شناسایی و رتبه بندی عوامل مؤثر بر بازاریابی الکترونیک در ارتقای برند مقاصد گردشگری سلامت
محورهای موضوعی : -مدیریت خدمات بهداشتی و درمانی
نوید ماجدی
1
(کارشناس ارشد مدیریت کسب و کار، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران)
امیرحسین شایق
2
(کارشناس ارشد مدیریت صنعتی، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران)
کلید واژه: گردشگری سلامت, بازاریابی الکترونیک, برند, بازاریابی, مقصد گردشگری,
چکیده مقاله :
مقدمه: محققان مهم ترین عامل در توسعه گردشگری سلامت را چگونگی نگرش گردشگران به مقصد می‌دانند. از طرفی بازاریابی الکترونیک می تواند موجب ایجاد اعتبار و خوشنامی و هم‌چنین خلق تصویر مطلوب در ذهن افراد شود. به همین منظور، هدف پژوهش حاضر شناسایی و رتبه بندی عوامل مؤثر بر بازاریابی الکترونیک در ارتقای برند مقاصد گردشگری سلامت می باشد.روش پژوهش: این پژوهش از لحاظ هدف کاربردی و از حیث جمع‌آوری داده‌ها توصیفی - پیمایشی است. ابتدا عوامل مؤثر براساس مرور متون شناسایی شده و به تأیید شامل 15 نفر از خبرگان حوزه ی گردشگری سلامت رسید. سپس پرسش‌نامه‌ای ماتریسی تهیه و در اختیار 173 نفر از گردشگران سلامت قرار گرفت و داده ها با استفاده از ابزارها و تکنیک‌های نگاشت شناختی فازی تحلیل و مدل توسط شبکه‌های اجتماعی ترسیم شد.یافته‌ها: عوامل تبلیغات کلامی کاربران، طراحی وب سایت ها با محتوای مناسب و مدیریت دانش و تخصص به ترتیب با مقدار 21/3، 18/15 و 17/6 نسبت به سایر عوامل از مرکزیت بیشتری برخوردار است و در نتیجه به این عوامل باید توجه بیشتری نمود.نتیجه‌گیری: نتایج پژوهش حاکی از آن است که 13 عامل مؤثر بر بازاریابی الکترونیک در ارتقای برند مقاصد گردشگری سلامت به ترتیب اولویت شامل تبلیغات کلامی کاربران، طراحی وب سایت ها با محتوای مناسب، مدیریت دانش و تخصص، آگاهی بخشی و اطلاع رسانی در مورد مقاصد گردشگری سلامت، تصویر ذهنی گردشگران از مقصد، زیرساخت فناوری، ایجاد حس اعتماد و اطمینان به گردشگران، میزان وفاداری گردشگران به مقصد، برقراری تعامل و ارتباط، نوآوری در ارائه خدمات، استفاده از ویدئوهای آموزشی در محیط وب، عوامل سازمانی، عوامل محیطی می باشند.
Introduction: Researchers consider the most important factor in the development of health tourism as the attitude of tourists to the destination. E-marketing can create credibility and reputation as well as create a good image in people's minds. The purpose of this study is to identify and prioritize the factors affecting e-marketing in promoting the brand of health tourism destinations.Method: This research is applied in terms of purpose and descriptive-survey in terms of data collection. The effective factors were identified by 15 experts in the field of health tourism. Then, matrix questionnaires were prepared and provided to 173 health tourists and the data were analyzed and modeled by social networks using fuzzy mapping tools and techniques.Results: The factors of verbal advertising of users, design of websites with appropriate content and management of knowledge and expertise with the amount of 21.3, 18.15 and 17.6, respectively, are more central than other factors and as a result these factors should be paid more attention.Conclusion: The results indicate that 13 factors affecting e-marketing in promoting the brand of health tourism destinations in order of priority include verbal advertising of users, design of websites with appropriate content, knowledge and expertise management, awareness and Information about health tourism destinations, tourists 'mental image of the destination, technology infrastructure, creating a sense of trust and confidence in tourists, tourists' loyalty to the destination, interaction and communication, service delivery innovation, use of educational videos on the web, Organizational factors are environmental factors.
