عوامل مؤثر بر بازاریابی ویروسی در توسعه گردشگری سلامت
محورهای موضوعی : -مدارک پزشکی
مهدیه زحمت کش سردوراهی
1
,
فاطمه محمدپور شیرازی
2
,
آرام آردیان
3
,
محمد سیادتان
4
,
محمدامیر اویسی
5
1 - دانش آموخته کارشناسی ارشد مدیریت جهانگردی، دانشگاه علم و هنر یزد، یزد، ایران
2 - دانش آموخته کارشناسی ارشد برنامه ریزی توسعه جهانگردی، دانشگاه علامه طباطبایی تهران. ایران
3 - دانش آموخته کارشناسی ارشد مدیریت جهانگردی گرایش بازاریابی، دانشگاه علم و هنر یزد، یزد، ایران
4 - دانش آموخته کارشناسی ارشد مدیریت جهانگردی گرایش بازاریابی، دانشگاه علم و هنر یزد، یزد، ایران
5 - دانش آموخته کارشناسی ارشد مدیریت جهانگردی گرایش بازاریابی، دانشگاه علم و هنر یزد، یزد، ایران
کلید واژه: گردشگری, بازاریابی ویروسی, گردشگری سلامت, بازاریابی,
چکیده مقاله :
مقدمه: از آنجایی که، کشور ایران یکی از قطب های اصلی گردشگری سلامت در منطقه باشد که از رهگذر آن نه تنها از خروج ارز جلوگیری می شود، بلکه درآمد ارزی قابل توجهی را برای کشور به همراه خواهد داشت. در ایران اگر چه در سال های اخیر اقدامات و برنامه ریزی های مدیریتی و بازاریابی برای جذب گردشگر خارجی صورت گرفته است، اما متأسفانه به دلیل عدم انسجام و هماهنگی بخش های دولتی و خصوصی و به ویژه نبود ضوابط مدون در حوزه گردشگری سلامت، این فرآیند نتایج اقتصادی مطلوبی نداشته است. به همین منظور، هدف از انجام این پژوهش بررسی عوامل مؤثر بر بازاریابی ویروسی در توسعه گردشگری سلامت و اولویت بندی این عوامل می باشد. روش پژوهش: این پژوهش از لحاظ هدف کاربردی و از حیث جمع‌آوری داده‌ها توصیفی است. بدین منظور پس از بیان موضوع و بررسی پیشینه پژوهش، چهارچوب مفهومی مدل مشخص و داده‌ها با استفاده از ابزارها و تکنیک‌های نگاشت شناختی فازی و تحلیل شبکه‌های اجتماعی تحلیل شدند. یافته ها: یافته های حاکی از آن است که عوامل ویژگی خدمات متمایز، ایجاد اعتماد و اعتبار و محتوای پیام نسبت به سایر عوامل از مرکزیت بیشتری برخوردار است و در نتیجه به این عوامل باید توجه بیشتری نمود. نتیجه گیری: با توجه به رشد سریع اینترنت فرصت های بی شماری برای فعالان حوزه سلامت و مصرف کنندگان قرار گرفته است که براساس نتایج پژوهش، پیشنهاد می شود که به عوامل اصلی مؤثر بر بازاریابی ویروسی که موجب توسعه گردشگری سلامت می شود توجه بیشتری معطوف شود و با برنامه ریزی های مناسب قدم هایی در این جهت برداشته شود.
Introduction: Since Iran is one of the main hubs of health tourism in the region, it will not only prevent the outflow of foreign exchange, but will also bring significant foreign exchange earnings to the country. Although in recent years, management and marketing measures have been taken to attract foreign tourists, but unfortunately due to the lack of coherence and coordination between the public and private sectors, and especially the lack of codified rules in the field of tourism. Health, this process has not had the desired economic results. The aim of this study is to investigate the factors affecting viral marketing in the development of health tourism and prioritize factors. Methods: This research is descriptive in terms of its practical purpose and in terms of data collection. After expressing the subject and examining the research background, the conceptual framework of the specific model and the data were analyzed using fuzzy cognitive mapping tools and techniques and analysis of social networks. Results: Findings indicate that the factors that distinguish distinctive services, build trust and credibility, and the content of the message are more central than other factors, and therefore more attention should be paid to these factors. Conclusion: Due to the rapid growth of the Internet, there are countless opportunities for health activists and consumers, which, according to research, suggests that the main factors affecting viral marketing that promotes health tourism development. More attention can be paid and steps can be taken in this direction with appropriate planning.
1- Mirfakhradini Seyad Heidar; Mirfakhradini Faezeh sadat; Sadr Bafghi Seyed Mehdi. Investigating Rate of Iatric Tourisms’ Satisfaction and Prioritizing the Effective Factors on it via Fuzzy TOPSIS Approach. JSSU. 2013; 20 .5: 668-678. [Persian]
2- SINGAL, Manisha. Corporate social responsibility in the hospitality and tourism industry: Do family control and financial condition matter? International Journal of Hospitality Management, 2014, 36: 81-89.
