Ürdün hastanelerinde dijital pazarlamanın medikal turizme etkisi
Abstract
Bu araştırmanın amacı dijital pazarlamanın Ürdün hastanelerinde medikal turizm üzerindeki etkisini ortaya koymaktır. Dijital pazarlama kavramı, medikal turizmin tanımı, dijital pazarlamanın etkisi ve Ürdün'deki mevcut durum incelenmiştir. Çalışmada hastanelerin sosyal medya ve diğer dijital platformlar aracılığıyla elde edilen olumlu ve olumsuz pazarlama örneklerini ve Ürdün'de tedavi gören yurt dışı hastaların görüşlerini içermektedir. Günümüzde dijital pazarlama tüm sektörlerde olduğu gibi medikal turizm açısından da gerekli ve vaz geçilmez bir öğe haline gelmiştir. Literatürde hastane sektöründe yapılan çalışmaların sayısı kısıtlı olduğundan bu çalışma, dijital pazarlamanın Ürdün'de ve Ürdün'de medikal turizm üzerindeki etkisi üzerine derinlemesine bilgi edinmek amacını taşımaktadır. Tezin birinci bölümünde dijital pazarlamanın tanımı ve önemi tanıtılmış, dijital pazarlama adı altında yer alan sosyal medya, web sitesi vb. pazarlamada kullanılan yöntemlerden bahsedilmiştir. Ardından medikal turizm ve genel olarak dünyaya ve özel olarak Ürdün'de medikal turizmin ekonomik durumu açıklanmıştır. Ürdün'deki hastane ve doktor sayılarına ilişkin veriler ile medikal turizm açısından mevcut potansiyelin ortaya konması hedeflenmiştir. İkinci bölümde, dijital pazarlamanın her bir tanımı ve örüntü olarak altında yatan kavramlar ile medikal turizm ve küreselleşme tanımları daha net bir şekilde açıklığa kavuşturulmuştur. Bu değişkenlerin ilişkileri ve birbirleriyle olan bağlantıları daha fazla açıklanmış ve etkilerinin yanı sıra, bu tür pazarlamanın tüm artıları ve eksileri de belirtilmiştir. Dijital pazarlamanın uluslararası medikal turizm ile bağlantılarını, alaka düzeyini ve kapsamını açıklığa kavuşturmak için Okan Üniversitesi'nin elektronik kütüphanesindeki bibliyometrik analiz kullanılarak literatürde karşılaştırma yapılabilecek benzer çalışmalar ve sonuçları incelenmiştir. Üçüncü bölümde, dijital pazarlamanın medikal turizm üzerindeki etkisini temel bir şekilde analiz ederken, her bir değişkenle ilgili ikincil hedefleri ve medikal turizm üzerindeki etkisini de dikkate alan araştırma amacına bağlı bölüm tanımlanmıştır. Bu bölüm, arasındaki bağlantıyı araştıracağımız yaklaşımı tanımlayarak araştırma planını içermektedir. Çalışmadaki değişkenler tanımlayıcı olarak analiz edilmiş ve Google formlarını kullanarak dünya çapındaki hastalara bir anket anketi uygulayarak ölçüm aracını netleştirmek için nicel bir araştırma tekniği kullanılmıştır. Ölçek geçerliliğini test etmek üzere EFA analizi kullanılmış ve veriler SPSS programında analiz edilmiştir. Araştırma sonucunda elde edilen bulgulara göre ankete katılan hastaların dijital pazarlama uygulamalarını orta düzeyde değerlendirdiğini göstermiştir. Ardından dijital pazarlama bağımsız değişkeni -sosyal medya, web siteleri, e-posta ve telefon- bağımlı değişken ise medikal turizm yer almıştır. Araştırmanın hipotezi ve metodolojisi ile veri toplama örneklemi bu bölümde açıklanmıştır. Hipotezlerin test edilmesi sonucunda sosyal medya ve web sitesinin medikal turizme olumlu etkisinin olduğu ve e-posta pazarlamasının olumlu ve telefon pazarlamasının ise çok zayıf olumlu etkisi olduğu şeklindedir. . Dördüncü bölüm olan son bölümde, üçüncü bölümdeki verilere dayanılarak çıkarım ve öneriler belirtilmiştir. Ürdün hastanelerine dijital pazarlama aktivitelerine daha çok yatırım yapmaları önerilmiştir. Ayrıca medikal turizm üzerindeki liyakat, etkinlik ve etki temelinde ve dijital pazarlama aktivitelerinin düzeyini korumak için daha fazla çaba sarf edilmesi gereği vurgulanmıştır. Dijital pazarlama hastanelerin üst düzeyde ilgi göstermesi gereken bir alan olarak önemlidir ayrıca dijital pazarlamadaki sürekli gelişmelere ayak uydurmak için çaba gösterilmelidir. Araştırmada, hastanedeki hizmet alıcılara bir anket dağıtılmış ve elde edilen veriler SPSS programında analiz edilmiştir. Anket aracılığıyla dijital pazarlamaya ait her bir değişkeni ve bu değişkenin etkisinin boyutu incelenmiştir. Medikal turizmi bağımlı değişken üzerinde ve daha sonra her bir değişkeni ayrı ayrı içeren (web sitesi, sosyal medya, e-posta ve telefon) alt değişkenleri incelenmiştir. Araştırma sonuçları dijital pazarlamanın Ürdün hastanelerinin medikal turizm faaliyetleri üzerinde net bir etkiye sahip olduğunu göstermekte ve her bir değişken ile etki düzeyini açıklamaktadır. Sonuçta dijital pazarlama uygulamasında kullanılan hastanelerin web sitesi medikal turizm açısından en yüksek etki değerine sahip olarak görülürken, telefon pazarlamasının etkisinin ise düşük olduğu görülmüştür. Anahtar Kelimeler: dijital pazarlama, web sitesi, sosyal medya, e-posta, telefon, medikal turizm, hastane, Ürdün.
