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

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گردشگری و توسعه
دوره 9، شماره 3 - شماره پیاپی 24
پاییز
مهر 1399
صفحه 279-292

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