بررسی تأثیر توسعهٔ گردشگری پزشکی در عصر اپیدمی کووید-۱۹ در بازدید مجدد مقصد گردشگری با استفاده از رویکرد آمیخته (کیفی - کمّی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشگاه پیامنور، تهران، ایران

2 دانشجوی دکتری، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.

3 کارشناس ارشد، گروه مدیریت جهانگردی، دانشگاه پیام نور، تهران، ایران.

10.22034/jtd.2022.319802.2536

چکیده

صنعت گردشگری پزشکی به‌سرعت درحال‌رشد است و یکی از سریع‌ترین رشدهای بازار گردشگری را دارد. ایران با داشتن فرصت‌ها و توانایی‌های فراوان در این زمینه می‌تواند به یکی از مقاصد گردشگری پزشکی بین‌المللی تبدیل شود. در این پژوهش، به بررسی اثر توسعهٔ گردشگری پزشکی در عصر اپیدمی کووید-19 در بازتاب بازدید مجدد مقصد گردشگری به‌واسطهٔ بهبود عملکرد، امکان پیش‌بینی نیازهای بیماران، برقراری ارتباطو تسهیلات مناسب و مشارکت فعال پزشکان پرداخته ‌شده است. هدف پژوهش حاضر طراحی مدل توسعهٔ گردشگری پزشکی با بهره‌گیری از شیوهٔ پژوهشی کیفی و روش داده‌بنیاد است. در این پژوهش، نمونه‌گیری به روش‌های هدفمند، نظری و گلوله‌برفی انجام شده است. ابزار گردآوری داده‌ها، در این پژوهش، مصاحبه‌های نیمه‌ساختاریافته و تجزیه‌وتحلیل آن با استفاده از مدل پارادایمی داده‌بنیاد است. در تحلیل استنباطی داده‌ها، از ضریب آلفای ‌کرونباخ و روش مدل معادلات ساختاری استفاده شد. یافته‌های پژوهش حاکی از آن است که توسعهٔ گردشگری پزشکی در بازدید مجدد مقصد گردشگری به‌واسطهٔ بهبود عملکرد، امکان پیش‌بینی نیازهای بیماران، برقراری ارتباط و تسهیلات مناسب و مشارکت فعال پزشکان اثرگذار است. ایران یکی از کشورهایی است که این قابلیت را دارد تا گردشگری پزشکی را رونق بخشد و خود را به یکی از مقاصد منحصربه‌فرد در جهان تبدیل کند.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Impact of Medical Tourism Development in the Age of Covid 19 Epidemic on Reflection of Tourism Destination Revisit Using a Mixed (Qualitative-Quantitative) Approach

نویسندگان [English]

  • Yazdan Shirmohammadi 1
  • zeinab hashemi baghi 2
  • Mohammad Ali Taqi Bakhsh 3
1 Associate Professor, Department of Business Management, Payame Noor University, Tehran, Iran
2 PhD Candidate, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
3 Master of Tourism Management, Payame Noor University, Tehran, Iran.
چکیده [English]

The medical tourism industry is growing rapidly and has one of the fastest growing tourism markets. Iran, with its many opportunities and capabilities in this field, can become one of the destinations of international medical tourism. In this study, the effect of medical tourism development in the era of the Covid 19 epidemic on the reflection of tourist destination re-visit by the main category, intervening conditions, contextual conditions and strategy has been investigated. The purpose of this study is to design a model for the development of medical tourism using qualitative research methods and data base methods. In this research, sampling has been done by purposeful, theoretical and snowball methods, data collection tools in this research, semi-structured interviews and its analysis method have been performed using the data paradigm model of the foundation. In inferential analysis of data, Cronbach's alpha coefficient and structural equation modeling method were used. Findings The research indicates that the development of medical tourism is effective on the reflection of re-visiting the tourist destination due to the main category, intervening conditions, contextual conditions and strategy. Iran is one of the countries that has the potential to boost medical tourism and make itself one of the unique destinations in the world

کلیدواژه‌ها [English]

  • medical tourism
  • tourism experience
  • staff
  • medicine
  • word of mouth

