كليدواژه :
ارزش ويژه برند , قصد بازديد مجدد , وفاداري گردشگري , شهر تبريز
چكيده فارسي :
گردشگري سلامت با توجه به اثرات مثبت اقتصادي و بخصوص نقش اشتغال‌زايي در ايران موردتوجه قرارگرفته است. كلان‌شهر تبريز با توجه به موقعيت نسبي خود شرايط مناسبي را براي جذب گردشگر سلامت دارا مي‌باشد. در اين ميان، قصد بازديد مجدد از عوامل تعيين‌كننده موفقيت مقاصد گردشگري به شمار مي‌رود و بررسي عوامل مؤثر بر قصد بازديد مجدد گردشگران مي‌تواند مديران و برنامه ريزان گردشگري را در دست‌يابي به موفقيت‌هاي مقاصد گردشگري ياري رساند. هدف پژوهش حاضر بررسي تأثير ارزش ويژه‌برند خدمات درماني بر قصد بازديد مجدد در شهر تبريز است. جامعه آماري پژوهش شامل گردشگران سلامت سفركرده به مراكز و خدمات درماني شهر تبريز در تابستان 1397 بود كه از بين گردشگران 385 نفر به‌صورت تصادفي به‌عنوان نمونه انتخاب شدند. گردآوري داده‌ها با استفاده از پرسشنامه كه شامل 45 سؤال، روايي آن با استفاده از روايي محتوا و پايايي نيز با استفاده از ضريب آلفاي كرونباخ موردبررسي قرار گرفت و تائيد شد. براي تجزيه‌وتحليل داده‌ها از نرم‌افزار Spss استفاده شد. يافته‌هاي پژوهش نشان مي‌دهد كه بين تصوير مقصد، كيفيت درك شده، ارزش ادراك‌شده و رضايت با وفاداري گردشگران ارتباط مثبت و معناداري وجود دارد. در بين شاخص‌هاي يادشده، شاخص رضايت با 31 درصد بيشترين تأثير را در وفاداري گردشگران به مراكز درماني شهر تبريز دارد، ازاين‌رو مديران مقصد بايد سطح بالاتري از رضايت گردشگران را تعيين كنند تا رفتار بعد از خريد مثبتي در گردشگران ايجاد كنند و بتوانند رقابت را در مقصد حفظ و ارتقاء دهند بنابراين وفاداري گردشگران براي مديران اين منطقه گردشگري بايد به‌عنوان كليدي‌ترين دستاورد و اقدامات صورت گرفته گردشگري محسوب شود.
چكيده لاتين :
Introduction
Nowadays, tourism industry is one of the main economic activity among the countries. Tourism
help countries to improve their infrastructures, services, and as a result, it generates a lot of
activity and job creation. One of the more recent and important branch of tourism is health
tourism, in this form of tourism, tourists go to medical services. Health tourism, as a branch of
tourism, has many positive economic effects, especially that it has been emphasized on job
creation in Iran. Considering the position of Iran in the Middle East and the potential in health
and cure system, it is necessary to pay more attention to this industry in today's competitive
world. The metropolis of Tabriz, the biggest city in the north west of Iran and its close
proximity to the provinces of West Azerbaijan, Kurdistan and Ardabil and the nearby Caucasian
countries, has provided a good place to attract health tourists by introducing its abilities for
absorbing of tourists from the above mentioned cities. The intention to revisit the tourism
destinations is one of the important factors which determining the success of tourism
destinations. Investigating the factors influencing the intention of tourists to visit tourism
destinations can help tourism manager and planners to achieve the success of tourism
destinations. Therefore, the purpose of this study is to investigate the effect of the great value of
health services in Tabriz on the intention of revisiting this tourist destination among health
tourists traveling to Tabriz.
this study has four hypotheses;
- The destination image of Tabriz medical services has an effect on loyalty to this tourism
destination.
-The perceived quality of health services of Tabriz effects on the loyalty of visitors.
-The perceived value of health services of Tabriz has an effect on the loyalty of visitors.
-The satisfaction from health services of Tabriz effects on the loyalty of visitors.
Many researches have dealt with the health tourism in recent years but in the case of Iran and
especially in Tabriz there is a few researches; this fact point out the value of study in this field.
Methodology
The statistical population of this study included tourists visiting health centers and hospitals of
Tabriz in the summer of 2018. About 385 of them were randomly selected as samples. Data
were collected via a 45-item questionnaire. The validity of the questionnaire was evaluated by
using of content validation and the reliability was assessed based on Cronbach's alpha test.
SPSS software was also used to analyze the data. The questionnaire was made up from five
variables such as destination brand image, effect of destination image, perceived quality of
health services, perceived value of health services and satisfaction, which every variable had its
own indicators. These indicators were extracted from literature review. For the first variable,
eight indicators were used. The second Variable had 12 indicators and for the third, fourth and
fifth variables; twelve, six and seven indicators were applied, respectively. Then the data were
analyzed, at first the normality test were used based on K-S normality test. Because of the test
result which showed abnormality of data in this research we applied the nonparametric
statistical methods. Hence at first Spearman’s correlation method was exerted. Then
multivariate linear regression was applied for analyzing.
Results and discussion
From 385 people which were the research sample; about 57.7 percent were male and 42.3
percent were female. Exploring of sample age showed that 40.5 percent of samples were in age
18-29 years' old which were highest frequency in the sample, and about 92.2 percent of samples
were from northwest and west of country. The first analysis which was applied on the
questionaries' answer, was Normality checking, in this research we used K.S method for
evaluation of normality, the result of this analysis indicated that the data which gathered from
questionnaires were not normal, so Spearman correlation test was used. The result of correlation
analysis demonstrated that between destination image and loyalty had correlation rate about
0.657, and for perceived quality and perceived value with loyalty the rates were 0.724 and 0.753
respectively. Finally, correlation rate for satisfaction and loyalty was 0.689. All coefficients
were significant at the level of 0.95. Multivariate linear regression showed a general correlation
coefficient between the variables equal to 0.63. The result for F test was about 166.893.
Conclusion
The main goal of this research was to investigate the effect of brand equity on the absorption of
visitors and tourists in the health services field. The Intention to revisit is one of the main
factors in sustainability of tourism. Many factors could influence the intention to revisit. The
research findings showed that there is a positive and significant relationship between destination
image, perceived quality, perceived value and satisfaction with tourists' loyalty. Actually these
factors effect on the intention to revisit. Among the mentioned variables, satisfaction index with
31% beta coefficient had the greatest effect on the loyalty of health tourists to Tabriz health
centers. and the second more important variable had 26% beta coefficient, which was perceived
value. For the third variable i.e. perceived quality, the beta coefficient was 23%. Finally, the
lowest beta coefficient was related to the destination image variable. As the results revealed the
main factor which could effect on the health tourism trend and brand image of Tabriz is
satisfaction of health services on one hand, that means services providers must pay more
attention on this factor. On the other hand, the perceived value and perceived quality are the
second more important variables, beside the satisfaction for health providers. The results of this
study were in line with previous research, so that satisfaction was emphasized in the research of
Hutchinson et al. (2009) as well as in the studies of Williams and Sutter (2009).