The aim of the research is to determine the effect of digital marketing on medical tourism in Jordanian hospitals. The concept of digital marketing, the definition of medical tourism, the effect of digital marketing, and the current situation in Jordan have been examined. In the study, social media and other digital positive and negative marketing examples were obtained through platforms and treatment in Jordan, including the opinions of foreign patients who had seen them. Today, digital marketing in all sectors has become a necessary and indispensable element in terms of medical tourism as well. In the literature, since the number of studies in the hospital sector is limited, the study aims to gain in-depth knowledge on the impact of medical tourism in Jordan and the risks it carries. In the first part of the thesis, the definition and importance of digital marketing have been introduced under the names of digital marketing, social media, 'websites, etc. methods used in marketing. Next, medical tourism and the economic situation of medical tourism in the world in general and in Jordan, in particular, are explained. In terms of medical tourism, with data on the number of hospitals and doctors in Jordan, it is aimed at revealing the current potential. In the second part, each definition of digital marketing and the underlying concepts are presented as a pattern. The definitions of medical tourism and globalization have been clarified more clearly. The relations between the variables and their connections with each other are explained further, and besides their effects, all the pros and cons of this type of marketing are also mentioned. The international medical of Okan University to clarify its links, relevance, and scope with tourism. Comparisons can be made in the literature using bibliometrics analysis in the electronic library. Similar studies and their results were examined. In the third part, the impact of digital marketing on medical tourism is analyzed in a fundamental way. Taking into account the secondary objectives of each variable and its impact on medical tourism the section related to the research purpose has been defined. In this section, we will explore the link between the research plan and the approach. The variables in the study were analyzed descriptively, and the world was analyzed using Google Forms. A quantitative study to clarify the measurement tool by administering a survey questionnaire to patients around the world. The technique has been used. EFA analysis was used to test the validity of the scale, and the data were analyzed using SPSS. Analyzed in the program. According to the findings obtained as a result of the research, the participants in the survey showed that patients evaluate digital marketing applications at a moderate level. Next are the digital marketing independent variables: social media, websites, email, and phone dependent variables, and medical care of tourism. The hypothesis and methodology of the research and the data collection sample are explained in this section. As a result of testing the hypotheses, social media, and websites have a positive effect on tourism, e-mail marketing has a positive effect, and telephone marketing has a very positive effect. It has a weak positive effect. In the last chapter, which is the fourth chapter, inferences and suggestions are made based on the data in the third chapter. Specified Jordan Hospitals should invest more in digital marketing activities, as has been suggested. In addition, on the basis of merit, effectiveness, and impact on medical tourism and digital marketing It was emphasized that more efforts should be made to maintain the level of their activities. Digital marketing is an important area that hospitals should pay high-level attention to. Efforts should be made to keep up with the continuous developments in marketing. In the study, a questionnaire was distributed to the service recipients in the hospital, and the data obtained were entered into the SPSS program. Analyzed. Through the survey, each variable of digital marketing and the effect of its size were examined. Medical tourism on the dependent variable and then each variable separately. Sub-variables (website, social media, e-mail, and telephone) were examined. Research shows that digital marketing has a clear impact on the medical tourism activities of Jordanian hospitals and explains the level of effect for each variable. After all, the digital websites of the hospitals used in the marketing application have the highest impact in terms of continuous developments in marketing. In the study, a questionnaire was distributed to the service recipients in the hospital, and the data obtained were analyzed in the SPSS program. Through the survey, each variable of digital marketing and the effect of its size were examined. Medical tourism on the dependent variable and then each variable separately. Sub-variables (website, social media, e-mail, and telephone) were examined. Research results show that digital marketing has a clear impact on the medical tourism activities of Jordanian hospitals and explain the level of effect for each variable. The digital websites of the hospitals used in the marketing application have the highest impact in terms of medical tourism. It is seen that the effect of telemarketing is low. Keywords: digital marketing, website, social media, e-mail, telephone, medical tourism, hospital, Jordan.
