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
ایزدی، مرتضی، ایوبیان، علی، نصیری، طه، جنیدی، نعمت‌الله، فاضل، مژگان و حسینیپورفرد، محمدجواد (1391). «وضعیت گردشگری سلامت در ایران؛ فرصت یا تهدید». مجلۀ طب نظامی، دورۀ 14، شمارۀ 2، ص 69-75.
تقوایی، مسعود و گودرزی، مجید (1395). «تدوین و اولویت‌بندی راهبردهای توسعة گردشگری سلامت (مطالعة موردی: کلانشهر شیراز)». فصلنامۀ علمی پژوهشی پژوهش و برنامه‌ریزی شهری، دورۀ 7، شمارۀ 24، ص 1-22.
حاجی‌نژاد، علی، عنابستانی، علی‌اکبر و صفریان، محمد (1395). «تدوین برنامۀ استراتژیک گردشگری پزشکی با تأکید بر گردشگری مذهبی در شهر مشهد». فصلنامۀ تحقیقات جغرافیایی، شمارۀ دوم، شمارۀ پیایی 121، ص 101-114.
رحیمی زارچی، محمدکاظم، شفقت، طاهره و حاتم، ناهید (1396). «صنعت گردشگری پزشکی شهر شیراز: راهکارهای توسعه‌ای». راهبردهای مدیریت در نظام سلامت، دورۀ 2، شمارۀ 2، ص 88-95.
رحیمی‌مقدم، جواد و ناظری، احسان (1392). «تأثیر رفتار جامعۀ میزبان در جذب گردشگر»، دومین همایش ملی گردشگری و طبیعت‌گردی ایران‌زمین، همدان، شرکت هم‌اندیشان محیط‌ زیست فردا، www.civilica.com/Paper-CTEI02-CTEI02_038.html
شماعی، علی (1387). «نقش جهانگردی در فرایند همگرایی و توسعۀ فرهنگی کشورهای اسلامی». فصلنامۀ علمی مطالعات فرهنگ ـ ارتباطات (نامه پژوهش فرهنگی سابق)، دورۀ 9، شمارۀ 1، ص 81-106.
ﻓﺮﺟﻲ‌راد، عبدالرضا و آﻗﺎﺟﺎﻧﻲ، سمیه (1388). «تحلیلی نو پیرامون گردشگری و جدیدترین طبقه‌بندی آن». ﻓﺼﻠﻨﺎﻣۀ ﺟﻐﺮاﻓﻴﺎﻳﻲ ﺳﺮزﻣﻴﻦ، دورۀ 6، شمارۀ 3، ص 61-72.
مصباحی، احسان، جانقربان لاریچه، میلاد، هاشمی، فاطمه، طاهری، آرزو، توفیقی، شهرام، غریب، روح‌انگیز، تقی‌پور رودسری، فاطمه و خشنود، فاطمه (1393). «ارائۀ مدلی برای طراحی ساختار دادۀ منطقی سامانۀ اطلاعاتی گردشگری درمانی، به عنوان ابزاری برای توسعۀ گردشگری پزشکی». بیمارستان، ویژه‌نامه، نخستین کنفرانس تله مدیسن، https://jhosp.tums.ac.ir/article-1-5225-fa.pdf
ملکی، سعید و توانگر، معصومه (1394). «بررسی و تحلیل چالش‌‌های گردشگری سلامت مشهد از منظر بیماران خارجی». جغرافیا و توسعۀ فضای شهری، دورۀ 2، شمارۀ 3، ص 153-165.
نصیری‌پور، امیراشکان و سلمانی، لیلا (1389). «نقش توانمندی بیمارستان‌های تهران در توسعۀ توریسم درمانی». فصلنامۀ بیمارستان، سال نهم، شمارۀ 3و 4، ص 57-67.
