مجله پژوهش‌های کارآفرینی

مجله پژوهش‌های کارآفرینی

شناسایی و اولویت‌بندی عوامل مؤثر بر توسعه کارآفرینی گردشگری سلامت (مورد مطالعه: شهر یزد)

نوع مقاله : علمی- پژوهشی

نویسندگان
گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران.
چکیده
مقدمه: با توجه به رقابت فزاینده در سطح جهانی و تحولات سریع در صنعت پزشکی، گردشگری سلامت به‌عنوان بازاری با پتانسیل اقتصادی بالا مطرح شده است. این حوزه نه‌تنها نقش مهمی در ایجاد ارزش افزوده و ثروت برای کارآفرینان ایفا می‌کند، بلکه فرصت‌های گسترده‌ای را برای فعالیت‌های کارآفرینانه و نوآورانه فراهم می‌سازد. پژوهش حاضر با هدف شناسایی عوامل مؤثر بر توسعه کارآفرینی در حوزۀ گردشگری سلامت، با تأکید بر شهر یزد به‌عنوان یکی از قطب‌های مهم این صنعت در ایران، انجام شده است. یزد با دارا بودن زیرساخت‌های درمانی مناسب، جاذبه‌های تاریخی و فرهنگی منحصربه‌فرد و همچنین ظرفیت‌های طبیعی، پتانسیل بالایی برای تبدیل شدن به مقصدی برتر در زمینه گردشگری سلامت دارد. این مطالعه تلاش می‌کند تا با تحلیل این عوامل، راهکارهایی برای تقویت کارآفرینی و توسعه پایدار این صنعت ارائه دهد.
روش‌شناسی: برای دستیابی به هدف پژوهش، از رویکرد آمیخته کیفی-کمی استفاده شده است. بدین صورت که عوامل مؤثر بر توسعۀ کارآفرینی گردشگری سلامت با بررسی ادبیات پژوهش و به‌کارگیری روش دلفی فازی شناسایی و سپس با استفاده از روش ارزیابی حاصل‌ضرب تجمعی وزنی، اولویت‌بندی شدند. جامعۀ آماری این پژوهش شامل خبرگان و متخصصان صاحب‌نظر در صنعت گردشگری سلامت است که با استفاده روش نمونه‌گیری هدفمند، نظرات ده نفر از آنان مورد استفاده قرار گرفت. ابزار اصلی گردآوری داده‌ها، پرسشنامه بود که روایی محتوای آن از طریق مشورت با خبرگان تأیید گردید.
یافته‌ها: یافته‌های پژوهش حاکی از این بود که عوامل مؤثر بر توسعۀ کارآفرینی گردشگری سلامت شهر یزد به‌ترتیب اهمیت شامل «جاذبه‌های فرهنگی- تاریخی مقصد»، «ارائه خدمات با هزینه کمتر»، «مشارکت بخش خصوصی» و «قیمت‌گذاری رقابتی»، «شهرت مقصد در حوزه گردشگری سلامت»، «سود حاصل از فعالیت‌های گردشگری سلامت»، «خدمات ویژه برای حمل‌ونقل گردشگران»، «آموزش‌های اثربخش فنون کارآفرینی»، «زمان انتظار کم برای دریافت خدمات سلامت در مقصد»، «ارائه خدمات حرفه‌ای سلامت»، «تهیه لیستی از خدمات پزشکی ارائه‌شده در مقصد»، «فعالیت‌های مربوط به بازاریابی و تبلیغات»، «سرمایه‌گذاری جهت ایجاد امکانات برای جذب گردشگران سلامت»، «بیمه گردشگری سلامت»، «مشارکت با آژانس‌های مسافرتی و تورگردان‌ها»، «آموزش و توانمندی شاغلان»، «ایجاد انجمن‌ها و گروه‌های مشاوره» و «حمایت دولت» بودند.
نتیجه‌گیری / دستاوردها: به‌طورکلی، نتایج تحقیق حاکی از آن است که توجه به جاذبه‌های فرهنگی-تاریخی و ارائه خدمات با هزینه کم، نقشی بسیار مهم در توسعۀ کارآفرینی گردشگری سلامت یزد دارند که این امر نیازمند برنامه‌ریزی جامع، استفاده بهینه از توانمندی‌های محلی و ایجاد همکاری مؤثر بین بخش‌های مختلف است. مشارکت فعال بخش خصوصی، ارتقای زیرساخت‌های درمانی و تعیین قیمت‌های رقابتی، از جمله اقدامات اساسی هستند که می‌توانند دستیابی به این هدف را تسریع کنند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Identification and Prioritization of Factors Affecting Health Tourism Entrepreneurship Development (Case Study: Yazd City)

