Ege Bölgesi’nde Bulunan “Sağlık Turizmi Yetki Belgesine” Sahip Sağlık Kuruluşlarının Dijital Pazarlama Kanallarının İncelenmesi (Examining the Digital Marketing Channels of Health Institutions with “Health Tourism Authorization Certificate” in The Aegean Region)

Abstract

The main objective of the study is to determine the importance given to digital marketing channels by healthcare organizations in the Aegean Region that are entitled to receive "Health Tourism Authorization Certificate". The sub-objective of the study is the availability, activity, accessibility and accessibility of the digital marketing channels of the enterprises operating in the Aegean Region among the health institutions that have "Health Tourism Authorization Certificate" in Turkey. The scope of the research includes the first 20 organizations in the Aegean Region, which are entitled to receive the "Health Tourism Authorization Certificate" published on the website of the Ministry of Health in July 2023 and have the highest number of comments on Google and an evaluation above 4 points. Both qualitative and quantitative research methods were utilized in the study. The findings obtained were analyzed by content analysis method. It was concluded that the businesses examined within the scope of the main purpose of the research did not attach sufficient importance to their websites and social media accounts. When the findings obtained in the research are evaluated in general, it is concluded that digital marketing channels are insufficient especially in the field of international health tourism. It has been determined that the social media accounts of the analyzed businesses are inadequate in terms of foreign language usage and therefore are not accessible in terms of international health tourism.