مراجع

Ahorsu, D. K., Lin, C. Y., Imani, V., Saffari, M., Griffiths, M. D., & Pakpour, A. H. (2020). The fear of COVID-19 scale: Development and initial validation. International Journal of Mental Health and Addiction, 1-9. https://doi.org/10.1007/s11469-020-00270-8
Abbaszadeh, M. (2012). Validity and reliability in qualitative researches. Applied Sociology, 23(45). [In Persian]
Azizi, F., & Zahedi, S., (2016). Assessment of the Barriers to the Development of Health Tourism in Yazd Province, Iran. Journal of Health Information Management, 12(6), 799-806. https://him.mui.ac.ir/him/index.php/him/article/view/article_11470.html [In Persian]
Bazagan, A., Hejazi, A., & Sarmad, Z. (2014). Research Methods in Behavioral Sciences. Tehran: Agah. [In Persian]
Caber, M., Albayrak, T., & Crawford, D. (2020). Perceived value and its impact on travel outcomes in youth tourism. Journal of Outdoor Recreation and Tourism, 31, 100327. https://doi.org/10.1016/j.jort.2020.100327
Chung, N., & Han, H. (2016). The Relationship among Tourists' Persuasion, Attachment and Behavioral Changes in Social Media. Technological Forecasting & Social Change, 123, 370-380. https://doi.org/10.1016/j.techfore.2016.09.005
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. https://doi.org/10.1016/j.socscimed.2010.12.022
Cutler, D. M., Nikpay, S., & Huckman, R. S. (2020). The business of the business of medicine in the era of the COVID 19. JAMA, 323(20), 2003-2004. doi:10.1001/jama.2020.7242
De la Hoz-Correa, A., Munoz-Leiva, F., & Bakucz, M. (2018). Past themes and future trends in medical tourism research: A co-word analysis. Tourism Management, 65, 200-211. https://doi.org/10.1016/j.tourman.2017.10.001
Delgoshaie, B., Jabbari, A. R., Farzin, M. R., Sherbafchizadeh, N., & Tabibi, S. J. (2012). Current medical tourism in Iran: a case study. Payesh, 11(2), 171-179. URL: http://payeshjournal.ir/article-1-464-fa.html [In Persian]
Dolnicar, S., & Zare, S. (2020). COVID-19 and airbnb-disrupting the disruptor. Annals of Tourism Research, 83, 102961. https://doi.org/10.1016/j.annals/2020.102961.
Eja, E. I., & Eneyo, V. B. (2018). Tourism support services as indicators for socio-economic development of Uyo in Akwa Ibom state, Nigeria. International Journal of Human Resource Studies, 8(3), 264276-264276. https://doi.org/10.5296/ijhrs.v8i3.13497
Gannon, M., Taheri, B., & Olya, H. (2019). Festival quality, Self-connection and bragging. Annals of Tourism Research, 76, 239-252. https://doi.org/10.1016/j.annals.2019.04.014
Gartner, W. C. (2014). Brand equity in a tourism destination. Place Branding Public Diplomacy, 10(2), 108-116. https://doi.org/10.1057/pb.2014.6
Gholipour Soute, R., Amiry, M., Zargham boroujeny, M., & Kiani feizabadi, Z. (2019). Exploring the barriers of medical tourism development in Iran with an emphasis on policymaking requirements. Journal of Tourism and Development, 7(4), 60-38. [In Persian]
Hall, C. M., Scott, D., & Gossling, S. (2020). Pandemics, transformations and tourism: Be careful what you wish for. In Global Tourism and COVID-19 (pp. 123-144), Routledge. https://doi.org/10.1080/ 14616688.2020.1759131.
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. https://doi.org/10.1016/j.tourman.2014.06.003
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). doi:10.4103/2277-9531.104809
Karami, F., Bayati Khatibi, M., & Talibzadeh Shoushtari, A. (2016). Identifying and prioritizing the factors affecting the development of medical tourism with emphasis on domestic tourists (Case study: Mashhad). Bi-Quarterly Journal of Geography and Regional Development, (27), 109-128. https://doi.org/10.22067/geography.v14i2.49871 [In Persian]
Khan, M. J., Chelliah, S., & Haron, M. S. (2016). Medical Tourism destination image formation process: A conceptual model. International Journal of Healthcare Management, 9(2), 134-143. doi:10.1080/20479700.2016.1142046