نویسندگان English

Fatemeh Azizi
Faezeh Asadian Ardakani
Department of Business Administration, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.
چکیده English

Introduction: In light of increasing global competition and rapid transformations in the healthcare industry, health tourism has emerged as a dynamic market with significant economic potential. This field not only generates substantial value and wealth for entrepreneurs but also offers extensive opportunities for innovation and entrepreneurial activity. This study aims to identify and prioritize the key factors influencing the development of entrepreneurship in health tourism, using Yazd, Iran -a major hub for this industry- as a case study. With its robust medical infrastructure, unique historical and cultural attractions, and natural assets, Yazd possesses considerable potential to become a leading health tourism destination. This research analyzes these factors to propose strategies for strengthening entrepreneurship and promoting sustainable development in the sector.
Methodology: This research employed a mixed-methods (qualitative-quantitative) approach. First, factors affecting health tourism entrepreneurship development were identified through a literature review and refined using the fuzzy Delphi method. These factors were then prioritized using the WASPAS technique. The study's statistical population consisted of health tourism experts, from whom data were collected from 10 participants via purposive sampling. The primary data collection tool was a questionnaire, the content validity of which was confirmed through expert consultation. To ensure reliability, the questionnaire was designed with simple, clear, and unambiguous questions.
Findings: The fuzzy Delphi analysis led to the exclusion of two factors: "entrepreneurial culture at the destination" and "provision of alternative and innovative treatments". Consequently, eighteen key factors were confirmed. The WASPAS prioritization for Yazd city revealed the following as the most significant factors, in descending order of importance: Cultural and historical attractions, Provision of lower-cost services, Private sector participation, Competitive pricing, Destination reputation in health tourism, Profitability of health tourism activities, Special services for tourist transportation, Effective entrepreneurship training, Short waiting times for health services, Provision of professional health services, Preparation of a list of available medical services, Marketing and advertising activities, Investment in facilities for health tourists, Health tourism insurance, Collaboration with travel agencies and tour operators, Training and empowerment of employees, Establishment of associations and advisory groups, and Government support.
Conclusion / Implications: The findings underscore that cultural-historical attractions and the provision of low-cost services are paramount for developing health tourism entrepreneurship in Yazd. Capitalizing on these factors requires comprehensive planning, the optimal use of local capabilities, and effective cross-sectoral cooperation. Furthermore, active private sector involvement, enhanced medical infrastructure, and competitive pricing are essential measures for accelerating progress toward establishing Yazd as a premier health tourism destination.

