Analyzing the Paradigm Model of the Development of the Medical Tourism Industry of I.R.I with the new Approach of Health Communication

Document Type : Research Paper

Authors

1 PhD student, Faculty of Communication Sciences, Islamic Azad University, Tehran Central Branch,Tehran, Iran.

2 Associate Professor, Department of Communication and Media, Faculty of Social Sciences, Communication and Media, Tehran Branch, Islamic Azad University ,Tehran, Iran.( Corresponding Auther).

3 Associate Professor, Department of Business Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

4 Associate Professor, Department of Communication and Media, Faculty of Social Sciences, Communication and Media, Tehran Branch, Islamic Azad University ,Tehran, Iran.

Abstract

Context and Purpose: The main goal of the research is to analyze the paradigm model of the development of the medical tourism industry in I.R.I., adopting a new approach to health communication.
Design/methodology/approach: This research is a qualitative study based on the data-based theory method. The statistical population under study included 18 experts, including managers of Tehran’s health tourism and health communication centers. The data collection tool consisted of deep and semi-structured interviews with the members of the mentioned community to answer the research questions. Data analysis, with a systematic approach, was the foundation of data theory. This research used the three-step process of open, central, and selective coding to analyze the data obtained from the interviews.
Findings: According to this approach, in the open coding stage, the phrases extracted from the interviews were summarized in 894 open codes, 87 central codes, and 20 selective codes. The research was validated using the four criteria of credibility, transferability, reliability, and verifiability.
Conclusion: The structures identified in the paradigm model include value-based health tourism, security, cost, and facilities as causal conditions; the use of social networks, expert human capital, and intervening conditions in communications; background conditions of psychological, behavioral, and demographic factors; and the strategies that include technology, transportation, content marketing, and marketing infrastructure as well as organizational results, tourists' results, host society's results as outcomes. The central category also includes health-based tourism, nature therapy tourism, and medical tourism.
Originality/value: To expand the theory of the development of the medical tourism industry of I.R.I., a model was presented, taking a new approach to health communication of the general model. The above-mentioned model is considered the innovation of this research.

