Browsing by Author "Noaman, Samar Billi"
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Item Data-Driven Market Segmentation: The Case of Medical Tourists in Lebanon(University of Zagreb, Faculty of Economics and Business Zagreb, 2023-06-09) Noaman, Samar Billi; Jabbour, Mazen; Range, Daniel; Mataruna-Dos-santos, LeonardoPurpose – This research aims to obtain an in-depth understanding of medical tourists’ segments and the variations that exist within them as tourists and patients. Design/Methodology/Approach – A data-driven segmentation approach using the two-step cluster analysis technique was applied on a sample of 212 participants visiting Lebanon for medical purposes. The research instruments combine travel motivation variables, along with socio-demographic, geographic, and behavioral characteristics. Findings and implications – The results identified two distinct segments: “the international patients” and “the elective medical tourists.” The delineated segments have significant implications for scholars, allowing them to understand the profile of tourists and their associated motivations and behaviors better. They can guide medical tourism service providers, marketers, and destination managers in providing specific medical tourism products and services that meet the expectations of each segment. Limitations – Limitations were experienced during the data collection process due to a lack of collaboration and prompt responses by some medical centers, as well as the political and economic contexts of Lebanon that discouraged tourism inflow. These limitations prevented the researchers from obtaining a larger sample size. Originality – There is limited understanding of medical tourists and their diversities in medical tourism literature to date. This study addresses the gap by proposing a new segmentation method in the field of medical tourism that delineates segments by investigating medical tourists’ travel motivations in line with their characteristics. © 2023, University of Zagreb, Faculty of Economics and Business Zagreb. All rights reserved.Item Playing the video games during COVID-19 pandemic and its effects on player's well-being(Institute of Electrical and Electronics Engineers Inc., 2023) Noaman, Samar Billi; Ibrahim, Amer; Ali, Liaqat; Iqbal M.W.; Ashraf, Asma; Haseeb, Usama; Muneer, Salman; Almajed, Rasah; Hamid K.Item Success or failure : social media campaign analysis of wethe15 movement at Tokyo 2020 Paralympic Games(Gama Assessoria Empresarial, 2021) Mataruna-Dos-Santos, Leonardo Jose; Guimaraes-Mataruna, Andressa; Milla, Asli Cazorla; Noaman, Samar Billi; Fontinele, Geane; Wanick, VanissaWethe15 is a global campaign launched at the Tokyo 2020 Paralympic Games to improve the diversity and inclusion of 15% of the World’s population who have a disability. The WHO estimates that 1.2 billion people are living with some form of disability (15%), and 2-4% are experiencing severe difficulties in functioning (WHO, 2011). Focusing on increase disability visibility, inclusion, and accessibility, the campaign aims to involve the “international organizations from the world of sport, human rights, policy, communications, business, arts and entertainment” to end discrimination (WETHE15 Website, 2021). Inclusivity is not only about acknowledging the diversity, but also acting as one cohesive society. In order to raise awareness, campaigns like Wethe15 need social media more than ever. Diversity is conceptualized as representing a multitude of individual differences and similarities that exist among people (Wellner, 2000). Disability constitutes a minority group, but with heterogeneous aspects that make up a complex discussion. There are 81 huge differences inside this group, that may affect individuals in the sense of mobility, visually impairment, intellectual disability, hearing impairment, and other categories. In this regard, information is one key element to make society aware of disabilities forms and levels and could help to extinguish prejudice and public misconceptions. News about Wethe15 was published in different media channels, however, the official sources of the campaign are the website and two social media networks: Instagram and Twitter @WeThe15. Precisely since the 2008 Beijing Olympics and Paralympics, social media emerged as a phenomenon as an alternative media for marketing and advertising (Liu, 2016). The present research aims to evaluate the content published on the website and social media of the campaign, using a qualitative content analysis approach to examine: how the campaign Wethe15 was framed and publicised during the Paralympic Games between 21st August and 27th August 2021. We aim to analyze the content on multiple platforms on a timely basis and provide scientific insights on how to reach engagement for this movement in the upcoming years. (C) Gama Assessoria Empresarial, 2021.