The role of information technology in the design of the medical tourism marketing model of a Mix Method Approach

Document Type : Research Paper

Authors

1 M.A Business Management, Department of Business Management, Science and Research Branch. Islamic Azad University, Tehran, Iran. (Corresponding Author).

2 M.A student, Department of Technology management and industrial management, Science and Research Branch. Islamic Azad University, Tehran, Iran.

3 Ph.D student, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.

Abstract

Introduction: Today, information technology plays a big role in the development of medical tourism, and providing the best treatment facilities for medical professionals has become a vital matter. The main purpose of this research is the role of information technology in the design of the medical tourism marketing model of a Mix Method Approach.
 
Methods: In this research, the researcher has used a combination. For this purpose, in the first study, to know the components of information technology in the design of medical marketing models, therapeutic approaches were given, and in the second study, the model was tested using the low-cost method. The data collection tool required in the first study, the protocol and in-depth interview, with ten international hospital managers, and in the next step, the required data among 384 patients and the results were analyzed by AMOS software.
 
Results: The researcher conducted ten interviews to theoretical saturation and finally extracted 180 open codes and based on Strauss and Corbin's point of view, the analysis and results were presented in the form of six main dimensions and twenty sub-dimensions.
Conclusion: The hypotheses of the research were confirmed and it can be said that the educational package of sustainable life based on the lived experience of couples with experience of divorce is effective on emotional intimacy and this effect has been lasting. Also, the results showed that the training package increased marital compatibility in the experimental group compared to the control group and also decreased marital conflicts.
The results of the research have shown that the services are provided. Hospital equipment, empathy, confidence in personnel and accountability have an effective and significant effect on increasing loyalty to the brand of the hospital and medical treatment centers.

Keywords

References

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medical journal of mashhad university of medical sciences
Volume 64, Issue 2
July and August 2021
Pages 3100-3113

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