Saeid Saeida Ardakani - Prof. Faculty of Economic, management and accounting, Yazd University, Yazd, Iran,
Hamed Dabaghi - Ph.D. Student in business Management, Faculty of Economic, management and accounting, Yazd University, Yazd, Iran
Mohammad Tabataba i-Nasab - Associate Prof. Faculty of Economic, management and accounting, Yazd University, Yazd, Iran,

International trade in health services and its most high-profile component, medical tourism, has been attracting increasing attention from health analysts, the medical profession, public health policy makers, and trade and tourism promotion agencies in recent years. Medical tourism is a new form of tourism and a new market segment as a result of the changing times and perceptions. The medical field has been more active in research in medical tourism than the tourism field. Moreover, even though there is growing academic research on medical tourism in Iran, none of previous studies have focused on a survey understanding of CPV (customer-perceived value). Looked at more closely, previous marketing and tourism literature has emphasized the important concept of perceived value, confirming that perceived value influences customer intention and customer satisfaction. Furthermore, even less investigation has been undertaken using perceived benefits and perceived sacrifices, in which the customer would always consider the associated positive and negative aspects before making a decision to engage in medical tourism. Thus, this current study proposes to investigate a survey understanding of the basic concept of CPV in marketing within the context of the emerging phenomenon of medical tourism from the perspectives of consumers. Understanding the key elements of CPV from both sides will be the key success factor of such a new industry.

Medical tourism, customer-perceived value, Iranian Medical tourism, marketing, healthcare.