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روایتگری بازاریابی گردشگری سلامت از زبان کلمات | ||
برنامه ریزی و توسعه گردشگری | ||
مقاله 5، دوره 13، شماره 51، آذر 1403، صفحه 141-168 اصل مقاله (895.01 K) | ||
نوع مقاله: علمی-پژوهشی | ||
شناسه دیجیتال (DOI): 10.22080/jtpd.2024.27574.3914 | ||
نویسنده | ||
محمد علی سیاه سرانی کجوری* | ||
استادیار مدیریت، گروه مدیریت و اقتصاد، دانشکده علوم انسانی و اجتماعی، دانشگاه گلستان، گرگان، ایران. | ||
تاریخ دریافت: 22 مرداد 1403، تاریخ بازنگری: 11 مهر 1403، تاریخ پذیرش: 17 مهر 1403 | ||
چکیده | ||
زمینه و هدف: یکی از کاربردهای اصلی متنکاوی، کمک به کشف دانش نهفته در میان متون مختلف است که فعالان دنیای کسبوکار به دنبال اکتساب آن هستند. هدف پژوهش حاضر، کشف دانش از متنکاوی مقالات مرتبط با حوزۀ بازاریابی گردشگری سلامت است. روش شناسی: در گام اول با استفاده از جستوجوی عبارت "بازاریابی گردشگری سلامت" در پایگاههای داده و موتورهای جستوجو معتبر در مجموع 456 مقاله بین سالهای 2010 تا 2024 انتخاب شدند. محققین از طریق مرور عنوان، چکیده و متن اصلی مقالات و در مراحل مختلف غربال مقالات، در نهایت 42 مقالۀ مرتبط با موضوع بازاریابی گردشگری سلامت را به منظور انجام فرآیند. متنکاوی انتخاب کردند. در گام دوم پس از پیشپردازش دادهها، با استفاده از تحلیل خوشهای غیر سلسله مراتبی، تعداد 3 خوشۀ بهینه بر حسب شاخص دیویس بولدین به دست آمد و برای هر خوشه ابرواژه ترسیم شد، سپس با استفاده از شاخصهای پشتیبان، اطمینان و جذابیت قواعد انجمنی هر خوشه استخراج و مورد تحلیل قرار گرفت. در گام سوم با استفاده از نتایج گامهای اول و دوم، نمودار استخوان ماهی پژوهش ترسیم و خلاصه نتایج در قالب یک نمودار ارائه شد. یافته ها: بهکارگیری تحلیل خوشهای منجر به قرارگیری مقالات در سه خوشه بر اساس شاخص دیویس-بولدین شد که در خوشههای صفر، اول و دوم به ترتیب کلمات خدمات، بیمار و گردشگری مرکزیت خوشه را به خود اختصاص دادند و به منظور ارائه دید بهتر ابرواژگان هر خوشه ترسیم شد. بهکارگیری قواعد انجمنی منجر به شناسایی قواعد اگر-آنگاه به تفکیک هر خوشه شد که از بین هزاران قاعدۀ استخراجی، بر اساس شاخصهای جذابیت، پشتیبان، اطمینان و نظرات کارشناسان 15 قاعده به تفکیک هر خوشه ارائه شد. نتیجه گیری و پیشنهادات: جمعبندی نتایج و طراحی نمودار استخوان ماهی نشان داد به منظور بهرهبرداری از مزایای گردشگری سلامت، بهسازی و استفادۀ بهینه از زیرساختهای طبیعی، سخت، نرم و بازاریابی ضروری است. نوآوری و اصالت: انجام تحقیقات فراوان در حوزۀ گردشگری سلامت نشان از اهمیت و منافع خرد-کلان این حوزه دارد. لذا درک و تبیین پژوهشهای این حوزه از طریق متنکاوی میتواند آغاز راهی جهت بهرهبرداری از دانش انباشته شده در آن باشد. | ||
کلیدواژهها | ||
گردشگری سلامت؛ بازاریابی؛ متنکاوی؛ خوشهبندی؛ قواعد انجمنی | ||
عنوان مقاله [English] | ||
Narrative of Health Tourism Marketing Through Words | ||
نویسندگان [English] | ||
Mohammad Ali Siahsarani Kojuri | ||
Assistant Professor of Management, Department of Management and Economics, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran. | ||
چکیده [English] | ||
Context and Purpose: One of the main uses of text mining is to help discover hidden knowledge among various texts that business people seek to acquire. The current research aims to discover knowledge from the textual analysis of articles related to the field of health tourism marketing. Design/methodology/approach: In the first step, a total of 456 articles between 2010 and 2024 were selected using the term "health tourism marketing" in databases and valid search engines. Through reviewing the title, abstract, and main text of the articles and in different stages of screening the articles, the researchers finally selected 42 articles related to the topic of health tourism marketing to perform the text mining process. In the second step, after pre-processing the data, using non-hierarchical cluster analysis, the number of 3 optimal clusters was obtained according to the Davies-Bouldin index, and a keyword was drawn for each cluster. Then, using the supporting indicators, the confidence and attractiveness of the associative rules of each cluster were extracted and analyzed. In the third step, using the results of the first and second steps, a fishbone diagram of the research was drawn and a summary of the results was presented in the form of a diagram. Findings: Applying cluster analysis led to the placement of articles in three clusters based on the Davis-Bouldin index, in the zero, first, and second clusters respectively, the words service, patient and tourism occupied the centrality of the cluster and in order to provide a better view of the keywords of each cluster was drawn. The application of associative rules led to the identification of if-then rules separately for each cluster, from among thousands of extracted rules, 15 rules were presented separately for each cluster based on attractiveness, support, confidence, and experts' opinions. Conclusion: Summarizing the results and designing the fishbone diagram showed that in order to exploit the benefits of health tourism, it is necessary to improve and optimally use natural, hard, soft and marketing infrastructures. Originality/value: Conducting many researches in the field of health tourism shows the importance and micro-macro benefits of this field, so understanding and explaining the researches of this field through text mining can be the beginning of a way to exploit the knowledge accumulated in it. | ||
کلیدواژهها [English] | ||
Health tourism, marketing, text mining, clustering, association rules | ||
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