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

Document Type : Original Article

Authors

1 faculty of management and acconomic university of sistan and baluchestan

2 Professor, Department of management, Faculty of Management and Economics, University of Sistan and Baluchistan

3 Assisstant Professor, Faculty of Management Sciences, Department of Management

Abstract

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.

Keywords

References

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History

  • Receive Date: 22 December 2019
  • Revise Date: 08 January 2021
  • Accept Date: 31 December 2020

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