Keywords

Main Subjects

References

Amiri, M., Muzashi S., A., & Hashemi, S. (2023). Providing a Media Model for Hospitals to Attract Health Tourists Based on the Laswell Communication Model. Communication Research, 30(113), 77-105. https://10.22082/cr.2023.1978021.2457. (In Persian)
Aydin, A. (2022). The evaluation of the websites of the health care institutions in kayseri having medical tourism license in terms of medical tourism.  International Journal of Health Management and Tourism, 7(3), 332-351. https://doi.org/10.31201/ijhmt.1174516
Balogun, B. A. (2020). Preliminary look at the motivators and decision-making process of medical tourists from Nigeria to India. Journal of Tourism Analysis: Revista de Análisis Turístico, 27(1), 41-61. https://doi.org/10.1108/JTA-09-2018-0021
Barney, D. D. (2004). The Network Society, MPG Books, Bodmin, Cornwall, pp, 1–34, ISBN 9780745626680, 2004.
Nazari, S. G., & Bashiri-Givi, H. & Janati, S. (2014). Investigating the impact of political participation on political development. Journal of Iranian Social Development Studies, 6(1), 137-146. (In Persian).
Castells, M. Cardoso, G. (2006). Network Society, From knowledge to Policy. Washington DC.: Johns Hopkins Center for Transatlantic Relations.
Castells, M. (2009). The Rise of the network society. USA: Wiley-Blackwell DOI:10.1002/9781444319514
Castells, M. (2004). The Network Society- A Cross-cultural Perspective. UK, Cheltenham: Edward Elgar.
Cham, T. H., Lim, Y. M., Sia, B. C., Cheah, J. H., & Ting, H. (2021). Medical tourism destination image and its relationship with the intention to revisit: A study of Chinese medical tourists in Malaysia. Journal of China tourism research, 17(2), 163-191. https://doi.org/10.1080/19388160.2020.1734514
Cheng, Y., Fang, S., & Yin, J. (2022). The effects of community safety support on COVID‐19 event strength perception, risk perception, and health tourism intention: The moderating role of risk communication. Managerial and Decision Economics, 43(2), 496-509. DOI: 10.1002/mde.3397
Cooley, C. H. (1924). Social Organization: A Study of the Larger Mind. USA: C. Scribner's sons.
Corbin, J., & Strauss, A. (2015). Basics of Qualitative Research. Thousand Oaks, CA: Sage.
DeMicco, F. J., Tschirky, P. P., Jeffrey, M., Li, M., & Shepley, M. M. (2023). Strategic Medical Tourism Design: A Case of Switzerland, Hospitality Bridging Healthcare (H2H©). In F. J. DeMicco, & A. A. Poorani (eds). Medical Travel Brand Management (pp. 339-352). Apple Academic Press.
Doshmangir, L., Doshmangir, P., Sajjadi, H., & Alizadeh G. (2018). Analyzing Health Tourism Status in Iran. Depiction of Health, 9(2), 73-80. (In Persian).
Fakour-Thaghiyeh, A. M. & Hajmanidi, N. (2021). Identification of Challenges and Obstacles in Health Tourism in Iran. the First National Conference on Optimization of Production and Service Systems. https://civilica.com/doc/1163762 (In Persian).
Goudarzi, M., Taghvayi, M. & Zangiabadi, A. (2014). Development of domestic medical tourism in the city of Shiraz, Health information management, 11(4), 485-496. (In Persian).
Gu, D., Humbatova, G., Xie, Y., Yang, X., Zolotarev, O., & Zhang, G. (2021). Different Roles of Telehealth and Telemedicine on Medical Tourism: An Empirical Study from Azerbaijan. Healthcare, 9(8)1073, 1-18.
Guo S, Lin T., Akhtar, N., & Du, J. (2022). COVID-19, Anti-Intellectualism, and Health Communication: Assessing the Chinese Social Media Platform Sina Weibo. Healthcare (Basel), 11(1), 121-137. doi:10.3390/healthcare11010121.
Hashemi-Baghi, Z., Shirmohammadi, Y., & Shahsavaan, N. (2018). The Integrated marketing communications and Advanced Information Technology on the Value of the Brand for Tourism. Journal of Tourism and Development, 7(1), 1-19.
Harengel, P., & Haxhixhemajli, D. (2011). Bringing back neighborhood spirit: Theoretical construct for developing a wireless peer-to-peer communication system independent of traditional internet service providers. In 2011 International Conference on Business Management and Electronic Information (Vol. 3, pp. 385-388). IEEE.
Hong, Y. A. (2016). Medical tourism and telemedicine: A new frontier of an old business. Journal of medical internet research, 18(5), 1-3.
Hosseini S., & Taghvaei M. (2022) Position of Medical Tourism in Service Integration and Destination Competitiveness: Evaluating the Barriers and Compiling the Strategies (A Case Study of Health Macro-region NO.10- Tehran). j. health 2022; 13(2), 255-276. (In Persian)
Huntingtons, S. (1993). Political Consolidation in Societies Due to Transformation. Translation by Mohsen Salasi. Tehran: Elm
Kamali, M., Asayesh, H., & Arianmehr, Y. (2021). Estimating the demand for international health tourism in different regions of Iran. New perspectives in human geography. 13(1), 382-404. (In Persian).
