THE RELATIONSHIP BETWEEN MOTIVATIONAL FACTORS, BEHAVIORAL INTENTION AND HOSPITAL IMAGE: A STUDY ON MEDICAL HEALTH TOURISTS

Year 2023, Volume: 3 Issue: 2, 105 - 121

Fuat Yalman

Abstract

The main purpose of this study is to determine the structural relationships between motivational factors, behavioral intentions and hospital image of medical health tourists. The universe of the research consisted of 396 international health tourists, who were reached from the social media addresses (Twitter and Instagram) of health institutions with health tourism authorization certificate, operating in the province of Istanbul and receiving health tourism services from health facilities with health tourism facility authorization certificates and showing them via social media channels (Twitter and Instagram). The relationship between the factors that motivate medical tourists and the image of the hospital is highly significant (P<.001) and the relationship is positive. The relationship between the factors that motivate medical tourists and behavioral intention is highly significant (P<.001) and the relationship is positive. At the same time, the relationship between hospital image and behavioral intention is highly significant (P<.001) and the relationship is positive.

Keywords

Motivational Factors, Behavioral Intention, Hospital Image, Medical Health Tourist

MOTİVASYONEL FAKTÖRLER, DAVRANIŞSAL NİYET VE HASTANE İMAJI ARASINDAKİ İLİŞKİ: MEDİKAL SAĞLIK TURİSTLERİ ÜZERİNDE BİR ARAŞTIRMA

Abstract

Bu çalışmanın temel amacı, medikal sağlık turistlerinin motivasyonel faktörleri, davranışsal niyetleri ve hastane imajı arasındaki yapısal ilişkileri tespit etmektir. Araştırmanın evrenini İstanbul ilinde faaliyet gösteren ve sağlık turizmi tesis yetki belgesine sahip sağlık tesislerinden sağlık turizmi hizmeti almış olan ve sosyal medya kanalıyla (Twitter ve Instagram) gösteren sağlık turizmi yetki belgeli sağlık kuruluşlarının sosyal medya adreslerinden (Twitter ve Instagram) ulaşılan 396 uluslararası sağlık turistleri oluşturmuştur. Medikal turistleri motive eden faktörler ile hastane imajı arasındaki ilişki ileri düzeyde önemlidir (P<,001) ve ilişki pozitif yönlüdür. Medikal turistleri motive eden faktörler ile davranışsal niyet arasındaki ilişki ileri düzeyde önemlidir (P<,001) ve ilişki pozitif yönlüdür. Aynı zamanda hastane imajı ile davranışsal niyet arasındaki ilişki ileri düzeyde önemlidir (P<,001) ve ilişki pozitif yönlüdür.

Keywords

Motivasyonel Faktörler, Davranışsal Niyet, Hastane İmajı, Medikal Sağlık Turisti

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