نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، مدیریت، گروه مدیریت، دانشکده علوم اداری، دانشگاه بینالمللی امام رضا (ع)، مشهد، ایران
2 کارشناس ارشد، مدیریت بازرگانی، گروه مدیریت، دانشکده علوم اداری، دانشگاه بینالمللی امام رضا (ع)، مشهد، ایران
3 کارشناس ارشد، مدیریت بازرگانی، مؤسسه آموزش عالی حکیم توس، مشهد، ایران
چکیده
مقدمه: جذب و حفظ گردشگران پزشکی و تبدیل استفادهکنندگان از خدمات گردشگری پزشکی به گردشگران وفادار، از اهمیت باﻻیی برخوردار است. تحلیل وضعیت میتواند موجب تقویت توانمندیها در صنعت گردشگری پزشکی و حفظ گردشگر پزشکی شود. بنابراین، پژوهش حاضر با هدف تعیین رابطه رضایت گردشگران پزشکی با قصد مراجعه مجدد از طریق اعتماد در مقاصد گردشگری پزشکی انجام شد.روش بررسی: این مطالعه از نوع توصیفی- پیمایشی و جامعه آماری آن شامل گردشگران پزشکی مراجعهکننده به بیمارستانها و مراکز درمانی شهر مشهد بود که 384 نفر به روش در دسترس انتخاب شدند و با استفاده از پرسشنامه استاندارد مورد بررسی قرار گرفتند. به منظور سنجش روایی، از روایی محتوا و سازه (بار عاملی همه متغیرها بالاتر از 6/0) و به منظور سنجش پایایی از ضریب Cronbach's alpha (953/0) استفاده گردید. دادهها به روش مدلسازی معادلات ساختاری مورد تجزیه و تحلیل قرار گرفت.یافتهها: بررسی روابط متغیرهای تحقیق نشان داد که رضایت گردشگران پزشکی ارتباط معنیداری با اعتماد به کارکنان و اعتماد به بیمارستان داشت. همچنین، تأثیر اعتماد به کارکنان و اعتماد به بیمارستان بر قصد مراجعه مجدد گردشگران پزشکی مورد تأیید قرار گرفت (05/0 > P).نتیجهگیری: سه عامل «رضایت گردشگران پزشکی، اعتماد به کارکنان و اعتماد به بیمارستان» نقش اساسی در مراجعه مجدد گردشگران پزشکی دارد که از این بین، اعتماد به کارکنان، بیشترین تأثیر را در افزایش قصد مراجعه مجدد گردشگران پزشکی به بیمارستانها به خود اختصاص داد.
کلیدواژهها
عنوان مقاله [English]
The Relationship between Medical Tourists' Satisfaction with Revisit Intention through Trust in Medical Tourism Destinations
نویسندگان [English]
- Seyed Morteza Ghayour-Baghbani 1
- Monireh Yegane-Mofrad 2
- Faezeh Hamed-Hamrahiyan 2
- Zahra Alidadi 3
1 Assistant Professor, Management, Department of Management, School of Administrative Sciences, Imam Reza International University, Mashhad, Iran
2 MSc, Business Management, Department of Management, School of Administrative Sciences, Imam Reza International University, Mashhad, Iran
3 MSc, Business Management, Hakim Toos Higher Education Institution, Mashhad, Iran
چکیده [English]
Introduction: Attracting and retaining medical tourists, as well as converting users of medical tourism services into loyal tourists, is of great importance. Situation analysis can boost the capabilities of the medical tourism industry and retain the medical tourist; therefore, this study was conducted to determine the relationship between medical tourists' satisfaction with the intention to return through trust in medical tourism destinations.Methods: In this descriptive-survey, study population was medical tourists referring to hospitals and medical centers in Mashhad City, Iran, of which 384 individuals were surveyed using the available method and a questionnaire. The content and construct validity were confirmed, and the reliability was computed as 0.953 through Cronbach's alpha. Data analysis was performed using Structural Equation Modeling.Results: The study of the relationship between research variables indicated that the satisfaction of medical tourists was significantly related to trust in staff and in the hospital. Besides, the effect trust in staff and in the hospital on the intention of medical tourists to return was confirmed.Conclusion: Three factors of medical tourist satisfaction, trust in staff, and trust in hospital trust play a major role in the return of medical tourists, among which staff trust has the greatest impact on increasing the intention of medical tourists to return to hospitals.
کلیدواژهها [English]
- Satisfaction
- Medical Tourism
- Trust
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