سنجش بازاریابی اجتماعی در گردشگری سلامت (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
بازاریابی اجتماعی می کوشد با بهره مندی از اصول بازاریابی تجاری بر رفتار و نگرش افراد تاثیرگذار باشد. از طرفی به منظور توسعه گردشگری سلامت به عنوان یکی از حوزه های نوین گردشگری مدرن نیاز حیاتی به ایجاد نگرش مطلوب از مقصد وجود دارد. بدین منظور می توان از اصول بازاریابی اجتماعی به منظور توسعه تصویر مطلوب از مقصد در ذهن گردشگران سلامت بهره برد. از این رو هدف اصلی این تحقیق سنجش بازاریابی اجتماعی در گردشگری سلامت ایران می باشد. بدین منظور از روش تحقیق آمیخته اکتشافی استفاده شده است. نوع تحقیق در مرحله طراحی مدل، بنیادین و در مرحله آزمون مدل، کاربردی می باشد. در بخش کیفی از روش های تحلیل محتوای کیفی و روش کدگذاری نظری و در بخش کمی از معادلات ساختاری استفاده شد. نتایج تحقیق نشان داد با استفاده از ابزارهای بازاریابی اجتماعی می توان با ایجاد باور مثبت نسبت به مقصد گردشگری سلامت زمینه بروز تمایل به سفر درمانی را فراهم آورد. عوامل مدل بازاریابی اجتماعی در گردشگری سلامت شامل رهبری بازارگرا، تحلیل و درک بازار گردشگری سلامت، راهبرد بازاریابی اجتماعی، زیر ساخت های بازاریابی، آمیخته بازاریابی اجتماعی و مولفه های شناختی می باشد. هم چنین نتایج تحقیق حکایت از تایید مدل کاربرد عوامل بازاریابی اجتماعی در گردشگری سلامت با استفاده از مدل معادلات ساختاری دارد.Measurement of Social Marketing in Health Tourism
ExtendedIntroduction The most important priority in social marketing is influencing the attitudes and behaviors of people in different societies in order to reform such attitudes and improve their misbehavior; approaches that can in the long run lead to an improvement in attitudes of people and bring about a positive voluntary conduct. It is predicted by experts that in 2020 tourism industry will become world's most profitable industry. Researchers are of the opinion that the attitudes of tourists toward their destinations are some of the most important factors in the development of health tourism. This principle can be used to develop a favorable image in the minds of health tourists since the principles of social marketing can be used to eliminate tourists' poor attitudes and help create favorable attitudes in them. Therefore, the main purpose of this study is to provide a social marketing model to change tourists' attitudes toward health tourism in the Iran. Research Method In this study, a mixed exploratory method was used. At first, the qualitative data were collected and studied in order to analyze the phenomena and then the quantitative data were analyzed and collected in order to determine the type of relationships that existed between the variables. In order to design a health tourism model, the phenomenon were studied through using qualitative methods and through interviews. Constituent components were also identified in health tourism. And in order to test the model, the researchers tested the validity of the criteria identified in the exploratory stage of the research; moreover, in order to communicate with them, factor analysis and path analysis methods were investigated through the application of structural equation. Discussion and results Social marketing model in health tourism corresponds with the conditions of Iran; and it is hoped that the inability to have an approach that is solely based on values are resolved through social marketing. It is also worth mentioning that rational logic in social marketing model is the one derived from the theory of social judgment. In accordance with the model derived from qualitative study, market-oriented leadership was introduced as an independent variable in achieving social marketing strategies through analyzing and understanding health tourism and its infrastructure. Hence, the first and third assumptions were confirmed that in order to assess the impact of market-oriented leadership on the infrastructure of marketing, social marketing strategies should be studied in order to better understand health tourism market. Based on these findings, it can be proposed that through the analysis of the macro-environment of health tourism market and an improved skill in understanding the market, it would be possible to develop a culture of value for the components of infrastructure of marketing. Conclusions Finally, considering the impact of social marketing on the components of beliefs, emotions and behavioral intentions, it was found that tourists' attitudes and behaviors could be altered through designing and integrating social marketing mix. These findings further demonstrated that social marketing could play a vital role in health tourism. Moreover, it showed that the senior management of an organization could have a valuable role in improving social marketing. Keywords : Social Marketing Mix, Value Creation, Health Management, Mix Method. References: Aminbidokhti, A., Zargar, M. and Nazari, M. (2009). Strategic marketing mix in tourism industry, Journal of Strategic Management Studies , 1(3): 49-68. 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