Karoubi, M. (2009). The Role of the Human Communications in Tourism Industry Development. Iranian journal of management sciences, 4(13), 101-130. (In Persian).
Karuppan, C. M. (2010). Healthcare tourism: accelerating diffusion through a more effective use of communication channels. Journal of Communication in Healthcare, 3(1), 24-36.
Khaniki, H., Rassi Tehrani, H. (2012). The study of Audience's point of view about Health Messages of TV. Journal of Culture- Communication Studies, 12(15). 151. DOR:20.1001.1.20088760.1390.12.15.5.4 (In Persian).
Kumar, S., Breuing, R., & Chahal, R. (2012). Globalization of health care delivery in the United States through medical tourism. Journal of health communication, 17(2), 177-198.
Lee, H., Wright, K. B., O’Connor, M., & Wombacher, K. (2014). Framing medical tourism: an analysis of persuasive appeals, risks and benefits, and new media features of medical tourism broker websites. Health communication, 29(7), 637-645.
Mainil, T., Platenkamp, V., & Meulemans, H. (2011). The discourse of medical tourism in the media. Tourism Review, 66(1/2), 31-44.
Malhotra, N., & Dave, K. (2022). An assessment of competitiveness of medical tourism industry in India: a case of Delhi NCR. International Journal of Global Business and Competitiveness, 17(2), 215-228. DOI: 10.1007/s42943-022-00060-0
Mason, A. M., & Spencer, E. (2017). Health communication: insights for quality hospitality bridging healthcare (H2H) delivery in medical tourism. In F. J. DeMicco (ed). Medical Tourism and Wellness (pp. 127-145). Apple Academic Press. https://doi.org/10.1201/9781315365671
Mason, A., & Wright, K. B. (2011). Framing medical tourism: an examination of appeal, risk, convalescence, accreditation, and interactivity in medical tourism web sites. Journal of health communication, 16(2), 163-177.
Mastaneh Z, Mouseli A, Hayavi Haghighi MH, Golvardi MS, Balali MM. A. (2020). Technology Package for Electronic Infrastructures of Health Tourism. Journal of Health and Biomedical Informatics, 6(4): 343-357.
Miller, H. L. (1954). Decision-Makers of an American Community: A review of Community Power Structure. Adult Education, 4(5), 167-176. https://doi.org/10.1177/074171365400400502
Mishra, V., & Rana, S. (2022). Understanding barriers to inbound medical tourism in the United Arab Emirates from a provider's perspective. Worldwide Hospitality and Tourism Themes. 15(2), 131-142. https://doi.org/10.1108/WHATT-10-2022-0122
Mosadeghrad A M, Sadeghi M. (2021). Medical tourism: Reasons for choosing Iran. Payesh, 20 (2) :145-166. http://payeshjournal.ir/article-1-1537-fa.html. (In Persian).
Motamednejad, K. (1402). Mass Communication Devices. (Second edition, 13th print). Tehran: Publications of Allameh Tabatabai University. (In Persian).
Ngamvichaikit, A., & Beise-Zee, R. (2014). Communication needs of medical tourists: an exploratory study in Thailand. International Journal of Pharmaceutical and Healthcare Marketing, 8(1), 98-117.
Shem, W., & Asicus, S. (2023). Pragmatic health communication model in a multicultural society: A new media approach. World Scientific News, No. 176, 121-132.
Soltanynezhad, M., & Shahriyari, S. (2023). Communication with an Emphasis on Tourism Development (Case study: Indigenous Kong University). Rasaneh, 34(2), 179-201. doi: 10.22034/bmsp.2022.317555.1657. (In Persian).
Sukjai, P., & Srirak, C. (2022). Cross-border medical tourism of tourists in Thailand’s border provinces: A case study of Laotian tourists in Nongkhai and Udon Thani Patthaphon. Kasetsart Journal of Social Sciences, 43(1), 123-130. https://so04.tci-thaijo.org/index.php/kjss/article/view/257001
Waston, J. & Hill, A. (1993). A Dictionary of Communication and Media Studies. London: Edward Arold.
Wongkit, M., & McKercher, B. (2016). Desired attributes of medical treatment and medical service providers: A case study of medical tourism in Thailand. Journal of Travel & Tourism Marketing, 33(1), 14-27.
Ye, B. H., Qiu, H. Z., & Yuen P. P. (2011). Motivations and experiences of Mainland Chinese medical tourists in Hong Kong. Tourism Management, 32(5), 1125-1127. https://doi.org/10.1016/j.tourman.2010.09.018
Zaki, M. A. (2004). An Introduction to Sociology of Tourism. Journal of Tourism Management Studies, 2(5), 87-112. (In Persian).
Zarei A, Asgharinajib M, Alipour S. (2022). [Web-based Information for Medical Tourism: Case Study of AriaMedTour Medical Tourism Company, Iran (Persian)]. Journal of Modern Medical Information Sciences. 8(1): 2-13. https://doi.org/10.32598/JMIS.8.1.2 (In Persian)
Journal of Tourism Planning and Development
Volume 13, Issue 49
June 2024
Pages 29-64

Files

Share

How to cite

Statistics