رتبه بندی ابعاد الگوی بازار یابی گردشگری درمانی سازمان تامین اجتماعی با استفاده از روشهای تصمیم گیری چند شاخصه
محورهای موضوعی : مدیریتکیومرث سمعی 1 , بابک حاجی کریمی 2 , محمد مهدی مظفری 3
1 - دانشجوی دکترای مدیریت بازرگانی- مدیریت بازاریابی،گروه مدیریت بازرگانی، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران.
k.samiei@yahoo.com:
2 - نویسنده مسئول، استادیار، گروه مدیریت بازرگانی، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران. آدرس پست الکترونیکی :
hajikarimi.b@abhariau.ac.ir
3 - دانشیار، گروه مدیریت صنعتی، دانشگاه بین المللی امام خمینی)ره(، قزوین، ایران. آدرس پست الکترونیکی:
mozaffari@soc.ikiu.ac.ir
کلید واژه: کلمات کلیدی: بازاریابی, گردشگری درمانی و سازمان تامین اجتماعی,
چکیده مقاله :
چکیدهامروزه در سایه افزایش هزینههای درمانی در کشورهای توسعهیافته، ارایه خدمات گردشگری درمانی افزایشبسیار زیادی داشته است و صنعت گردشگری درمانی از صنایع درآمدزای مطرح دنیا است. این تحقیق باهدف رتب هبندی ابعاد الگوی بازاریابی گردشگری درمانی سازمان تامین اجتماعی انجام گرفته است. پژوهشکاربردی حاضر به صورت توصیفی- پ یمایشی در سال 1400 اجرا شد و ابزاری با 8 عامل اصلی ساخته واولویتبندی عوامل موثر Expert Choice توسط نرم افزار 11 AHP با نظر 23 خبره و به کمک روش30 % زن م یباشند که میانگین سنی شرکت / 69 % مرد و 4 / بر گردشگری درمانی تعیین شد. در مطالعه حاضر 652 سال بود. نتایج نشان داد که عامل آمیخته بازاریابی در بالاترین اولویت و عامل بیم ها ی /10±3/ کنندگان 21در پایینترین اولویت برای گردشگری درمانی م یباشند. نتایج تحقیق حاضر کمک م یکند متولیان حوزهگردشگری درمانی با توجه به اهمیت و اولویت ابعاد الگوی بازاریابی گردشگری درمانی و انجام اقدامات موثرباعث افزایش جذب گردشگران درمانی و در نهایت افزایش درآمدهای ارزی گردد .کلمات کلیدی: بازاریابی، گردشگری درمانی و سازمان تامین اجتماعی.
AbstractToday, due to the increase in medical expenses in developed countries, theprovision of medical tourism services has increased greatly. And the medicaltourism industry is one of the prominent income-generating industries in theworld. This research has been done with the aim of ranking the dimensions of thesocial security organization's medical tourism marketing mode. The currentapplied research was carried out in the form of a descriptive survey in 2021. Anda tool with 8 main factors was made and with the opinion of 23 experts and withthe help of AHP method by Expert Choice 11 software, the prioritization of factorsaffecting medical tourism was determined. In the present study, 69.6% were menand 30.4% were women, and the average age of the participants was 52.10 ±3.21years. The results showed that the marketing mix factor is the highest priority andthe insurance factor is the lowest priority for medical tourism. The results of thepresent research to the guardians of the field of medical tourism based on theimportance and priority of the dimensions of the medical tourism marketing modeland taking effective measures in that field. It will increase the attraction of medicaltourists and ultimately increase foreign exchange earnings.
مناب ع
1- Abbaspour, F., Soltani, S. and Aaron, T. (2020). Medical tourism for COVID-19 postcrisis
recovery? Anatolia. 32(1): 140–143. (Persian)
2- Afthanorhan, A., Awang, Z., Salleh, F., Ghazali, P. and Rashid, N. J. M. S. L. (2018).
The effect of product quality, medical price and staff skills on patient loyalty via cultural
impact in medical tourism. Management Science Letters, 8(12), 1421-1424.
3- Al-Azzam, AFM. (2016). A Study of the Impact of Marketing Mix for Attracting
Medical Tourism in Jordan. International Journal of Marketing Studies. 8(1): 139-149.
4- Almanza, MTM., Julve, JG., Munoz, SAM. and Santillana MAE. (2019). Border
medical tourism: The Ciudad Juárez medical product. Anatolia. 30 (2): 258– 266.