ویسی، هادی (1396). «بررسی سیاست‌گذاری صنعت گردشگری در قوانین بالادستی جمهوری اسلامی ایران». مطالعات راهبردی سیاستگذاری عمومی، سال هفتم، شمارۀ 25، ص 93-112.
Al-Talabani, H., Kilic, H., Ozturen, A., & Qasim, S. (2019). “Advancing Medical Tourism in the United Arab Emirates: Toward a Sustainable Health Care System”. Sustainability, 11(1), 230-245.
Alberti, F. G., Giusti, J. D., Papa, F., & Pizzurno, E. (2014). “Competitiveness policies for medical tourism clusters: Government initiatives in Thailand”. International Journal of Economic Policy in Emerging Economies, 7(3), 281-309. http://doi.org/10.1504/IJEPEE.2014.065252.
Amodeo, J. (2010). “Medical Refugees and the Future of Health Tourism”. World Medical & Health Policy, 2(4), 65-81. doi:10.2202/1948-4682.1103
Azimi, R., Mahmoudi, Gh., & Esmaeili, H. (2017). “A Study of the Effect of Advertising on Attracting Medical Tourism”. Int J Travel Med Glob Health. 5(3), 89-93.
Baumol, W. J. (1993). Entrepreneurship, Management and the Structure of Payoffs. MIT Press, Cambridge, MA.
Barišić, P., & Marić, I. (2012). “The role of management as a strategic tourism guideline–Case of Croatia”. International Journal of Business and Management Studies, 1(2), 423.
Bookman, M. Z., & Bookman, K. R. (2008). Medical Tourism in Developing Countries. Palgrave Macmillan, New York, NY.
Caballero-Danell, S., & Mugomba, C. (2006). Medical Tourism and its Entrepreneurial Opportunities. A Conceptual Framework for Entry into the Industry (Master Thesis). Goteborg University: Gothenburg.
Carrera, P., & Bridges, J. (2006). “Health and medical tourism: What they mean and imply for health care systems”. Health and Ageing, 6 (4), 447-454
Chakraborty, P., & Poddar, M. (2018). “Medical Tourism Opportunities in India: A Study on the Multispecialty Hospitals of Kolkata”. Journal of Health Management, 20(4), 465-474.
Chin, W. L., Haddock-Fraser, J., & Hampton, M. P. (2017). “Destination competitiveness: evidence from Bali”. Current Issues in Tourism, 20(12), 1265-1289.
Chinai R, & Goswami, R. (2007). “Medical visas mark growth of Indian medical tourism”. Bull World Health Organ, 85(3), 164–165.
Ciasullo, M. V., Cosimato, S. & Pellicano, M. (2017). “Service Innovations in the Healthcare Service Ecosystem: A Case Study”. Systems, 5(37), 1-19.
Connell, J. (2006). “Medical tourism: Sea, sun, sand and … surgery”. Tourism Management, 27(6), 1093-1100.
Constantin, F., & Kavoura, A. (2016). “Multilingual Online Communications in Corporate Websites: Cases of Romanian Dental Practices and Their Application to Health Tourism”. In Tourism and Culture in the Age of Innovation (pp. 185-196) Springer Proceedings in Business and Economics, Springer, Cham.
Cormany, D. (2010). “Hospitality and Destination Marketing's Role in Medical Tourism: A Call for Research”. International Journal of Behavioural and Healthcare Research, 2(1), 38-58
Crooks, V. A., Turner, L., Snyder, J., Johnston, R., & Kingsbury, P. (2011). “Promoting medical tourism to India: Messages, images, and the marketing of international patient travel”, Social Science & Medicine, 72(5), 726-732.
Crooks, V. A. Turner, L. Cohen, I. G. Bristeir, J. Snyder, J. Casey, V., & Whitmore, R. (2013). “Ethical and legal implications of the risks of medical tourism for patients: a qualitative study of Canadian health and safety representatives’ perspectives”. BMJ Open, 3(2), 1-8.
