شناسایی و رتبه بندی عوامل موثر بر جذب گردشگر سلامت توسط بیمارستانها مبتنی بر مدل ارتباطی لاسول با استفاده از تکنیک تاپسیس فازی
محورهای موضوعی : پردازش چند رسانه ای، سیستمهای ارتباطی، سیستمهای هوشمندمریم امیری 1 , علی محمد شریفی مزید آبادی 2 , شهناز هاشمی 3
1 - دانشجوی دکتری گروه ارتباطات اجتماعی،واحد میبد، دانشگاه آزاد اسلامی، میبد،ایران
2 - استادیار گروه ارتباطات اجتماعی،واحد میبد، دانشگاه آزاد اسلامی، میبد،ایران
3 - دانشیار سازمان پژوهش و برنامه ریزی آموزشی، گروه مشارکت ها و ارتباطات، تهران، ایران
کلید واژه: جذب گردشگر, گردشگر سلامت, روش تاپسیس فازی,
چکیده مقاله :
در صنعت گردشگری، گردشگری سلامت حوزه دانشی نسبتاً نوظهوری است که می‌تواند یک فعالیت اقتصادی چندرشته ای پویا را با ادغام کسب و کارهای حوزه پزشکی، تندرستی و گردشگری و رسانه، رقم بزند. برای توسعه گردشگری سلامت نیاز به هماهنگی و همکاری سازمان ها و بخش های مختلف است و از طرفی، ترویج و توسعه آن توسط رسانه ها از اهمیت بالایی برخوردار است. اگرچه در مورد ماهیت گردشگری سلامت تاکنون پژوهش های نسبتاً قابل توجه و گسترده ای انجام شده اما موضوع شناخت نقش رسانه‌های نوین در جذب گردشگر سلامت و استفاده از این فرصت توسط بیمارستان ها مغفول مانده که در پژوهش حاضر به این موضوع پرداخته شده است. بر همین اساس، در این پژوهش ابتدا با مطالعه ادبیات موضوع و مرور پیشینه، 73 مؤلفه مرتبط شناسایی شده و بر اساس مدل ارتباطی لاسول، طبقه بندی گردید. فهرست مذکور در قالب پرسشنامه نیمه باز در اختیار خبرگان قرارگرفت تا عوامل مؤثر شناسایی و رتبه بندی شود. نتایج حاصل از رتبه بندی گزینه ها با تکنیک تاپسیس فازی، نشان¬داد که در طبقۀ مخاطبین، متغیرهای تمرکز بر گردشگران سلامت از کشورهای مسلمان و همسایه بیشترین اهمیت را دارد. در طبقه نوع پیام، متغیرهای صادقانه بودن، بالاترین اهمیت را دارد. در طبقۀ انتقال دهندۀ پیام، متغیرهای وزارت بهداشت دارای بیشترین اهمیت می باشد. همچنین در طبقۀ کانال های ارتباطی، متغیرهای تولید محتوای قوی و زیاد در سایت های مختلف ایرانی و خارجی بالاترین اهمیت را دارد.
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.
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