Sara Souri, Mohammad Ghafari, Hossein Shirazi, Seyed Hamid Khodadad Hosseini,
Volume 21, Issue 3 (12-2022)
Abstract
Background: Brand citizenship behavior is one of the new concepts in branding with emphasis on the role of employees. This study aims to provide a model for development of brand citizenship behavior in a way that is compatible with the local environment of medical tourism in Iran.
Materials & Methods: The present qualitative research is based on the systematic database method. The required data were collected through semi-structured interviews with 16 experts in medical tourism and academic experts using judgmental, snowball, and accessible sampling methods, following the saturation rule. Data analysis was done using the Strauss and Corbin model and in three stages of open, central and selective coding.
Results: Brand citizenship behavior is created as a result of causal conditions, including factors related to employees, organizations, and tourists, and through human resource support strategies and comprehensive marketing and branding planning with the influence of intervening factors, including organizational structure, management performance, characteristics of the treatment industry, Environmental factors, career history and personal quality of life are implemented in the framework of the social capital of the organization, organizational justice, quality of work life, competitive atmosphere of the work environment and social responsibility of the organization and lead to consequences related to tourists, organizations, employees and extra-organizations.
Conclusion: The model obtained from this research shows the influence of several factors in the formation of brand citizenship behavior of medical staff, which, if paid attention to by managers, will lead to the satisfaction and attraction of tourists and gain a competitive advantage.
