شناسایی و رتبه بندی عوامل مؤثر بر بازاریابی الکترونیک در ارتقای برند مقاصد گردشگری سلامت
الموضوعات :نوید ماجدی 1 , امیرحسین شایق 2
1 - کارشناس ارشد مدیریت کسب و کار، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران
2 - کارشناس ارشد مدیریت صنعتی، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران
الکلمات المفتاحية: گردشگری سلامت, بازاریابی الکترونیک, برند, بازاریابی, مقصد گردشگری,
ملخص المقالة :
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.
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.
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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.