کلیدواژه‌ها English

Eentrepreneurial Opportunities
Health-Oriented Tourism
Fuzzy Delphi
Health Entrepreneurship
Amanjan, A., Saeidi, P., Azma, F., & Nasiri, M. (2022). Health Tourism: Entrepreneurial Strategy of Nursing and Medical Sciences. Journal of Research Development in Nursing and Midwifery, 19 (1), 42-45.doi: 10.61186/jgbfnm.19.1.42 [In Persian]
Azizi, F., & Zahedi, S. (2016). Assessment of the barriers to the development of health tourism in Yazd Province, Iran. Health information management, 12 (6), 799-806. [In Persian]
Badulescu, D., & Badulescu, A. (2014). Medical tourism: between entrepreneurship opportunities and bioethics boundaries: narrative review article. Iranian journal of public health, 43 (4), 406. PMCID: PMC4433721.
Bagočius, V., Zavadskas, K. E., & Turskis, Z. (2013). Multi-criteria selection of a deep-water port in Klaipeda. Procedia Engineering, 57, 144-148. doi: https://doi.org/10.1016/j.proeng.2013.04.021
Baker, D. M. (2015). Medical Tourism Development, Challenges and Opportunities for Asia. Almatourism-Journal of Tourism, Culture and Territorial Development, 6 (12), 193-210. doi: 10.6092/issn.2036-5195/5315
Booth, P., Chaperon, S. A., Kennell, J. S., & Morrison, A. M. (2020). Entrepreneurship in island contexts: A systematic review of the tourism and hospitality literature. International Journal of Hospitality Management, 85, 102438. doi: https://doi.org/10.1016/j.ijhm.2019.102438
Chakraborty, S., & Zavadskas, E. K. (2014). Applications of WASPAS method in manufacturing decision making. Informatica, 25 (1), 1-20. doi: 10.15388/Informatica.2014.01
Chugan, P. K., Dhar, U., & Bhatt, S. (2009). Medical Tourism under Mode II of GATS (WTO): Opportunities, Challenges and Entrepreneurial Strategies in Gujarat. Nirma University Journal of Business and Management Studies, 3 (3), 23-36. SSRN: https://ssrn.com/abstract=1780878
Dastranj, H., Kazemi, M., Kord, B., Kamaliyan, A., & Roushan, S. A. (2019). Study of Dimensions and Components of Tourism Entrepreneurship Development using the Grounded Theory Methodology (Case Study: Qeshm Island). Geography (Regional Planning), 9 (34), 97-111. doi: 20.1001.1.22286462.1398.9.2.7.3 [In Persian]
Dehghan, R., Reshadatjoo, H., Talebi, K., & Dargahi, H. (2021). Health Tourism System Development Using Entrepreneurial Management Approach in the COVID-19 Pandemic Era. Journal of Research and Health, 11 (4), 251-260. doi: 10.32598/JRH.11.4.1860.1 [In Persian]
Delbari, S. M. (2023). Entrepreneurial Capacities in Religious Tourism and its Cultural and Social Benefits. Journal of Entrepreneurship Research, 1 (2), 71-85. doi: 10.22034/jer.2023.1972620.1012 [In Persian]
Dimitrov, N., Magdinceva Sopova, M., & Josheski, D. (2016). Role of the modern entrepreneurship in the development of the health tourism in Republic of Macedonia. International Journal of Business and Management Invention, 5 (10), 102-106.
Erzberger, C., Kelle, U., Tashakkori, A., & Teddlie, C. (2003). Handbook of mixed methods in social & behavioral research. Handbook of Mixed Methods in Social and Behavioral Research, 457-90.
Ganguli, S., & Ebrahim, A. H. (2017). A qualitative analysis of Singapore's medical tourism competitiveness. Tourism Management Perspectives, 21, 74-84. doi: https://doi.org/10.1016/j.tmp.2016.12.002
Hassani Buoki, S., & Nadr Esfahani, A. (2019). Identifying and Prioritizing Entrepreneurial Opportunities in Medical Tourism in Yazd (Case Study: Private Hospitals and Infertility Centers). National Congress of New Findings in Humanities. [In Persian]
Hassani, A. & Khadem, F. (2024). The Role of Factors Affecting the Development of Rural Women’s Entrepreneurship in Sustainable Tourism Economy (A Case Study: Kandovan Village). Journal of Entrepreneurship Research, 2 (4), 15-32. doi: 10.22034/jer.2023.2013241.1056 [In Persian]
