نشریه علمی

طراحی الگوی توسعۀ گردشگری سلامت(مطالعۀ کلان‌شهر مشهد)

دوره 7، شماره 26
پاییز 1405
صفحه 6-21

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت کسب و کار(بازرگانی- بازاریابی). پردیس بین المللی کیش، دانشگاه تهران، کیش، ایران

2 گروه مدیریت رسانه و ارتباطات کسب و کار. دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

چکیده
گردشگری سلامت پدیده‌ای جهانی و رو به رشد است. مشهد با مزیت هم‌زمان گردشگری مذهبی و توانمندی‌های پزشکی، ظرفیت منحصربه‌فردی برای تبدیل به قطب منطقه‌ای دارد، اما فقدان الگوی جامع و بومی مانع بهره‌برداری بهینه از این ظرفیت‌ها شده است. هدف از این پژوهش طراحی الگوی توسعۀ گردشگری سلامت در کلان‌شهر مشهد با تأکید بر ابعاد مدیریتی، زیرساختی و بازاریابی است. این پژوهش از لحاظ هدف بنیادی-کاربردی، از لحاظ نحوۀ گردآوری داده‌ها توصیفی-اکتشافی و از نوع تحقیقات کیفی است. داده‌ها از 91 مصاحبۀ عمیق نیمه‌ساختاریافته با خبرگان و مدیران (بیمارستان‌ها، دانشگاه علوم پزشکی، آستان قدس رضوی، میراث فرهنگی، شهرداری، بخش خصوصی) با نمونه‌گیری هدفمند و گلولۀ برفی تا اشباع نظری جمع‌آوری شد. تحلیل با روش نظریۀ داده‌بنیاد و کدگذاری سه‌مرحله‌ای. پایایی کیفی با کدگذاری موازی و شاخص پی اسکات (88/0) تأیید شد. در این پژوهش، از 243 کد باز، 61 مقولۀ فرعی و سپس شش مقولۀ اصلی استخراج شد. الگوی پارادایمی شامل شرایط علّی (برتری توانمندی‌های پزشکی، مزیت رقابتی قیمت، پیوند استراتژیک با گردشگری مذهبی، تصویر مثبت بین‌المللی)، پدیدۀ محوری (تبدیل مشهد به قطب بین‌المللی گردشگری سلامت با هویت ترکیبی منحصربه‌فرد)، راهبردها (توسعۀ زیرساخت و خدمات یکپارچه، بازاریابی و برندسازی بین‌المللی، سیاستگذاری و حقوقی تسهیل‌گر، ارتقای کیفیت و نوآوری خدمات)، شرایط زمینه‌ای (حمل‌ونقل و اقامت، امنیت، محیط فرهنگی مساعد، جاذبه‌های مکمل)، عوامل مداخله‌گر (چالش‌های اقتصادی و مالی بین‌المللی، ضعف یکپارچگی با نظام‌های سلامت جهانی، چالش‌های برندسازی، فشار رقابت منطقه‌ای) و پیامدها (اقتصادی، اجتماعی-فرهنگی، سازمانی-مدیریتی، زیست‌محیطی-کالبدی).

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Designing a Health Tourism Development Model(A Study of Mashhad Metropolis)

نویسندگان English

Fatemeh Salari 1
Manouchehr Ansari 2
1 Department of Business Management (Media Management), Kish International Campus, University of Tehran, Kish, Iran
2 Department of Media Management and Business Communication, Faculty of Management, University of Tehran, Tehran, Iran
چکیده English

Health tourism is a global and growing phenomenon. Mashhad, with its combined advantages of religious tourism and medical capabilities, has a unique capacity to become a regional hub. Still, the lack of a comprehensive local model has prevented the optimal exploitation of these capacities. This research aims to design a health tourism development model in the Mashhad metropolis, with an emphasis on management, infrastructure, and marketing dimensions. This research is descriptive-exploratory in its fundamental-applied purpose and qualitative in its data collection method. Data were collected through 19 in-depth, semi-structured interviews with experts and managers (hospitals, University of Medical Sciences, Astan Quds Razavi, cultural heritage, municipality, private sector) using purposive and snowball sampling until theoretical saturation. We analyzed the data using grounded theory and three-stage coding. Qualitative reliability was confirmed with parallel coding and Scott’s Pi index (0.88). In this study, 16 subcategories and then 6 main categories were extracted from 342 open codes. The paradigmatic model includes causal conditions (superiority of medical capabilities, competitive price advantage, strategic linkage with religious tourism, positive international image), central phenomenon (transforming Mashhad into an international health tourism hub with a unique composite identity), strategies (development of integrated infrastructure and services, international marketing and branding, facilitating policy and legal frameworks, improving service quality and innovation), contextual conditions (transportation and accommodation, security, favorable cultural environment, complementary attractions), intervening factors (international economic and financial challenges, weak integration with global health systems, branding challenges, regional competition pressure), and consequences (economic, socio-cultural, organizational-managerial, environmental-physical).

کلیدواژه‌ها English

  • Health tourism
  • Mashhad metropolis
  • Development model
  • Grounded theory
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  • تاریخ دریافت 28 اردیبهشت 1405
  • تاریخ بازنگری 07 شهریور 1405
  • تاریخ پذیرش 01 شهریور 1405