تاثیر بازاریابی سبز بر گردشگری سلامت در استان سیستان و بلوچستان

نوع مقاله : علمی - پژوهشی

نویسندگان

1 هیات علمی دانشگاه سیستان و بلوچستان

2 استادیار گروه مدیریت مالی و بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه سیستان و بلوچستان

3 1- استاد گروه مدیریت دانشکده مدیریت و اقتصاد - دانشگاه سیستان و بلوچستان

4 استادیار گروه مدیریت،دانشکده علوم مدیریت، دانشگاه ولایت ایرانشهر

چکیده

سفر و گردشگری با اهداف جهت استفاده از منابع درمانی همچون آب های معدنی، گذراندن دوران نقاهت، معالجه و نظایر ان گردشگری سلامت یا توریسم درمانی می نامند. بازاریابی سبز که خود یک استراتژی در بازار کنونی تلقی می شود با هدف انطباق با محیط زیست و سلامت جامعه، افراد و کسب و کار روند رو به رشدی را داشته است. هدف این پژوهش بررسی تاثیر بازاریابی سبز بر گردشگری سلامت در استان سیستان و بلوچستان می باشدکه در بازه زمانی مهر 97 تا اردیبهشت 98 انجام شده است. داده های مورد نیاز پژوهش حاضر با استفاده از روش های میدانی همچون مصاحبه و توزیع پرسشنامه جمع آوری و با استفاده روش های تحلیل توصیفی و تحلیل عاملی و T, P Value,  و ... تجزیه و تحلیل شد. از 16 فرضیه مورد آزمون تعداد هشت فرضیه مورد پذیرش قرار گرفتند. طبق نتایج حاصله بازاریابی سبز بر گردشگری سلامت تاثیر معناداری دارد و رابطه متغیرهای فرصت و سطح درآمد، فرصت و محیط زیست، مسئولیت اجتماعی و امکانات فیزیکی، مسئولیت اجتماعی و دسترسی به اطلاعات، مسئولیت اجتماعی و سطح درآمد، مسئولیت اجتماعی و اثرات زیست محیطی و درنهایت امکانات فیزیکی و محیط زیست مورد پذیرش واقع شدند.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Green Marketing on Medical Tourism with the Mediating Role of Technology

نویسندگان [English]

  • Hamed Aramesh 1
  • Ali asghar Tabavar 2
  • Noormohammad Yagubi 3
  • Abdolnaser Derakhshan 4
1 faculty of management and acconomic university of sistan and baluchestan
2 faculty of management and acconomic university of sistan and baluchestan
3 Professor, Department of management, Faculty of Management and Economics, University of Sistan and Baluchistan
4 Assisstant Professor, Faculty of Management Sciences, Department of Management
چکیده [English]

Objective:Medical tourism is a topic that has received increasing attention in recent years as more and more people seek treatment in other regions and countries. Paying attention to medical tourism can boost the tourism industry, which is one of the most important industries influencing economic development. On the other hand, the disadvantages of traditional marketing in the medical industry led us to investigate the use of green marketing in this field and to present practical results. The purpose of this study was to evaluate the impact of green marketing on medical tourism by examining the moderating role of technology on this relationship.
Methodology: This study is based on field studies and questionnaire distribution among selected sample through snowball sampling among 117 medical tourism practitioners in Sistan and Baluchestan province.
Finding:This research has been done by using the partial least squares algorithm in structural equation modeling and to confirm the reliability of variables and questionnaires, P value and Cronbach's alpha coefficients have been used.
Conclution: The results confirm all research variables as follows: Modulating effect of technology with coefficient of 0.27, social responsibility with coefficient of 0.30, environmental effects with coefficient of 0.26 and finally price improvement with coefficient of 0.24.