Dellande, S., Gilly, M. C., & Graham, J. L. (2004). “Gaining Compliance and Losing Weight: The Role of the Service Provider in Health Care Services”. Journal of Marketing, 68(3), 78-91.
Donabedian, A. (2005). “Evaluating the Quality of Medical Care”. The Milbank Memorial Fund Quarterly, 83(4), 691-729.
Dupeyras, A., & MacCallum N. (2013). Indicators for measuring competitiveness in tourism: A guidance document. France: OECD.
Fallah, M., & Akbari, O. (2017). “The Role of Medical Translator/Interpreter in Bringing Satisfaction to Health Tourists at Razavi Hospital”. Razavi Int J Med, 5(1), e42739.
Foote, P. (2017). The Internet’s Impact on the Advancement of Medical Tourism (Thesis). Austria University: Vienna.
Gunter, K., Caplan, A. L., Mason, C., Salzman, R., Janssen, W. E., Nichols, K., …, Shimosaka, A., & Horowitz, E. (2010). “Cell therapy medical tourism: time for action”. Cytotherapy, 12(8), 965-8.
Guo, X., Ling, L., Dong, Y., Liang, L. (2013). Cooperation Contract in Tourism Supply Chains: The Optimal Pricing Strategy of Hotels for Cooperative Third Party Strategic Websites. Annals of Tourism Research, 41, 20–41.
Hall, C. M., & Lew, A. A. (2009). Understanding and managing tourism impacts: an integrated approach. London: Routledge.
Han, H., & Hyun, S. S. (2014). “Medical Hotel in the Growth of Global Medical Tourism”. Journal of Travel & Tourism Marketing, 31(3), 366-380.
Hashemi, S. M., Jusoh, J., Kiumarsi, S., & Mohammadi, Sh. (2015). “Influence of factors of spa and wellness tourism on revisit invention: the mediating role of international tourist motivation and tourist satisfaction”. International Journal of Research – Granthaalayah, 3(7), 1-11.
Henderson, J. C. (2016). “Halal food, certification and halal tourism: Insights from Malaysia and Singapore”. Tourism Management Perspectives, 19, 160–164.
Jabbari, A., Najar, A., Nezamdoost, F., & Ebrahimipour, H. (2014). “Are Mashhad hospitals ready for medical tourists?”. International Journal of Health System and Disaster Management, 2(3), 170-174
Jabbari, A., Rahimi Zarchi, M. K., Kavosi, Z., Shafaghat, T., & Keshtkaran, A. (2013). “The Marketing Mix and Development of Medical Tourism in Shiraz”. Materia socio-medica. 25(1):32.
Jabbari, A., Delgoshaei, B., Mardani, R., & Tabibi, S. J. (2012). “Medical tourism in Iran: Issues and challenges”. Journal of Education and Health Promotion, 1(39), 1-5.
James, P. T. (2012). “The impact of medical tourism on Thai private hospital management: informing hospital policy”. Global journal of health science, 4(1), 127-39.
John, S. P. (2017). “An analysis of the social media practices for sustainable medical tourism destination marketing”. Int. Journal of Tourism Policy, 7(3), 222-249.
Johnston, R., Crooks, V. A., & Ormond, M. (2015). “Policy implications of medical tourism development in destination countries: revisiting and revising an existing framework by examining the case of Jamaica”. Globalization and Health, 11, 1-13.
Jotikasthira, N. (2010). Salient factors influencing medical tourism destination choice (DBA thesis). Southern Cross University: Lismore, NSW.
Joy J., & McCrystal, P. (2015). “The role of counselling in the management of patients with infertility”. The Obstetrician & Gynaecologist,17, 83–9.
Kácha, O., Kovács, B. E., McCarthy, C., Schuurmans, A. A. T, Dobyns, C., Haller, E., … & Ruggeri, K. (2016). “An Approach to Establishing International Quality Standards for Medical Travel”. Frontiers in Public Health, 4, 1-4.
