تأثیر کیفیت خدمات در قصد بازدید مجدد گردشگران پزشکی: ملاحظۀ نقش میانجی تصویر مقصد و اعتماد به مقصد موردمطالعه: گردشگران پزشکی بیمارستان نمازی شهر شیراز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکدۀ علوم اداری و اقتصاد، دانشگاه حضرت ولی‌عصر (عج)، رفسنجان، ایران؛

2 مرکز آموزش علمی- کاربردی فرهنگ و هنر رشد کرمان؛

3 دانشجوی دکتری مدیریت استراتژیک، گروه مدیریت بازرگانی، دانشکدۀ مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران؛

4 کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکدۀ مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم. ایران؛

10.22034/jtd.2019.164900.1603

چکیده

با افزایش روزافزون رقابت در بازار‌های گردشگری، مقاصد گردشگری می‌توانند با افزایش تعداد بازدید‌های مجدد گردشگران به یک مزیت رقابتی دست یابند. از این‌رو هدف پژوهش حاضر بررسی تاثیر کیفیت خدمات بر قصد بازدید مجدد گردشگران پزشکی با توجه به نقش میانجی تصویر مقصد و اعتماد به مقصد می‌باشد. جامعه آماری پژوهش موردنظر شامل گردشگران پزشکی داخلی از سایر استان‌ها بود که در سال 1397 جهت انجام معالجات پزشکی به شهر شیراز سفر کرده‌اند. حجم نمونه با استفاده از فرمول کوکران محاسبه و به روش هدفمند در دسترس انتخاب گردید. ابزار جمع‌آوری داده‌ها پرسشنامه بود که پس از کسب اعتبار علمی و داشتن پایایی تکمیل گردید. جهت تجزیه‌وتحلیل داده‌ها از رویکرد معادلات ساختاری با استفاده از نرم‌افزار Amos 24 استفاده شده است. نتایج حاصل از یافته‌ها نشان داد که؛ کیفیت خدمات بر قصد بازدید مجدد گردشگران پزشکی تأثیر معناداری دارد، کیفیت خدمات بر تصویر مقصد و اعتماد به مقصد تأثیر معناداری دارد، تصویر مقصد بر اعتماد به مقصد تأثیر معناداری دارد، تصویر و اعتماد به مقصد تأثیر معناداری بر قصد بازدید مجدد گردشگران پزشکی دارد. اما نقش میانجی تصویر مقصد و اعتماد به مقصد تایید نگردید.

کلیدواژه‌ها


عنوان مقاله [English]

The impact of service quality on the intention to revisit medical tourists: by mediating the destination image and trust

نویسندگان [English]

  • Bahman Sohrabi 1
  • Nima Soltaninezhad 2
  • Ali Abedini 3
  • Marziyeh Mokhtari 4
1 Assistant Professor, Vali Asr University, Rafsanjan, Iran;
2 PhD. Candidate in Business Management, Farabi Campus, University of Tehran, Qom, Iran;
3 PhD. Candidate in strategic Management, Tarbiat modares University, Tehran, Iran;
4 M.A in Business Management, Farabi Campus, University of Tehran, Qom, Iran;
چکیده [English]

The link between the health care industry and tourism has led to one of the largest services for many countries. Also, with the increasing competition in the tourism market, tourism destinations can gain a competitive advantage by increasing the number of tourists' re-visits. Therefore, the purpose of this study was to investigate the effect of service quality on the intention of medical tourists to revisit with the role of the mediator of the destination image and trust in the destination. The statistical population of the study included medical tourists from other provinces who travelled to Shiraz for medical treatment in 2018. The sample size was calculated using the Cochran formula and selected thruogh Purposive and convenience sampling method. The data collection tool was a questionnaire which was completed after gaining validity and reliability. Structural equation approach has been used to analyze the data using the Amos 24. The results of the findings showed that the services quality has a significant effect on the intention to revisit medical tourists, the service quality has a significant effect on the destination image and the trust, Destination image has a significant effect on destination trust, the destination image and trust has a significant effect on the intention to revisit medical tourists, But the role of mediating the destination image and trust in the destination was not verified.

