تبیین الگوی پدیدارشناختی مفهوم گردشگری سلامت با تاکید بر تبلیغات شفاهی مراکز درمانی
الموضوعات :محمد علی عبدالوند 1 , مهدی بنی اسدی 2
1 - استادیار،گروه مدیریت بازرگانی، واحد علوم وتحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 - دکتری مدیریت بازاریابی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
الکلمات المفتاحية: پدیدارشناسی, گردشگری سلامت. تبلیغات شفاهی,
ملخص المقالة :
مقدمه: امروزه مقوله گردشگری سلامت سهم بالایی از درآمدهای نظام درمانی برخی کشورها را به خود اختصاص داده است. گردشگری سلامت شکل جدیدی از بازاریابی در صنعت گردشگری است که در سال‌های اخیر به طور فزاینده‌ای رشد پیدا کرده است، گردشگری سلامت به معنای استفاده از خدماتی است کـه بـه بهبود و افزایش سلامتی فرد منجر شده و در مکـانی خـارج از محل سکونت فرد انجام می‌شود. اگرچه جهانی شدن گردشگری سلامت، موضوع جدیدی نیست و از هزاران سال پیش افراد برای درمان بیماری خود به سرزمین‌های خارجی مسافرت می‌کردند، ولی در حال حاضر این مسافرت یک الگوی متفاوتی را نسبت به گذشته در پیش گرفته است؛ و بیماران از کشورهای پیشرفته به کشورهای کمتر توسعه یافته برای استفاده از مزیت‌هایی مثل هزینه‌های پایین‌تر، مسافرت می‌کنند. روش پژوهش: محقق دراین پژوهش برای شناسایی عوامل اثرگذار بر مفهوم گردشگری سلامت با تاکید بر نقش تبلیغات شفاهی از رویکردی پدیدارشناسی استفاده کرده است. یافته‌ها: پژوهشگران بعد از انجام مصاحبه با خبرگان ،داده‌های مورد نیاز را از طریق کدگذاری باز، محوری،انتخابی تحلیل و نتایج نهایی پژوهش خود را در قالب یک الگو، درای 6 بعد اصلی،شامل جذابیت بازار، تنوع ارائه خدمات، شرایط داخلی کشور، تبلیغات شفاهی، گردشگری سلامت، راهبرد و33 بعد فرعی ارائه کرده است. نتیجه‌گیری: به شرط جمع‌آوری و دسته‌بندی مراکز درمانی بر اساس مولفه‌های بدست آمده از روش پدیدارشناختی این موضوع می‌تواند راه گشای متولیان و مسئولین حوزه سلامت کشور در راستای افزایش در آمد کشور باشد.
1- Liu Y, Teichert T, Rossi M, Li H & Hu F. Big data for big insights: Investigating language-specific drivers of hotel satisfaction with 412,784 user-generated reviews. Tourism Management, 2017; 59: 554-563.
2- Carrera, Percivil M and Bridge J F.P. Globalization and healthcare: Understanding health and medical tourism, Expert Rev. Pharmacoeconomics Outcomes Res, 2006; 6(4): 447.
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4- Yin, Robert K. Case study research: design and methods, Sage: Thousand Oaks, California; 2014.
5- Rodrigues, H, Brochado A, Troilo M & Mohsin A. Mirror, mirror on the wall, who's the fairest of them all? A critical content analysis on medical tourism. Tourism Management Perspectives, 2017; 24: 16-25.
6- Abubakar AM & Ilkan M. Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing & Management, 2016; 5(3): 192-201.
7- Abubakar AM, Ilkan M, Al-Tal RM & Eluwole KK. EWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management, 2017; 31: 220-227.
8- Basfirinci C &Mitra A. A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model. Journal of Air Transport Management, 2015; 42: 239-248.
9- Bigne E, Ruiz C & Curras-Perez R. Destination appeal through digitalized comments. Journal of Business Research; 2019.
10- Gavilan D, Avello M & Martinez-Navarro G. The influence of online ratings and reviews on hotel booking consideration. Tourism Management, 2018; 66: 53-61
11- Mathijsen A. Home, sweet home? Understanding diasporic medical tourism behaviour. Exploratory research of Polish immigrants in Belgium. Tourism Management, 2019; 72: 373-385.
12- Majeed S, Lu C &Javed T. The journey from an allopathic to natural treatment approach: A scoping review of medical tourism and health systems. European Journal of Integrative Medicine, 2017; 16: 22-32.
13- Rodrigues H, Brochado A, Troilo M & Mohsin A. Mirror, mirror on the wall, who's the fairest of them all? A critical content analysis on medical tourism. Tourism Management Perspectives, 2017; 24: 16-25.
14- Xie KL, Zhang Z & Zhang Z. The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 2014; 43: 1-12.
15- World Health Organization Promoting access to medical technologies and innovation, 2012.
16- Intersections between public health, intellectual property and trade. World Health Organization
17- Peter PJ, Hervé L, Yola M & Conti R. “21st century pharmacovigilance: efforts, roles, and responsibilities” vol. 17(11), The Lanclet of Oncology; 2016: 486-492.
18- Tourmy I. Medical Tourism in India is Getting Better and Bigger, retrieved on 31st January, 2019 from flocking-india/; 2018.
