تأثير بازاريابي سبز بر گردشگري پزشكي با نقش ميانجي فناوري

The Impact of Green Marketing on Medical Tourism with the Mediating Role of Technology

ﻫﺪف: ﮔﺮدﺷﮕﺮي ﭘﺰﺷﮑﯽ ﻣﺒﺤﺜﯽ اﺳﺖ ﮐﻪ در ﺳﺎلﻫﺎي اﺧﯿﺮ ﺑﻪ دﻧﺒﺎل اﻓﺰاﯾﺶ ﺣﻀﻮر اﻓﺮاد در ﭘﯽ درﻣﺎن ﺑﯿﻤﺎري در ﺳﺎﯾﺮ ﻣﻨﺎﻃﻖ و ﮐﺸﻮرﻫﺎ ﻣﻮردﺗﻮﺟﻪ ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ. ﺗﻮﺟﻪ ﺑﻪ ﮔﺮدﺷﮕﺮي ﭘﺰﺷﮑﯽ ﻣﯽﺗﻮاﻧﺪ ﺑﺎﻋﺚ رﺷﺪ ﭼﺸﻤﮕﯿﺮ ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي ﺷﻮد ﮐﻪ ﯾﮑﯽ از ﺻﻨﺎﯾﻊ ﻣﻬﻢ و ﻣﺆﺛﺮ در ﺗﻮﺳﻌﻪ اﻗﺘﺼﺎدي اﺳﺖ. از ﻃﺮﻓﯽ آﺳﯿﺐﻫﺎي ﻧﺎﺷﯽ از ﺑﺎزارﯾﺎﺑﯽ ﺳﻨﺘﯽ در ﺻﻨﻌﺖ ﭘﺰﺷﮑﯽ ﺑﺎﻋﺚ ﺷﺪ ﺗﺎ در اﯾﻦ ﭘﮋوﻫﺶ، اﺳﺘﻔﺎده از ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ در اﯾﻦ ﺣﻮزه ﺑﺮرﺳﯽ و ﻧﺘﺎﯾﺞ ﮐﺎرﺑﺮدي اراﺋﻪ ﺷﻮد. ﻫﺪف از اﻧﺠﺎم اﯾﻦ ﭘﮋوﻫﺶ، ﺳﻨﺠﺶ ﺗﺄﺛﯿﺮ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺑﺮ ﮔﺮدﺷﮕﺮي ﭘﺰﺷﮑﯽ ﺑﺎ ﺑﺮرﺳﯽ ﻧﻘﺶ ﺗﻌﺪﯾﻞﮐﻨﻨﺪﮔﯽ ﻓﻨﺎوري ﺑﺮ اﯾﻦ راﺑﻄﻪ اﺳﺖ. روش: اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده از ﻣﻄﺎﻟﻌﺎت ﻣﯿﺪاﻧﯽ و ﺗﻮزﯾﻊ ﭘﺮﺳﺸﻨﺎﻣﻪ در ﻣﯿﺎن اﻋﻀﺎي ﻧﻤﻮﻧﻪ ﺻﻮرت ﮔﺮﻓﺖ ﮐﻪ ﺑﺎ روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﮔﻠﻮﻟﻪﺑﺮﻓﯽ از ﻣﯿﺎن 117 ﻧﻔﺮ از ﻓﻌﺎﻟﺎن ﺣﻮزه ﮔﺮدﺷﮕﺮي ﭘﺰﺷﮑﯽ اﺳﺘﺎن ﺳﯿﺴﺘﺎن و ﺑﻠﻮﭼﺴﺘﺎن اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﯾﺎﻓﺘﻪﻫﺎ: اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده از روش اﻟﮕﻮرﯾﺘﻢ ﮐﻤﺘﺮﯾﻦ ﻣﺮﺑﻌﺎت ﺟﺰﺋﯽ در ﻣﺪلﺳﺎزي ﻣﻌﺎدﻟﺎت ﺳﺎﺧﺘﺎري ﺻﻮرت ﮔﺮﻓﺖ و ﺑﺮاي ﺗﺄﯾﯿﺪ ﭘﺎﯾﺎﯾﯽ اﺛﺮ ﻣﺘﻐﯿﺮﻫﺎ و ﭘﺮﺳﺸﻨﺎﻣﻪ از آزﻣﻮنﻫﺎي P Value و آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﯿﺠﻪ: ﻧﺘﺎﯾﺞ ﻧﻤﺎﯾﺎﻧﮕﺮ ﺗﺄﯾﯿﺪ ﮐﻠﯿﻪ ﻣﺘﻐﯿﺮﻫﺎي ﭘﮋوﻫﺶ ﺑﻪ اﯾﻦ ﺷﺮح اﺳﺖ: اﺛﺮ ﺗﻌﺪﯾﻞﮐﻨﻨﺪﮔﯽ ﻓﻨﺎوري ﺑﺎ ﺿﺮﯾﺐ 0/27، ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺑﺎ ﺿﺮﯾﺐ 0/30، اﺛﺮات زﯾﺴﺖﻣﺤﯿﻄﯽ ﺑﺎ ﺿﺮﯾﺐ 0/26و درﻧﻬﺎﯾﺖ ﺑﻬﺒﻮد ﻗﯿﻤﺖ ﺑﺎ ﺿﺮﯾﺐ 0/24.

Objective:Medical tourism is a topic that has received increasing attention in recent years as more and more people seek treatment in other regions and countries. Paying attention to medical tourism can boost the tourism industry, which is one of the most important industries influencing economic development. On the other hand, the disadvantages of traditional marketing in the medical industry led us to investigate the use of green marketing in this field and to present practical results. The purpose of this study was to evaluate the impact of green marketing on medical tourism by examining the moderating role of technology on this relationship. Methodology: This study is based on field studies and questionnaire distribution among selected sample through snowball sampling among 117 medical tourism practitioners in Sistan and Baluchestan province. Finding:This research has been done by using the partial least squares algorithm in structural equation modeling and to confirm the reliability of variables and questionnaires, P value and Cronbach's alpha coefficients have been used. Conclution: The results confirm all research variables as follows: Modulating effect of technology with coefficient of 0.27, social responsibility with coefficient of 0.30, environmental effects with coefficient of 0.26 and finally price improvement with coefficient of 0.24