ارائه مدل عوامل موثر بر تصویر ذهنی استفاده‌کنندگان خدمات توریسم درمانی با رویکرد نظریه داده بنیاد
محورهای موضوعی : -مدیریت خدمات بهداشتی و درمانیادیبه جرفی 1 , لیلا آندرواژ 2 , ادریس محمودی 3
1 - گروه مدیریت بازرگانی، واحد بین‌المللی، خرمشهر، دانشگاه آزاد اسلامی، خرمشهر، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد بین‌المللی، خرمشهر، دانشگاه آزاد اسلامی، خرمشهر، ایران
3 - استادیار، گروه مدیریت بازرگانی، دانشگاه شهید چمران، اهواز، ایران
کلید واژه: تصویر ذهنی, توریسم درمانی, توسعه صنعت گردشگری.,
چکیده مقاله :
مقدمه: در چشم‌انداز صنعت توریسم درمانی ایجاد تصویر ذهنی به ابزاری استراتژیک تبدیل شده است زیرا می‌توان با افزایش درامدهای ناشی از صنعت گردشگری باعث ایجاد رونق و توسعه اقتصادی کشور گردید. در همین راستا تحقیق حاضر با هدف ارائه مدل عوامل موثر بر تصویر ذهنی استفاده‌کنندگان خدمات توریسم درمانی با رویکرد نظریه داده بنیاد انجام شده است.
روش پژوهش: این تحقیق به لحاظ هدف کاربردی و به صورت کیفی انجام شده است. در این تحقیق از رویکرد داده بنیاد و از ابزار مصاحبه جهت جمع آوری داده ها تا رسیدن به اشباع نظری استفاده شد که در نهایت با 12 نفر از خبرگان مصاحبه انجام شد و با خبره دهم به اشباع نظری رسیدیم.
یافته‌ها: نتایج تحلیل داده‌های کیفی نشان می‌دهد که 91 کد باز یا مقوله فرعی استخراج شد. هم‌چنین در کدگذاری محوری نتایج نشان در دراین پژوهش91 مقوله فرعی در قالب 22 مقوله اصلی یا کد محوری دسته‌بندی شدند. در نهایت بر اساس مدل پارادایمی این مقوله‌ها در قالب عوامل علی، مداخله‌گر، شرایط زمینه‌ای، راهبردها و پیامدها دسته‌بندی شدند.
نتیجه‌گیری: نتایج نشان می‌دهند پیامدهای ناشی از تصویر ذهنی استفاده‌کنندگان خدمات توریسم درمانی شامل سه پیامد مهم شامل درآمد پایدار ساکنین، افزایش نرخ اشتغال وتوسعه صنعت گردشگری است. لذا پیشنهاد می‌شود عوامل علی، مداخله‌گر و شرایط زمینه‌ای تشکیل تصویر ذهنی مناسب برای گردشگران در برنامه‌ریزی‌های کلان مورد توجه قرار گیرد.
Introduction: In the perspective of the therapeutic tourism industry, creating a mental image has become a strategic tool because it is possible to create economic prosperity and development of the country by increasing the income from the tourism industry. In this regard, the present research has been conducted with the aim of providing a model of factors affecting the mental image of the users of therapeutic tourism services with the approach of foundational data theory.
Methods: This research was conducted in terms of practical and qualitative purpose. In this research, the foundation's data approach and the interview tool were used to collect data until reaching theoretical saturation, and finally interviews were conducted with 12 experts and we reached theoretical saturation with the tenth expert.
Results: The results of qualitative data analysis show that 91 open codes or subcategories were extracted. Also, in the axial coding of the results, in this research, 91 subcategories were categorized in the form of 22 main categories or axial codes. Finally, based on the paradigm model, these categories were categorized in the form of causal factors, intervenors, background conditions, strategies and consequences.
Conclusion: The results show that the consequences of the mental image of the users of medical tourism services include three important consequences, including the stable income of the residents, the increase in the employment rate, and the development of the tourism industry. Therefore, it is suggested that causal factors, intervening factors, and background conditions for the formation of a suitable mental image for tourists should be taken into consideration in macro-planning.
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