5- Ataiee, M. (2017). Multi-criteria decision making. Shahroud. Shahroud University of
Technology. (Persian)
6- Amiri Parian, S., Yari, E. and Amiri Parian Z. (2018). Health and Medical Tourism
with Emphasis on Knowledge of Resources and Potentials of Kermanshah Province.
Geography and Human Relationships. 1(1):625-642. (Persian)
7- Forman, E. H., Saaty, T. L., Selly, M. A., & Waldron, R. (1983). Expert
choice. Decision Support Software. McLean, VA.
8- Gasemi, A., Assadzadeh, A. and Imani Khoshkhoo, MH. (2017). Evaluation of
Medical Tourism Attraction Factors with Fuzzy Combined Multi-Criteria Decision-
Making Approach. Tourism and Development. 6(3):39-57. (Persian)
9- Goodarzi, M., Taghvaei, M. and Zangiabadi, A. (2013). Investigation and Evaluation
of the impacting Factors on the Development of Medical Tourism in Shiraz Megalopolis.
Tourism Management Studies. 23:1-25. (Persian)
10- Gökhan, A. and Bilge, K. (2017). Factors affecting health tourism and international
healthcare facility choice. International Journal of Pharmaceutical and Healthcare
Marketing. 11(1): 16-36.
11- Haghighi Kafash, M., Ziaee, M. and Jafari, HG. (2006). Prioritization the relevant
factors Behind Medical Tourism Development in Iran. Tourism management. 4(11): 23-
40. (Persian)
12- Harandi, A. and Mirzayan, KH. (2017) Explaining health tourism attraction model:
Using classic grounded theory strategy. Urban Tourism. 4(1): 87-98. (Persian)
13- Husseininezhad, SR. and Daryabari, SJ. (2016). the Role of Regional Tourism
Sustainable Development (Case Study: Health Tourism Ardabil province. Geography and
planning. 6(3): 55-63. (Persian)
14- Kemp, E., Williams, W. and Porter M. (2015). Hope across the seas: the role of
emotions and risk propensity in medical tourism advertising. International Journal of
Advertising the Review of Marketing Communications. 34(4): 621-640.
15- Najafi Nasab MH, Samadzadeh S, Shrrkhah MH. Analysis of the situation of the
Social Security Organization in the field of health tourism. Social Security Organization.
2015; 46:73-88. (Persian)
فصلنامه مطالعات کمی در مدیریت............................................................ / 123
16- Namamian, F. and Taheri, MF. (2017). Phenomenology of Health Tourism. Heritage
and Tourism Journal. 2(6): 201-214. (Persian)
17- Nee, A. Y. H. (2018). Positioning Malaysia in medical tourism: Implication on
economic growth in ASEAN integration. Indonesian Journal of Business and
Economics, 1(1).
18- Nikomaram, H. and Abdolvand, M. (2021). International Marketing. Tehran. 2th ed
The Islamic Azad University, Science and Research Branch is a private research
university.
19- Rosta, A., Venous, D. and Ebrahimi, A. (2020). Marketing Management. 21th ed.
Tehran: Samt. (Persian)
20- Samiee, Q. (2022). Designing a marketing model for medical tourism in the Social
Security Organization. PHD Thesis on business management- Marketing management,
Faculty of Humanities, Islamic Azad University Abhar Branh. (Persian)
21- Samiee, Q., Hajikarimi, B. and Mozafari, M.M. (2022) . The role of insurance in the
marketing model of medical tourism of the Social Security Organization. Iranian Health
Insurance Quarterly, 5(3). (Persian)
22- Tayari, SH., Amini, MT. and Zardooee A. (2017). Determination and Assessment of
Important Factors of Iran Medical Tourism by Importance-Performance Matrix. Heritage
and Tourism Journal. 2(5): 73-85. (Persian)
23- Yoram, W., & Satty, T. L. (1980). Marketing application of AHP. Management
Science, 26(27).
24- Zaki, Dalia. (2017). The Medical Tourism as a New Form of Niche Tourism in
Egypt. International Journal of Heritage, Tourism and Hospitality. 11: 13-27.
25- World Travel & Tourism Council (WTTC. Travel and Tourism Economic Impact.
(2015). The Authority on World Travel and Tourism.
مناب ع
1- Abbaspour, F., Soltani, S. and Aaron, T. (2020). Medical tourism for COVID-19 postcrisis
recovery? Anatolia. 32(1): 140–143. (Persian)
2- Afthanorhan, A., Awang, Z., Salleh, F., Ghazali, P. and Rashid, N. J. M. S. L. (2018).
The effect of product quality, medical price and staff skills on patient loyalty via cultural
impact in medical tourism. Management Science Letters, 8(12), 1421-1424.
