راهبردهای منطقه‌ای توسعه گردشگری سلامت در ایران

گردشگری سلامت یکی از مهم‌ترین زیرشاخه های صنعت گردشگری است که دارای مزایای اقتصادی و اجتماعی بالایی همچون افزایش اشتغال، ارزآوری و درآمدزایی است. با توجه به پتانسیل های بالای شهر مشهد به‌عنوان یکی از مقاصد اصلی گردشگری سلامت در منطقه خاورمیانه، این مطالعه به شناسایی نقاط قوت، ضعف، فرصت‌ها و تهدیدهای گردشگری سلامت در این شهر می پردازد. بدین منظور ابتدا از طریق مصاحبه‌های عمیق با خبرگان صنعت گردشگری سلامت شامل مدیران و مسئولین بخش های پذیرش بیماران بین الملل بیمارستان های خصوصی و دولتی شهر مشهد و همچنین مدیران شرکت های گردشگری سلامت، مهم‌ترین نقاط قوت، ضعف، فرصت‌ها و تهدیدهای این صنعت استخراج گردیده. در گام دوم با بهره گیری از پرسش نامه و با کمک روش swot نظرات کارشناسان و خبرگان این صنعت در خصوص نقاط قوت، ضعف، فرصت‌ها و تهدیدهای استخراج شده، دریافت و تجزیه‌وتحلیل شد. نتایج پژوهش حاکی از آن است که در میان عوامل داخلی پایین بودن هزینه های خدمات گردشگری و درمانی بزرگ‌ترین نقطه قوت و ضعف در تبلیغات و بازاریابی بزرگ‌ترین نقطه‌ضعف محسوب می شود. از بین عوامل خارجی نیز، وجود بارگاه امام رضا (ع) بزرگ‌ترین فرصت و وجود رقبای بزرگ و چالش های اساسی با کشورهای عربی و غربی از بزرگ‌ترین تهدیدها به شمار می‌آید. همچنین با توجه به بیشتر بودن نقاط ضعف این صنعت از نقاط قوت و بیشتر بودن فرصت‌ها از تهدیدها، توسعه صنعت گردشگری سلامت در شهر مشهد باید از طریق استراتژی بازنگری دنبال شود.

regional strategies for the development of health tourism in iran

1- introduction health tourism is made up of combination of the two high-income branches of tourism and treatment services. the city of mashhad has many potential and actual potentials in both health tourism sectors, i.e., tourism and health. nevertheless, there are obstacles and challenges in the development of health tourism in the city of mashhad, which have prevented it from achieving its rightful position in creating employment, added value and currency production. therefore, the scientific analysis of the challenges and opportunities of this industry and the adoption of realistic strategies in accordance with the existing strengths, weaknesses, opportunities and threats are considered a necessary step in the direction of the development of health tourism in mashhad. therefore, in this research, through previous studies and in-depth interviews with industry experts, the most important strengths, weaknesses, opportunities and threats of this industry in mashhad were extracted. in the second step, the data was analyzed by using a questionnaire and swot tool, and finally, appropriate strategies were presented.2- theoretical framework the world tourism organization defines health tourism as follows: using services that lead to improving or increasing health and increasing a person’s spirit by using mineral waters, weather or medical interventions and in a place outside of the person’s place of residence and it takes more than 24 hours.the health tourism industry encompasses a chain of services and activities that have together horizontal or vertical link, therefore the whole chain must be analyzed to better understand the industry. obviously, the weakness of each component of the chain eliminates the possibility of benefiting from the opportunities of this industry.although, so far, empirical studies have dealt with the issue of health tourism from different aspects, this article has analyzed the health tourism industry with a different approach and from the point of view of the supply chain. methodologythe type of this research is applied in terms of nature and analytical - descriptive in terms of methodology. the purpose of this study is to investigate and identify the strengths, weaknesses, opportunities and threats of the health tourism industry in mashhad, as well as to provide strategies for developing health tourism industry in mashhad with regard to the strengths, weaknesses, opportunities and threats.in order to extract strengths, weaknesses, opportunities and threats, the information used in this research has been compiled with the help of a combination of the following methods:a) study of the research background, documents and available resources including research projects, undergraduate reports and theses and related articles.b) to conduct in-depth interviews with experts and authorities of active health tourism units in hospitals and health tourism companies in mashhad.the statistical population of this research consist of experts in health tourism industry, active companies in the health tourism industry in mashhad, hospitals located in mashhad that have a unit responsible for coordinating health tourism. the method of sampling in this research is non-random sampling method. in the statistical community, about 9 interviews were conducted. data analysis was done by using questionnaire and swot approach.