کلیدواژه‌ها [English]

  • گردشگری سلامت
  • بازاریابی سبز
  • گردشگری
  • بازاریابی گردشگری
  • تحلیل عاملی

مراجع

1.Ahmad Mir, T. (2016). Green Marketing: A Pathway towards Sustainability of Tourism Products. Journal of Business and Management, 18(11), 86-90.
2.Ahmadizad, A., Varmaghani, M. & Kofche, P. (2017). Influence of Tourism Industry on E-Marketing. Journal of Business Management Research, 9(17), 197-224.
3.Anabestani, A.A. & Anabestani, Z. (2015). Factors Affecting the Selection of Mashhad as a Medical Tourism Goal. Urban Tourism, 2(3), 275-290.
4.BashirKhodaparasti, R. & MehdiKhani, R. (2016). Presenting an Economic Performance Improvement Model Based on Green Marketing Strategies with Environmental Protection Function, Tehran Municipality Case Study. Urban Management, 42(193), 193-208.
5.Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic & Political Studies, 5(1), 3-17.
6.Cao, X. (2011). Does it pay to be green? An integrated view of environmental marketing with evidence from the forest products industry in China (Doctoral dissertation, University of Washington).
7.Chanin, O., Khunchumnan, P., Amphansookko, S., Thongyai, K., Rodneum, J., & Sriprasert, P. (2015). Guidelines on health tourism management for middle eastern tourists in Phuket province. Procedia Computer Science, 65, 1146-1153.
8.Connel, J. (2011). Medical tourism, CABI, - Business & Economics - 209 pages.
9.Davari, A. & Rezazadeh, A. (1393). Modeling Structural Equations Using Pls. Tehran, University Jihad Publications Organization.
10.Fatiha, N. N/d. Malaysia gets to the point with healthcare waste management. Waste Management World. Retrieved from http://www.growthconsulting.frost.com/web/images.nsf/0/C344B20C88909B64 6525785D003CEB6F/$File/HCITMM1.pdf (accessed 1 June 2017)
11.Hadizadeh Moghaddam, A, Zahedian Nejad, M.H., Ghanbarzadeh Mhandieh, R. & Fakharmanesh, S. (2013). Investigating the Pattern of Factors Affecting Medical Tourist Motivation to Enter Iran. Business Management Perspective, 15, 79-59.
12.Han, H., & Hyun, S.S. (2015). Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, 20-29.
13.Heung, V. C., Kucukusta, D., & Song, H. (2010). A conceptual model of medical tourism: Implications for future research. Journal of Travel & Tourism Marketing, 27(3), 236-251.
14.Hosseini, S.Y. & Ziaei Bideh, A. (2014). The Impact of Demographic Characteristics on Environmental Knowledge and Consumer Environmental Behaviors. Business Management Perspective, 19, 185-206.
15.Jay Polonsky, M. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64, 1311–1319.
16.Jiyun Yu, Timothy Jeonglyeol Lee & Hojeong Noh (2011). Characteristics of a Medical Tourism Industry: The Case of South Korea. Journal of Travel & Tourism Marketing, 28(8), 856-872.
17.Johnston, R., Crooks, V. A., Cerón, A., Labonté, R., Snyder, J., Núñez, E. O., & Flores, W. G. (2016). Providers’ perspectives on inbound medical tourism in Central America and the Caribbean: factors driving and inhibiting sector development and their health equity implications. Global health action, 9(1), 32760.
18.Karimi Alavijeh, M.R. & Foroughi Asl, M.J. (2015). Segmentation of Green Consumers Using Lifestyle Variables (Case Study: Consumers of Organic Products in Shiraz), Modern Marketing Research, 5(4), 163-184.
19.Labonté, R., Runnels, V., Crooks, V. A., Johnston, R., & Snyder, J. (2017). What does the development of medical tourism in Barbados hold for health equity? an exploratory qualitative case study. Global health research and policy, 2(1), 5.
20.Laghatzadeh, Z. & Shafi'i, R. (1397). Investigation of Company's Observance of Environmental and Green Marketing Requirements and its Relationship with Corporate Reputation from the Perspective of Customers. Management and Accounting Studies, 4(1), 66-77.
