Document Type : Research Paper
Authors
Abstract
This research is performed to identify the effective solutions for
attracting medical tourists and making them loyal. Hence, after
studying theoretical background and reviewing literature, the effective
factors on choosing destination were gathered regarding supply and
demand model of medical tourism. Then, the medical tourists divided
into four groups including Platinum, Gold, Iron and the Lead and the
questionnaires distributed among them. Next, regarding the results,
which means the priorities of medical tourists' demands, authors put
medical tourists in two new categories termed Diamond and Silver,
based on the similarities on their needs. Afterward, these needs
classified into two categories named hygiene needs and motivational
needs, regarding Herzberg two-factor theory. In the Diamond type, the
lack of motivational needs lead to dissatisfaction, but in the Silver
type, it will not lead to dissatisfaction.
Keywords
Jones, C. A., & Keith, L. G. (2006). Medical tourism and
reproductive outsourcing: the dawning of a new paradigm for
healthcare. International Journal Fertility Women’s Medicine, 51,
251-255
Bookman, M. Z., & Bookman, K. R. (2007). Medical tourism in developing countries New York: Palgrave Macmillan.
Tata, S. (2007). Medical travel in Asia and the Pacific: Challenges and opportunities. United National Economic and Social Commission for Asia and the Pacific. Retrieved 02.06.09, from. http://www.unescap.org/ ESID/ hds/ lastestadd/ Medical Tourism Report 09. pdf.
Singh, P. K. (2008). Medical tourism. India: Kanishka
Gupta, A. S. (2004). Medical tourism and public health. People’s
Democracy, 27(19). Retrieved 12.05.09, from. http://pd.cpim. org/2004/05092004_snd.htm.
Connell, J. (2006). Medical tourism: sea, sun, sand and.surgery.
Tourism Management, 27(6), 1093e1100.
Medical Tourism, Asia’s Growth Industry. (2007, April 4). Hotel Marketing.com. Retrieved 18.03.08, from. http: //www. hotel marketing.com/ index. php/ content/ article / 060410 medical tourism asias growth industry.
Awadzi, W., & Panda, D. (2006). Medical tourism: globalization and the marketing of medical services. Consortium Journal of Hospitality and Tourism, 11(1), 75-81
Hume, L. F., & DeMicco, F. J. (2007). Bringing hotels to healthcare:
a rx for success. Journal of Quality Assurance in Hospitality and
Tourism, 8(1), 75-84.
Burkett, L. (2007). Medical tourism: concerns, benefits, and the American perspective. Journal of Legal Medicine, 28, 223-245.
Tan, K. B. H. (2007). Aesthetic medicine: a health regulator’s perspective. Clinical Tan, K. B. H. (2007). Aesthetic medicine: a health regulator’s perspective. Clinical
Oliver, R. L.(1999). Whence consumer loyalty? Journal of Marketing, 63, 33–44.
Taylor, T. B. (1998). Better loyalty measurement leads to business solutions. Marketing News, 32(22), 41–42.
Jones, T. O., & Sasser, W. E., Jr. (1995). Why satisfied customers defect. Harvard Business Review, 73(November/December), 88–99.
Reich held, F. F. (1996). The loyalty effect. Boston, MA: Harvard
Business School Press.
74 فصلنامه مطالعات مدیریت گردشگری شماره 26 سال هشتم تابستان 93
Reichheld, F. F. & Sasser, W. E. (1990). Zero defections: Quality
comes to services. Harvard Business Review, 68 (September/October), 105–111.
Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management. Journal of Marketing Research, 24(November), 337–346.
Shoemaker, S., & Lewis, R. C. (1999). Customer loyalty: The future of hospitality marketing. International Journal of Hospitality Management , 18, 345–370.
Oppermann, M. (2000). Tourism destination loyalty. Journal of Travel Research, 39(1), 78–84.
Backman, S. J., & Crompton, J. L. (1991). The usefulness of selected variables for predicting activity loyalty. Leisure Science, 13, 205–220.
