نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد دانشگاه پیام نور کرج
2 استادیار دانشگاه پیام نور ایران
3 کارشناس ارشد دانشگاه پیام نور
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Health tourism can play an important role in tourism development. Considering the low cost of treatment in Iran compared to other countries and the presence of a large number of experienced and diverse medical professionals in this country, with accurate planning and marketing, many health tourists can be attracted to the Iran. In this research, the impact of integrated marketing and advanced information technology communication on brand equity (brand image, perceived brand and brand loyalty) in health tourism has been studied. The present research is applied research in terms of its purpose and in terms of research method, it is a descriptive survey. The statistical population of the study was tourists from Tehran Mehr Hospital. Statistical analyzes were performed using SPSS and Amos softwares, and the regression method was used to test the hypothesis path analysis. The Findings of this research show that integrated marketing communications have an impact on brand image and perceived quality, and advanced technology has a positive and significant impact on brand image, brand perceived quality, and brand loyalty. Brand image of the city, perceived quality of service and brand loyalty, promote the brand value of the city, and these factors have significant impact on attracting health tourists.
کلیدواژهها [English]
)