A case study for medical tourism: investigating a private hospital venture in Turkey

ULAŞ D., Anadol Y.

ANATOLIA-INTERNATIONAL JOURNAL OF TOURISM AND HOSPITALITY RESEARCH, cilt.27, sa.3, ss.327-338, 2016 (ESCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 27 Sayı: 3
  • Basım Tarihi: 2016
  • Doi Numarası: 10.1080/13032917.2016.1191763
  • Dergi Adı: ANATOLIA-INTERNATIONAL JOURNAL OF TOURISM AND HOSPITALITY RESEARCH
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus
  • Sayfa Sayıları: ss.327-338
  • Anahtar Kelimeler: Medical tourism, health tourism, medical marketing, strategic marketing, private hospital, SWOT and TOWS matrix, HEALTH TOURISM
  • Ankara Üniversitesi Adresli: Evet

Özet

This paper investigates the county-specific environmental factors that a private hospital needs to consider when entering the medical tourism market by using a strategic marketing road map. A qualitative research was conducted, and primary data were collected from the 2 directors and 12 medical professionals in a case hospital. The results show that government support, infrastructure, economic factors such as cost, capacity, and human resources orientation are the main factors affecting the development of medical tourism for a private hospital.