Designing a Value Co-Creation Model for the Medical Tourism Industry in Guilan Province
Subject Areas : Sociology and Human Settlements
Maryam
Hassanzadeh
1
(Ph.D. Candidate in Business Management , Faculty of Management and Accounting,Rasht Branch , Islamic Azad University, , Rasht, Iran)
Narges
Delafrooz
2
(Assistant Professor, Dep. of Business Management, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran)
Ali
Gholipour Soleimani
3
(Assistant Professor, Faculty of Management and Accounting, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran)
Kambiz
Shahroudi
4
(Associate professor, Faculty of Management and Accounting, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran)
Keywords: Guilan Province, value, Medical tourism, co-creation,
Abstract :
Given the natural, historical, and cultural potentials of Guilan province, a key pivot of its development is tourism, among whose different forms medical tourism is of particular importance. Co-creation is a sort of marketing strategy that emphasizes the creation and recognition of values shared by an organization and customers to improve service quality and preserve and create value for customers. The present study aims to propose a value co-creation model with an emphasis on organization and customer in the medical tourism industry. The research is exploratory in nature and applied in the objective. The statistical population is composed of eight scientific and executive experts in tourism and eight medical tourists. The sampling method is purposive and snowball. Data, which were collected by semi-structured interviews, were analyzed by the grounded theory. After three steps of coding, the model of value co-creation with organization and customer was identified as a paradigm. The validity and reliability of the data were checked by a combination of validity measurement methods and the test-retest method. Based on the results, the strategies of organizational value co-creation were considered to include the medical tourism mix as the pivotal phenomenon, medical tourism potentials as causal conditions, and medical tourism infrastructure as contextual factors. Customer value co-creation including resources, motivations, and interactions of tourists and customer value co-creation behavior including loyalty and citizen behavior were considered as the consequences of the model.
استعلاجی، علیرضا و نورانی، رقیه. (1394). قابلیت‌های گردشگری ایران با تأکید بر اکوتوریسم و جغرافیای سلامت. فصلنامه جغرافیا و برنامه ریزی منطقهای، 6(1)، 109- 120.
ایرانی، علیرضا، فرهنگی، علی اکبر، مهرگان، محمدرضا، ایرانی، سپیده. (1397). ارائه الگوی مشارکت هم آفرینانه در بازار گردشگری. فصلنامه مدیریت بازرگانی، 10، (4)، 889-904.
جواشی جدید، سلمان، طاهری کیا، فریز، جلالی، سید مهدی و تبریزیان، بیتا. (1399). ارائه الگوی هم آفرینی ارزش با مشتری در صنعت گردشگری. فصلنامه مدیریت نوآوری در سازمان های دفاعی، 3(1)، 119-146.
حسینی نیا، غلامحسین، یعقوبی فرانی، احمد و روستا، پیام. (1395). بررسی نقش خلق مشترک ارزش در توسعه محصولات جدید در شرکتهای لبنی استان فارس. بررسی های بازرگانی، 79، 66-88.
ذکائی، محمد سعید. (1381). نظریه و پژوهش در روش کیفی. فصلنامه علوم اجتماعی، 9(17)، 41-69.
رحمان سرشت، حسین، خاشعی ورنامخواستی، وحید، ابراهیمی، مهدی و رحیمیان، مهرنوش. (1397). مدل هم آفرینی ارزش راهبردی در صنعت بانکداری ایران خلق ارزش در پارادایمی نوین. پژوهش های مدیریت عمومی، 40، 27-52.
سجادیان، فاطمه و شیخ، رضا و سوری، محمد احسان. (1395). شناسایی و تحلیل عوامل تأثیرگذار تبلیغات کلامی در بازاریابی مقاصد گردشگری با رویکرد تئوری بازاریابی مجموعة راف و نتنوگرافی (مطالعة موردی: شیراز، اصفهان، تهران). فصلنامه گردشگری و توسعه. 5(9)، 98-117.
سلطانی، مرتضی، جندقی، غلامرضا، فروزنده، شهرکی، پریسا. (1395). بررسی قصد هم آفرینی محصول و رابطه آن با ارزش ادراک شده و بازاریابی دهان به دهان مثبت، ملاحظه نقش ریسک زمانی ادراک شده. تحقیقات بازاریابی نوین، 6، ، 127-146.
طالاری، محمد و دهقانی قهنویه، عادله. (1398). تاثیر ارزش های تجری بر نگرش هم آفرینی مشتری و رفتارهای هم آفرینی ارزش مشتری در صنعت گردشگری، مطالعه گردشگران شهر اصفهان. تحقیقات بازاریابی نوین، 9(3)، 1-18.
