شناسایی و ارزیابی عوامل راهبردی مؤثر بر توسعه گردشگری سلامت (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
گردشگری سلامت در برخی از کشورهای جهان، در حال تبدیل شدن به یک حوزه راهبردی در جهت افزایش اعتبار، جذب سرمایه، توسعه فناوری های نوین و جذب گردشگر از کشورهای مختلف جهان است. پژوهش حاضر، با هدف شناسایی و ارزیابی عوامل راهبردی تأثیرگذار جهت توسعه گردشگری سلامت در جزیره کیش انجام شده است که قطب ارائه دهنده انواع خدمات گردشگری است. پژوهش به روش آمیخته اکتشافی است. نمومه آماری کیفی شامل 15 نفر از خبرگان حوزه سلامت است که به روش نمونه گیری هدف مند و گلوله برفی انتخاب شدند. در بخش کمّی، یافته های بخش کیفی به صورت پرسشنامه در اختیار کارشناسان و خبرگان حوزه سلامت قرار داده شد. جامعه آماری، 276 نفر بودند که بصورت نمونه گیری تصادفی ساده، 158 پرسشنامه کامل از آنها دریافت شد. برای تجزیه و تحلیل داده ها در بخش کیفی، از روش تحلیل مضمون استفاده شد. نتایج منجر به شناسایی 144 مضمون پایه شد. مضامین پایه در چهل و یک مضمون سازمان دهنده تقسیم بندی شده اند. همچنین در نهایت، پنج مضمون فراگیر در پنج حوزه عوامل راهبردی شامل ظرفیت جزیره کیش، عوامل اقتصادی، عوامل زیرساختی، عوامل سازمانی و قانونی و در نتیجه عوامل فرهنگی شناسایی و دسته بندی شدند. در بخش کمّی، ارزیابی های لازم جهت بررسی صحت نتایج از طریق تحلیل عاملی و معادلات ساختاری صورت گرفت. یافته ها نشان گر گستردگی و تنوع عوامل تأثیرگذار بر موضوع گردشگری سلامت است. این پژوهش، اتخاذ رویکرد لازم مبتنی بر عوامل راهبردی تأثیرگذار احصا شده جهت توسعه گردشگری سلامت را به ذی نفعان این حوزه از مسئولین و مدیران کشوری و جزیره کیش گرفته تا آژانس های گردشگری و پزشکان یادآور می شود.Identification and evaluation of strategic factors affecting the development of health tourism
IntroductionIn recent years, Health tourism has been ever-increasing expansion, so in some countries of the world, it has become a strategic issue to increase the prestige of that country, develop new related technologies, attract investment, and attract tourists from different countries of the world. The increasing importance of health tourism has made governments interested in using and benefiting from the economic benefits of this industry, and this has led to increasing competition of countries to attract health tourists among countries. Iran also has excellent potential and actual capacities to expand the health tourism industry in the region and even the world. Low treatment costs and experienced medical doctors are among the actual existing capacities and the existences of original tourism areas such as Kish Island are among the potential capacities in this field. The purpose of this research is to identify and evaluate the strategic factors affecting the development of health tourism in Kish Island as a hub for providing various types of tourism services in Iran.Methodology This research was done using a mixed exploratory method. The statistical population in the qualitative section consisted of 15 health experts who were selected by purposeful and snowball sampling. In the quantitative part, the findings were evaluated by 158 health experts. In conducting the analysis of the data in the qualitative part of our research, we utilized the thematic analysis method in three general stages. Meanwhile, in the quantitative part, we used factor analysis and structural equations for evaluation purposes. The research findings were classified into three levels of open, central, and selective coding, with the necessary evaluations carried out to ensure the validity of the obtained results.Results and Discussion The results led to the identification of 144 basic themes. These basic themes were categorized into five strategic areas, including the capacity of Kish Island, economic factors, infrastructural factors, organizational and legal factors, and finally cultural factors. These strategic factors were classified into three main categories including causal factors (capacity of Kish Island, economic factors, infrastructure factors), contextual factors (organizational and legal factors), and intervening factors (cultural factors). In terms of the capacity of Kish Island, economic factors and infrastructure factors, among the identified factors, seven factors of natural attractions and pristine beaches, low tourism costs, unique recreational places, the geographical and strategic location of the island, existence of favorable tourism infrastructure, the existence of well-equipped hotels with high reception capacity, the existence of numerous flight and transportation lines, no need for visas for foreign Iranians, and access to international waterways were approved by experts. In terms of economic factors, among the identified factors, six factors are government support and financial support for the development of health tourism, reforming the banking system and supporting the country's banking system for the development of the health tourism industry, insurance facilities for foreign tourists, lifting sanctions and expanding communications, foreign facilities and encouraging companies investing in health tourism and tax exemption for the development of health tourism activities were approved. In terms of cultural factors, factors of ensuring the social security of tourists, setting up health tourism agencies in public places (airports, embassies, medical centers, etc.), extensive advertising at the national and international level to introduce the opportunities of Kish Island in the field of health tourism, inviting representatives of other countries to visit the island and introduce health tourism development opportunities, advertisements using well-known and famous people from abroad, detailed and documented planning in line with the development of marketing in the target countries, preparing investment packages for investors and getting to know them with investment opportunities, a platform for dialogue with private companies through specialized platforms and virtual networks, meetings and collaboration with domestic and foreign experts and officials in line with the development of the health tourism industry were approved. In terms of organizational and legal factors using the capacity of the private sector to develop health tourism, developing private sector partnerships to improve the health tourism industry based on soft technologies, formation of expert planning team for advertising and marketing purposes, detailed plans for the development of the island's health tourism industry, determining the needs of health tourism users and prioritizing them, cooperation between health ministry organizations and embassies to develop the health tourism industry, consensus and integrity in the decisions of organizations in the field of health tourism, establishing laws approved by the Ministry of Health and the Parliament, removing cumbersome laws in the field of health tourism, Simplifying and clarifying the laws established to attract foreign tourists, facilitating the issuance of tourist visas and amending the laws governing the society and removing legal restrictions for foreign tourists were approved. In terms of infrastructure, six factors providing up-to-date and diverse services and equipment in hospitals and medical centers, equipping hospitals and hotels for the recovery period of foreign patients, taking advantage of the experiences of first-tier countries in the direction of health tourism development, using of nurses with experience working abroad, acquaintance of health tourism industry personnel with the culture and language of different countries and creating infrastructure for accommodation of non-resident doctors were approved.Conclusion In various domestic and foreign research, one or more effective factors in the formation and development of the health tourism industry have been mentioned. However in this comprehensive research, the results show a wide range of seemingly unrelated factors that should be taken into consideration by the stakeholders due to the special sensitivity of health tourism, especially by tourists who consider their health as their most important asset. It is necessary to adopt the necessary approach based on the identified effective strategic factors for the development of health tourism from the officials and managers of the country and Kish Island to tourism agencies and doctors.
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