مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

بررسی مدل توسعه گردشگری سلامت با تاکید بر بازاریابی آنلاین با رویکرد کمی

مقالات آماده انتشار

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
مریم دریکوند 1
سید عباس حیدری 2
احسان احدمطلقی 3
1 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، دانشگاه آزاد اسلامی، واحد تهران مرکزی، تهران، ایران
2 گروه مدیریت، دانشگاه آزاد اسلامی واحد تهران مرکزی، تهران، ایران
3 گروه مدیریت، دانشگاه پیام نور، تهران، ایران
JABM.3.2.15564.351256.3257.36218
چکیده
پژوهش حاضر با هدف بررسی مدل توسعه گردشگری سلامت با تاکید بر بازاریابی آنلاین با رویکرد کمی انجام شده است تا مدل توسعه گردشگری سلامت با تاکید بر بازاریابی آنلاین را به صوررت کمی بررسی کند. . این تحقیق از نظر هدف، کاربردی و از نظر ماهیت، توصیفی-پیمایشی می باشد. داده های تحقیق از طریق سوالات پنج گزینه ای لیکرت موجود در پرسشنامه تحقیق جمع آوری شده است. درپژوهش حاضر به منظورتجزیه وتحلیل داده‌های حاصل از پرسشنامه، متناسب با نیاز آماری از نرم‌افزار آماری SPSS و از نرم‌افزار معادلات ساختاری pls در قالب دو بخش آمارتوصیفی و استنباطی بصورت رگرسیون خطی و چندگانه استفاده گردیده است. جامعه آماری در این پژوهش مدیران شرکت های گردشگری هستند که تعداد آنها براساس آمار ارئه شده از توسط سازمان میراث فرهنگی، صنایع دستی و گردشگری سال 1403(دفتر برنامه ریزی و بودجه)، 1452 نفر است. با توجه به اینکه تعداد جامعه 1452 است لذا با تکیه بر فرمول کوکران تعداد افراد نمونه 304 نفر انتخاب شده اند. نتایج نشان داد مدل توسعه گردشگری سلامت با تاکید بر بازاریابی آنلاین در تمامی ابعاد دارای برازش مناسب می باشد.
کلیدواژه‌ها
توسعه گردشگری
بازاریابی آنلاین
رویکرد کمی
موضوعات

عنوان مقاله English

A Quantitative Study of the Health Tourism Development Model with an Emphasis on Online Marketing

نویسندگان English

Maryam Darikvand 1
Seyed Abbas Heydari 2
Ehsan Ahad Motlaghi 3
1 PhD Student in Business Management, Department of Management, Islamic Azad University, Tehran Central Branch, Tehran, Iran
2 Department of Management, Islamic Azad University, Tehran Central Branch, Tehran, Iran
3 Department of Management, Payame Noor University, Tehran, Iran
چکیده English

This study aims to examine the health tourism development model with an emphasis on online marketing using a quantitative approach. In terms of purpose, this is an applied study, and regarding its nature, it is descriptive-survey research. Data were collected using a questionnaire featuring five-point Likert scale items. To analyze the data, SPSS software and PLS (Partial Least Squares) structural equation modeling software were employed, covering both descriptive and inferential statistics (including simple and multiple linear regression). The statistical population consists of managers of tourism companies; based on 2024 statistics provided by the Ministry of Cultural Heritage, Tourism and Handicrafts (Office of Planning and Budget), the population size is 1,452. Given this population size, a sample of 304 individuals was selected using Cochran's formula. The results indicate that the health tourism development model—with an emphasis on online marketing—demonstrates a good fit across all dimensions.

کلیدواژه‌ها English

Tourism development
Online marketing
Quantitative approach
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مقالات آماده انتشار، پذیرفته شده
انتشار آنلاین از 04 مهر 1405