3- WHITMORE, Rebecca; CROOKS, Valorie A.; SNYDER, Jeremy. Ethics of care in medical tourism: Informal caregivers' narratives of responsibility, vulnerability and mutuality. Health & Place, 2015, 35: 113-118.
4- SZYMAŃSKA, Elżbieta. Construction of the model of health tourism innovativeness. Procedia-Social and Behavioral Sciences, 2015, 213: 1008-1014.
5- BOOKMAN, Milica. Medical tourism in developing countries. Springer, 2007.
6- Zargham, Hamid. Clustering, tourism, theory, practice. First Edition. Tehran: Cultural Research Office. 2015. [Persian] Hashemi baghi, Zeinab; Shirmohammadi, Yazdan; Shahsavaan, Nastaran. The Integrated marketing communications and Advanced Information Technology on the Value of the Brand for Tourism Tourism. Journal of Tourism and Development, 2018; 7.1: 1-19. [Persian]
7- Tavangar, Masoumeh; Moeeni, Alireza. Analysis of marketing and information status of selected health tourism hospitals in Iran. The First International Strategic Conference on Tourism Development of the Islamic Republic of Iran, Challenges and Perspectives, 2014. [Persian]
8- TSIMONIS, Georgios; DIMITRIADIS, Sergios. Brand strategies in social media. Marketing Intelligence & Planning, 2014; 32. 3: 328-344.
9- GALLAUGHER, John; RANSBOTHAM, Sam. Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 2010, 9.4.
10- Nazari ameleh, Kianoush; Jafari, Pejman Ghaffari, Farhad. Content Strategies in Social Media: Health-Oriented Brand Communities in Iran. Journal of healthcare management, 2018; 9(no 2): 49-58. [Persian]
11- HO, Jason YC; DEMPSEY, Melanie. Viral marketing: Motivations to forward online content. Journal of Business research, 2010, 63.9-10: 1000-1006.
12- PARK, Do-Hyung; KIM, Sara. The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic commerce research and applications, 2008, 7.4: 399-410.
13- Abdollahi, Ali; Hajiheidari, Nastaran; Ommidvar, Maryam. Investigating and prioritizing the viral marketing key success factors. Iranian journal of management sciences, 2015; 10.38: 124-145. [Persian]
14- Bazargan Harandi, Abas. Mixed Method Research Design:A preferable Approach in Management Studies. Management Knowledge (Not Publish), 2008; 21.4, -. [Persian]
15- COLLINS, Kathleen MT; ONWUEGBUZIE, Anthony J.; JIAO, Qun G. A mixed methods investigation of mixed methods sampling designs in social and health science research. Journal of mixed methods research, 2007, 1.3: 267-294.
16- Abbaszadeh, Mohammad. Validity and reliability in qualitative researches. Journal of Applied Sociology, 2012; 23.1: 19-34. [Persian]
17- HEMMINKI, Elina, et al. Special features of health services and register based trials–experiences from a randomized trial of childbirth classes. BMC health services research, 2008, 8.1: 126.
18- SCHLEIDER, Jessica L.; MULLARKEY, Michael C.; CHACKO, Anil. Harnessing wise interventions to advance the potency and reach of youth mental health services. Clinical child and family psychology review, 2020, 23.1: 70-101.
19- UNER, M. Mithat; CETIN, Burak; CAVUSGIL, S. Tamer. On the internationalization of Turkish hospital chains: A dynamic capabilities perspective. International Business Review, 2020, 101693.
20- FILI, Martin; KRIŽAJ, Dejan. Electronic word of mouth and its credibility in tourism: the case of tripadvisor. Academica Turistica-Tourism and Innovation Journal, 2017, 9.2.
21- CHANG, Kuo-Chien. Examining the effect of tour guide performance, tourist trust, tourist satisfaction, and flow experience on tourists' shopping behavior. Asia Pacific Journal of Tourism Research, 2014, 19.2: 219-247.
22- Hyder, Akmal S; Rydback, Michelle; Borg, Erik; Osarenkhoe, Aihie. Medical tourism in emerging markets: The role of trust, networks, and word-of-mouth. Health marketing quarterly, 2019, 36.3: 203-219.
23- ALİKILIÇ, Özlem. User generated content in tourism marketing. Journal of Yaşar University, 2008, 3.9: 1061-1080.
24- WANG, Saerom; KIRILLOVA, Ksenia; LEHTO, Xinran. Reconciling unsatisfying tourism experiences: Message type effectiveness and the role of counterfactual thinking. Tourism Management, 2017, 60: 233-243.
25- LOU, Chen; YUAN, Shupei. Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 2019, 19.1: 58-73.
26- GE, Jing. Social media-based visual humour use in tourism marketing: a semiotic perspective. The European Journal of Humour Research, 2019, 7.3: 6-25.
_||_1- Mirfakhradini Seyad Heidar; Mirfakhradini Faezeh sadat; Sadr Bafghi Seyed Mehdi. Investigating Rate of Iatric Tourisms’ Satisfaction and Prioritizing the Effective Factors on it via Fuzzy TOPSIS Approach. JSSU. 2013; 20 .5: 668-678. [Persian]
2- SINGAL, Manisha. Corporate social responsibility in the hospitality and tourism industry: Do family control and financial condition matter? International Journal of Hospitality Management, 2014, 36: 81-89.