Kazemi, Z. (2008). Study of effective factors for attracting medical tourist in Iran (thesis).  Lulea University of Technology: Sweden.
Khan, S., & Alam, M. S. (2014). “Kingdom of Saudi Arabia: A potential destination for medical tourism”. Journal of Taibah University Medical Sciences, 9(4), 257–262.
Koliopoulos, T. K., & Katsoni, V. (2019). “The Innovative Health Tourism’s Environmental Management Sustainable Design Facilities Assessment Capability”. In: Katsoni V., Segarra-Oña M. (eds) Smart Tourism as a Driver for Culture and Sustainability (pp.79-87). Springer Proceedings in Business and Economics. Springer, Cham
Lee, C. (2007). “Medical tourism, an innovative opportunity for entrepreneurs”. Journal of Asia Entrepreneurship and Sustainability, 3(1), 1-12.
Lee, H., Wright, K. B., O’Connor, M., & Wombacher, K. (2014). “Framing medical tourism: an analysis of persuasive appeals, risks and benefits, and new media features of medical tourism broker websites”. Health communication, 29(7), 637-645.
Luka, M., & Muiznieks, A. (2012). “Rehabilitation centers and their role in medical tourism development in Latvia”. SHS Web of Conferences, 2, 1-8.
Lunt, N. Hardey, M., & Mannion, R. (2010). “Tourism and the Emergence of Web-Based Health Information”. The Open Medical Informatics Journal, 4, 1–11. http://doi.org/10.2174/1874431101004010001
Lunt, N., & Carrera, P. (2010). “Medical tourism: assessing the evidence on treatment abroad”. Maturitas, 66(1), 27–32.
Matias, A., Nijkamp, P., & Sarmento, M. (2013). Quantitative methods in tourism economics. Heidelberg: Physica-Verlag.
Milenkovski, A. Gramatnikovski, S., & Nakovski, D. (2016). “The role of cultural and historical heritage in tourism development of the Maleshevo mountains”. Quality as a basis for tourism destination competitiveness, 155-160.
Mogaka, J. J., Mashamba-Thompson, T. P.,Tsoka-Gwegweni, J. M., & Mupara, L. M. (2017). “Effects of Medical Tourism on Health Systems in Africa”. African Journal of Hospitality, tourism and leisure, 6(1), 1-25.
Musa, I. J. & Ndawayo, B. A. (2011). “The role of transportation in the development of tourism in Nigeria”. Tourismos: An International Multidisciplinary Journal of Tourism. 6, 297-305.
Nagarajan, G. S. (2004). “Medical Tourism in India: Strategy for Its Development”. Crisil Young Thought Leader Series. Dissertation, G-216, IIM-B Hostels, Indian Institute of Management-Bangalore.
Nandi, Sh. (2012). “Branding India as a Medical Tourism destination”, IJEMR, 2(12), 1-8.
Noori, F., & Kargari, M. (2016). “Iran’s Medical Tourism Development Model in Cardiac Surgery”. International Journal of Travel Medicine and Global Health, 4(2), 57-64.
Pechlaner, H., & Raich, M. (2001). “The role of information technology in the information process for cultural products and services in tourism destinations”. Information Technology & Tourism, 4(2), 91-106.
Paştiu, C., Muntean, A., Moisa, C., & Maican, S. (2014). “The role of travel agencies in tourism development in Alba country”. Congress Proceeding, Trends in Tourism and Hospitality Industry, 327-337.
Plianbangchang, S. (2018). “A view on medical care globalization and medical tourism”. Journal of Health Research, 32(1), 69-73.
Pocock, N., & Phua, K. H. (2011). “Medical Tourism and Policy Implications for Health Systems: A Conceptual Framework from a Comparative Study of Thailand, Singapore and Malaysia”. Globalization and health, 4(7), 1-12.
Ratnapalan, S., & Uleryk, E. (2014). “Organizational Learning in Health Care Organizations”. Systems, 2, 24-33.
