THE ROLE OF DIGITAL MARKETING IN MEDICAL TOURISM INDUSTRY IN POINT OF VIEW OF MEDICAL TOURISM POLICY MAKERS OF SHIRAZ IN 2017

  • Abbas Yazdanpanah Department of Healthcare Management, Marvdasht Branch, Islamic Azad University, Marvdasht, Iran https://orcid.org/0000-0002-0295-8859
  • Afshin Parsaei Department of Healthcare Management, Marvdasht Branch, Islamic Azad University, Marvdasht, Iran
  • Ali Khani Jeihooni Department of Public Health. School of Health, Fasa University of Medical Sciences, Fasa,Iran https://orcid.org/0000-0003-4334-3356

Abstract

Medical tourism refers to traveling to places where the individual could use medical services. Therefore, such a travel requires various activities in any of which the individual health is considered. Main samples of these types of travels include healthcare, beauty of organs, passing convalescence and rehabilitation, using hydrotherapy springs and good climate regions. The general objective of this study is to analyze the relation between digital marketing and medical tourism in point of view of Shiraz medical tourism policy makers. This study is applied in respect of objective and in respect of collecting descriptive information it is of correlation studies type in which data collection was performed through library and field method. The statistical population of this study includes all strategic personnel and managers of Shiraz Medical Sciences University which is equal to 97. Regarding Cochran table for low number societies, the sample number was considered equal to the population. For collecting data, for the role of digital marketing in medical tourism industry from view of Shiraz medical tourism policy makers, scholar made questionnaire was used. This questionnaire includes 40 questions. The questionnaires were regulated based on 5-value Likert scale. Reliability and validity of this questionnaire was confirmed. For statistical techniques used for analysis of data obtained from the questionnaire, various statistical methods have been used. In the research descriptive section, descriptive statistical methods, relative frequency distribution and its percent diagrams have been used. And in the inferential statistics analysis, Kolmogorov- Smirnov test has been used for investigating data normality and then Pearson correlation factor and route analysis have been used. The study results showed that there is a relation between digital marketing and medical tourism from viewpoint of Shiraz medical tourism policy makers. Also, there is a relation between factors relating to product or service, advertising, place, individuals, evidences and physical facilities and price and medical tourism from viewpoint of Shiraz medical tourism policy makers. Therefore, educating usage of modern marketing methods and mixing them should be one of operational objectives of healthcare organization and this should be considered in educational planning.


Peer Review History:


Received 18 February 2018;   Revised 23 February; Accepted 4 March, Available online 15 March 2018


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Received file


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Average Peer review marks at initial stage: 4.5/10


Average Peer review marks at publication stage: 7.5/10


Reviewer(s) detail:


Name: Dr. Sabah Hussien El-Ghaiesh


Affiliation: Tanta University, Egypt


E-mail: s.ghaiesh@gmail.com


Comments of reviewer(s):


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Keywords: digital marketing, health policy making, medical tourism, Shiraz
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How to Cite
Yazdanpanah, A., A. Parsaei, and A. Jeihooni. “THE ROLE OF DIGITAL MARKETING IN MEDICAL TOURISM INDUSTRY IN POINT OF VIEW OF MEDICAL TOURISM POLICY MAKERS OF SHIRAZ IN 2017”. Universal Journal of Pharmaceutical Research, Vol. 3, no. 1, Jan. 2018, doi:https://doi.org/10.22270/ujpr.v3i1.R12.
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Research Articles

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