Cronin, J. J., Jr., Brady, M. K., & Hult, G. T. M. (2000).Assessing the
effects of quality, value and customer satisfaction on consumer
behavioral intentions in service environments. Journal of Retailing,
76(2), 193–218.
Petrick, J. F., Morais, D. B., & Norman, W. (2001). An examination of the determinants of entertainment vacationers’ intentions to visit. Journal of Travel Research, 40(1), 41–48.
Alexandris, K., Kouthouris, C., & Meligdis, A. (2006). Increasing customers’ loyalty in a skiing resort: The contribution of place attachment and service quality. International Journal of Contemporary Hospitality Management, 18(5), 414–425.
Bramwell, B. (1998). User satisfaction and product development in urban tourism. Tourism Management, 19(1), 35–47.
Pritchard, M., & Howard, D. R. (1997). The loyal traveler: Examining a typology of service patronage. Journal of Travel Research, 35(4), 2–10.
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897.
Chon, K. S. (1990). The role of destination image in tourism: A review and discussion. Tourist Review, 45(2), 2–9.
Zeithaml, V., Rust, R. T., & Lemon, K. N. (2001). The customer
pyramid: creating and servicing profitable customers. California
Management Review, 43(4), 118e142
Polli, R., & Cook, V. (1969). Validity of the product life cycle. The
Journal of Business, 42(4), 385e400.
Vernon, R. (1968). Economic sovereignty at bay. Foreign Affairs, 47(1), 110e122.
Rogers, E. M. (2003). Diffusion of innovations. London: Free Press.
Garland, A. (1998). The beach. NY: Riverhead Books.
گونه شناسی مشتریان در گردشگری پزشکی... 75
Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37(1), 52e73.
Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 39(3), 259e268.
Um, S., Chon, K., & Ro, Y. H. (2006). Antecedents of revisit
intention. Annals of Tourism Research, 33(4), 1141e1158.
Vernon, R. (1977). Storm over the multinationals: The real issues. Cambridge, MA: Harvard University Press.
Daunt, K.L., & Harris, L.C. Customers acting badly: evidence from the hospitality industry. Journal of Business Research, in press.
Reichheld, F. R. (1996). Learning from customer defections. Harvard Business Review, 7(2), 56e69.
Smith, P. C., & Forgione, D. (2007). Global outsourcing of healthcare:
a medical tourism model. Journal of Information Technology Case
and Application Research, 9(3),19e30.
Caballero-Danell, S., & Mugomba, C. (2007). Medical tourism and its entrepreneurial opportunities: A conceptual framework for entry into the industry. Master Thesis, Goteborg University. Retrieved from http://hdl.handle.net/2077/4671.
Ye, B. H., Yuen, P. P., Qiu, H. Z., & Zhang, V. H. (2008). Motivation of medical tourists: an exploratory case study of Hong Kong medical tourists. In A PTA annual conference, Bangkok, Thailand.
Heung, V. C. S., Kucukusta, D., & Song, H. (2010). A conceptual model of medical tourism: implications for future research. Journal of Travel and Tourism Marketing, 27(3), 236e251.
Smith, P. C., & Forgione, D. (2007). Global outsourcing of healthcare:
a medical tourism model. Journal of Information Technology Case
and Application Research, 9(3),19e30.
Masoumi, M. The Nature Of Tourism: Economic, Cultural, Social,
Environmental, Political Dimensions Of Tourism. Tehran, Peyk
Cousar Publication. 2005.