Rezaee, R., & Mohammadzadeh, M. (2016). “Effective factors in expansion of medical tourism in Iran”. Medical Journal of the Islamic Republic of Iran (MJIRI), 30(1), 1-6.
Rice, B. T., Bisanzo, M., Maling, S., Joseph, R., & Mowafi, H., (2018). “Derivation and validation of a chief complaint shortlist for unscheduled acute and emergency care in Uganda”. BMJ Open, 8(6), 1-11.
Rokni, L., & Park, S. H. (2018). “Medical Tourism in Iran, Re-evaluation on the New Trends: A Narrative Review”. Iran Journal of Public Health, 48(7), 1191-1202.
Roy, D. G., Battacharya, S., & Mukherjee, S. (2018). “Qualitative explorations into customer based brand equity (CBBE) for medical tourism in India”. Qualitative Report, 23(10), 2422-2452.
Röysky, M. (2015). Overcoming Language Barriers in Health Care Services in the Medical Tourism Context: Health Care Companies' Perspective. Aalto University, School of Business, Department of Management Studies.
Samadbeik, M., Asadi, H., Mohseni, M., Takbiri, A., Moosavi, A., & Garvand, A. (2017). “Designing a Medical Tourism Website: A Qualitative Study”. Iranian Journal of Public Health, 46(2), 249–257.
Saiprasert, W. (2011). An Examination of the Medical Tourists’ Motivational Behavior and Perception: A Structural Model (thesis). Oklahoma State University: Oklahama.
Singh, G., & Negi, K. S. (2013). “Human Resource Management Practices in Large Hospitals of Dehradun, Uttarakhand”. Global Journal of Management and Business Studies, 3(5), 555-560.
Sim, N. K. (2014). “The travelling patient: A clinician’s guide to the law surrounding medical tourism”. Medico-Legal Journal. 82(4), 159-163.
Smith, P., C., & Forgione, D. A. (2007). “Global Outsourcing of Healthcare: A Medical Tourism Decision Model”. Journal of Information Technology Case and Application Research, 9(3), 19-30.
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), 530-4.
Sultana, S., Haque, A., Momen, A., & Yasmin, F. (2014). “Factors Affecting the Attractiveness of Medical Tourism Destination: An Empirical Study on India- Review Article”. Iranian Journal of Public Health, 43(7), 867–876.
Transparency Market Research, (2013). Medical tourism market – Global industry analysis, size, share, growth, trends & forecast, 2013-2019. [online] Retrieved from: http:// www.transparencymarketresearch.com/medical-tourism.html [Accessed 02 Oct. 2015].
Turner, L. (2011). “Canadian medical tourism companies that have exited the marketplace: Content analysis of websites used to market transnational medical travel”. Globalization and Health, 7(1), 1-16.
Walker, J., & Walker, J. (2011). Tourism Concepts and Practices. New Jersey: Prentice Hall.
Wendt, K. (2012). Medical Tourism: Trends and Opportunities (thesis). University of Nevada: Las Vegas.
Zaidan, E. A. (2015). “Tourism shopping and new urban entertainment a case study of Dubai”. Journal of Vacation Marketing, 22(1), 29-41
Zamani-Farahani, H., & Gazali, M. (2012). “The relationship between Islamic religiosity and residents' perception of socio-cultural impacts of tourism in Iran: Case studies of Sare'in and Masooleh”. Tourism Management. 33(4), 802-814.
Zarei, A., & Maleki, F. (2019). “Asian medical marketing, a review of factors affecting Asian medical tourism development”. Journal of Quality Assurance in Hospitality & Tourism, 20(1), 1-15.
Zia Sheikholeslami, N., Rezaeian, M., Bahsoun, M., & Taghavipoor, M. (2010). “Medical Tourism: The view of Rafsanjan Medical University Staff”. Iranian Journal of Epidemiology, 5(4), 31-6