The present study was conducted with the aim of designing an entrepreneurial marketing model for the development of the tourism industry. The research is applied in terms of its purpose and qualitative in terms of its implementation method and is based on the grounded theory method. The statistical population was senior managers and experts in the fields of marketing, entrepreneurship and tourism (with more than 10 years of experience). 12 people were surveyed using a non-probability purposeful sampling method using the snowball method until theoretical saturation was reached and in an in-depth semi-structured individual interview. MAXQDA 2018 software was used to code the data. The findings showed that 18 main categories were identified in six grounded theory categories. This study examined the factors affecting the development of the health tourism industry through the design of an entrepreneurial marketing model. In this regard, causal factors such as physician expertise, employee communication skills, and innovative medical services have been identified as key components. In the context of contextual factors, items such as economic conditions, physical and service infrastructure, and government support have a great impact on improving the health tourism market. Intervening factors include cultural differences, competition with similar destinations, and technological advances in the medical field that affect the success of marketing strategies. Ultimately, the implications of this research include increasing health tourism revenue, improving the quality of health services, and promoting international interactions, all of which contribute to the growth and sustainability of this industry. The results of this research can be used as a roadmap for managers and policymakers in the tourism industry to develop entrepreneurial marketing and improve the competitiveness of this industry.