Indentifying the antecedents and the consequences of medical tourism development based on modern health communications

Document Type : researcher

Authors
Faranak Rahimi 1
Mohammadreza Rasouli 2
vahid Nasehifar 3
Nasim Majidighahroodi 4
1 PhD student,, Faculty of Social Communication Sciences, Islamic Azad University, Central Tehran Branch,Tehran, Iran
2 Assistant Professor, Faculty of Social Sciences, Communication and Media, , Islamic Azad University, Central Tehran Branch,Tehran، Iran
3 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University,Tehran, Iran
4 Assistant Professor, Faculty of Social Sciences, Communication and Media, Azad University, Central Tehran Branch. Tehran.Iran
10.22034/scm.2024.195955
Abstract
The primary aim of this study is to identify the antecedents and the consequences of medical tourism development based on modern health communications. To achieve this goal, Grounded theory, a qualitative research method, has been utilized which enhanced the research model. 18 subjects, who are qualified noted figures in health tourism and health communications in Tehran, constitute the sample size of this study. Data collection has been conducted through semi-structured interviews which continued up to the point of theoretical saturation. The interviews were implemented and coded and eventually, by identifying the antecedents and the consequences, led to the identification of 78 axial codes and 15 selective codes. ATLAS.ti software was used for coding. The antecedents (effective component) in the development of medical tourism based on modern health communications are: value-based health tourism, the provision of security for tourists, the cost of the services offered to tourists, modern facilities, psychological factors, behavioral factors, demographic factors, modern technology, content marketing, and smart transportation. The process includes using social networks, working in the field of health tourism, and skilled human capital. The consequences (effective component) are: organizational results for tourism industry, tourists' results and host community. A general model was presented as the science of health communications entered medical tourism industry for the first time in order to create and improve the theory of medical tourism industry development taking modern health communications approach. The aforementioned model is considered the innovative aspect of this study.

Keywords

Subjects

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Society Culture Media
Volume 13, Issue 50
Spring 2024
Pages 352-376

  • Receive Date 16 April 2023
  • Accept Date 11 May 2024