Identification of practical solutions to exploit the interactive marketing based on virtual space in the health tourism

Subject Areas : Journal of Cultural Management

Aref Khoshandam ¹ , Mohammad reza Rostami ²

1 - Ph.D. Candidate of business Management - Marketing, Shahrood Branch, Islamic Azad University, Iran
2 - عضو هیئت علمی تمام وقت گروه مدیریت دانشگاه آزاد اسلامی واحد شاهرود.

Received: 2021-05-26 Accepted : 2022-09-02 Published : 2023-02-20

Keywords: Health Tourism, Fuzzy Delphi, Virtual Space, Interactive Marketing, Hierarchical Technique,

Abstract :

This research aims to provide solutions for the success of interactive marketing in virtual space in the field of health tourism, to achieve this goal, it is necessary to identify factors affecting success in interactive marketing and prioritize Solutions are provided, The interaction of relations in this space can be considered a competitive advantage. This research is considered as applied and in terms of exploratory type. For identification and ranking of factors, 16 of the activists of the health tourism and professors of familiar university are used to marketing affairs. The sampling method in targeted current research and data collection tools were in the identification phase of the factors of Delphi technique and in a quantitative stage (ranking) of couples comparisons. In this research, the AHP hierarchical technique has been used to identify the final factors of fuzzy dolph technique and for the ranking of factors and indicators. The AHP and Excel and Expert Choice software have been used. Based on the results, a total of 21 indicators were identified for interactive marketing success in virtual space, which were categorized in the form of five general factors. Based on the findings of the research, management factors, content quality, technical quality, design quality and marketing factors have been introduced in the most important factors. Continuous communication indicators, reliability of content and source, ease of interaction and speed in responding in the category of management factors.