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2- E Ghare M, Ardovan B. Investigating the Role of Internet Marketing in Creating New Markets with Emphasis on Virtual Tourism (Qeshm Case Study). Persian Gulf Cultural and Political Studies, 2015; 2(4): 109-134.
3- Behboudi O, Rojui M, Zarei A, Shojaee G. Designing the Model of Evaluation of Marketing Performance in the Tourism Industry of Iran. Journal of Tourism and Development, 2019; 7(4): 61-82. [In Persian]
4- Singal M. 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.
5- Whitmore R, Crooks VA, Snyder J. Ethics of care in medical tourism: Informal caregivers' narratives of responsibility, vulnerability and mutuality. Health & Place, 2015; 35: 113-118.
6- Hashemi Baghi Z, Shirmohammadi Y, Shahsavaan N. 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. [In Persian]
7- Haghighi M, Roshandel Arbatani T, Roosta A, Salehi A. A Model for Multi-sensory Marketing in Tourism Destination Branding. Journal of Business Management, 2017; 9(1): 63-82. [In Persian]
8- Ahmadizad A, Varmaghani M, Kafcheh P. A Pattern for the Effective Factors influencing the Adoption and Implementation of the E-marketing in the Tourism industry. Journal of Business Administration Researches, 2017; 9(17): 197-224. [In Persian]
9- Hajialiakbari F, Moosavi N. The Effect of Components of Social Media Marketing Activities Through Brand Value on Customer Responsibility in the Tourism Industry Case Study of Zanjan Province. Geographical Journal of Tourism Space, 2019; 8(32): 35-56. [In Persian]
10- Taheri Mirghaed M, Ahmadi B, Rahimi Foroushani A, Rajabi Vasoukolaii G, Arab M. The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical Sciences. payavard. 2020; 13 (6): 492-500. [In Persian]
11- Varmaghani M, Ahmadizad A, Kafcheh P. Implementation of the E-marketing Tools in Tourism industry (Case study: Hotels and travel Agencies in Kurdistan Province). Journal of Tourism and Development, 2017; 6(1): 45-62. [In Persian]
12- Labanauskaitė D, Fiore M & Stašys R. Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives, 2020; 34, 100652.
13- Moghavvemi S, Ormond M, Musa G, Isa C R M, Thirumoorthi T, Mustapha M Z B & Chandy J J C. Connecting with prospective medical tourists online: A cross-sectional analysis of private hospital websites promoting medical tourism in India, Malaysia and Thailand. Tourism Management, 2017; 58: 154-163.
14- Bazargan Harandi A. Mixed Method Research Design:A preferable Approach in Management Studies. Management Knowledge (Not Publish), 2008; 21(4). [In Persian]
15- Abbaszadeh M. Validity and reliability in qualitative researches. Journal of Applied Sociology, 2012; 23(1): 19-34. [In Persian]
16- Andervazh LA, Albonaiemi EM, Zarbazoo M. A. Effect of Using Social Media on Word of Mouth Advertising for Tourism Industry/Efecto del uso de las redes sociales en la publicidad de boca en boca para la industria del turismo. Utopía y Praxis Latinoamericana, 2020; 25(S6): 197-208.
17- Pourali MA, Hajin AJF. The Content Marketing Impact to Brand Attitude and E-Verbal Communication in Sport Tourism in Iran. Journal of Sport Sciences, 2019; 4(1): 21-28.
18- Vila TD, González EA, Vila NA, Brea JAF. Indicators of Website Features in the User Experience of E-Tourism Search and Metasearch Engines. Journal of theoretical and applied electronic commerce research, 2021; 16(1): 18-36.
19- Pourabedin Z. E-Service Quality: Evaluation of Tourism Websites. In Service Excellence in Tourism and Hospitality (pp. 149-164). Springer, Cham; 2021.
20- Matiatou M. Communication Technologies in E-Tourism: A Review of Online Frameworks. Strategic Perspectives in Destination Marketing; 2019: 174-197.
