A strategic Model for the Development of Medical Tourism with an Emphasis on the Co_Creation of the Organization Value and the Customer: The Case of Guilan Province

International Journal of Agricultural Management and Development

مقاله 4، دوره 13، شماره 4، اسفند 2023

نوع مقاله: Research Article

نویسنده

Maryam Hassanzadeh^*

Ph.D. Candidate in Business Management , Faculty of Management and Accounting,Rasht Branch , Islamic Azad University, , Rasht, Iran

چکیده

Creating shared value is a sort of marketing strategy that emphasizes the creation and recognition of shared values of a company and customers. The present research aims to present a strategic paradigm for the development of medical tourism with an emphasis on value synergy in Guilan province. The research was conducted in a mixed-methods design. The statistical population was composed of medical tourism experts and medical tourists of Guilan province in the qualitative phase and the hospital presidents and medical tourists in the quantitative phase. The sample in the qualitative phase (16 individuals) was taken by the purposive sampling technique. In the quantitative phase, it was composed of 50 hospitals taken by the consensus technique. Data were collected by semi-structured interviews in the qualitative phase and by a questionnaire in the quantitative phase. The qualitative data were analyzed by grounded theory, but the structural equation method was employed for the analysis of the quantitative data using the PLS software package. The dimensions of the model were derived in the qualitative phase. They include the strategies of organization value co-creation and medical tourism potentials, customer value co-creation, and co-creation behavior. Then, the model was tested in the quantitative phase and was supported. Organizational value co-creation plays a key role in developing an optimal image in tourists. Tourism potentials with the dimensions of culture creation, the potential of developing medical services, human resources management, and communication capability are important for the formation of co-creation.

کلیدواژه‌ها

Co-creation؛ Guilan province؛ medical tourism؛ value