A STUDY OF THE EFFECT OF ADVERTISING ON ATTRACTING MEDICAL TOURISM

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AZIMI REZA; MAHMOUDI GHAHRAMAN; ESMAEILI HABIBO ALLAH

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Journal: International Journal of Travel Medicine and Global Health Year:2017 | Volume:5 | Issue:3 Page(s): 89-93

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Information Journal Paper

Title

A STUDY OF THE EFFECT OF ADVERTISING ON ATTRACTING MEDICAL TOURISM

Author(s)

AZIMI REZA | MAHMOUDI GHAHRAMAN | ESMAEILI HABIBO ALLAH | Issue Writer Certificate

Keywords

MEDICAL TOURISM

HOSPITALS

MARKETING

Abstract

Introduction: It is predicted that tourism will be the most profitable industry in the world in 2020. The current study aimed to evaluate the influence of advertising on attracting foreign medical tourists based on the MARKETING mix model.Methods: In this descriptive study, participants (n = 136) completed a standard questionnaire containing items on demographic characteristics and advertising practices adopted by Mashhad HOSPITALS (13 HOSPITALS) to attract Arabic tourists (male-female) from seven nations in the period from March 2015 to August 2016. Data description was performed using charts and tables. The software used was SPSS 21.Results: The results showed that 44.1% of medical tourists were satisfied with advertising practices. In terms of education, 85 (62.8%) tourists did not have a high school diploma. Seventy-six subjects (55.9%) were referred to HOSPITALS by friends and acquaintances, 38.2% were referred by their physicians, and only 5.9% of tourists were attracted by other advertising methods.Conclusion: According to the results, most patients did not consider advertising strategies effective, and the advertising methods seemed to be unsuccessful in attracting people with a higher education. Therefore, it is suggested that advertising practices be revised and novel methods be adopted to appeal to a greater range of potential tourists.

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APA: Copy

AZIMI, REZA, MAHMOUDI, GHAHRAMAN, & ESMAEILI, HABIBO ALLAH. (2017). A STUDY OF THE EFFECT OF ADVERTISING ON ATTRACTING MEDICAL TOURISM. INTERNATIONAL JOURNAL OF TRAVEL MEDICINE AND GLOBAL HEALTH, 5(3), 89-93. SID. https://sid.ir/paper/350431/en

Vancouver: Copy

AZIMI REZA, MAHMOUDI GHAHRAMAN, ESMAEILI HABIBO ALLAH. A STUDY OF THE EFFECT OF ADVERTISING ON ATTRACTING MEDICAL TOURISM. INTERNATIONAL JOURNAL OF TRAVEL MEDICINE AND GLOBAL HEALTH[Internet]. 2017;5(3):89-93. Available from: https://sid.ir/paper/350431/en

IEEE: Copy

REZA AZIMI, GHAHRAMAN MAHMOUDI, and HABIBO ALLAH ESMAEILI, “A STUDY OF THE EFFECT OF ADVERTISING ON ATTRACTING MEDICAL TOURISM,” INTERNATIONAL JOURNAL OF TRAVEL MEDICINE AND GLOBAL HEALTH, vol. 5, no. 3, pp. 89–93, 2017, [Online]. Available: https://sid.ir/paper/350431/en

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