سنتز پژوهی در مطالعات مدل برند سازی کارآفرینانه بین المللی صنعت گردشگری سلامت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش آموخته دکتری تخصصی کارآفرینی، گروه کارآفرینی، دانشگاه آزاد اسلامی، واحد قزوین، ایران

2 گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران

3 استادیار دانشکده کارآفرینی دانشگاه تهران، ایران

4 استادیار دانشکده مدیریت آموزشی، دانشگاه فرهنگیان، ایران

10.22034/jtd.2019.150892.1523

چکیده

چکیده

امروزه برندسازی مقصد به یکی از جذاب‌ترین مباحث در حوزه صنعت گردشگری تبدیل شده است. در این میان صنعت گردشگری سلامت نقش مهمی در توسعه پایدار ایفا نموده و یکی از پویاترین فعالیت‌های اقتصادی عصر حاضر به شمار می‌رود. این پژوهش از منظر هدف، از نوع «کاربردی تحلیلی» می‌باشد و بر حسب گردآوری داده‌ها، کیفی است. جامعه‌ی آماری تحقیق، خبرگان گردشگری سلامت شامل: اعضای هیئت علمی و پزشکان، مدیران مراکز درمانی و آموزشی، مدیران و صاحبنظران حوزه بازاریابی و برند و گردشگری سلامت می‌باشند. به منظور استخراج مولفه‌های موثر در طراحی الگوی برندسازی کارآفرینانه بین‌المللی صنعت گردشگری سلامت با 25 نفر خبره مصاحبه‌ی عمیق انجام گرفت. روش گردآوری داده ها به روش متاسنتز است. بدین ترتیب که مقالات با کلید واژه‌های کارآفرینی، برندسازی کارآفرینانه، کارآفرینی بین‌المللی، گردشگری سلامت گردآوری شد. پس از استخراج 100 مقاله، زمینه های اصلی را از طریق کدگذاری باز و محوری استخراج کردیم. در پایان، با نظر خبرگان این ویژگی‌ها در سیزده مقوله و چهار زمینه اصلی، انتخاب کشور مقصد، انتخاب شهر مقصد، تصویر برند و وب سایت با کدگذاری محوری طبقه‌بندی شدند که به ترتیب زمینه انتخاب کشور مقصد شامل مقوله‌های حاکمیتی، تعهد مدیران، زیرساخت‌ها، فرهنگی، اقتصادی و سیاسی؛ زمینه انتخاب شهر شامل مقوله‌های دسترسی آسان، جذابیت‌های گردشگری در شهر مورد نظر و آشنایی، زمینه برند مرکز درمانی شامل مقوله‌های ترفیعات، کیفیت مرکز درمانی و کیفیت منابع انسانی می‌باشد.

کلیدواژه‌ها


عنوان مقاله [English]

Synthesis Research in the Study of the International Entrepreneurial Branding Model in the Health Tourism Industry

نویسندگان [English]

  • Bahram Sattari 1
  • Babak Ziya 2
  • Kamal Sakhdari 3
  • Seyyed Rasoul Hosseini 4
1 Ph.D. Candidate at Entrepreneurship, Islamic Azad University, Qazvin Branch
2 Department of Organizational Entrepreneurship, Entrepreneurship Faculty, Tehran University, Tehran, Iran
3 Associate Professor, Faculty of Entrepreneurship, University of Tehran, Iran
4 Assistant Professor, Faculty of Educational Management, Farhangian University, Iran
چکیده [English]

Abstract

Destination branding has become one of the most interesting issues in the tourism industry today. In this regard, the health tourism industry plays an important role in sustainable development and it is one of the most dynamic economic activities of the present era. This is an "analytical-applied" research and it is also qualitative in terms of data collection. The statistical population of the research includes faculty members and doctors, managers of health centers and educational centers, managers and experts in the field of marketing, brand and health tourism. In order to extract the effective factors in designing the entrepreneurial branding model of the international health tourism industry with 25 experts in depth interview. Data collection method is metastatic method. So the articles were collected with the keywords of entrepreneurship, entrepreneurial branding, international entrepreneurship, health tourism. After extracting 100 papers, we extracted the main fields through open and axial coding. In the end, according to the experts, these features were categorized in thirteen categories and four main areas: the selection of the destination country, the selection of the destination city, the image of the brand and the website with axial coding. According to the choice of the destination country, they included governance categories, managerial commitment, infrastructure, Cultural, economic and political; The city's choice factor includes easy accessibility categories, tourist attractions in the city and familiarity with the brand's brand of health center including promotions, the quality of the health center and the quality of human resources.

کلیدواژه‌ها [English]

  • Keywords: branding
  • International entrepreneurship
  • Health tourism
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