The Mediation Role of Marketing Orientation in Relationship between Environmental Friendliness with Customer Green Intention Buying

As green marketing becomes an essential tool for sustainable business strategy, companies are adopting green marketing practices to achieve better business performance. However, no research has yet operationalized all the organizational facets that are necessary to become a green marketing oriented company. The main purpose of this study is evaluating the impact of environmental friendliness on customer green intention buying with regarding marketing orientation. 12 Hypotheses were generated based on conceptual model. The sample includes 390 customers of Kalleh Company in Iran. The research is based on structural equation modeling (SEM) based on variation (partial least square) and path analysis. The collected data were analyzed by PLS software. The result revealed that there are positive and significant relationship between variables except tactical green marketing orientation and green satisfaction which is not significant. This researchs findings guide managers to develop their business and performance strategies and results and help them to improve the level of customers behaviors. KeyWords marketing orientation, Environmental, customer green intention buying, green trust, green satisfactio

Investigation of management of international education considering sustainable medical tourism and entrepreneurship

Medical tourism leads to development of economic resources for many countries. This method of tourism has become common in most countries of the world which is one of the dimensions of tourism for development like metal industry or sport industry. The stability and dynamism of country's economy help the development of ecotourism. Furthermore, medical tourism with economic consequences can have significant environmental effects. For this purpose, this research was done to study and evaluate the factors affecting the development of medical tourism in developing countries. The approach governing this research is developmental, and the research method is descriptive and analytical. A multivariate regression test was used to analyze the hypotheses of research, and statistical analysis was conducted using SPSS 19.0 software. The ecotourism and economic management can have a global or local roles as suitable tools for sustainable tourism. Ecotourism is often not properly oriented and mainly defined in such a way that the practitioners are far from the declared standards to achieve and succeed in the sustainability process. The current research is descriptive-explanatory which compiled using library documents. The analysis of the path of above factors shows that all factors of price, quality, facilities, and information and communication technology directly and indirectly play a significant role to enhance the medical tourism