Анализ ограничений и перспектив развития медицинского туризма на основе подхода интегрированного предоставления услуг (на примере провинции Исфахан, Иран)

Цель. Изучение и оценка барьеров и ограничений для развития медицинского туризма в Исфахане, как одного из туристических направлений Ирана, использующего подход интегрированного предоставления услуг, является целью настоящего исследования.
Материал и методы. Экспериментальное исследование было проведено с использованием качественного и количественного смешанного метода. Анализ данных в качественном методе проводился с использованием программного обеспечения MAXQDA-18, в то время как в количественном методе использовалась комбинация метода стратегического планирования SWOT и многокритериального принятия решений.
Результаты. Многочисленные недостатки и проблемы были классифицированы с использованием системы индексов, разработанных по различным параметрам, включая качество медицинских услуг и учреждений, доступ к медицинской и туристической информации, инфраструктуру и правила, коммуникации и маркетинг, факторы окружающей среды, процедуры лечения, обеспечение медицинской безопасности и международные барьеры. Между тем, роль каждого из этих измерений и подиндексов в препятствии развитию медицинского туризма в регионе была оценена путем изучения связи между различными измерениями, способствующими развитию медицинского туризма в Исфахане.
Выводы. Для устранения выявленных барьеров было предложено несколько стратегий, включая предоставление комплексных медицинских услуг (медицинских, лечебных и оздоровительных), разработку совместных продуктов секторами, участвующими в этой области, составление комплексного плана развития оздоровительного туризма, подготовку согласованного и организованного в научном плане с учетом политики устойчивой экономики, реалистичного и практического внимания к вопросам брендинга, использования современных методов маркетингового плана для медицинских компаний и фасилитаторов, устранения правовых барьеров для развития медицинского туризма и составления новой политики поддержки, надзора и рекламы.

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