21Liaghtzadeh Z., Shafi'i, R. (2018). Investigation of Company's Observance of Environmental and Green Marketing Requirements and their Relationship with Company Credibility from the Perspective of Customers. Journal of Management and Accounting Studies, 4(1), 66-77.
22.Ma'boodi, M. & Hakimi, H. (2015). Determinants of Medical Tourism, Case Study of Iran. Tourism Planning and Development, 15, 106-80.
23.Maleki, S. & Tavangar, M. (2016), Investigation and Analysis of Mashhad Health Tourism Challenges from the Perspective of Foreign Patients. Journal of Geography and Urban Space Development, 2(2).
 24.Meler, M., & Ham, M. (2012). Green marketing for green tourism. In Faculty of Tourism and Hospitality Management in Opatija. Biennial International Congress. Tourism & Hospitality Industry (p. 130). University of Rijeka, Faculty of Tourism & Hospitality Management.
25.Mohammadian, M., Dehdashti Shahrokh, Z., Khanlari, A. & Zohouri, B. (2016) Identify of Social Responsibility Requirements for Producers of High[1]Speed. Marketing in Marketing, Perspective of Business Management, 28, 27- 43.
26.Naeiji, M.J., Saadat, M.R. & Ashkan Nejad, M. (2007). Green Marketing: The Golden Key to Third Millennium Marketing. Business Reviews, 25, 122-128.
27.Nick Raftar, T., Hosseini, E., & Moghaddam, A. (2016). Identifying the Requirements of Medical Tourism Policy in Iran, Public Policy, 2(2), 156-141.
28.Nilipour, S.A.A., Tavajavi M, Nasr Esfahani, M.H., Kohi Esfahani, M. (2015), Identification and Prioritization of Factors Influencing Health Tourism Development, New Attitudes in Human Geography, 28, 45-60.
29.Parvin, M., Razavian, M.T. & Tavakolinia, J. (2018), Evaluate the Impact of Tourism on Economic Development of Tehran. Quarterly Journal of Business Management Perspective, 10(39), 214-230.
30.Pordavari, Y. & Askari, Sh. (2018), Telemedicine in Nursing and its Ethical Challenges. Applied Studies in Social Sciences and Sociology, 2(6), 15-20.
31.Pour Ahmad, A., Farhoudi, R. & Baradarannia, I. (2016), Assessing the Role of Information Technology in Promoting Kish Tourism Industry. Urban Tourism, 4(4), 13-34.
32.Ranjnoush, R., Zargham Borojeni, H., & Hamidi, N. (2016). Segmentation of Iranian Medical Tourism Businesses from the Viewpoint of Foreign Patients, Tourism Planning and Development, 18, 54-72.
33.Saqafi, M. (1394). The Effect of Green Marketing on Economic Development. Journal of Management and Accounting Researches, 17, 31-41.
34.Shirokhdaei, M., Alizadeh Sani, M. & Amoli Diva, F. (2016). Investigating the Impact of Destination Image on Satisfaction and Behavioral Purposes in Health Tourism (Case Study: Lavage Mineral Spa). Tourism Planning and Development, 5(17), 128-145.
35.Suess, C., Baloglu, S., & Busser, J. A. (2018). Perceived impacts of medical tourism development on community wellbeing. Tourism Management, 69, 232-245.
36.Tabatabai Nasab, S.M., Nouri, A., Mohammad Nabi, Z. & Heshmati, F. (2014). Customer Typology in Medical Tourism. Tourism Management Studies, 26, 53-76.
37.Tabatabee, S.S. & Lesani, M. (2017). Validation of professional opportunity preparation based on the partial least squares approach. Quarterly of Educational Measurement, 7(26), 199-224.
38.Taqva, M.R., Zahrabi, M., Dehdashti Shahrokh, Z. (2019). Structural Model of Green Information Technology and Organizational Sustainability. Journal of Intelligent Business Management Studies, 7, 27, 5-28.
39.Text of the Sixth Development Plan, 1396 to 1400, Article 2. Ministry of Interior.
40.Zarei, A., Adel, A. & Rezaei Rad, M. (1395). Measurement of Social Marketing and Health Tourism. Journal of Planning and Development of Tourism, 1395, 5(18), 33-53

فایل ها

سابقه مقاله

  • تاریخ دریافت: 01 دی 1398
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399

هم رسانی

ارجاع به این مقاله

آمار