TURKEY AS A MEDICAL TOURISM DESTINATION: A STUDY OF THE EFFECTIVE MARKETING FACTORS ON PREFERENCES OF THE ARAB MEDICAL TOURISTS IN TURKEY (original) (raw)
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As a result of rapid globalization in healthcare services, humankind was introduced with the new form of medical tourism, and the direction of new medical tourism is completely different than the traditional one. In the old form of medical tourism, people travel to the developed countries to get advanced treatment that is not possible in their less developed countries; whereas, this condition reversed with the emergence of new form (Carrera and Bridges, 2006). In the new conjuncture, people started to travel abroad, especially to the developing countries like India, Thailand and Taiwan (Crooks et al., 2011). Many countries started to investigate the ways to benefit from the opportunities provided by the medical tourism as both exporter and importer of healthcare services. For example, USA seeks the way to reduce healthcare costs through medical tourism (US Senate, 2006; Marlowe and Sullivan, 2007). Turkey has also great potential to attract the interest of people as an important medical tourism destination. With its geographical advantage, Turkey accelerated its efforts to take place among the leaders in medical tourism. In this article, general conditions of medical tourism in the world, Turkey’s efforts to improve medical tourism and Turkey’s potential, advantages and disadvantages in medical tourism are discussed.
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Travelling to other countries to get health service is not a new phenomenon. But the effects of globalization have led to the development of medical tourism as a new economy. Turkey, which offers price advantage, touristic beauty and well equipped health institutions; is one of the choice for medical tourists who seek to medical treatment overseas. Under the purpose of examining the motivational behaviors and perceptions of the medical tourists in Turkey, data were collected through survey method and the field study was conducted on 172 medical tourists overall the Turkey. According to the results, there is a significant relationship among each of the promotional strategies, perceptions of values, perceptions of service quality and; overall satisfaction and future intention.