Local Tours In Achieving Competitive Superiority In Medical Tourism: The Case Of Aksaray

Year 2023, Volume: 8 Issue: 2, 158 - 174, 31.07.2023

Emre Karasu , Lale Karasu

Abstract

Aim: The main purpose of this research is to examine the importance of local tours in order to gain
competitive advantage in the medical tourism sector.
Methods: In-depth interview technique, one of the qualitative research methods, was used in the
data collection process. The research was carried out on the entire Aksaray province universe and
the interviews were held in Aksaray province center. Data were collected in April 2019. Within
the scope of the study, interviews were held with Aksaray University officials, Aksaray Training
and Research Hospital officials, Aksaray Chamber of Commerce and Industry, Aksaray Provincial
Tourism Directorate, Aksaray Provincial Health Directorate, representatives of private hospitals
throughout the province and travel agencies with a total of 20 participants
Results: 55% of the participants are represented by public institutions and organizations, 40% by
private institutions and organizations and 5% by non-governmental organizations. According to
the data obtained, it was concluded that Aksaray province has health tourism potential and local
tours are an attractive option in medical tourism. Aksaray's tourism potential is supported by its
historical and cultural elements. However, the lack of development of medical tourism is due to
reasons such as lack of projects, unconsciousness, lack of investment and funding. Aksaray has
the equipment that can provide competitive power in the field of medical tourism and is suitable
for development.
Conclusion: Aksaray's tourism potential needs to be integrated with health tourism, coordination
among stakeholders and a strategic plan should be created. It is obvious that Aksaray will develop
more economically and socially if it fully utilizes its potential in the field of medical tourism.

Keywords

medical tourism, local tours, competitive advantage, tourism potential

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