Developing and Prioritizing the Formation of Strategies in Medical Tourism (Case Study: Shiraz Metropolis)
Subject Areas :
M. Taghvaei
1
(UI)
M. Goodarzi
2
(استادیار دانشگاه شهید چمران اهواز)
Keywords: Medical tourism, Fuzzy Multi-Criteria Decision Making Techniques, Strategies, Shiraz Metropolis,
Abstract :
Medical tourism refers to an international phenomenon of an individual’s travel in which most tourists travel long to access to treatment-therapeutic services who because of high cost, long waits, lacking in insurance, and use of services and lack of access to health services in the destination. This industry, now, by making 60 billion dollars annually in international level, has been introduced as one the profitable. the objective of the present study is to develop and prioritize the strategies of developing medical tourism in Shiraz Metropolis. to analyze the data, Fuzzy Decision Making Trial and Evaluation (FDEMATEL), Fuzzy Analytic Network Process (FANP), and Analytical Hierarchy Process (AHP) and by integrating them in the SWOT model were used. the results indicate that regarding the prioritization of strategies, although there is a difference between the weights of the two methods, prioritizing the two methods is the same, in such a way that the priority of strategies in both methods are as follows: Offensive Strategy (SO) Diversification Strategy (ST) Defensive Strategy (WT) Restructuring Strategy (WO) There is a difference between the results of the two methods regarding prioritizing factors of each of the strategies with the objectives. The reason of this issue is that in the integrated approach, internal relations of criteria and strategies are considered, but in AHP technique, these relations are ignored. Therefore, it can be stated that the results of the integrated approach enjoys higher level of validity. therefore, regarding the findings of the research, it is suggested that the obtained strategies from the integration of Multi-criteria decision-making techniques in fuzzy environment with SWOT respectively as: the first priority) Offensive Strategies (SO); the second priority) Diversity Strategies (ST); the third priority) Defensive Strategies (WT); and the fourth strategy) Restructuring Strategies should be placed at the head of the programs of related executive directors for developing medical tourism in Shiraz Metropolis.
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