کلیدواژه‌ها [English]

  • Medical tourism
  • Service Quality
  • Trust on Destination
  • destination image
  • Revisiting Intent
خوارزمی، امید علی و ابراهیمی، لیلی (1396). «تحلیل تأثیر تصویر مقصد بر وفاداری گردشگران (مطالعۀ موردی: شهر تبریز)». جغرافیا و توسعۀ فضای شهری، دورۀ 4، شمارۀ 1، ص 57-75.
رضایی نور، جلال، محبتی، محمدرضا و معصومی کاشانی، محمدحسین (1397). «ارزیابی کیفیت خدمات بیمارستانی در استان قم با رویکرد توسعۀ گردشگری پزشکی با ترکیب فرایند تحلیل سلسله‌مراتبی فازی و روش تودیم». نشریۀ گردشگری و توسعه، دورۀ 7، شمارۀ 1، ص 20-40.
زنگنه، یعقوب و شمس ‌الله ‌زاده، یاسر (1391). «بررسی و تحلیل نقش تصویر مقصد در توسعۀ صنعت گردشگری (مطالعۀ موردی: کلان‌شهر تبریز). نشریۀ جغرافیا و برنامه‌ریزی، دورۀ 16، شمارۀ 41، ص 153-168.
صدر ممتاز، ناصر و آقارحیمی، زهرا (۱۳۸۹). «صنعت گردشگری پزشکی در ایران: راهکارهایی برای توسعه». مدیریت اطلاعات سلامت، دورۀ 7، ویژه‌نامه، ص 516-524.
هاشمی باغی، زینب، شیرمحمدی، یزدان و شاهسون، نسترن (1397). «تحلیل اثر ارتباطات یکپارچه بازاریابی و فنّاوری اطلاعات پیشرفته بر ارزش ویژۀ برند گردشگری سلامت». فصل‌نامۀ علمی ـ پژوهشی گردشگری و توسعه، دورۀ 7، شمارۀ 1، ص 1-19.
Abubakar, A. M., & Ilkan, M. (2016). “Impact of online WOM on destination trust and intention to travel: A medical tourism perspective”. Journal of Destination Marketing & Management, 5(3), 192-201.
Abubakar, M., Basiru, S., Oluyemi, J., Abdulateef, R., Atolagbe, E., Adejoke, J., & Kadiri, K. (2018). “Medical tourism in Nigeria: Challenges and remedies to health care system development”. International Journal of Development and Management Review, 13(1).‏
Agustin, C., & Singh, J. (2005). “Curvilinear effects of consumer loyalty determinants in relational exchanges”. Journal of Marketing Research, 42(1), 96-108.
Altin, M. M., Singal, M., & Kara, D. (2011). Consumer decision components for medical tourism: A stakeholder approach.‏ Graduate Student Research Conference in Hospitality and Tourism.
Arnold, R., & Debler, G. (1995). “A model for software product quality”. IEEE Transactions on Software Engineering, 21(2), 146-162.
Ayoub, M. (2018). Medical tourism in Egypt: opportunities and challenges (master’s thesis).‏ Retrieved from http://dar.aucegypt.edu/handle/10526/5327
Baloglu, S., & McCleary, K. W. (1999). “A model of destination image formation”. Annals of tourism research, 26(4), 868-897.‏
Baloglue, S., & Erickson, R. E. (1998). “Destination loyalty and switching behavior of travelers: a Markov analysis”. Tourism Analysis, 2(2), 119-127.
Bion, J., & Chen, Y. F. (2013). “Weekend specialist intensity and admission mortality in acute hospital trusts in England: a cross-sectional study”. The Lancet, 388(10040), 178-186.
Bookman, M. Z., & Bookman, M. R. (2007). Medical Tourism in Developing Countries. New York, NY: Palgrave Macmillan.
Brady, M. K., & Cronin Jr, J. J. (2001). “Some new thoughts on conceptualizing perceived service quality: a hierarchical approach”. Journal of Marketing, 65(3), 34-49.‏
Butler, R. W. (1997). Strategic alliances. In Conference of Australian tourism & hospitality educators . Manly, Australia.
Chen, C. F., & Tsai, D. (2007). “How destination image and evaluative factors affect behavioral intentions”. Tourism Management, 28(4), 1115–1122.
Chen, K. J., & Hesu, D. R. (2000). “An exploration of cross-cultural destination image assessment”. Journal of Travel Research, 38(4), 417-423.
Chiu, C. M., Hsu, M. H., Lai, H., & Chang, C. M. (2012). “Re-examining the influence of trust on online repeat purchase intention: the moderating role of habit and its antecedents”. Decision Support Systems, 53(4), 835-845.
Clemmer, J. (1990). “The three rings of perceived value”. Canadian Manager, 15(2), 12-15.
Connell, J. (2013). “Contemporary medical tourism: conceptualisation, culture and commodification”. Tourism Management, 34, 1-13.
