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نقش بازاریابی محتوا در توسعه گردشگری سلامت در ایران نمونه موردی: شهر تهران | ||
| نشریه گردشگری شهری | ||
| دوره 10، شماره 4، بهمن 1402 | ||
| نوع مقاله: مقاله مستخرج از رساله دکتری | ||
| شناسه دیجیتال (DOI): 10.22059/jut.2023.363230.1148 | ||
| نویسندگان | ||
| جابر خدایی سرخانلو1؛ حسین قره بیگلو* 2؛ سلیمان ایران زاده3؛ علی شاهین پور4 | ||
| 1دانشجوی دکتری بازاریابی، واحد عجبشیر، دانشگاه آزاد اسلامی، عجیشیر، ایران | ||
| 2گروه مدیریت، واحد عجبشیر، دانشگاه آزاد اسلامی، عجیشیر، ایران | ||
| 3استاد گروه مدیریت، دانشکده مدیریت، اقتصاد و حسابداری، واحد تبریز، دانشگاه ازاد اسلامی، تبریز، ایران | ||
| 4استادیار گروه مدیریت، واحد عجبشیر،دانشگاه آزاد اسلامی، عجبشیر، ایران | ||
| چکیده | ||
| هدف پژوهش حاضر تحلیل رابطه توسعه گردشگری سلامت با بازاریابی محتوا است که از لحاظ هدف، کاربردی با رویکرد اکتشافی و از لحاظ نحوه تجزیه و تحلیل داده‌ها، آمیخته (کیفی-کمّی) می‌باشد. جامعه آماری در فاز کیفی شامل مدیران و متولیان ارشد گردشگری سلامت و اساتید دانشگاهی در حوزه‌های مدیریت بازاریابی و مدیریت گردشگری عنوان در نظر گرفته شدند که با استفاده از روش نمونه‌گیری هدفمند، 11 نفر از خبرگان انتخاب شدند. ابزار اصلی جمع‌آوری داده‌ها در این فاز، مصاحبه‌های عمیق و نیمه ساختاریافته با خبرگان بود و با روش تحلیل مضمون (تم) مورد تجزیه و تحلیل قرار گرفتند. در فاز کمّی نیز، مدیران ارشد، میانی و عملیاتی مراکز درمانی دولتی و خصوصی در استان تهران که با سایت‌ها و رسانه‌های دیجیتال مرجع حوزه گردشگری سلامت در ارتباط بودند به عنوان جامعه در نظر گرفته شدند و از میان آنها، 400 نفر بر اساس روش نمونه‌گیری در دسترس به عنوان نمونه آماری انتخاب شدند. در این فاز از پرسشنامه بسته و محقق‌ساز مشتمل بر 15 گویه به عنوان ابزار اصلی جمع‌آوری داده‌ها استفاده شد. جهت انجام تجزیه و تحلیل‌های توصیفی و استنباطی، از نرم‌افزارهای spss و pls استفاده شد. نتایج تحقیق منجر به مدل تحقیق شامل شش تم فراگیر (عوامل علّی، عوامل محیطی، عوامل راهبردی، ارزش برند گردشگری سلامت کشور، پیامدهای اولیه، و پیامدهای ثانویه)، و پانزده تم سازنده گردید و روابط فرضی مدل در یک جامعه وسیع مورد آزمون و تأیید قرار گرفتند. | ||
| کلیدواژه‌ها | ||
| "؛ بازاریابی محتوا"؛ گردشگری سلامت"؛؛ "؛ تحلیل تم"؛؛ "؛ شهر تهران" | ||
| عنوان مقاله [English] | ||
| Analysis of the relationship between the development of health tourism in Iran and content marketing Case example: Tehran city | ||
| نویسندگان [English] | ||
| Jaber Khodayi Sarkhanlou1؛ Hossein gharehbiglo2؛ Suleiman Iranzadeh3؛ Ali Shahinpour4 | ||
| 1Ph.D. student of Marketing, Ajabshir Branch, Islamic Azad University, Ajaishir, Iran | ||
| 2Assistant Professor of Management Department, Ajabshir Branch, Islamic Azad University, Ajashir, Iran | ||
| 3Professor, Department of Management, Faculty of Management, Economics and Accounting, Tabriz Branch, Islamic Azad University, Tabriz, Iran | ||
| 4Assistant Professor of Management Department, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran | ||
| چکیده [English] | ||
| The purpose of the current research is to analyze the relationship between the development of health tourism and content marketing, which in terms of purpose is applied with an exploratory approach and in terms of data analysis, it is mixed (qualitative-quantitative). The statistical population in the qualitative phase included managers and senior managers of health tourism and university professors in the fields of marketing management and tourism management, and 11 experts were selected using the purposeful sampling method. The main tool of data collection in this phase was in-depth and semi-structured interviews with experts and were analyzed by thematic analysis method. In the quantitative phase, the senior, middle and operational managers of public and private medical centers in Tehran province who were in contact with the reference sites and digital media in the field of health tourism were considered as the community, and among them, 400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.The purpose of the current research is to analyze the relationship between the development of health tourism and content marketing, which in terms of purpose is applied with an exploratory approach and in terms of data analysis, it is mixed (qualitative-quantitative). The statistical population in the qualitative phase included managers and senior managers of health tourism and university professors in the fields of marketing management and tourism management, and 11 experts were selected using the purposeful sampling method. The main tool of data collection in this phase was in-depth and semi-structured interviews with experts and were analyzed by thematic analysis method. In the quantitative phase, the senior, middle and operational managers of public and private medical centers in Tehran province who were in contact with the reference sites and digital media in the field of health tourism were considered as the community, and among them, 400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.The purpose of the current research is to analyze the relationship between the development of health tourism and content marketing, which in terms of purpose is applied with an exploratory approach and in terms of data analysis, it is mixed (qualitative-quantitative). The statistical population in the qualitative phase included managers and senior managers of health tourism and university professors in the fields of marketing management and tourism management, and 11 experts were selected using the purposeful sampling method. The main tool of data collection in this phase was in-depth and semi-structured interviews with experts and were analyzed by thematic analysis method. In the quantitative phase, the senior, middle and operational managers of public and private medical centers in Tehran province who were in contact with the reference sites and digital media in the field of health tourism were considered as the community, and among them, 400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved.400 people were selected based on the sampling method. available were selected as a statistical sample. In this phase, a researcher-made questionnaire consisting of 15 items was used as the main tool for data collection. SPSS and PLS software were used to perform descriptive and inferential analyses. The research results led to a research model including six overarching themes (causal factors, environmental factors, strategic factors, value of the country's health tourism brand, primary outcomes, and secondary outcomes), and fifteen constructive themes, and the hypothetical relationships of the model were tested in a large community. were approved. | ||
| کلیدواژه‌ها [English] | ||
| "؛ content marketing"؛ health tourism"؛ theme analysis"؛, "؛ Tehran city" | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 180 |
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