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Background & objectives: Today tourism is considered as the largest service industry in the world. Because of the regional situation, professional staff and quality medical centers, health tourism is one of the areas where our country has a high competitive advantage. In spite of these advantages, attracting customers is a challenge in becoming a medical tourism brand. In this regard, this paper examines the challenges of medical tourism branding. Methods: The present study is applied in terms of purpose, exploratory in nature and qualitative in terms of approach. In this research, the data, collected from interviews with 16 people including two groups of medical professionals and medical tourists in Ardabil province, were analyzed using the Grounded Theory Method in three stages (open coding, axial coding and selective coding). Results: In the analysis of data, 37 concepts from all interviews were extracted and finally, these concepts were categorized in selective coding in six groups of infrastructural, culturalsocial, legal, ethical, promotional, and competitive challenges. Conclusion: According to the results of the research, in branding the medical tourism in Ardabil, the basic challenges should be identified and the related concepts in each area should be considered.

Identification the Main Challenges of Medical Tourism Branding in Ardabil Using the Grounded Theory Approach