3- Al-Azzam, AFM. (2016). A Study of the Impact of Marketing Mix for Attracting
Medical Tourism in Jordan. International Journal of Marketing Studies. 8(1): 139-149.
4- Almanza, MTM., Julve, JG., Munoz, SAM. and Santillana MAE. (2019). Border
medical tourism: The Ciudad Juárez medical product. Anatolia. 30 (2): 258– 266.
5- Ataiee, M. (2017). Multi-criteria decision making. Shahroud. Shahroud University of
Technology. (Persian)
6- Amiri Parian, S., Yari, E. and Amiri Parian Z. (2018). Health and Medical Tourism
with Emphasis on Knowledge of Resources and Potentials of Kermanshah Province.
Geography and Human Relationships. 1(1):625-642. (Persian)
7- Forman, E. H., Saaty, T. L., Selly, M. A., & Waldron, R. (1983). Expert
choice. Decision Support Software. McLean, VA.
8- Gasemi, A., Assadzadeh, A. and Imani Khoshkhoo, MH. (2017). Evaluation of
Medical Tourism Attraction Factors with Fuzzy Combined Multi-Criteria Decision-
Making Approach. Tourism and Development. 6(3):39-57. (Persian)
9- Goodarzi, M., Taghvaei, M. and Zangiabadi, A. (2013). Investigation and Evaluation
of the impacting Factors on the Development of Medical Tourism in Shiraz Megalopolis.
Tourism Management Studies. 23:1-25. (Persian)
10- Gökhan, A. and Bilge, K. (2017). Factors affecting health tourism and international
healthcare facility choice. International Journal of Pharmaceutical and Healthcare
Marketing. 11(1): 16-36.
11- Haghighi Kafash, M., Ziaee, M. and Jafari, HG. (2006). Prioritization the relevant
factors Behind Medical Tourism Development in Iran. Tourism management. 4(11): 23-
40. (Persian)
12- Harandi, A. and Mirzayan, KH. (2017) Explaining health tourism attraction model:
Using classic grounded theory strategy. Urban Tourism. 4(1): 87-98. (Persian)
13- Husseininezhad, SR. and Daryabari, SJ. (2016). the Role of Regional Tourism
Sustainable Development (Case Study: Health Tourism Ardabil province. Geography and
planning. 6(3): 55-63. (Persian)
14- Kemp, E., Williams, W. and Porter M. (2015). Hope across the seas: the role of
emotions and risk propensity in medical tourism advertising. International Journal of
Advertising the Review of Marketing Communications. 34(4): 621-640.
15- Najafi Nasab MH, Samadzadeh S, Shrrkhah MH. Analysis of the situation of the
Social Security Organization in the field of health tourism. Social Security Organization.
2015; 46:73-88. (Persian)
فصلنامه مطالعات کمی در مدیریت............................................................ / 123
16- Namamian, F. and Taheri, MF. (2017). Phenomenology of Health Tourism. Heritage
and Tourism Journal. 2(6): 201-214. (Persian)
17- Nee, A. Y. H. (2018). Positioning Malaysia in medical tourism: Implication on
economic growth in ASEAN integration. Indonesian Journal of Business and
Economics, 1(1).
18- Nikomaram, H. and Abdolvand, M. (2021). International Marketing. Tehran. 2th ed
The Islamic Azad University, Science and Research Branch is a private research
university.
19- Rosta, A., Venous, D. and Ebrahimi, A. (2020). Marketing Management. 21th ed.
Tehran: Samt. (Persian)
20- Samiee, Q. (2022). Designing a marketing model for medical tourism in the Social
Security Organization. PHD Thesis on business management- Marketing management,
Faculty of Humanities, Islamic Azad University Abhar Branh. (Persian)
21- Samiee, Q., Hajikarimi, B. and Mozafari, M.M. (2022) . The role of insurance in the
marketing model of medical tourism of the Social Security Organization. Iranian Health
Insurance Quarterly, 5(3). (Persian)
22- Tayari, SH., Amini, MT. and Zardooee A. (2017). Determination and Assessment of
Important Factors of Iran Medical Tourism by Importance-Performance Matrix. Heritage
and Tourism Journal. 2(5): 73-85. (Persian)
23- Yoram, W., & Satty, T. L. (1980). Marketing application of AHP. Management
Science, 26(27).
24- Zaki, Dalia. (2017). The Medical Tourism as a New Form of Niche Tourism in
Egypt. International Journal of Heritage, Tourism and Hospitality. 11: 13-27.
25- World Travel & Tourism Council (WTTC. Travel and Tourism Economic Impact.
(2015). The Authority on World Travel and Tourism.