_||_1- Echtner CM & Ritchie JB. The meaning and measurement of destination image: [Reprint of original article published in v. 2, no. 2, 1991: 2-12.]. Journal of tourism studies, 2003; 14(1): 37-48.
2- E Ghare M, Ardovan B. Investigating the Role of Internet Marketing in Creating New Markets with Emphasis on Virtual Tourism (Qeshm Case Study). Persian Gulf Cultural and Political Studies, 2015; 2(4): 109-134.
3- Behboudi O, Rojui M, Zarei A, Shojaee G. Designing the Model of Evaluation of Marketing Performance in the Tourism Industry of Iran. Journal of Tourism and Development, 2019; 7(4): 61-82. [In Persian]
4- Singal M. 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.
5- Whitmore R, Crooks VA, Snyder J. Ethics of care in medical tourism: Informal caregivers' narratives of responsibility, vulnerability and mutuality. Health & Place, 2015; 35: 113-118.
6- Hashemi Baghi Z, Shirmohammadi Y, Shahsavaan N. 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. [In Persian]
7- Haghighi M, Roshandel Arbatani T, Roosta A, Salehi A. A Model for Multi-sensory Marketing in Tourism Destination Branding. Journal of Business Management, 2017; 9(1): 63-82. [In Persian]
8- Ahmadizad A, Varmaghani M, Kafcheh P. A Pattern for the Effective Factors influencing the Adoption and Implementation of the E-marketing in the Tourism industry. Journal of Business Administration Researches, 2017; 9(17): 197-224. [In Persian]
9- Hajialiakbari F, Moosavi N. The Effect of Components of Social Media Marketing Activities Through Brand Value on Customer Responsibility in the Tourism Industry Case Study of Zanjan Province. Geographical Journal of Tourism Space, 2019; 8(32): 35-56. [In Persian]
10- Taheri Mirghaed M, Ahmadi B, Rahimi Foroushani A, Rajabi Vasoukolaii G, Arab M. The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical Sciences. payavard. 2020; 13 (6): 492-500. [In Persian]
11- Varmaghani M, Ahmadizad A, Kafcheh P. Implementation of the E-marketing Tools in Tourism industry (Case study: Hotels and travel Agencies in Kurdistan Province). Journal of Tourism and Development, 2017; 6(1): 45-62. [In Persian]
12- Labanauskaitė D, Fiore M & Stašys R. Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives, 2020; 34, 100652.
13- Moghavvemi S, Ormond M, Musa G, Isa C R M, Thirumoorthi T, Mustapha M Z B & Chandy J J C. Connecting with prospective medical tourists online: A cross-sectional analysis of private hospital websites promoting medical tourism in India, Malaysia and Thailand. Tourism Management, 2017; 58: 154-163.
14- Bazargan Harandi A. Mixed Method Research Design:A preferable Approach in Management Studies. Management Knowledge (Not Publish), 2008; 21(4). [In Persian]
15- Abbaszadeh M. Validity and reliability in qualitative researches. Journal of Applied Sociology, 2012; 23(1): 19-34. [In Persian]
16- Andervazh LA, Albonaiemi EM, Zarbazoo M. A. Effect of Using Social Media on Word of Mouth Advertising for Tourism Industry/Efecto del uso de las redes sociales en la publicidad de boca en boca para la industria del turismo. Utopía y Praxis Latinoamericana, 2020; 25(S6): 197-208.
17- Pourali MA, Hajin AJF. The Content Marketing Impact to Brand Attitude and E-Verbal Communication in Sport Tourism in Iran. Journal of Sport Sciences, 2019; 4(1): 21-28.
18- Vila TD, González EA, Vila NA, Brea JAF. Indicators of Website Features in the User Experience of E-Tourism Search and Metasearch Engines. Journal of theoretical and applied electronic commerce research, 2021; 16(1): 18-36.
19- Pourabedin Z. E-Service Quality: Evaluation of Tourism Websites. In Service Excellence in Tourism and Hospitality (pp. 149-164). Springer, Cham; 2021.
20- Matiatou M. Communication Technologies in E-Tourism: A Review of Online Frameworks. Strategic Perspectives in Destination Marketing; 2019: 174-197.