Cormany, D., & Baloglu, S. (2011). “Medical travel facilitator websites: An exploratory study of web page contents and services offered to the prospective medical tourist”. Tourism Management, 32(4), 709-716.‏
Cronch, G. I. (2011) “Destination competitiveness: an analysis of determinant attributes”. Journal of Travel Research, 50(1), 27-45.
De la Hoz-Correa, A., Muñoz-Leiva, F., & Bakucz, M. (2018). “Past themes and future trends in medical tourism research: A co-word analysis”. Tourism Management, 65, 200-211.‏
dos Santos, C. P., & Basso, K. (2012). “Do ongoing relationships buffer the effects of service recovery on customers' trust and loyalty?”. International Journal of Bank Marketing, 30(3), 168-192.
Eiser, M., & Kiser, C. C. (2014). “Seeking health care through international marketing of medical tourism”. Global Health Action, 7(1), 25201.
Elto, H., & Kim, L. H. (2011). “A model of destination branding: Integrating the concepts of the branding and destination image”. Tourism Management, 32(3), 465-476.
Feng, R., & Jang, S. (2004). “Temporal destination loyalty: a structural initiation”. Advances in Hospitality and Tourism Research, 9(2), 207-221.
Gan, L. L., & Frederick, J. R. (2011). “Medical tourism facilitators: patterns of service differentiation”. Journal of Vacation Marketing, 17(3), 165-183.
Gitelson, R. J., & Crompton, J. L. (1984). “Insights into the repeat vacation phenomenon”. Annals of Tourism Research, 11, 199-217.
Gonic, L., & Karter, P. (2007). “Exploring word‐of‐mouth influences on travel decisions: friends and relatives vs. other travelers”. International Journal of Consumer Studies, 31(5), 517-527.
Gonzales, Z., & Lorio, L. (2013). “The indirect effects of destination image on destination loyalty intention through tourist satisfaction and perceived value: The bootstrap approach”. Journal of Travel & Tourism Marketing, 30(4), 386-409.
Gyte, D. M., & Phelps, A. (1989). “Patterns of destination repeat business: British tourists in Mallorca, Spain”. Journal of Travel Research, 28 (1), 24-28.
Halab, B. & Kim, S. (2014). “A review of destination image studies from 2008 to 2012”. European Journal of Tourism Research, 8(1), 35-65.
Hallmann, K., Zehrer, A., & Müller, S. (2015). “Perceived destination image: An image model for a winter sports destination and its effect on intention to revisit”. Journal of Travel Research, 54(1), 94-106.‏
Han, H., & Hyun, S. S. (2013). “Image congruence and relationship quality in predicting switching intention: conspicuousness of product use as a moderator variable”. Journal of Hospitality and Tourism Research, 37(3), 303-329.
Han, H., & Hyun, S. S. (2015). “Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness”. Tourism Management, 46, 20-29.
Han, H., & Ryu, K. (2007). “Moderating role of personal characteristics in forming restaurant customers' behavioral intentions: an upscale restaurant setting”. Journal of Hospitality & Leisure Marketing, 15(4), 25-54.
Heung, V. C., Kucukusta, D., & Song, H. (2011). “Medical tourism development in Hong Kong: an assessment of the barriers”. Tourism Management, 32(5), 995-1005.
Hiscock, J. (2001). “Most trusted brands”. Marketing, 1(1), 32–33.
Horowitz, M. D. (2007). “Medical Tourism-Health Care in the Global Economy”. Physician Executive, 33(6), 24.
Hughes, A. M. (1995). “Making a database pay off using recency, frequency, and monetary analysis”. Journal of Database Marketing, 3(1), 77-89.
Hughes, A. M. (1995). “Making a database pay off using recency,frequency, and monetary analysis”. Journal of Database Marketing, 3(1), 77-89.
Hume, L. F., & DeMicco, F. J. (2007). “Bringing hotels to healthcare: A Rx for success”. Journal of Quality Assurance in Hospitality and Tourism, 8(1), 75-84.
Jain, V., & Ajmera, P. (2018). “Modelling the factors affecting Indian medical tourism sector using interpretive structural modeling”. Benchmarking: An International Journal, 25(5), 1461-1479.‏
