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
  1. Akbari M, Meshkani Z, Kazemi Kariani A, Moalemi S. A look at the medical tourism industry. Proceedings of the 1st National Conference on Geography, Tourism, Natural Resources and Sustainable Development; 2015 Feb 19; Tehran, Iran. [In Persian].
  2. Kazemi R, Moazami Ghoudarzi R. Electronic marketing program in medical tourism industry. Proceedings of the International Conference on Industrial Engineering and Management; 2016 May 27; Tehran, Iran. [In Persian].
  3. Vahedi S. Investigation of effective factors on tourist attraction and retention in cities (Case study: Nour city). Proceedings of 2nd Regional Conference on Sustainable Development in the Southern Border of Caspian Sea; 2011 Dec 15; Nour, Iran. [In Persian].
  4. Shabani A, Taleghani M. The effect of previous visits and tourists' satisfaction with a destination on their intention to return (Case study: Health tourists). Journal of Geography and Environmental Studies 2013; 2 (6): 55-64. [In Persian].
  5. Han H, Hyun SS. Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management 2015; 46: 20-9.
  6. Connell J. Contemporary medical tourism: Conceptualisation, culture and commodification. Tourism Management 2013; 34: 1-13.
  7. Mohammadzadeh Y, Moradkhani O, Yahyavi Dizaj J. Health tourism capacities in Iran; Barriers, challenges and solutions. Proceedings of the International Conference on Sustainable Development, Strategies and Challenges with a Focus on Agriculture, Natural Resources, Environment and Tourism; 2015 Feb 24-26; Tabriz, Iran. [In Persian].
  8. Pizzutti dos Santos C, Basso K. Do ongoing relationships buffer the effects of service recovery on customers' trust and loyalty? Int J Bank Mark 2012; 30(3): 168-92.
  9. Taghipourian MJ, Eyni Mirhassanlo UU-B. Effect of foreign health tourists' satisfaction from destination on word of mouth advertising in Tehran's hospitals. Journal of Healthcare Management 2017; 8(3): 29-40. [In Persian].
  10. Mechinda P, Serirat S, Anuwichanont J, Gulid N. An examination of tourists loyalty towards medical tourism in Pattaya, Thailand. International Business and Economics Research Journal 2010; 9(1): 55-70.
  11. Amini Q. Statistics and its application in research. Ahvaz, Iran: Shahid Chamran University of Ahvaz; 2008. [In Persian].
  12. Chiu CM, Hsu MH, Lai H, Chang CM. Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decis Support Syst 2012; 53(4): 835-45.
  13. Han H. The healthcare hotel: Distinctive attributes for international medical travelers. Tour Manag 2013; 36: 257-68.
  14. Carranza Ro, Diaz E, Martin-Consuegra Navarro D. The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis: Exploring the mediating role of trust. Journal of Hospitality and Tourism Technology 2018; 9(3): 380-96.
  15. Abubakar A, Ilkan M. Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. J Dest Mark Manage 2016; 5(3): 192-201.