عاقلی، میثم و کریمی، اوژن و رشیدی، حسن. (1398). بررسی عوامل موثر بر خلق ارزش مشترک و تاثیر آن بر وفاداری گردشگران مورد مطالعه: گردشگران خارجی شهر دامغان. گردشگری و توسعه، 8(2)، 23-47.
فکور ثقیه، امیر محمد، کفاش پور، آذر، فاطمی، سید سمن. (1395). بررسی تاثیر مشارکت مشتری بر قصد مراجعه مجدد به واسطه هم خَلقی ارزش و تعهد عاطفی (مورد مطالعه: مشتریان بانک ملت مشهد) . دولتی - وزارت علوم، تحقیقات، و فناوری –دانشکده علوم اداری و اقتصاد. دانشگاه فردوسی مشهد - 1395 - پایانامه کارشناسی ارشد.
گودرزوند چگینی, مهرداد, مـولایـی هـشجـین, نصرالله. (1388). تحلیلی پیرامون راهکارهای توسعه صنعت گردشگری در استان گیلان. مطالعات برنامه ریزی سکونتگاه های انسانی, 4(8), 179-192.
موسوی، سید نجم الدین، نظر پوری، امیر هوشنگ، ساعدی، عبداله و شریعت نژاد، علی. (1394). بررسی تأثیر رفتار هم خلقی ارزش مشتری بر ارائه خدمات نوآورانه در سازمان؛ تبیین نقش رفتار شهروندی و رفتار مشارکتی. دو فصلنامه راهبردهای بازرگانی، 23(5). 15-28.
هرندی، عطاءالله (1393). تبیین نقش سرمایة اجتماعی و انتقال دانش در یادگیری سازمانی شرکت های دانش بنیان. فصلنامة مدیریت توسعة فناوری، 1(4)، 161-182.
Ahn, J., & Back, K. J. (2018). Antecedents and consequences of customer brand engagement in integrated resorts. International Journal of Hospitality Management, 75, 144-152.
Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Koniordos, M. (2019). Value cocreation and customer citizenship behavior. Annals of Tourism Research, 78, 102742.
Bhalla, G. (2011), Collaboration and Co-creation: Springer Science.
Buhalis, D. (2001). The tourism phenomenon: The new tourist and consumer. In C. Wahab & S. Cooper (Eds.), Tourism in the age of globalisation (pp. 69–96). London: Routledge.
Buhalis, D., & O’Connor, P. (2006). Information communication technology. In D. Buhalis & C. Costa (Eds.), Tourism business frontiers consumers, trends, management and tools (pp. 196– 209). Oxford: Butterworth-Heinemann.
Buonincontri, P, Morvillo, A, Okumus, F, Niekerk, M. (2017). Managing the experience co creation process in tourism destinations: Empirical findings from Naples. Tourism Management 62 (2017) 264-277.
Busser, J. A. and Shulga, L. V. (2018) Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69-86.
Chen, K. Y., Chang, C. W. and Wang, C. H. (2019). Frontline employees’ passion and emotional exhaustion: The mediating role of emotional labor strategies. International Journal of Hospitality Management, 76, 163-172. https://doi.org/10.1016/j.ijhm. 2018.05.006
Corbin, J. & Strauss, A. (2008). Basics of qualitative research: Techniques and procedures for developing grounded theory (3rd Ed.). Thousand Oak, California: Sage Publications.
Dijk, J., Antonides, G., & Schillewaert, N. (2014). Effects of co‐creation claim on consumer brand perceptions and behavioral intentions. International Journal of Consumer Studies, 38(1), 110-118.
Geunhee, L. (2012). Modeling Consumers' Co-creation in Tourism Innovation. PhD Dissertation, Temple University, Philadelphia, Pennsylvania, United States.
González-Mansilla, Ó., Berenguer- Contrí, G., & Serra-Cantallops, A. (2019). The impact of value co-creation on hotel brand equity and customer satisfaction. Tourism Management, 75, 51-65.
Grisseman, U. & Stockburger, S. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483-1492.
Harmeling, C.M., Moffett, J.W., Arnold, M.J. and Carlson, B.D. (2017). “Toward a theory of customer engagement marketing”. Journal of the Academy of Marketing Science, 45(3), 312-335.
Ihamäki, P. (2012). Geocachers: The creative tourism experience. Journal of Hospitality and Tourism Technology, 3(3), 152–175. doi:10.1108/17579881211264468.
Kim, J.H. (2010). Determining the factors affecting the memorable nature of travel experiences. Journal of Travel & Tourism Marketing, 27(8), 780–796. doi:10.1080/10548408.2010.526897.
Lee C. (2006). Medical tourism an innovative opportunity for entrepreneurs. Journal of Asia Entrepreneurship and Sustainability, 3(1), 22-37.
