رهیافت‌های توسعه گردشگری پزشکی در ایران از دیدگاه مدیران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشگاه فرهنگیان، تهران، ایران

2 دانش‌آموختهٔ دکتری مدیریت سیستم، دانشگاه تهران، دانشکدگان پردیس فارابی، قم، ایران.

10.22034/jtd.2023.385022.2738

چکیده

هدف: با توجه به جایگاه مهم صنعت گردشگری پزشکی در اقتصاد جهانی و همچنین قابلیت‌های ایران در این صنعت، پژوهش حاضر بـا هدف اصلی شناسایی رهیافت‌های توسعه گردشگری پزشکی در ایران انجام شد.

روش: پژوهش حاضر از حیث هدف کاربردی و از نظر نحوه گردآوری داده‌ها تحقیق توصیفی از نوع مطالعه موردی است. جامعه آماری این پژوهش شامل کلیه خبرگان، مدیران و متصدیان صنعت گردشگری پزشکی است که با استفاده از روش غیرتصادفی هدفمند و گلوله برفی 9 نفر از میان آن‌ها انتخاب شده‌اند. ابزار جمع‌آوری داده‌های تحقیق مصاحبه و برای تحلیل داده‌ها، از روش تحلیل تماتیک استفاده شده است. قلمرو مکانی پژوهش وزارت بهداشت و درمان، وزارت امور خارجه، سازمان گردشگری و میراث فرهنگی و کمیسیون بهداشت مجلس می‌باشد. این پژوهش در یک بازه زمانی یک ساله از سال 1400 تا 1401 انجام شده است.

یافته‌ها: بر اساس نتایج به دست آمده، اهداف توسعه گردشگری پزشکی شامل اهداف اقتصادی، سیاسی، فرهنگی-اجتماعی و بهبود زیرساخت‌های درمانی و گردشگری است. همچنین نهادهای اصلی در توسعه گردشگری پزشکی شامل نهادهای دولتی، نهادهای غیر دولتی، بخش خصوصی و نهادهای مردمی شناسایی شد. ابزارهای اساسی شامل ابزارهای سازمانی، مالی، قانونی و اطلاعاتی می‌باشد. در ادامه، راهبردهای لازم در توسعه این صنعت شامل راهبرد کیفیت خدمات درماتی، بازاریابی و تبلیغات، سیاست‌گذاری و مدیریتی، توسعه دهکده‌های مدرن سلامت و آموزش شناسایی گردید و در نهایت مدل نهایی ارائه شد.

کلیدواژه‌ها

عنوان مقاله [English]

Approaches To The Development Of Medical Tourism In Iran From The Point Of View Of Managers

نویسندگان [English]

  • Amin Hakim 1
  • Samira Longman estarki 2
1 Assistant Professor, Department of Management and Accounting, Tehran, Iran
2 PhD in Management (system), Faculty of Management and Accounting, Tehran University, Qom, Iran.
چکیده [English]

Considering the important position of the medical tourism industry in the world economy and also the capabilities of Iran in this industry, the present research was conducted with the main goal of identifying approaches to the development of medical tourism in Iran. The research method is a part of developmental research in terms of results, and it is a part of qualitative research of the case study type in terms of purpose. The tool for collecting research data is interview and the selection of research participants has been done using the purposeful sampling method. By using the subject analysis technique, interviews were reviewed and coded and classified. Based on the obtained results, the goals of medical tourism development include economic, political, cultural-social goals and improvement of medical and tourism infrastructures. Also, the main institutions in the development of medical tourism were identified including governmental institutions, non-governmental institutions, private sector and public institutions. Basic tools include organizational, financial, legal and informational tools. In the following, the necessary strategies in the development of this industry were identified, including the quality strategy of medical services, marketing and advertising, policy and management, development of modern health villages and education, and finally the final model was presented.

کلیدواژه‌ها [English]

  • medical tourism
  • medical tourism development
  • managers' viewpoint
  • theme analysis

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