Blockchain revolutionizes entrepreneurial and marketing capabilities in health tourism

Abstract

ABSTRACT The benefits of blockchain technology in the tourism industry have increased tourist satisfaction by enhancing security, eliminating existing intermediaries, and improving transparency. This study aims to investigate the effects of blockchain technology benefits on entrepreneurial capabilities, marketing capabilities, and marketing performance of hospitals operating in the health tourism industry. This research applied descriptive-analytical survey used convenience sampling to enrol 187 marketing managers working in medical centres and private hospitals active in the Iranian health tourism industry. The data were collected using the field (questionnaire) method, and analysed in SmartPLS using the partial least squares structural equation modelling (PLS-SEM) method. Blockchain technology benefits had significant positive effects on entrepreneurial capabilities, marketing capabilities, and marketing performance of medical centres and hospitals active in the health tourism industry. The findings make several contributions to the literature on health tourism, particularly in the areas of marketing and entrepreneurship. The research results also highlight the advantages of blockchain technology for managers and entrepreneurs in health tourism hospitals and firms.