Document Type : scientific-research article
Authors
1 Ph.D. student, Department of Geographical Sciences and Urban Planning, University of Isfahan, Isfahan, Iran
2 Associate professor, Department of Geographical Sciences and Urban Planning, University of Isfahan, Isfahan, Iran
3 Postdoctoral researcher, Department of Geographical Sciences and Urban Planning, University of Isfahan, Isfahan, Iran
Abstract
The effective factors in the development of the brand of tourism destinations should be identified in advance and be available to the planners of this field. This research is applied analytical in terms of purpose and descriptive- practical in terms of the nature of the method, which was done to identify and evaluate the effective components in the development of the medical tourism destination brand (Mashhad City). First, by studying the background, primary indicators were extracted. Then, with the opinion of experts, the indicators were localized and the research questionnaire was prepared. Finally, by estimating the importance-performance index, the existing situation and its comparison with the optimal situation of Mashhad City were investigated in terms of indicators affecting the brand of medical tourism.
Based on the studies and experts' opinions, 47 items directly affect the medical tourism brand, which was included in 5 main factors including awareness, quality, perceived value, destination image and loyalty. The condition of Mashhad in all 5 factors is above the average, and acceptable, but it is far from the ideal. Based on the opinion of experts, the importance of indicators, and based on the opinion of tourists, the performance of Mashhad was determined, and finally, the indicators that had the most importance and the weakest performance were prioritized for planning. These indicators included, the knowledge of the medical tourist about the destination hospital, information about the specialties of the medical staff, proper advertising, the existence of a translator, the variety of treatments, follow-up care after treatment, the level of trust in the destination and the reputation of doctors.
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