Sağlık Turizmi Paydaşları Perspektifinden Sağlık Turizmi Farkındalığı (Health Tourism Awareness from the Perspective of Health Tourism Stakeholders)
DOI:
https://doi.org/10.21325/jotags.2025.1662Keywords:
Health tourism, Health tourism stakeholders, Kuşadası, Health tourism marketing, Health tourism awarenessAbstract
As health tourism is one of the fastest growing industries in the world, several destinations and countries and businesses are interested in achieving their potentials. In line with the changes taking place over the past decade in the global health tourism market, significant changes and developments have taken place in the Turkish health tourism market as well. The main purpose of this study is to investigate the level of awareness of the stakeholders, i.e., the hotel managers, travel agency managers and professional tourist guides operating in Kuşadası. Also, the study aims to determine the advantages and disadvantages of health tourism for Kuşadası and its future development potential. The study was conducted through in-depth and face-to-face interviews. In-depth interviews were conducted with a total of 30 stakeholders and the data obtained were analysed by using the content analysis method. It was concluded that the Kuşadası destination appears to stand out due to its several advantages, such as the fact that it can operate all year round and it has a potential to bring in high levels of revenues for the stakeholders. However, it was also noted that health tourism in Kuşadası can be further developed by taking 6As Framework into account and by improving cooperation between the various stakeholders. The study provides a number of suggestions to this end.
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