Identification and ranking of factors influencing the attraction of health tourists by hospitals based on the Lassol communication model using the fuzzy TOPSIS technique.

Subject Areas : Intelligent Multimedia Processing and Communication Systems (IMPCS)

maryam  amiri ¹ (Phd student of Department of Social Communication, Meybod branch, Islamic Azad University, Meybod, Iran.)
ali mohamad  sharifi mazid abadi ² (Assistant Professor, Department of Social Communication, Meybod Branch, Islamic Azad University, Meybod, Iran)
shahnaz  hashemi ³ (Associate Professor of Educational Research and Planning Organization, Department of Partnerships and Communication, Tehran, Iran)

Received: 2024-01-08 Accepted : 2024-01-23 Published : 2024-03-20

Keywords: Attracting tourists, health tourists, Fuzzy TOPSIS method.,

Abstract :

Introduction: In the tourism industry, health tourism is a relatively emerging field of knowledge that can create a dynamic multi-disciplinary economic activity by integrating businesses in the fields of medicine, health, tourism and media. For the development of health tourism, the coordination and cooperation of different organizations and departments is needed, and on the other hand, its promotion and development by the media is of great importance. Method: Although relatively significant and extensive researches have been conducted on the nature of health tourism, but the issue of recognizing the role of modern media in attracting health tourists and using this opportunity by hospitals has been neglected, which is addressed in the present study. Accordingly, in this research, first by studying the subject literature and reviewing the background, 73 related components were identified and classified based on Laswell's communication model. The mentioned list was provided to the experts through a semi-open questionnaire in order to identify and rank the effective factors. Results: The results of the ranking of the options with the TOPSIS fuzzy technique showed that in the audience category, the variables focusing on health tourists from Muslim and neighboring countries are the most important. In the message type category, honesty variables have the highest importance. In the layer of the message transmitter, the variables of the Ministry of Health are the most important. Also, in the category of communication channels, the variables of strong and large content production in different Iranian and foreign sites are of the highest importance. Discussion: One of the most important factors that makes traveling to Iran attractive and choosing it among different destinations is the low cost of traveling to Iran. It should be said that this component is more attractive for the neighbors than for the western tourists. Also, the facilitation of travel is one of the factors that is directly effective in domestic tourism. Considering the level of per capita income and different deciles of income in the country and neighboring countries, it is necessary to provide facilities that all classes can travel, and this is about the neighboring countries. M is true. Among other issues that have a direct impact on travel to Iran from different countries, especially neighboring countries, is the possibility for easy and worry-free financial exchanges with Iran, because due to international sanctions, many incoming tourists Currency inside the country is a problem are faced to the extent that this factor is considered as one of the restrictions of travel to the country. In this regard, both the government and hospitals should look for conditions for easy exchange through various financial instruments.