ﻃﺮاﺣﯽ ﻣﺪل ﮔﺮدﺷﮕﺮي ﭘﺰﺷﮑﯽ در دوران ﮐﻮوﯾﺪ 19 ﺑﺎ اﺳﺘﻔﺎده از روﯾﮑﺮد ﺗﺮﮐﯿﺒﯽ

Designing a medical tourism model during COVID-19 by using a Mix Method Approach

زﻣﯿﻨﻪ و ﻫﺪف : ﮔﺮدﺷﮕﺮي ﭘﺰﺷﮑﯽ، ﺷﮑﻞ ﺟﺪﯾﺪي از ﺗﻮرﯾﺴﻢ اﺳﺖ ﮐﻪ ﺗﺎ ﻗﺒﻞ از ﭘﺎﻧﺪﻣﯽ ﮐﻮوﯾﺪ 19 ﺑﻪ ﻃﻮر ﻓﺰاﯾﻨﺪهاي رﺷﺪ ﭘﯿﺪ ا ﮐﺮده ﺑﻮد. ﮔﺮدﺷﮕﺮي ﭘﺰﺷﮑﯽ ﺑﻪ ﻣﻨﻈﻮر ﺑﻬﺒﻮد ﺳﻼﻣﺘﯽ اﻓﺮاد و در ﻣﮑـﺎﻧﯽ ﺧـﺎرج از ﻣﺤﻞ ﺳﮑﻮﻧﺖ آن ﻫﺎ اﻧﺠﺎم ﻣﯽ ﺷﻮد. ﻫﺪف اﺻﻠﯽ اﯾﻦ ﭘﮋوﻫﺶ ﻃﺮاﺣﯽ ﻣﺪل ﮔﺮدﺷﮕﺮي ﭘﺰﺷﮑﯽ در دوران ﮐﻮوﯾﺪ 19 ﺑﺎ اﺳﺘﻔﺎده از رو ﯾﮑﺮد ﺗﺮﮐﯿﺒﯽ اﺳﺖ. ﻣﻮاد و روشﻫﺎ : در اﯾﻦ ﺗﺤﻘﯿﻖ ﭘﮋوﻫﺸﮕﺮ از رو ﯾﮑﺮد ﺗﺮﮐﯿﺒﯽ اﺳﺘﻔﺎده ﮐﺮده اﺳﺖ. ﺑﺮاي اﯾﻦ ﻣﻨﻈﻮر، در ﻣﻄﺎﻟﻌﻪ اول، ﺑــﺮاي ﺷــﻨﺎﺧﺖ ﻣﺆﻟﻔــﻪﻫﺎي ﺑﺎزارﯾــ ﺎﺑﯽ ﮔﺮدﺷﮕﺮي ﭘﺰﺷﮑﯽ از روﯾﮑﺮد داده ﺑﻨﯿﺎد و در ﻣﻄﺎﻟﻌﻪ دوم، ﺑﻪ آزﻣﻮن ﻣﺪل ﺑﺎ اﺳﺘﻔﺎده از روش ﮐﻤﯽ ﭘﺮداﺧﺘﻪ ﺷﺪه اﺳﺖ. اﺑﺰار ﺟﻤﻊآوري دادهﻫﺎي ﻣﻮردﻧﯿﺎز در ﻣﻄﺎﻟﻌﻪ اول، ﭘﺮوﺗﮑﻞ و ﻣﺼﺎﺣﺒﻪ ﻋﻤﯿﻖ، ﺑﺎ ﺑﯿﺴﺖ ﻣﺪﯾﺮ ﻣﺮﮐﺰ ﮔﺮدﺷﮕﺮي و در ﻣﺮﺣﻠﻪ ﺑﻌﺪ، دادهﻫﺎي ﻣﻮردﻧﯿﺎز ﺑﯿﻦ384 ﺑﯿﻤﺎر ﻣﺮﮐﺰ ﮔﺮدﺷــﮕﺮ ﺗﻮزﯾــ ﻊ و ﻧﺘــﺎﯾﺞ ﺗﻮﺳﻂ ﻧﺮماﻓﺰار اﯾﻤﻮس ﺗﺤﻠﯿﻞﺷﺪه اﺳﺖ ﯾﺎﻓﺘﻪﻫﺎ: ﻣﺤﻘﻖ ﺑﺎ اﻧﺠﺎم ﭘﺎﻧﺰده ﻣﺼﺎﺣﺒﻪ ﺑﻪ اﺷﺒﺎع ﻧﻈﺮي و درﻧﻬﺎﯾﺖ 100 ﮐﺪ ﺑﺎز اﺳﺘﺨﺮاج و ﺑﺮ اﺳﺎس ادﺑﯿﺎت ﻧﻈﺮي اﻗﺪام ﺑﻪ ﮐﺪﮔﺬاري ﻣﺤﻮري و اﻧﺘﺨﺎﺑﯽ ﮐﺮده و ﻧﺘﺎﯾﺞ را در ﻗﺎﻟﺐ ﺷﺶ ﺑﻌﺪ اﺻﻠﯽ و ﺳﯽو ﯾﮏ ﺑﻌﺪ ﻓﺮﻋﯽ اراﺋﻪ ﮐﺮده اﺳﺖ. ﻧﺘﯿﺠﻪﮔﯿﺮي: ﻣﺤﻘﻖ ﺗﺤﻘﯿﻖ ﺧﻮد را در ﻗﺎﻟﺐ ﯾﮏ ﻣﺪل ﺷﺎﻣﻞ ﺷﺶ ﺑﻌﺪ: رﺿﺎﯾﺖ از ﺑﺮﻧﺪ ﻣﺮﮐﺰ ﮔﺮدﺷــﮕﺮي، اﻋﺘﻤــﺎد ﺑــﻪ ﺑﺮﻧــﺪ درﻣــﺎﻧﯽ ﻣﺮﮐــﺰ ﮔﺮدﺷــﮕﺮي ﭘﺰﺷﮑﯽ، ﺗﻨﻮع ﺧﺪﻣﺎت درﻣﺎﻧﯽ، ﺑﺎزارﯾﺎﺑﯽ ﮔﺮدﺷﮕﺮي ﭘﺰﺷﮑﯽ، ﺑﺴﺘﻪ درﻣﺎﻧﯽ ﻣﻨﺎﺳﺐ، وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ ﻣﺮﮐﺰ درﻣﺎﻧﯽ؛ و ﺳﯽو ﯾﮏ ﺑﻌﺪ ﻓﺮﻋﯽ اراﺋﻪ ﮐــﺮده اﺳــﺖ. ﻧﺘﺎﯾﺞ ﺗﺤﻘﯿﻖ ﻧﺸﺎن داده اﺳﺖ ﮐﻪ ﮐﻢﻫﺰﯾﻨﻪﺗﺮﯾﻦ اﻗﺪام ﺟﻬﺖ ﺑﻬﺒﻮد وﺿﻌﯿﺖ ﺻﻨﻌﺖ ﺗﻮرﯾﺴﻢ ﭘﺰﺷــﮑﯽ، ﺑﺮﻧﺎﻣــﻪرﯾﺰي و ﺿــﺮورت ﺑﺨﺸــ ﯽ ﺑــﻪ اراﺋــﻪ ﺧــﺪﻣﺎت ﺣﺮﻓﻪاي در ﺧﻮر ﻧﯿﺎز ﺑﯿﻤﺎران ﺧﺎرﺟﯽ و ﻫﻤﺮاﻫﺎن آنﻫﺎ ﺗﻮﺳﻂ اﻓﺮاد ﻣﺘﺨﺼﺺ اﯾﻦ ﺣﻮزه ﺑﺎﺷﺪ.

Aim and Background: Medical tourism is a new form of tourism that had grown exponentially before the COVID-19 Pandemic. Medical tourism is done to improve the health of people and outside their place of residence. The main purpose of this study is to design a marketing model for medical tourism using a Mix method approach during COVID-19. Methods and Materials: In this research, the researcher has used a Mix method approach. For this purpose, in the first study, to identify the components of medical tourism marketing from the data foundation approach, and in the second study, the model is tested using a quantitative method. The required data collection tools in the first study, protocol and in-depth interviews with twenty managers of the tourism center and in the next stage, the required data were distributed among 384 patients of the tourist center and the results were analyzed by Amos software. Findings: The researcher performed fifteen interviews to theoretical saturation and finally extracted 100 open codes and based on the theoretical literature, the coding was done selectively and the results were presented in the form of six main dimensions and thirty-one sub-dimensions. Conclusions: The researcher presents his research in the form of a model including six dimensions: satisfaction with the brand of the tourism center, trust in the brand therapy of the medical tourism center, diversity of medical services, marketing of medical tourism, appropriate treatment package, loyalty to the brand of the medical center, and thirty-one sub-dimensions has done.