تبیین مدل رفتار هم آفرینی ارزش مشتری در توسعه صنعت گردشگری پزشکی استان گیلان

امروزه با گسترش فنون ارتباطی همراه با انتقال دانش پزشکی شکل جدیدی از گردشگری به نام پزشکی مطرح گردیده است که یکی از بازارهای جذاب و پررونق خدماتی حوزه گردشگری محسوب می‌شود. هم آفرینی ارزش شکل جدیدی از استراتژی کسب‌وکار است که بر ایجاد و تشخیص مستمر ارزش‌های مشترک سازمان‌ها و مشتریانشان تاکید دارد. پژوهش حاضر باهدف ارائه مدل رفتار هم آفرینی ارزش مشتری در توسعه صنعت گردشگری پزشکی استان گیلان، از نوع کاربردی و ترکیبی و در دو مرحله کیفی و کمی انجام گرفت. جامعه آماری تحقیق در فاز کیفی شامل خبرگان حوزه گردشگری پزشکی و گردشگران پزشکی و در فاز کمی شامل روسای بیمارستان‌ها و گردشگران پزشکی استان گیلان بودند. حجم نمونه در فاز کیفی 16 نفر به روش نمونه‌گیری هدفمند و در فاز کمی شامل 50 نفر روسای بیمارستان‌های استان گیلان و 250 نفر گردشگران پزشکی آن بیمارستان‌ها، به روش غیر احتمالی در دسترس انتخاب شد. برای جمع‌آوری داده‌ها در فاز کیفی از مصاحبه نیمه ساختاریافته و در فاز کمی از ابزار پرسشنامه استفاده شد. تحلیل داده‌های کیفی با کمک نرم‌افزار maxqda10 و داده‌های کمی با نرم‌افزار pls انجام گرفت. یافته بخش کیفی پس از پیاده‌سازی مصاحبه‌ها و حذف هم‌پوشانی‌ها تعداد 59 مفهوم اولیه، 13 مفهوم اصلی و در نهایت، 5 مقوله در قالب یک الگوی پارادایمی شامل راهبردهای هم آفرینی ارزش سازمانی و قابلیت‌های گردشگری پزشکی، هم آفرینی ارزش و رفتار هم آفرینی ارزش استخراج شد. نتایج بخش کمی نشان داد هم آفرینی ارزش سازمانی می‌توانند در جهت ایجاد هم آفرینی ارزش مشتری نقش به سزایی داشته باشد.

Explaining the Model of Customer Value CoCreation Behavior in the Development of Medical Tourism Industry of Guilan Province

Extended AbstractIntroductionThe development of communication techniques and the transfer of medical knowledge has led to the emergence of a new form of tourism called medicine. Medical tourism includes any trip to promote health and, as one of the dimensions of tourism, contributes to the sustainable development and dynamism of the country’s economy. Medical tourism is also a national strategy to increase the country’s income and an arm of national security. Although there is no single definition of medical tourism, it can be defined as the extensive travel of people from their place of residence for health. Recovery is achieved through physical and mental health.Gilan province, as one of the most important and touristic provinces of the country, can be the center of medical tourism in Iran, but the medical tourism industry in Gilan has not been able to attract more patients along with its therapeutic capacities due to the existence of regional competitors, which have actively occupied a significant share of the medical tourism market. Therefore, value creation is a new form of business strategy that emphasizes the continuous creation and recognition of common values of organizations and customers.  MethodologyThis research is part of the results of a combined study (qualitative and quantitative). This research has been done in two qualitative and quantitative stages. The statistical population of the research, in the qualitative phase, included managers and scientific and executive experts with more than five years of experience in the field of medical tourism and medical tourists, and in the quantitative phase included the heads of hospitals and medical tourists referring to hospitals in Guilan province. First, 16 experts and tourists were selected by purposive sampling method, and a semistructured interview was conducted with them and then questionnaires containing information extracted from the research model among 50 heads and managers of hospitals. Gilan province was selected and distributed by census method, and 250 medical tourists from the same hospitals were selected and distributed by the nonprobability method. In order to construct the model, first, semistructured interviews and available documents and resources were used, and to determine the desired index, interviews and receiving the views of tourists and medical tourism experts were used. In order to evaluate the research measurement model, exploratory factor analysis, confirmatory factor analysis, convergent validity, divergent validity, and combined reliability and reliability by Cronbach’s alpha method were applied and also, GOF criteria were exerted to fit the model. SPSS21 and PLS software programs were used to perform data analysis. Results and discussionThe findings showed that in the categorical cluster, the causal conditions of the main categories of tourism capability and subcategories, including culture building, service development capability, human resource management, and communication capability and in the categorical cluster, the underlying conditions of the main categories of medical tourism infrastructure, and in the cluster, the central phenomenon of the main category of organizational value cocreation and subcategories of medical tourism product, medical tourism price, medical tourism location, and medical tourism advertisements and in the cluster of action strategies and interactions, the main category of customer value cocreation and subcategories of tourist motivation, tourist resources, the interaction of tourists, and in the cluster of main category’s results of the cocreation behavior and subcategories of loyalty and citizenship behavior were obtained. In this regard, 59 related concepts have been identified and examined. The first path reveals the impact of medical tourism capabilities on the cocreation of organizational value. In this analysis, the path coefficient value was calculated to be 0.21 and significant (3.16). Therefore, the first hypothesis of the research was confirmed. The path between medical tourism infrastructure and organizational value cocreation shows that this variable was considered an influential factor in organizational value cocreation. Therefore, the second hypothesis of the research was confirmed (t = 2.01 and the value of the path coefficient is 0.22). The third hypothesis reflects the relationship between organizational value cocreation and customer value cocreation. In this analysis, the path coefficient value was calculated to be 0.25 and significant (3.45). Therefore, the third hypothesis of the research was confirmed. The fourth hypothesis reflects the relationship between customer value cocreation and value cocreation behavior. In this analysis, the path coefficient value was calculated to be 0.24 and significant (2.77). Therefore, the fourth hypothesis of the research was confirmed. ConclusionBased on the paradigm model, strategies for creating organizational value, including the combination of medical tourism as the central phenomenon and medical tourism capabilities as the causal conditions that cause the creation and development of the phenomenon, were selected. Customer value cocreation, including resources, motivation and interaction of tourists, were considered strategies of action or confrontation that express purposeful behaviors and interactions adopted in response to the phenomenon and under the influence of the context. Medical tourism infrastructures were considered as factors that influence action or interaction strategies under certain conditions. Finally, loyalty and citizenship behavior were considered the consequences of adopting action or confrontation strategies (including customer value cocreation). The responsible organizations in the medical tourism industry of Guilan province, using the present model to form the customer value cocreation behavior, pave the way for citizenship behavior with a high level of tourist loyalty. This is important by planning and implementing it in order to create components such as instilling a sense of social responsibility, tolerating shortcomings and shortcomings, and sustained commitment to improving superior and innovative services. Also, to implement the customer value cocreation behavior, the present study recommends increasing the amount of information and knowledge of tourists.