شناسایی و رتبه بندی عوامل موثر بر جذب گردشگر سلامت توسط بیمارستانها مبتنی بر مدل ارتباطی لاسول با استفاده از تکنیک تاپسیس فازی
الموضوعات : سامانه‌های پردازشی و ارتباطی چندرسانه‌ای هوشمند
مریم امیری
1
(دانشجوی دکتری گروه ارتباطات اجتماعی،واحد میبد، دانشگاه آزاد اسلامی، میبد،ایران)
علی محمد شریفی مزید آبادی
2
(استادیار گروه ارتباطات اجتماعی،واحد میبد، دانشگاه آزاد اسلامی، میبد،ایران)
شهناز هاشمی
3
(دانشیار سازمان پژوهش و برنامه ریزی آموزشی، گروه مشارکت ها و ارتباطات، تهران، ایران)
الکلمات المفتاحية: جذب گردشگر, گردشگر سلامت, روش تاپسیس فازی,
ملخص المقالة :
در صنعت گردشگری، گردشگری سلامت حوزه دانشی نسبتاً نوظهوری است که می‌تواند یک فعالیت اقتصادی چندرشته ای پویا را با ادغام کسب و کارهای حوزه پزشکی، تندرستی و گردشگری و رسانه، رقم بزند. برای توسعه گردشگری سلامت نیاز به هماهنگی و همکاری سازمان ها و بخش های مختلف است و از طرفی، ترویج و توسعه آن توسط رسانه ها از اهمیت بالایی برخوردار است. اگرچه در مورد ماهیت گردشگری سلامت تاکنون پژوهش های نسبتاً قابل توجه و گسترده ای انجام شده اما موضوع شناخت نقش رسانه‌های نوین در جذب گردشگر سلامت و استفاده از این فرصت توسط بیمارستان ها مغفول مانده که در پژوهش حاضر به این موضوع پرداخته شده است. بر همین اساس، در این پژوهش ابتدا با مطالعه ادبیات موضوع و مرور پیشینه، 73 مؤلفه مرتبط شناسایی شده و بر اساس مدل ارتباطی لاسول، طبقه بندی گردید. فهرست مذکور در قالب پرسشنامه نیمه باز در اختیار خبرگان قرارگرفت تا عوامل مؤثر شناسایی و رتبه بندی شود. نتایج حاصل از رتبه بندی گزینه ها با تکنیک تاپسیس فازی، نشان¬داد که در طبقۀ مخاطبین، متغیرهای تمرکز بر گردشگران سلامت از کشورهای مسلمان و همسایه بیشترین اهمیت را دارد. در طبقه نوع پیام، متغیرهای صادقانه بودن، بالاترین اهمیت را دارد. در طبقۀ انتقال دهندۀ پیام، متغیرهای وزارت بهداشت دارای بیشترین اهمیت می باشد. همچنین در طبقۀ کانال های ارتباطی، متغیرهای تولید محتوای قوی و زیاد در سایت های مختلف ایرانی و خارجی بالاترین اهمیت را دارد.
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