نوع مقاله : مقاله پژوهشی
نویسنده
گروه مدیریت و بازرگانی واحد تهران جنوب دانشگاه آزاد اسلامی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسنده [English]
Health tourism is a new form of marketing in the tourism industry that has grown rapidly in recent years. Health tourism helps improve the wellbeing of those who are outside up their place of residence. The purpose of this study is to offer a model of health tourism with emphasis on verbal advertising in health centers. This study has practical proposes and in terms of data collection, it is descriptive and non-experimental. The researcher attempts to offer and analyze the factors influencing the concept of health tourism by emphasizing the role of verbal advertising by qualitative method and by interviewing twenty managers of health tourism centers and academic experts and using the "data base" approach. As a result of analyzing data through open source coding, the researcher offers the final results of his research in a model that has six main elements: market attractiveness, strategy, variety of services, territorial conditions of the country, verbal advertising, health tourism and 33 sub dimensions. According to the results of this study, it can be said that this can be an opportunity for health authorities in creating and increasing foreign exchange incomes for the country, provided the decision makers collect and classify factors affecting the concept of health tourism.
کلیدواژهها [English]
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