Lee, S. M., Olson, D. L. & Trimi, S. (2012). Co-innovation: convergenomics, collaboration, and cocreation for organizational values. Management Decision, 50(5), 817-831.
Li, C. Y. (2017). How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website. Technological Forecasting and Social Change.
Liu, Y., van Marrewijk, A., Houwing, E. J., & Hertogh, M. (2019). The cocreation of values-in-use at the front end of infrastructure development programs. International Journal of Project Management, 37(5), 684-695.
Lusch, R.F., Vargo, S.L. & OBrien, M. (2007). Competing through service: Insights from servicedominant logic. Journal of Retailing, 83 (1), 5–18.
Mathisen, L. (2013). Staging natural environments: A performance perspective. Advances in Hospitality and Leisure, 9, 163–183. doi:10.1108/S1745–3542(2013)0000009012.
Merz, M. A., Zarantonell, L., Grappi, S. (2018). How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, 79–89.
Michael A. M, Lia, Z, Silvia, G. (2018). How valuable are your customers in the brand value co creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, 79–89.
Morgan, M., Elbe, J., & Curiel, J. E. (2009). Has the experience economy arrived? The views of destination managers in three visitor-dependent areas. International Journal of Tourism Research, 11, 201–216. doi:10.1002/jtr.
Morgan, M., Lugosi, P., Ritchie, J.R.B. (2010). The Tourism and Leisure Experience: Consumer and Managerial Perspectives. Channel View: Bristol.
Official Website of Iran's Ministry of Economic Affairs and Financ (2016). Iran's 1404 Perspective Document in Development of the Heritage and Tourism Section. https://data.worldbank.org/indicator/ST.INT.ARVL?contextual=default&locations=IR&start= 2008.
Official Website of The World Bank (2017). https://data.worldbank.org/indicator/ST.INT. ARVL?contextual=default&locations=IR&start=2008.
Ooi, C. (2003). Crafting tourism experiences: Managing the attention product. Paper presented at the 12th Nordic symposium on tourism and hospitality research (pp. 1–26), Stavanger.
Pluijm, L. (2010). Realizing co-creation. Master thesis Strategic Management, Tilburg University, Netherlands, 1-76.
Prahalad, C.K., Ramaswamy, V. (2004). Co-creating unique value with customers, Strategy & Leadership, 32(3), 4–9.
Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism Management, 25(3), 297–305. doi:10.1016/S0261–5177(03)00130–4.
Riney, D. (2010). Online co-creation communities: a new framework for engagement. Retrieved from: http://www.brandlogic.com/assets/Brandlogic_ OnlineCoCreation.pdf (3.11.12).
Scott, N., Laws, E., & Boksberger, P. (2009). The marketing of hospitality and leisure experiences. Journal of Hospitality Marketing & Management, 18(2–3), 99–110. Doi:10.1080/19368620802590126.
Shamim, A., Ghazali, Z., & Albinsson, P. A. (2017). Construction and validation of customer value co-creation attitude scale. Journal of Consumer Marketing, 34(7), 591-602.
Skarzauskaite, M. (2013). Measuring and Managing Value Co-Creation Process: Overview of Existing Theoretical Models. Social Technologies Research Journal, 3(1), 115-129.
Smith, A. (2013). The value co-destruction process: a customer resource perspective. European Journal of Marketing, 47(11/12), 1889-1909.
Trischler, J., Pervan, S. J., Scott, D. R. (2017). Exploring the black box of customer co-creation processes. Journal of Services Marketing, 31(3), 265-280.
Vargo, S. L., Lusch, R. F. (2008). From goods to service(s): Divergences and convergences of logics. Industrial Marketing Management, 37, 254-259.
Volo, S. (2009). Conceptualizing experience: A tourist based approach. Journal of Hospitality Marketing & Management, 18(2–3), 111–126. doi:10.1080/19368620802590134.
Volvic Chen, Ch., Chen, Ch., Lin, M.J. (2015). The impact of customer participation: the employee’s perspective. Journal of Business & Industrial Marketing, 30(5), 486-497.
Wantanee, S., Timothy, J. (2015). The co-creation/place attachment nexus. Tourism Management 52 (2016) 276-286.
Williams, J.P.J. (2013). Identifying the Organizational Capability for Value Co-creation, Master of Philosophy in Management Studies, University of Exete.
Yi, Y., Gong, T. (2013). If employees “go the extra mile”, do customers reciprocate with similar behaviour? Psychology and Marketing, 25, 961-986.
Zakai, S. (2002). Theory and Method in Qualitative Research. Social Sciences, 9(17), 41-69. (In Persian)
Zhang, H., Gordon, S., Buhalis, D., & Ding, X. (2018). Experience value co-creation on destination online platforms. Journal of Travel Research, 57(8), 1093-1107.
_||_