Factors Affecting the Promotion of Yazd Brand as a Health Tourism Destination with a Fuzzy Cognitive Mapping Approach

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Zahmatkesh Saredorahi Mahdieh; Mohammadpour Shirazi Fatemeh; Ardian Aram; Siadatan Mohammad; Hashemi Seyedeh Nooshin

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Journal: Depiction of Health Year:2021 | Volume:12 | Issue:1 Page(s): 24-34

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Title

Factors Affecting the Promotion of Yazd Brand as a Health Tourism Destination with a Fuzzy Cognitive Mapping Approach

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Keywords

Health TourismQ1

TouriQ1

Brand PromotionQ2

Fuzzy Cognitive MappingQ1

Abstract

Background and Objectives: Nowadays, multi-national hospitals, competitive prices, quality of international standards and the level of specialized technologies are among the examples of globalization of health so that countries compete with each other in attracting medical Tourists. The aim of this study was to identify the factors affecting the promotion of Yazd brand as a Tourism/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank">Health Tourism destination. Material and Methods: This is a mixed method research, in terms of purpose is applied and in terms of data collection is a descriptive study. The factors affecting the promotion of Yazd brand were identified through literature review. Then Expert Panel of 15 Tourism/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank">Health Tourism experts with at least 5 years of experience were appraised and approved the criteria. A matrix questionnaire was prepared and presented to 123 Tourists who had traveled to Yazd province for taking health services for the second appraise of the identified criteria. Finally, the data obtained from health Tourists by using Fuzzy Cognitive Mapping tools and techniques were analyzed, and the final model of the research was drawn by social networks analysis (SNA). Results: The findings of analysis of experts' opinions data indicate that the factors of validity, brand performance and Tourism/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank">Health Tourism marketing are more central than other factors, because the total impact and effectiveness of these factors is more than other factors, so more attention should be paid to these factors. Conclusion: Destination image has a significant role in the decision-making and destination selection process, which with the increase in the number of new Tourist destinations around the world, has led to the growing importance of health services in promoting Tourism/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank">Health Tourism and attention to the brand of Tourism destination. In order to promote the Tourism/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank">Health Tourism brand, paying attention to the three factors of credibility, brand performance and marketing are in the priority of this research.

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APA: Copy

Zahmatkesh Saredorahi, Mahdieh, Mohammadpour Shirazi, Fatemeh, Ardian, Aram, Siadatan, Mohammad, & Hashemi, Seyedeh Nooshin. (2021). Factors Affecting the Promotion of Yazd Brand as a Health Tourism Destination with a Fuzzy Cognitive Mapping Approach. DEPICTION OF HEALTH, 12(1 ), 24-34. SID. https://sid.ir/paper/385725/en

Vancouver: Copy

Zahmatkesh Saredorahi Mahdieh, Mohammadpour Shirazi Fatemeh, Ardian Aram, Siadatan Mohammad, Hashemi Seyedeh Nooshin. Factors Affecting the Promotion of Yazd Brand as a Health Tourism Destination with a Fuzzy Cognitive Mapping Approach. DEPICTION OF HEALTH[Internet]. 2021;12(1 ):24-34. Available from: https://sid.ir/paper/385725/en

IEEE: Copy

Mahdieh Zahmatkesh Saredorahi, Fatemeh Mohammadpour Shirazi, Aram Ardian, Mohammad Siadatan, and Seyedeh Nooshin Hashemi, “Factors Affecting the Promotion of Yazd Brand as a Health Tourism Destination with a Fuzzy Cognitive Mapping Approach,” DEPICTION OF HEALTH, vol. 12, no. 1 , pp. 24–34, 2021, [Online]. Available: https://sid.ir/paper/385725/en

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