The Use of Instagram as a Public Relations Tool in Health Tourism: An Analysis on “Health Tourism Turkey” Hashtag

Year 2019, Volume: 4 Issue: 1, 44 - 60, 30.04.2019

Eda Turancı

https://doi.org/10.31201/ijhmt.521852

Cited By: 5

Abstract

While new communication tools take their place among
the tools used for public relations and publicity, social networks are
especially notable among these tools. Today, social networks have become a
source of information for many people. On the other hand, health tourism, which
means traveling to a different country for access to health services, is also
increasing. Therefore, people need information in order to find solutions to their
health problems. The aim of this study is to analyze the role of social networks
in health tourism through Instagram. In order to access to the related shares
to health tourism in Turkey “#healthtourismturkey” hashtag has been selected. All
shares published with this hashtag in 2018 are included in the study. The total
number of shares is 534. The results show that the share of health tourism in
Instagram, which can be seen as a public relations and publicity tool, has
increased in the second half -as of June/July- of 2018. The results also
indicated that the most share in health tourism was made in the category of
“medical tourism”, most of the share is about “dental health”, and the most
share is made by “health tourism service providers-agencies” and “private
clinics”.

Keywords

Instagram, Health Tourism, Public Relations, Hashtag, Content Analysis

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