The aim of the research is to determine the effect of digital marketing on medical tourism in Jordanian hospitals. The concept of digital marketing, the definition of medical tourism, the effect of digital marketing, and the current situation in Jordan have been examined. In the study, social media and other digital positive and negative marketing examples were obtained through platforms and treatment in Jordan, including the opinions of foreign patients who had seen them. Today, digital marketing in all sectors has become a necessary and indispensable element in terms of medical tourism as well. In the literature, since the number of studies in the hospital sector is limited, the study aims to gain in-depth knowledge on the impact of medical tourism in Jordan and the risks it carries. In the first part of the thesis, the definition and importance of digital marketing have been introduced under the names of digital marketing, social media, 'websites, etc. methods used in marketing. Next, medical tourism and the economic situation of medical tourism in the world in general and in Jordan, in particular, are explained. In terms of medical tourism, with data on the number of hospitals and doctors in Jordan, it is aimed at revealing the current potential. In the second part, each definition of digital marketing and the underlying concepts are presented as a pattern. The definitions of medical tourism and globalization have been clarified more clearly. The relations between the variables and their connections with each other are explained further, and besides their effects, all the pros and cons of this type of marketing are also mentioned. The international medical of Okan University to clarify its links, relevance, and scope with tourism. Comparisons can be made in the literature using bibliometrics analysis in the electronic library. Similar studies and their results were examined. In the third part, the impact of digital marketing on medical tourism is analyzed in a fundamental way. Taking into account the secondary objectives of each variable and its impact on medical tourism the section related to the research purpose has been defined. In this section, we will explore the link between the research plan and the approach. The variables in the study were analyzed descriptively, and the world was analyzed using Google Forms. A quantitative study to clarify the measurement tool by administering a survey questionnaire to patients around the world. The technique has been used. EFA analysis was used to test the validity of the scale, and the data were analyzed using SPSS. Analyzed in the program. According to the findings obtained as a result of the research, the participants in the survey showed that patients evaluate digital marketing applications at a moderate level. Next are the digital marketing independent variables: social media, websites, email, and phone dependent variables, and medical care of tourism. The hypothesis and methodology of the research and the data collection sample are explained in this section. As a result of testing the hypotheses, social media, and websites have a positive effect on tourism, e-mail marketing has a positive effect, and telephone marketing has a very positive effect. It has a weak positive effect. In the last chapter, which is the fourth chapter, inferences and suggestions are made based on the data in the third chapter. Specified Jordan Hospitals should invest more in digital marketing activities, as has been suggested. In addition, on the basis of merit, effectiveness, and impact on medical tourism and digital marketing It was emphasized that more efforts should be made to maintain the level of their activities. Digital marketing is an important area that hospitals should pay high-level attention to. Efforts should be made to keep up with the continuous developments in marketing. In the study, a questionnaire was distributed to the service recipients in the hospital, and the data obtained were entered into the SPSS program. Analyzed. Through the survey, each variable of digital marketing and the effect of its size were examined. Medical tourism on the dependent variable and then each variable separately. Sub-variables (website, social media, e-mail, and telephone) were examined. Research shows that digital marketing has a clear impact on the medical tourism activities of Jordanian hospitals and explains the level of effect for each variable. After all, the digital websites of the hospitals used in the marketing application have the highest impact in terms of continuous developments in marketing. In the study, a questionnaire was distributed to the service recipients in the hospital, and the data obtained were analyzed in the SPSS program. Through the survey, each variable of digital marketing and the effect of its size were examined. Medical tourism on the dependent variable and then each variable separately. Sub-variables (website, social media, e-mail, and telephone) were examined. Research results show that digital marketing has a clear impact on the medical tourism activities of Jordanian hospitals and explain the level of effect for each variable. The digital websites of the hospitals used in the marketing application have the highest impact in terms of medical tourism. It is seen that the effect of telemarketing is low. Keywords: digital marketing, website, social media, e-mail, telephone, medical tourism, hospital, Jordan.
Description
Keywords
İşletme, Business Administration