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This study aimed to develop the cooperative model converging stakeholders in both the convention and medical tourism sectors. It was to derive factors representing collaboration toward common goals and values recognized by both sectors from the stakeholders’ perspectives through qualitative research methods. The study applied Deutsch’s cooperation theory, which states that cooperation is directed toward group goals and selected due to rational decision-making. For a systematic and reliable analysis of the collected data, Spradley’s 12-stage technique was modified into seven stages, such as the domain, taxonomic, and component analyses, to fit this study’s context. The convention-medical tourism cooperation model was aptly named “CON-MED” cooperation model.

Developing a Cooperative Model Converging Both Convention and Medical Tourism Stakeholders: Based on Deutsch’s Cooperation Theory