ضمیمه
جدول 1: دسته بندی عوامل جمعیت شناختی
جنسیت
وضعیت تأهل
55.9
مرد
44.1
زن
15.7
متأهل
84.3
مجرد
4.9
کارشناسی ارشد و بالاتر
15.7
کارشناسی
15.7
کاردانی
63.7
دیپلم وزیر دیپلم
تحصیلات
14.7
بالاتر از 50 سال
17.6
36 تا 50 سال
62.7
20 تا 35 سال
4.9
زیر 20 سال
سن
4.9
ناباروری
19.6
زنان و زایمان
10.8
مغز و اعصاب
9.8
قلب و عروق
خدمات پزشکی درخواست شده
24.5
سایر
24.5
جراحی داخلی
0
جراحی زیبایی
5.9
پوست و مو
2
هزینه های درمانی
15.7
توصیه آشنایان
40.2
نبود کادر تخصصی
36.3
کمبود امکانات محلی
دلیل مراجعه به یزد
5.9
سایر دلایل
reproductive outsourcing: the dawning of a new paradigm for
healthcare. International Journal Fertility Women’s Medicine, 51,
251-255
Bookman, M. Z., & Bookman, K. R. (2007). Medical tourism in developing countries New York: Palgrave Macmillan.
Tata, S. (2007). Medical travel in Asia and the Pacific: Challenges and opportunities. United National Economic and Social Commission for Asia and the Pacific. Retrieved 02.06.09, from. http://www.unescap.org/ ESID/ hds/ lastestadd/ Medical Tourism Report 09. pdf.
Singh, P. K. (2008). Medical tourism. India: Kanishka
Gupta, A. S. (2004). Medical tourism and public health. People’s
Democracy, 27(19). Retrieved 12.05.09, from. http://pd.cpim. org/2004/05092004_snd.htm.
Connell, J. (2006). Medical tourism: sea, sun, sand and.surgery.
Tourism Management, 27(6), 1093e1100.
Medical Tourism, Asia’s Growth Industry. (2007, April 4). Hotel Marketing.com. Retrieved 18.03.08, from. http: //www. hotel marketing.com/ index. php/ content/ article / 060410 medical tourism asias growth industry.
Awadzi, W., & Panda, D. (2006). Medical tourism: globalization and the marketing of medical services. Consortium Journal of Hospitality and Tourism, 11(1), 75-81
Hume, L. F., & DeMicco, F. J. (2007). Bringing hotels to healthcare:
a rx for success. Journal of Quality Assurance in Hospitality and
Tourism, 8(1), 75-84.
Burkett, L. (2007). Medical tourism: concerns, benefits, and the American perspective. Journal of Legal Medicine, 28, 223-245.
Tan, K. B. H. (2007). Aesthetic medicine: a health regulator’s perspective. Clinical Tan, K. B. H. (2007). Aesthetic medicine: a health regulator’s perspective. Clinical
Oliver, R. L.(1999). Whence consumer loyalty? Journal of Marketing, 63, 33–44.
Taylor, T. B. (1998). Better loyalty measurement leads to business solutions. Marketing News, 32(22), 41–42.
Jones, T. O., & Sasser, W. E., Jr. (1995). Why satisfied customers defect. Harvard Business Review, 73(November/December), 88–99.
Reich held, F. F. (1996). The loyalty effect. Boston, MA: Harvard
Business School Press.
74 فصلنامه مطالعات مدیریت گردشگری شماره 26 سال هشتم تابستان 93
Reichheld, F. F. & Sasser, W. E. (1990). Zero defections: Quality
comes to services. Harvard Business Review, 68 (September/October), 105–111.
Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management. Journal of Marketing Research, 24(November), 337–346.
Shoemaker, S., & Lewis, R. C. (1999). Customer loyalty: The future of hospitality marketing. International Journal of Hospitality Management , 18, 345–370.
Oppermann, M. (2000). Tourism destination loyalty. Journal of Travel Research, 39(1), 78–84.
Backman, S. J., & Crompton, J. L. (1991). The usefulness of selected variables for predicting activity loyalty. Leisure Science, 13, 205–220.
Cronin, J. J., Jr., Brady, M. K., & Hult, G. T. M. (2000).Assessing the
effects of quality, value and customer satisfaction on consumer
behavioral intentions in service environments. Journal of Retailing,
76(2), 193–218.
Petrick, J. F., Morais, D. B., & Norman, W. (2001). An examination of the determinants of entertainment vacationers’ intentions to visit. Journal of Travel Research, 40(1), 41–48.
