Communication Research

Providing a Media Model for Hospitals to Attract Health Tourists Based on the Laswell Communication Model

Document Type : Original Article

Authors

Maryam Amiri 1
Alimohammad Muzashi S. 2
Shahnaz Hashemi 3

1 Communication

2 Assistant Prof. In Communication, Department of Social Communication, Maybod Branch, Islamic Azad University, Maybod, Iran

3 Associate Prof. In Communication, Educational Research and Planning Organization, Department of Partnerships and Communications, Tehran, Iran

https://doi.org/10.22082/cr.2023.1978021.2457
Abstract
Despite the high quality of medical services and cheap prices, health tourism in Iran has not yet been able to gain its position in the market due to several factors, including the lack of proper use of media and communication tools. Of course, about the nature of health tourism, significant and relatively extensive researches have been done so far, but the issue of identifying the role of media in attracting health tourists has been neglected. In this research, which deals with the same issue, in-depth interviews were conducted with experts in the field of health and media. The data was collected through a questionnaire and analyzed using confirmatory factor analysis (qualitative method). The main factors in this research were divided into 4 groups: message type, audience, communication channels, and the message transmitter based on the communication model. Classification and sub-components were presented with more explanation and based on current issues in the form of health tourism model. The results showed that the audience is the most important factor for the development of health tourism in the country, and after that, the factors of communication channels, message type and message transmitter are ranked third and fourth respectively.

Keywords

Tourism
Health Tourist
Media Model
Structural Equations
Laswell Model
Subjects
Aqili, S. V. & Basti, H. (2021). A Review Of Media Impacts On Tourism. Journal Of Communication Research, 18 (68), 159-185.
Chekn, M. (2022). Developing A Framework For The Development Of Health Tourism Infrastructure In Iran. Journal Of Tourism Planning And Development, 11 (41), 201-224.
Dehghan, R. Et Al. (2021). Iran Health Tourism' Strategic Analysis In Corona Situation. Journal Of Payavard Salamat, 14 (6), 519-534.
Donyaey Eqtesad (Newspaper). (2016). Iran's Official Income From Health Tourism, Number 4116.
Heydari, A. (2005). The Role Of Media In Identifying The Destinations Of Iranian And Foreign Tourists. First Issue Of The Journal Of Media Studies. Tehran: Islamic Azad University, Science And Research Branch.
Khodadadi Haddadan, P. & Jafari, A. (2019). The Role Of Visual Media In The Development Of Health Tourism Industry In Iran (Case Study: Ramsar City). Journal Of Cultural Studies Communication, 15 (54), 215-231.
Noorollahzadeh, F. & Asadi, A. (2020). Provincial Media Strategy Regarding The Economic Development With Emphasis On Pilgrimage Tourism In ArbaŹ½een. Journal Of Communication Research,4 (104), 41-62.
Rastegar, A. Et Al. (2019). Designing Media Diplomacy For International Awareness For Health Tourism. Journal Of Payesh, 17 (4), 349-360.
Sattari, M. (2019). Design And Development Of Health Tourism Social Network. Journal Of Applied Studies In Management And Development Sciences, 7(37), 11-16.
Taheri Mirghaed, M. Et Al. (2020). The Status Of Medical Tourism Marketing In Private And Public Hospitals Affiliated To Tehran University Of Medical Sciences. Journal Of Payavard Salamat, 13 (6), 492-500.
Vosoughi, L. Et Al. (2014). Health Tourism, Basics And Concepts: Emphasis On Growth Factors, Medical Tourism In Developing Countries. The First National Sustainable Tourism Conference, Ardabil.
Zighami, R. (2008). Content Analysis. Journal Of Iranian Nursing, 21(53).

  • Receive Date 03 December 2022
  • Revise Date 22 January 2023
  • Accept Date 04 March 2023

Home

Guide for Authors

Submit Manuscript

Contact Us

Flow diagram (process) of judging received articles