Hoseinpour, R., & Riyahi, L. (2018). Relationship between medical therapy tourism and the rate of tourism attraction in Ardabil province. Journal of Health., 9 (2), 159-71. doi: 10.29252/j.health.9.2.159 [In Persian]
Imani, A., Sedaghati Mokhtari, S., & mohammadi, Z. (2024). Formulating an Entrepreneurship Development Policy Model in Imam Khomeini Relief Foundation of Sistan and Baluchestan Province. Journal of Entrepreneurship Research, doi: 10.22034/jer.2024.715355 [In Persian]
Izadi, M., Ayoobian, A., Nasiri, T., Joneidi, N., Fazel, M., & Hosseinpourfard, M. J. (2012). Situation of health tourism in Iran; opportunity or threat. Journal of Military Medicine, 14 (2), 69-75. [In Persian]
Jones, C. A., & Keith, L. G. (2006). Medical tourism and reproductive outsourcing: the dawning of a new paradigm for healthcare. International journal of fertility and women's medicine, 51 (6), 251-255. PMID: 17566566.
Kahrobai, Z. (2016). Identifying and Prioritizing Medical Tourism Entrepreneurship Opportunities in Shiraz. M.Sc. Thesis, Sistan and Baluchestan University. [In Persian]
Kardaras, D. K., Karakostas, B., & Mamakou, X. J. (2013). Content presentation personalisation and media adaptation in tourism web sites using Fuzzy Delphi Method and Fuzzy Cognitive Maps. Expert Systems with Applications, 40 (6), 2331-2342. doi: https://doi.org/10.1016/j.eswa.2012.10.031
Kenan, T. (2015). Improving the Effectiveness of E-Learning Implementation in the School of Engineering at Tripoli University. Doctoral dissertation, University of Huddersfield.
Khazaei aliabad, M., & Hasani, A. (2023). Contributory Factors to the Success of the Health Tourism Supply Chain Case Study: The City of Shiraz. Tourism and Leisure Time, 8 (15), 169-181. doi: 10.22133/tlj.2023.392874.1090 [In Persian]
Kim, S., & Lee, W. S. (2019). Network text analysis of medical tourism in newspapers using text mining: The South Korea case. Tourism Management Perspectives, 31, 332-339. doi:https://doi.org/10.1016/j.tmp.2019.05.010
Kurd, B., Imani, A., & Seyed Alavi, S. J. (2019). Identification and Prioritization of Small and Medium Entrepreneurship Opportunities in the Development of Domestic Religious Tourism. National Conference on Economics, Development Management and Entrepreneurship with the Approach of Supporting Iranian Goods. [In Persian]
Kurniawan, L. L. (2017). Health and Wellness Tourism: A Strategic Plan for Tourism Entrepreneurship. In: Proceeding The 14th UBAYA International Annual Symposium on Management. Department of Management, Faculty of Business & Economics, Universitas Surabaya, Surabaya. ISBN 978-602-73852-1-4
Lagiewski, R., & Myers, W. (2008). Medical tourism: Perspectives and applications for destination development. J Vacation Marketing, 10 (2), 122-37. https://repository.rit.edu/other/683
Lee, C. (2007). Medical tourism, an innovative opportunity for entrepreneurs. Journal of Asia Entrepreneurship and sustainability, 3 (1), 110-122.
Momeni, K., Janati, A., Imani, A., & Khodayari-Zarnaq, R. (2018). Barriers to the development of medical tourism in East Azerbaijan province, Iran: A qualitative study. Tourism Management, 69, 307-316. doi: https://doi.org/10.1016/j.tourman.2018.05.007
Najjari, H., Didehkhani, H., Mostaghimi, M., & Hosseini, S. M. (2021). Identifying and prioritizing the dimensions of medical tourism with emphasis on technological entrepreneurship. Journal of health Administration, 24 (1), 11-22. doi: 10.52547/jha.24.1.11  [In Persian]
Nawazani, B., Jalilian, N., & Asgari, F. (2015). Globalization of Medical Tourism with Emphasis on Entrepreneurship Opportunities in Iran. the Second Scientific Conference on New Findings in Management, Entrepreneurship and Education in Iran. [In Persian]
Nilashi, M., Samad, S., Manaf, A. A., Ahmadi, H., Rashid, T. A., Munshi, A., & Ahmed, O. H. (2019). Factors influencing medical tourism adoption in Malaysia: A DEMATEL-Fuzzy TOPSIS approach. Computers & Industrial Engineering, 137, 106005. doi: https://doi.org/10.1016/j.cie.2019.106005
