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

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سابقه مقاله

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

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