Alexandris, K., Kouthouris, C., & Meligdis, A. (2006). Increasing customers’ loyalty in a skiing resort: The contribution of place attachment and service quality. International Journal of Contemporary Hospitality Management, 18(5), 414–425.
Bramwell, B. (1998). User satisfaction and product development in urban tourism. Tourism Management, 19(1), 35–47.
Pritchard, M., & Howard, D. R. (1997). The loyal traveler: Examining a typology of service patronage. Journal of Travel Research, 35(4), 2–10.
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897.
Chon, K. S. (1990). The role of destination image in tourism: A review and discussion. Tourist Review, 45(2), 2–9.
Zeithaml, V., Rust, R. T., & Lemon, K. N. (2001). The customer
pyramid: creating and servicing profitable customers. California
Management Review, 43(4), 118e142
Polli, R., & Cook, V. (1969). Validity of the product life cycle. The
Journal of Business, 42(4), 385e400.
Vernon, R. (1968). Economic sovereignty at bay. Foreign Affairs, 47(1), 110e122.
Rogers, E. M. (2003). Diffusion of innovations. London: Free Press.
Garland, A. (1998). The beach. NY: Riverhead Books.
گونه شناسی مشتریان در گردشگری پزشکی... 75
Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37(1), 52e73.
Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 39(3), 259e268.
Um, S., Chon, K., & Ro, Y. H. (2006). Antecedents of revisit
intention. Annals of Tourism Research, 33(4), 1141e1158.
Vernon, R. (1977). Storm over the multinationals: The real issues. Cambridge, MA: Harvard University Press.
Daunt, K.L., & Harris, L.C. Customers acting badly: evidence from the hospitality industry. Journal of Business Research, in press.
Reichheld, F. R. (1996). Learning from customer defections. Harvard Business Review, 7(2), 56e69.
Smith, P. C., & Forgione, D. (2007). Global outsourcing of healthcare:
a medical tourism model. Journal of Information Technology Case
and Application Research, 9(3),19e30.
Caballero-Danell, S., & Mugomba, C. (2007). Medical tourism and its entrepreneurial opportunities: A conceptual framework for entry into the industry. Master Thesis, Goteborg University. Retrieved from http://hdl.handle.net/2077/4671.
Ye, B. H., Yuen, P. P., Qiu, H. Z., & Zhang, V. H. (2008). Motivation of medical tourists: an exploratory case study of Hong Kong medical tourists. In A PTA annual conference, Bangkok, Thailand.
Heung, V. C. S., Kucukusta, D., & Song, H. (2010). A conceptual model of medical tourism: implications for future research. Journal of Travel and Tourism Marketing, 27(3), 236e251.
Smith, P. C., & Forgione, D. (2007). Global outsourcing of healthcare:
a medical tourism model. Journal of Information Technology Case
and Application Research, 9(3),19e30.
Masoumi, M. The Nature Of Tourism: Economic, Cultural, Social,
Environmental, Political Dimensions Of Tourism. Tehran, Peyk
Cousar Publication. 2005.
ضمیمه
جدول 1: دسته بندی عوامل جمعیت شناختی
جنسیت
وضعیت تأهل
55.9
مرد
44.1
زن
15.7
متأهل
84.3
مجرد
4.9
کارشناسی ارشد و بالاتر
15.7
کارشناسی
15.7
کاردانی
63.7
دیپلم وزیر دیپلم
تحصیلات
14.7
بالاتر از 50 سال
17.6
36 تا 50 سال
62.7
20 تا 35 سال
4.9
زیر 20 سال
سن
4.9
ناباروری
19.6
زنان و زایمان
10.8
مغز و اعصاب
9.8
قلب و عروق
خدمات پزشکی درخواست شده
24.5
سایر
24.5
جراحی داخلی
0
جراحی زیبایی
5.9
پوست و مو
2
هزینه های درمانی
15.7
توصیه آشنایان
40.2
نبود کادر تخصصی
36.3
کمبود امکانات محلی
دلیل مراجعه به یزد
5.9
سایر دلایل
)