19- Van Wingerden J, Derks D & Bakker AB. The impact of personal resources and job crafting interventions on work engagement and performance. Human Resource Management, 2017; 56(1): 51-67.
20- Voorhees CM, Fombelle PW, Gregoire Y, Bone S, Gustafsson A, Sousa R & Walkowiak T. Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 2017; 79: 269-280.
21- Thuemmler C & Bai C. Health 4.0: How virtualization and big data are revolutionizing healthcare. New York, NY: Springer; 2017.
22- Peter PJ, Hervé L, Yola M & Conti R. “21st century pharmacovigilance: efforts, roles, and responsibilities” vol. 17(11), The Lanclet of Oncology; 2016: 486-492.
18- TourmyIndia. Medical Tourism in India is Getting Better and Bigger, retrieved on 31st January, 2019 from flocking-india; 2018.
23- Van Wingerden J, Derks D & Bakker AB. The impact of personal resources and job crafting interventions on work engagement and performance. Human Resource Management, 2017; 56(1): 51-67.
24- Voorhees CM, Fombelle PW, Gregoire Y, Bone S, Gustafsson A, Sousa R & Walkowiak T. Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 2017; 79: 269-280.
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1- Liu Y, Teichert T, Rossi M, Li H & Hu F. Big data for big insights: Investigating language-specific drivers of hotel satisfaction with 412,784 user-generated reviews. Tourism Management, 2017; 59: 554-563.
2- Carrera, Percivil M and Bridge J F.P. Globalization and healthcare: Understanding health and medical tourism, Expert Rev. Pharmacoeconomics Outcomes Res, 2006; 6(4): 447.
3- Connell, J. Contemporary medical tourism: Conceptualisation, culture and commodification, Tourism Management, 2013; 34: 1-13.
4- Yin, Robert K. Case study research: design and methods, Sage: Thousand Oaks, California; 2014.
5- Rodrigues, H, Brochado A, Troilo M & Mohsin A. Mirror, mirror on the wall, who's the fairest of them all? A critical content analysis on medical tourism. Tourism Management Perspectives, 2017; 24: 16-25.
6- Abubakar AM & Ilkan M. Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing & Management, 2016; 5(3): 192-201.
7- Abubakar AM, Ilkan M, Al-Tal RM & Eluwole KK. EWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management, 2017; 31: 220-227.
8- Basfirinci C &Mitra A. A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model. Journal of Air Transport Management, 2015; 42: 239-248.
9- Bigne E, Ruiz C & Curras-Perez R. Destination appeal through digitalized comments. Journal of Business Research; 2019.
10- Gavilan D, Avello M & Martinez-Navarro G. The influence of online ratings and reviews on hotel booking consideration. Tourism Management, 2018; 66: 53-61
11- Mathijsen A. Home, sweet home? Understanding diasporic medical tourism behaviour. Exploratory research of Polish immigrants in Belgium. Tourism Management, 2019; 72: 373-385.
12- Majeed S, Lu C &Javed T. The journey from an allopathic to natural treatment approach: A scoping review of medical tourism and health systems. European Journal of Integrative Medicine, 2017; 16: 22-32.
13- Rodrigues H, Brochado A, Troilo M & Mohsin A. Mirror, mirror on the wall, who's the fairest of them all? A critical content analysis on medical tourism. Tourism Management Perspectives, 2017; 24: 16-25.
14- Xie KL, Zhang Z & Zhang Z. The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 2014; 43: 1-12.
15- World Health Organization Promoting access to medical technologies and innovation, 2012.
16- Intersections between public health, intellectual property and trade. World Health Organization
17- Peter PJ, Hervé L, Yola M & Conti R. “21st century pharmacovigilance: efforts, roles, and responsibilities” vol. 17(11), The Lanclet of Oncology; 2016: 486-492.
18- Tourmy I. Medical Tourism in India is Getting Better and Bigger, retrieved on 31st January, 2019 from flocking-india/; 2018.
19- Van Wingerden J, Derks D & Bakker AB. The impact of personal resources and job crafting interventions on work engagement and performance. Human Resource Management, 2017; 56(1): 51-67.
20- Voorhees CM, Fombelle PW, Gregoire Y, Bone S, Gustafsson A, Sousa R & Walkowiak T. Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 2017; 79: 269-280.
21- Thuemmler C & Bai C. Health 4.0: How virtualization and big data are revolutionizing healthcare. New York, NY: Springer; 2017.
22- Peter PJ, Hervé L, Yola M & Conti R. “21st century pharmacovigilance: efforts, roles, and responsibilities” vol. 17(11), The Lanclet of Oncology; 2016: 486-492.
18- TourmyIndia. Medical Tourism in India is Getting Better and Bigger, retrieved on 31st January, 2019 from flocking-india; 2018.
23- Van Wingerden J, Derks D & Bakker AB. The impact of personal resources and job crafting interventions on work engagement and performance. Human Resource Management, 2017; 56(1): 51-67.
24- Voorhees CM, Fombelle PW, Gregoire Y, Bone S, Gustafsson A, Sousa R & Walkowiak T. Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 2017; 79: 269-280.
