en بررسی وضعیت شاخص های توسعه ای گردشگری پزشکی در پژوهشکده علوم تولید مثل یزد: یک مطالعه مقطعی Pregnancy Health Original Article Original Article <div style="text-align: justify;"><span style="font-size:12pt"><span style="text-justify:inter-ideograph"><span style="direction:rtl"><span style="unicode-bidi:embed"><span new="" roman="" style="font-family:" times=""><b><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:">مقدمه: </span></span></b><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:">توجه ویژه به شاخص&shy;های توسعه گردشگری پزشکی می&shy;تواند موجب توسعه بیشتر این صنعت و رضایت گردشگران شود.</span></span><b><span lang="FA" style="font-size:11.0pt"><span style="font-family:"B Mitra""></span></span></b></span></span></span></span></span><br> <span style="font-size:12pt"><span style="text-justify:inter-ideograph"><span style="direction:rtl"><span style="unicode-bidi:embed"><span new="" roman="" style="font-family:" times=""><b><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:">هدف:</span></span></b><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:"> این مطالعه با هدف بررسی شاخص&shy;های توسعه گردشگری پزشکی در پژوهشکده علوم تولید مثل شهر یزد در سال 1400 انجام شد.</span></span></span></span></span></span></span><br> <span style="font-size:12pt"><span style="text-justify:inter-ideograph"><span style="direction:rtl"><span style="unicode-bidi:embed"><span new="" roman="" style="font-family:" times=""><b><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:">مواد و روش&shy; ها: </span></span></b><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:">در این مطالعه مقطعی، 430 گردشگر پزشکی مراجعه‌کننده به پژوهشکده علوم تولید&shy;مثل شهر یزد در سال 1400 مورد مطالعه قرار گرفتند. برای جمع&shy;آوری داده&shy;ها از پرسشنامه محقق ساخته 46 سوالی و 10 بعدی در دو محیط داخلی و خارجی استفاده شد. برای ارزیابی همبستگی بین عوامل کمی از ضریب همبستگی اسپیرمن نیز استفاده شد.</span></span></span></span></span></span></span><br> <span style="font-size:12pt"><span style="text-justify:inter-ideograph"><span style="direction:rtl"><span style="unicode-bidi:embed"><span new="" roman="" style="font-family:" times=""><b><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:">نتایج: </span></span></b><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:">پایایی و روایی مقیاس تأیید شد. میانگین و انحراف معیار شاخص تبلیغات و بازاریابی نمره کمتری نسبت به سایر شاخص&shy;های محیطی داخلی (16/2 </span></span><span lang="AR-SA" style="font-size:10.0pt">&plusmn;</span><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:"> 05/15) بود. همچنین نمره عوامل اقتصادی و زیرساخت&shy;های گردشگری کمتر از سایر عوامل محیطی خارجی بود (به ترتیب 99/1 </span></span><span lang="AR-SA" style="font-size:10.0pt">&plusmn;</span><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:"> 8/9، 11/2 </span></span><span lang="AR-SA" style="font-size:10.0pt">&plusmn;</span><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:"> 53/8).</span></span></span></span></span></span></span><br> <span style="font-size:12pt"><span style="text-justify:inter-ideograph"><span style="direction:rtl"><span style="unicode-bidi:embed"><span new="" roman="" style="font-family:" times=""><b><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:">نتیجه&shy; گیری: </span></span></b><span lang="AR-SA" style="font-size:11.0pt"><span b="" mitra="" style="font-family:">با توجه به اهمیت گردشگری پزشکی، مدیران ارشد و مراجع ذیربط باید به معیارهای تبلیغات و بازاریابی و زیرساخت&shy;های گردشگری توجه زیادی داشته باشند. تقاضای گردشگری پزشکی را می&shy;توان با افزایش اهمیت تبلیغات، اجرای استراتژی&shy;های تبلیغاتی واقع&shy;بینانه و توسعه زیرساخت&shy;ها و خدمات شهری مناسب بهبود بخشید</span></span><span lang="FA" style="font-size:11.0pt"><span style="font-family:"B Mitra""></span></span></span></span></span></span></span></div> <div style="text-align: justify;"><span style="font-family:Times New Roman;"><span style="font-size:11pt"><span style="line-height:normal"><span style="unicode-bidi:embed"><b><span lang="EN-GB" style="font-size:12.0pt">Background: </span></b><span lang="EN-GB" style="font-size:12.0pt">Paying<b> </b></span><span style="font-size:12.0pt">special attention to the development indicators of medical tourism (MT) can lead to the further development of this industry and tourists&#39; satisfaction.