3- WHITMORE, Rebecca; CROOKS, Valorie A.; SNYDER, Jeremy. Ethics of care in medical tourism: Informal caregivers' narratives of responsibility, vulnerability and mutuality. Health & Place, 2015, 35: 113-118.
4- SZYMAŃSKA, Elżbieta. Construction of the model of health tourism innovativeness. Procedia-Social and Behavioral Sciences, 2015, 213: 1008-1014.
5- BOOKMAN, Milica. Medical tourism in developing countries. Springer, 2007.
6- Zargham, Hamid. Clustering, tourism, theory, practice. First Edition. Tehran: Cultural Research Office. 2015. [Persian] Hashemi baghi, Zeinab; Shirmohammadi, Yazdan; Shahsavaan, Nastaran. The Integrated marketing communications and Advanced Information Technology on the Value of the Brand for Tourism Tourism. Journal of Tourism and Development, 2018; 7.1: 1-19. [Persian]
7- Tavangar, Masoumeh; Moeeni, Alireza. Analysis of marketing and information status of selected health tourism hospitals in Iran. The First International Strategic Conference on Tourism Development of the Islamic Republic of Iran, Challenges and Perspectives, 2014. [Persian]
8- TSIMONIS, Georgios; DIMITRIADIS, Sergios. Brand strategies in social media. Marketing Intelligence & Planning, 2014; 32. 3: 328-344.
9- GALLAUGHER, John; RANSBOTHAM, Sam. Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 2010, 9.4.
10- Nazari ameleh, Kianoush; Jafari, Pejman Ghaffari, Farhad. Content Strategies in Social Media: Health-Oriented Brand Communities in Iran. Journal of healthcare management, 2018; 9(no 2): 49-58. [Persian]
11- HO, Jason YC; DEMPSEY, Melanie. Viral marketing: Motivations to forward online content. Journal of Business research, 2010, 63.9-10: 1000-1006.
12- PARK, Do-Hyung; KIM, Sara. The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic commerce research and applications, 2008, 7.4: 399-410.
13- Abdollahi, Ali; Hajiheidari, Nastaran; Ommidvar, Maryam. Investigating and prioritizing the viral marketing key success factors. Iranian journal of management sciences, 2015; 10.38: 124-145. [Persian]
14- Bazargan Harandi, Abas. Mixed Method Research Design:A preferable Approach in Management Studies. Management Knowledge (Not Publish), 2008; 21.4, -. [Persian]
15- COLLINS, Kathleen MT; ONWUEGBUZIE, Anthony J.; JIAO, Qun G. A mixed methods investigation of mixed methods sampling designs in social and health science research. Journal of mixed methods research, 2007, 1.3: 267-294.
16- Abbaszadeh, Mohammad. Validity and reliability in qualitative researches. Journal of Applied Sociology, 2012; 23.1: 19-34. [Persian]
17- HEMMINKI, Elina, et al. Special features of health services and register based trials–experiences from a randomized trial of childbirth classes. BMC health services research, 2008, 8.1: 126.
18- SCHLEIDER, Jessica L.; MULLARKEY, Michael C.; CHACKO, Anil. Harnessing wise interventions to advance the potency and reach of youth mental health services. Clinical child and family psychology review, 2020, 23.1: 70-101.
19- UNER, M. Mithat; CETIN, Burak; CAVUSGIL, S. Tamer. On the internationalization of Turkish hospital chains: A dynamic capabilities perspective. International Business Review, 2020, 101693.
20- FILI, Martin; KRIŽAJ, Dejan. Electronic word of mouth and its credibility in tourism: the case of tripadvisor. Academica Turistica-Tourism and Innovation Journal, 2017, 9.2.
21- CHANG, Kuo-Chien. Examining the effect of tour guide performance, tourist trust, tourist satisfaction, and flow experience on tourists' shopping behavior. Asia Pacific Journal of Tourism Research, 2014, 19.2: 219-247.
22- Hyder, Akmal S; Rydback, Michelle; Borg, Erik; Osarenkhoe, Aihie. Medical tourism in emerging markets: The role of trust, networks, and word-of-mouth. Health marketing quarterly, 2019, 36.3: 203-219.
23- ALİKILIÇ, Özlem. User generated content in tourism marketing. Journal of Yaşar University, 2008, 3.9: 1061-1080.
24- WANG, Saerom; KIRILLOVA, Ksenia; LEHTO, Xinran. Reconciling unsatisfying tourism experiences: Message type effectiveness and the role of counterfactual thinking. Tourism Management, 2017, 60: 233-243.
25- LOU, Chen; YUAN, Shupei. Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 2019, 19.1: 58-73.
26- GE, Jing. Social media-based visual humour use in tourism marketing: a semiotic perspective. The European Journal of Humour Research, 2019, 7.3: 6-25.