Abstract:
گردشگری پزشکی به عنوان شاخهای گردشگری سلامت است که میتواند نقش بسزایی در جهت توسعه گردشگری ایفا کند. این نوع از گردشگری به خاطر افزایش گردشگران در این حوزه، و درآمد بالای آن در مرکز توجه بسیاری از کشورها قرار گرفته است ایران با داشتن نیروی انسانی متخصص در امر پزشکی و امکانات پیشرفته پزشکی و با توجه به ظرفیتهای بالا در جذب گردشگران پزشکی به عنوان مقصد مهمی برای گردشگری پزشکی در جهان و بخصوص در جهان اسلام به شمار میآید. با توجه به اهمیت گردشگری پزشکی و دارا بودن پتانسیل موجود در شهر تبریز(بیمارستانهای دولتی و خصوصی و وجود کادر متخصص و توانمند و ارزانی خدمات پزشکی) و به دلیل موقعیت استراتژیک شهر تبریز به دلیل وجود کشورهای همسایه مثل آذربایجان، ارمنستان و گرجستان و همچنین به لحاظ نزدیکی فرهنگی به ویژه زبانی با کشور آذربایجان، شهر تبریز می تواند یکی از شهرهای مطرح در خصوص گردشگری پزشکی باشد بر این اساس هدف این پژوهش ارزیابی مؤلفههای مؤثر بر توسعه گردشگری پزشکی در شهر تبریز است. نوع تحقیق کاربردی و روش آن توصیفی- تحلیلی است. دادههای پژوهش از طریق منابع کتب، اسناد ، مقالات مرتبط و پرسشنامه جمع آوری و داده های پرسشنامه در نرم افزار SPSS با استفاده از ضریب همبستگی اسپیرمن و آزمون رگرسیون مورد تجزیه و تحلیل واقع شده است. ضمناً برای بررسی نقاط قوت، ضعف، فرصت ها و تهدیدها از روش SWOT استفاده شده است. نتایج تحقیق با استفاده از ضریب همبستگی اسپیرمن نشان میدهد؛ بین قیمت و توسعه گردشگری پزشکی(98/-) رابطه منفی و بین کیفیت خدمات درمانی و توسعه گردشگری پزشکی(86/)، بین فرهنگ و گردشگری پزشکی(72/) ، بین امکانات و تجهیزات پزشکی با گردشگری پزشکی(89/) و در نهایت بین فناوری اطلاعات و ارتباطات با توسعه گردشگری پزشکی(83/) رابطه مثبت وجود دارد. در مدل SWOT هم با توجه به نمره نهایی بهدست آمده برای عوامل داخلی(29/3) و عوامل خارجی(26/3) بهترین استراتژی برای توسعه گردشگری پزشکی در شهر تبریز استراتژی تهاجمی است. بنابراین لازم است در جهت توسعه این صنعت به شفاف نمودن قیمت خدمات درمانی، بالا بردن کیفیت خدمات درمانی، افزایش و ارتقا فرهنگ گردشگرپذیری، به کارگیری امکانات، تسهیلات و تجهیزات درمانی و گردشگری دارای تکنولوژی بالا و استانداردهای جهانی و به کارگیری فناوری اطلاعات در حوزه های پزشکی و گردشگری پرداخته شود تا بتوان از منافع سرشار این صنعت در جهت اشتغال زایی و ارز آوری بهرمند شد.
Introduction Medical tourism refers to the travel of people to receive health services in other countries in the form of tourism. Medical tourism, as it is today's form in the 1990s, fits in with: Increasing the cost of health services and health insurance in developed countries; Expanding the list of people waiting to receive medical services; lowering transportation costs; access to the Internet; the demand for cosmetic surgeries added (A generation whose level of expectation exceeded that of medical care and new needs). Ability to pay for treatment costs and to have free time for travel and medical care with a day off. In destination countries, the development of medical technology and surgical skills, the emergence of a middle class with new needs, privatization, and restructuring after economic hardships and problems have supported medical tourism services. Medical tourism is one of the areas that can play an important role in tourism development. This type of tourism has become a multi-billion dollar industry globally.This kind of tourism is due to low cost, and its high incomes are at the center of attention of many countries, and many developing countries are making big plans for the development of this industry. This kind of rapid development has led local communities to due to their lack of proper planning. Experience has shown that wherever tourism is accidentally and without specific planning and strategy, various environmental and social problems are emerging and in the long run tourism problems are more than beneficial. Due to the importance of this issue, the research tries to study the popular tourism, considering that Tabriz is one of the major cities for medical tourism in Iran. Methodology The type of applied research and its method is descriptive-analytical. Data were collected through books, articles, theses and related studies and field data and questionnaires (based on Likert scale). The statistical population of the study was medical tourists of Tabriz in 2019. It is worth noting that 370 of these statistics are made up of domestic tourists. 14 were foreign tourists. Medical tourist information was also obtained from the Department of Health Tourism Unit's treatment and the number of foreign patients was obtained from Alavi Hospital of Health Management Unit. The samples were also from Alavi, Imam Reza, Tabriz International Hospital and Tabriz Martyr Madani Hospital. Cronbach's alpha was used for reliability and validity of the questionnaires, which was above 0.7 on average. Research data were collected through a questionnaire data were analyzed by SPSS software using Pearson correlation coefficient and regression test. SWOT method has been used to study strengths, weaknesses, opportunities and threats. Results and discussion The results show using Pearson correlation coefficient; There is a negative relationship between price and medical tourism development. In fact, a one-unit increase in the price of health services causes a change of -0.945 units in medical tourism development. In other words, with the increase in the price of medical services, the development of medical tourism is expected to decline. And according to the analysis of variance it can be claimed that 97.2% of medical tourism development is explained by price. The significance level of the Pearson test was 0.000 regarding the relationship between the quality of health services and medical tourism development. And this level is smaller than the minimum significance level of 0.05 and also with respect to the calculated r value which is 0.869. and this value is greater than the critical Pearson value with the degree of freedom 383 which is 0.001, Therefore, there is a significant relationship between the quality of medical and medical services and the development of medical tourism. Given the calculated r value is 0.720. And this is greater than the critical value of Pearson with the degree of freedom 383 which is 0.000. Therefore, there is a significant relationship between culture and medical tourism development in Tabriz. In terms of facilities, the calculated r value is 0.896. And this value is greater than Pearson's critical value of 383, which is 0.001.Therefore, there is a significant relationship between medical facilities and facilities and medical tourism development in Tabriz Conclusion Therefore, in order to develop the industry, it is necessary to make the price of health care transparent, to improve the quality of health care, Increase tourism culture, employ high-tech facilities, facilities and facilities, and meet international standards and apply information technology in the medical and tourism fields. In order to be able to benefit from the industry's abundant interest in job creation and valuation. Key words: tourism, medical tourism, quality of service, information and communication technology, Tabriz.