Mathijsen, A. (2019). Home, sweet home? Understanding diasporic medical tourism behaviour. Exploratory research of Polish immigrants in Belgium. Tourism Management, 72, 373-385. https://doi.org/10.1016/j.tourman.2018.12.009
Maleki. M., Tavangar., M (2015) Analyzing Health Tourism Challenges in Mashhad from the Perspective of Foreign Patients. Journal of Geography and Urban Development, 2(2), 153-165. https://doi.org/10.22067/gusd.v2i2.40771 [In Persian]
Morovati Sharifabadi, A., & Asadian Ardakani, F. A. (2014). Model for Health Tourism Development Using Fuzzy TOPSIS and Interpretive Structural Modeling in Yazd Province. Health Management Quarterly, 17(55), 73-88. URL: http://jha.iums.ac.ir/article-1-1458-fa.html [In Persian]
Nayeem, T., Murshed, F., & Dwivedi, A. (2019). Brand experience and brand attitude: examining a credibility-based mechanism. Marketing Intelligence & Planning, 37(7), 821-836. https://www.researchgate.net /publication/334718900. https://doi.org/10.1108/MIP-11-2018-0544
Poloie, K., Fazli, S., Darvish, F., Baiat, R., & Ghaderi, E., (2019). Prioritizing factors affecting the development of health tourism industry in Iran in the 1414 horizons with the approach of interpretive structural modeling. Journal of Tourism and Development, 8(3), 1-29. Doi:10.22034/JTD.2019.173793.1663 [In Persian]
Rokni, L., Avci, T., & Park, S. H. (2017). Barriers of developing medical tourism in a destination: a case of South Korea. Iranian Journal of Public Health, 46(7), 930-937. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5563875
Shirmohammadi, Y., Darabi, G., & Hashemi baghi, Z. (2017). The effect of Enduring travel involvement and travelers’ visit intentions by domestic tourists compared to international tourists (Case Study of Tehran). Quarterly Journal of Tourism Management Studies, 12(39), 95-121. https://doi.org/10.22054/tms.2017.15230.1429 [In Persian]
Shirmohammadi, Y., Hashemi baghi, Z., & Shahsavaan, N. (2018) The Integrated marketing communications and Advanced Information Technology on the Value of the Brand for Tourism Tourism. Journal of Tourism and Development, 7(1), 1-19. https://www.itsairanj.ir/article_63591.html [In Persian]
Shirmohammadi, Y., & Hashemi baghi, Z. (2020). The effects of social media activities on the brand resonance (cognitive and emotional) and loyalty of European tourists visiting Tehran. Bi-Quarterly Journal of Social Studies in Tourism, 8(15), 144-123. http://www.journalitor.ir/Article/35878 [In Persian]
Shirmohammadi, Y., & Hashemi Baghi, Z. (2021). The Effect of Literary Tourism on Increasing Re-Visits to Tourism Destinations through Spirituality and Authenticity. International journal of Tourism, Culture & Spirituality, 5(1), 13-36. https://doi.org/10.22133/ijts.2021.136615
Skare, M., Soriano, D. R., & Porada-Rochon, M. (2021). Impact of COVID-19 on the travel and tourism industry. Technological Forecasting & Social Change, 163, 120-469. https://doi.org/10.1016/j.techfore.2020.120469
Taheri, B., Chalmers, D., Wilson, J., & Arshed, N. (2021). Would you really recommend it? Antecedents of wordof-mouth in Medical Tourism. Tourism Management, 83, 104209. https://doi.org/10.1016/j.tourman.2020.104209
Wu, H. C., Li, T., & Li, M. Y. (2016). A study of behavioral intentions, patient satisfaction, perceived value, patient trust and experiential quality for medical tourists. Journal of Quality Assurance in Hospitality & Tourism, 17(2), 114-150. www.unwto.org/2020
Zenker, S., & Kock, F. (2020). The coronavirus pandemic–a critical discussion of a tourism research agenda. Tourism Management, 81, 104164. https://doi.org/10.1016/j.tourman.2020.104164
Ziaee, M., Hassan pour, M., & Parsa Shakib, S. (2021). Tourism industry crisis management model Development Case study: Pandemic crisis of Covid-19 virus. Journal of Planning and Development, 11(37), 65-97. DOI:10.22080/JTPD.2021.21083.3499 [In Persian]

فایل ها

هم رسانی

ارجاع به این مقاله

آمار