the tourism demand-side were excluded from this study.

The present study indicates that identifying key factors that influence the supply side of Iran's tourism system is worthwhile. Consequently, the findings show how these key factors can play a vital role in long-range economic sustainability and lead to the development of Iran's tourism market to enhance globally its competitiveness as a destination to attract international ASEAN tourists.

This study is one of the first papers to focus on the development of Iran's tourism market from a supply-side through structural analysis. Its findings are valuable as they can be used by the tourism authorities in the process of developing future tourism scenarios for Iran.

This paper aims to examine tourists' behavioral changes in response to health crises, this study examines the individual's uncertainty and adaptability to the challenges using behavioral coping strategies.

The study combines the theory of planned behavior (TPB) and protection motivation theory. Using the PLS-SEM technique, this study examines the relationship between the destination's competitive profits and travel intention of Iranian tourists in the post-Covid-19 pandemic.

The social-support coping (Instrumental) does not incorporate tourists' adaptive behaviors. Vulnerable vaccination significantly affects the extremeness of an individual's problem-focused coping, which affects tourist's adaptive behaviors in crisis time, indicating the effectiveness of the Covid-19 vaccination on travel intention.

The findings may assist tourism authorities and planners develop unique tourism products and services based on tourist behavior following the health crises.

This study contributes to development of the TPB method, indicating that visa exemption and competitive profits of a destination would motivate travel intention existing inefficacy of local government and its negative background, reshaping and thus influencing changing behavior.