Kim, S. H., Holland, S., & Han, H. S. (2013). “A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: A case study of Orlando”. International Journal of Tourism Research, 15(4), 313-328.‏
Lankton, N. K., Wilson, E. V., & Mao, E. (2010). “Antecedents and determinants of information technology habit”. Information Management, 47(5-6), 300-307.
Lee, M., Han, H., & Lockyer, T. (2012). “Medical tourism e attracting Japanese tourists for medical tourism experience”. Journal of Travel and Tourism Marketing, 29(1), 69-86.
Li, K. S., Kung, Y. J., & Hui, J. H. (2013). “A mediating role of destination image in the relationship between event quality, perceived value, and behavioral intention”. Journal of Sport & Tourism, 18(1), 49-66. 
Loureiro, S. M. C. (2014). The role of the rural tourism experience economy in place attachment and beh
MacReady, N. (2007). “Developing Countries Court Medical Tourists”. The Lancet, 369(9576), 1849-1850.
Oppermann, M. (1997). “First-time and repeat visitors to New Zealand”. Tourism Management, 18(3), 177-181
Pavlou, P. A., Liang, H., & Xue, Y. (2007). “Understanding and mitigating uncertainty in online exchange relationships: a principal-agent perspective”. MIS Quarterly, 31, 105-136.
Pick, F. (2010). “Tourism destination image and motivations: The Spanish perspective of Mexico”. Journal of Travel & Tourism Marketing, 27(4), 349-360.
Pick, A., & Rayan, J. (2004). “Incongruity between expression and experience: The role of imagery in supporting the positioning of a tourism destination brand”. Journal of Brand Management, 11(3), 209-217.
Ranjbarian, B., & Pool, J. K. (2015). “The impact of perceived quality and value on tourists’ satisfaction and intention to revisit Nowshahr city of Iran”. Journal of Quality Assurance in Hospitality & Tourism, 16(1), 103-117.‏
Roodurmun, J., & Juwaheer, T. D. (2010). “Influence of trust on destination loyalty: An empirical analysis the discussion of there search approach”. International Research Symposiumin Service Management, (Vol. 7, pp. 1–23). Reduit, Mauritius: Le Meridien Hotel.
Rydback, M., & Hyder, A. S. (2018). “Customization in medical tourism in the Philippines”. International Journal of Pharmaceutical and Healthcare Marketing, 12(4), 486-500.‏
Sarvari, N. G. (2012). Destination Brand Equity, Satisfaction and Revisit Intention: an Application in TRNC as a Tourism Destination (Doctoral Dissertation), Eastern Mediterranean University.
Sayerca, O., & Somenz, D. (2004). “Destination image differences between prospective and actual tourists in Nigeria”. Journal of Vacation Marketing, 10(3), 264-281.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). “Consumer trust, value and loyalty in relational exchanges”. Journal of Marketing, 66(1), 15-37.
Snyder, J., Crooks, V. A., Adams, K., Kingsbury, P., & Johnston, R. (2011). “The patient's physician one-step removed: the evolving roles of medical tourism facilitators”. Journal of Medical Ethics, 37(9), 530-534.
Stepchenva, W. G. (2010). “Planning for film tourism: Active destination image management”. Tourism and Hospitality Planning & Development, 7(1), 21-30.
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). “Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination”. Tourism Management, 53, 40-60.
Suess, C., Baloglu, S., & Busser, J. A. (2018). “Perceived impacts of medical tourism development on community wellbeing”. Tourism Management, 69, 232-245.‏
Tan, W. K., & Wu, C. E. (2016). “An investigation of the relationships among destination familiarity, destination image and future visit intention”. Journal of Destination Marketing & Management, 5(3), 214-226.
Woodside, A. G., & MacDonald, R. (1994). “General systems framework of customer choice processes for tourism services”. Spoilt for choice, 30.