طراحی الگوی تحول دیجیتال بازاریابی اخلاقمدارانه در صنعت گردشگری سلامت
مجله اخلاق پزشکی - علمی پژوهشی,
دوره 16 شماره 47 (1401),
28 ژوئن 2022
,
صفحه 1-18
https://doi.org/10.22037/mej.v16i47.38824
چکیده
زمینه و هدف: اخلاق در بازاریابی و استفاده از فناوریهای به روز به عنوان دو عامل راهبردی در صنعت گردشگری سلامت امروزی، مطرح است، لذا پژوهش حاضر با هدف طراحی الگوی تحول دیجیتال بازاریابی اخلاقمدارانه در صنعت گردشگری صورت گرفته است.
روش: روش پژوهش حاضر کیفی و با استفاده از روش دادهبنیاد است. دادههای این پژوهش از طریق مصاحبههای نیمهساختاریافته با تکنیک گلوله برفی به دست آمد که برای مصاحبه با هشت نفر از اساتید دانشگاهی خبره در بازاریابی اخلاقمدارانه دیجیتال و هشت نفر از مدیران خبره صنعت گردشگری سلامت به اشباع نظری رسید. پس از انجام سه مرحله کدگذاری باز، محوری و انتخابی، الگوی پارادایمی پژوهش تدوین گردید، استحکام دادهها بر اساس معیارهای باورپذیری، اطمینانپذیری، انتقالپذیری و تأییدپذیری بررسی و مورد تأیید قرار گرفت.
ملاحظات اخلاقی: در پژوهش حاضر، جنبههای اخلاقی توضیح اهداف مطالعه، آزادبودن مشارکتکنندگان برای خروج از مطالعه و حفظ رازداری و محرمانگی رعایت گردید.
یافتهها: الگوی ارائهشده، پدیده محوری تحول دیجیتال در بازاریابی اخلاقمدارانه با مؤلفههای راهحل جامع بازاریابی اخلاقمدارانه دیجیتال، محصول دیجیتال سلامتمحور، قیمتگذاری دیجیتال اخلاقی، ترفیع دیجیتال اخلاقی، توزیع دیجیتال اخلاقی، بخشبندی در بازاریابی اخلاقمدارانه دیجیتال و مصرفکننده دیجیتال و همچنین شرایط علّی، شرایط مداخلهگر، شرایط زمینهای، راهبردها و پیامدهای آن بررسی و تبیین مینماید. راهبردهای جایگاهیابی نام تجاری اخلاقمدارانهدیجیتال و تجارت الکترونیک اخلاقی در گردشگری سلامت و همچنین پیامد قصد خرید خدمات گردشگری سلامت از مهمترین یافتههای پژوهش میباشد.
نتیجهگیری: این پژوهش الگویی جامع در خصوص تحول دیجیتال در بازاریابی اخلاقمدارانه در صنعت گردشگری سلامت ارائه میدهد و با توجه به هدف وزارت بهداشت، درمان و آموزش پزشکی در خصوص خدمات دیجیتالی، صنعت گردشگری سلامت به عنوان صنعتی مبتنی بر اطلاعات و ارتباطات گسترده بینالمللی و داخلی، بسیار سریع تحت تأثیر فناوری دیجیتال خواهد گرفت.
- تحول دیجیتال؛ بازاریابی اخلاقمدارانه؛ نام تجاری دیجیتال؛ گردشگری سلامت
ارجاع به مقاله
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