چکیده:
Background: Attention to the ethical and humanitarian aspects increases the
desire of foreign customers to benefit from health tourism services in the
Kurdistan Region. This study aims to analyze the importance of ethical
components in the health tourism marketing model.
Method: The research method is descriptive-analytical and practical. The
universe of the research consisted of all employees of medical centers and
units working in health tourism , which were determined as the statistical
sample by simple sampling method. The data collection tool is a
questionnaire and confirmatory factor analysis method and structural
equation modeling and LISREL software were used for data analysis.
Results: The results showed that all components of the research marketing
model play a positive role in health tourism. The results also show the role
and impact of the ethical components of the marketing model, such as
friendly and respectful behavior and clear disclosure of the cost of care, on
the promotion and success of health tourism.
Conclusion: The marketing model of the study showed the role and
importance of paying attention to the ethical components in the development
and prosperity of health tourism which accordingly, relevant officials and
policy makers should pay attention to the ethical components’ role in
codification of related policies and programs, apart from considering the
usual components and in the current marketing models.
خلاصه ماشینی:
The results also show the role and impact of the ethical components of the marketing model, such as friendly and respectful behavior and clear disclosure of the cost of care, on the promotion and success of health tourism.
e. , Bezruchka (2000), Borman (2004), Carrera and Bridges (2006), Connell (2006), García-Altés (2005), Goodrich (1994), and Hall (2011), and Henderson (2003), and Heung et al.
According to the importance of ethics in the field of health tourism, the present study in response to the question that paying attention to the moral components among other things related to medical issues and how important is the treatment of a non-Kurdistan Regionian patient in providing a marketing model?
and according to the absence of description in detail and ethical components in the template format in previous studies and also according to the importance and necessity of observing ethics in providing medical and care services; this study attempted to analyze the role of ethical 180 “ considerations’ variables in format of marketing model of providing health tourism services to non-Kurdistan Regionian clients.
96 and in addition to indicator equals 2/758 and because of being less than 3, it shows a good evaluation of model of tourism treatment marketing service in Kurdistan Region (Kalantari,2009), with 9 factor including: promotion, process and method, evidence, medical boxes, production, cultural and medical sensibilities with the variables.
On the other hand, it is suggested that the organizations develop the ethical charter providing clinical and care services to foreigners while solving ambiguities, as a guide by managers and employees in the field of health tourism.