</span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:normal"><span style="unicode-bidi:embed"><b><span lang="EN-GB" style="font-size:12.0pt">Objective:</span></b> <span style="font-size:12.0pt">This study aimed to investigate MT development indicators</span> <span style="font-size:12.0pt">in Yazd Reproductive Sciences Research Institute, Yazd, Iran in 2021.</span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:normal"><span style="unicode-bidi:embed"><b><span lang="EN-GB" style="font-size:12.0pt">Materials and Methods: </span></b><span lang="EN-GB" style="font-size:12.0pt">In this cross-sectional study, 430 medical tourists referred to the Yazd Reproductive Sciences Institute, Yazd, Iran in 2021were studied.</span><span style="font-size:12.0pt"> A researcher-made questionnaire with 46 questions and 10 dimensions was used in both </span><span style="font-size:12.0pt">internal and external environments to collect data. The Spearman correlation coefficient was also used to assess the correlation between the quantitative factors. </span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:normal"><span style="unicode-bidi:embed"><b><span style="font-size:12.0pt">Results:</span></b><span style="font-size:12.0pt"> The reliability and validity of the scale were confirmed. The mean &plusmn; SD of the advertising and marketing index scored was lower than the other </span><span style="font-size:12.0pt">internal environmental</span><span style="font-size:12.0pt"> indices (15.05 &plusmn; 2.16). Also, the economic factors and </span><span lang="EN-GB" style="font-size:12.0pt">tourism infrastructure</span><span style="font-size:12.0pt"> was lower than the other external </span><span style="font-size:12.0pt">environmental factors (9.8 &plusmn; 1.99, 8.53 &plusmn; 2.11, respectively).&nbsp; </span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:normal"><span style="unicode-bidi:embed"><b><span lang="EN-GB" style="font-size:12.0pt">Conclusion:</span></b> <span style="font-size:12.0pt">Given the importance of MT, top managers and relevant authorities should pay close attention to the criteria of advertising, marketing, and tourism infrastructure. MT demand can be improved by increasing the importance of advertising, implementing realistic advertising strategies, and developing adequate urban infrastructure and services.</span></span></span></span></span></div> گردشگری پزشکی, ناباروری, تبلیغات, بازاریابی, شاخص‌ها. Medical tourism, Infertility, Advertising, Marketing, Indicators, Reagents. 1039 1046 http://ijrm.ir/browse.php?a_code=A-10-2081-1&slc_lang=en&sid=1 Milad Shafii milad.shafii@gmail.com 0000-0002-9963-2045 No Department of Health Services Management, Health Policy and Management Research Center, School of Public Health, Shahid Sadoughi University of Medical Sciences, Yazd, Iran. Farzan Madadizadeh f.madadizadeh@ssu.ac.ir 0000-0002-5757-182X No Center for Healthcare Data Modeling, Departments of Biostatistics and Epidemiology, School of Public Health, Shahid Sadoughi University of Medical Sciences, Yazd, Iran. Roohollah Askari r.asqari@gmail.com 0000-0003-2239-6344 No Department of Health Services Management, Health Policy and Management Research Center, School of Public Health, Shahid Sadoughi University of Medical Sciences, Yazd, Iran. Mohammad Zarezadeh zamomehdi@gmail.com 0000-0001-8256-910X No Department of Health Services Management, Health Policy and Management Research Center, School of Public Health, Shahid Sadoughi University of Medical Sciences, Yazd, Iran. Ali Mohamad Abdoli aliabdoli110@yahoo.com 0000-0002-3362-2522 No Research and Clinical Center for Infertility, Yazd Reproductive Sciences Institute, Shahid Sadoughi University of Medical Sciences, Yazd, Iran. Sajjad Bahariniya sajjadbahari98@gmail.com 0000-0001-7730-2187 Yes Department of Health Services Management, Health Policy and Management Research Center, School of Public Health, Shahid Sadoughi University of Medical Sciences, Yazd, Iran.