Background: Paying attention to the moral components, in addition to the human aspects, increases the desire of foreign clients to receive services in the field of health tourism in Iran. The aim of the present study is to investigate the importance of ethical components in the health tourism marketing model.
Method: The research method is an applied descriptive-analytical. The statistical population of the study consisted of all staff of medical centers and active units in the health tourism area of the Nursing Science Universities and 630 of them were selected as a statistical sample using simple sampling method. The data gathering tool was a questionnaire and for data analysis, factor analysis and structural equation modeling and LISREL software were used.
Results: The findings showed that all components of research marketing model have a positive role on health tourism.  The findings also showed the role and influence of the ethical components of the marketing model, such as friendly and respectful behavior, transparent expression of the cost of treatment on the promotion and success of health tourism.
Conclusion:  The research marketing pattern indicated the role and importance of attention to ethical components in the expansion and prosperity of health tourism.  Accordingly, the relevant authorities and policymakers in the elaboration of related policies and programs, apart from taking into account the common components of present marketing patterns, should pay particular attention to the role of ethical components.