Oveisi, L., Karoubi, M., & oveisi, M. (2023). Identifying and prioritizing the empowering factors of women in the health tourism industry of Yazd province. Tourism and Leisure Time, 8 (15), 131-144. doi: 10.22133/tlj.2023.415288.1117 [In Persian]
Pirdadeh Beyranvand, K., Ahmadvand, M., & Sharafi Sarabi, V. (2019). The Human Driving Forces of Entrepreneurship Development in Tourism Sector: A Case Study of the Village of Istgah Bisheh in Khorramabad County. Journal of Rural Research, 9 (4), 564-579. doi: 10.22059/jrur.2018.256555.1248 [In Persian]
Pırnar, İ., & Ozan, H. (2024). Systematic Literature Review of Health Tourism Innovation. PASOS Revista de Turismo y Patrimonio Cultural, 22 (2), 383-398. doi: https://doi.org/10.25145/j.pasos.2024.22.026
Pishgoi, R. (2016). Identification and ranking the factors affecting the development of entrepreneurship in the field of health tourism in Kerman province. Master Thesis, Shahid Bahonar University of Kerman. [In Persian]
Rezvani, M. R., & Najjarzadeh, M. (2009). Study and Analysis of Villagers, Background Knowledge on Entrepreneurship In the Process of Rural Development Case study: South Baraan District (Isfahan County). Journal of Entrepreneurship Development, 1 (2), 161-182. [In Persian]
Ridderstaat, J., Singh, D., & DeMicco, F. (2019). The impact of major tourist markets on health tourism spending in the United States. Journal of destination marketing & management, 11, 270-280. doi: https://doi.org/10.1016/j.jdmm.2018.05.003
Safari, S., & Mohammad Mirzaei Bafghi, M. (2014). Identification and prioritization of entrepreneurial opportunities in the tourism industry (Case study: city of Yazd). Tourism Management Studies; 9 (26), 131-147. doi: 20.1001.1.23223294.1393.9.26.6.0 [In Persian]
Sánchez-Medina, A. J., Arteaga-Ortiz, J., Naumchik, R. M., & Pellejero, M. (2019). The intention to quit entrepreneurship in tourism SMEs: The effect of work addiction. International Journal of Hospitality Management, 102400. doi: https://doi.org/10.1016/j.ijhm.2019.102400
Sarhadi, A., Akbarnia, M., Bagh Shirin, L., Daronkola, H. K., Shabankareh, M., & Aznab, E. (2023). Blockchain revolutionizes entrepreneurial and marketing capabilities in health tourism. Anatolia, 35 (4), 1-14. doi: https://doi.org/10.1080/13032917.2023.2295326
Shayegh, A. H., & Karampour, A. H. (2021). Investigating the Factors Related to Entrepreneurship Development in Rural Health Tourism Innovation Case Study: Qalat Village. Tourism and Leisure Time, 6 (11), 91-99. doi: 10.22133/tlj.2021.140656 [In Persian]
Soofi, L., & daylamiDaylami, S. (2022). The Role of Entrepreneurship Education, Self-Efficacy, and Mental Norms on Entrepreneurship Intention in the Tourism Industry (Case Study: A Survey of Students' Perspectives of the Faculty of Tourism, University of Science and Culture). Tourism and Leisure Time, 7 (13), 51-65. doi: 10.22133/tlj.2022.343597.1047 [In Persian]
Xu, A., Johari, S. A., Khademolomoom, A. H., Khabaz, M. T., Umurzoqovich, R. S., Hosseini, S., & Semiromi, D. T. (2023). Investigation of management of international education considering sustainable medical tourism and entrepreneurship. Heliyon, 9 (1). doi: https://doi.org/10.1016/j.heliyon.2022.e12691
Zaragoza-Sáez, P., Marco-Lajara, B., Úbeda-García, M., & Manresa-Marhuenda, E. (2024). Exploratory and co-exploratory innovation. The mediating role of digitalization on competitiveness in the hotel industry. Technological Forecasting and Social Change, 199, 123069. doi: https://doi.org/10.1016/j.techfore.2023.123069
Zavadskas, E. K., Turskis, Z., Antucheviciene, J., & Zakarevicius, A. (2012). Optimization of weighted aggregated sum product assessment. Elektronika ir elektrotechnika, 122(6), 3-6. doi: 10.5755/j01.eee.122.6.1810

  • تاریخ دریافت 15 مرداد 1403
  • تاریخ بازنگری 13 بهمن 1403
  • تاریخ پذیرش 14 بهمن 1403