The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical Sciences
Background and Aim: Nowadays, medical tourism market is considered as one of the most profitable and competitive industries in the world and is one of the new areas of advanced tourism. The aim of this study was to investigate the marketing status of medical tourism in private and public hospitals a...
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| Format: | Article |
| Language: | fas |
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Tehran University of Medical Sciences
2020-02-01
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| Series: | پیاورد سلامت |
| Subjects: | |
| Online Access: | http://payavard.tums.ac.ir/article-1-6927-en.html |
| _version_ | 1818692894761943040 |
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| author | Masood Taheri Mirghaed Batool Ahmadi Abbas Rahimi Foroushani Ghasem Rajabi Vasoukolaii Mohammad Arab |
| author_facet | Masood Taheri Mirghaed Batool Ahmadi Abbas Rahimi Foroushani Ghasem Rajabi Vasoukolaii Mohammad Arab |
| author_sort | Masood Taheri Mirghaed |
| collection | DOAJ |
| description | Background and Aim: Nowadays, medical tourism market is considered as one of the most profitable and competitive industries in the world and is one of the new areas of advanced tourism. The aim of this study was to investigate the marketing status of medical tourism in private and public hospitals affiliated to Tehran University of Medical Sciences (TUMS) in 2018.
Materials and Methods: This is a cross-sectional descriptive-analytic study that investigated the marketing status of medical tourism in 6 private and 14 public hospitals affiliated to TUMS in 2018. A valid checklist was used for data collection; besides, SPSS software, descriptive statistics, Mann-Whitney test and Kruskal-Wallis test were applied for data analysis.
Results: Product factor has a satisfactory status in state-owned hospitals and an average status in private hospitals. Place factor, people factor, process factor, and physician factor are satisfactory in public and private hospitals. Promotion factor in public hospitals is unacceptable and in private hospitals is average. Besides, price and place factors in public and private hospitals are average. Moreover, there is no significant relationship between any of the above factors and the type of hospitals (public, private).
Conclusion: Due to marketing mix, hospitals and medical institutions can increase the confidence of tourists by adopting international standards in addition to enhancing international reputation. Also, paying more attention to media advertising and providing more facilities can improve the condition of hospitals, thereby attracting more medical tourists and expanding the industry in Tehran. |
| first_indexed | 2024-12-17T13:05:03Z |
| format | Article |
| id | doaj.art-6f06a1df3bcb42a6ada927310dc73571 |
| institution | Directory Open Access Journal |
| issn | 1735-8132 2008-2665 |
| language | fas |
| last_indexed | 2024-12-17T13:05:03Z |
| publishDate | 2020-02-01 |
| publisher | Tehran University of Medical Sciences |
| record_format | Article |
| series | پیاورد سلامت |
| spelling | doaj.art-6f06a1df3bcb42a6ada927310dc735712022-12-21T21:47:16ZfasTehran University of Medical Sciencesپیاورد سلامت1735-81322008-26652020-02-01136492500The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical SciencesMasood Taheri Mirghaed0Batool Ahmadi1Abbas Rahimi Foroushani2Ghasem Rajabi Vasoukolaii3Mohammad Arab4 Ph.D. Candidate in Health Policy, Department of Health Services Management, School of Health Management and Information Sciences, Iran University of Medical Sciences, Tehran, Iran Assistant Professor, Department of Health Management and Economics, School of Public Health, Tehran University of Medical Sciences, Tehran, Iran Assistance professor, Department of Statistics and Epidemiology, School of Public Health, Tehran University of medical sciences, Tehran, Iran Ph.D. Candidate in Health Care Management, Department of Health Management and Economics, School of public Health, Tehran University of Medical Sciences, Tehran, Iran Professor, Department of Health Management and Economics, School of Public Health, Tehran University of Medical Sciences, Tehran, Iran Background and Aim: Nowadays, medical tourism market is considered as one of the most profitable and competitive industries in the world and is one of the new areas of advanced tourism. The aim of this study was to investigate the marketing status of medical tourism in private and public hospitals affiliated to Tehran University of Medical Sciences (TUMS) in 2018. Materials and Methods: This is a cross-sectional descriptive-analytic study that investigated the marketing status of medical tourism in 6 private and 14 public hospitals affiliated to TUMS in 2018. A valid checklist was used for data collection; besides, SPSS software, descriptive statistics, Mann-Whitney test and Kruskal-Wallis test were applied for data analysis. Results: Product factor has a satisfactory status in state-owned hospitals and an average status in private hospitals. Place factor, people factor, process factor, and physician factor are satisfactory in public and private hospitals. Promotion factor in public hospitals is unacceptable and in private hospitals is average. Besides, price and place factors in public and private hospitals are average. Moreover, there is no significant relationship between any of the above factors and the type of hospitals (public, private). Conclusion: Due to marketing mix, hospitals and medical institutions can increase the confidence of tourists by adopting international standards in addition to enhancing international reputation. Also, paying more attention to media advertising and providing more facilities can improve the condition of hospitals, thereby attracting more medical tourists and expanding the industry in Tehran.http://payavard.tums.ac.ir/article-1-6927-en.htmlmarketing mixmedical tourismhospital |
| spellingShingle | Masood Taheri Mirghaed Batool Ahmadi Abbas Rahimi Foroushani Ghasem Rajabi Vasoukolaii Mohammad Arab The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical Sciences پیاورد سلامت marketing mix medical tourism hospital |
| title | The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical Sciences |
| title_full | The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical Sciences |
| title_fullStr | The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical Sciences |
| title_full_unstemmed | The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical Sciences |
| title_short | The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical Sciences |
| title_sort | status of medical tourism marketing in private and public hospitals affiliated to tehran university of medical sciences |
| topic | marketing mix medical tourism hospital |
| url | http://payavard.tums.ac.ir/article-1-6927-en.html |
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