Assessment of Health Tourism Marketing in Turkey
Abstract
The aim of this study is to determine how the thermal hotels that provide services for thermal tourism apply and evaluate the marketing mix elements (product, price, place, promotion).After receiving the ethical approval for the research on 05.03.2018, a questionnaire has been applied to mid-level, senior level managers or team members of each Thermal Hotel that received the Tourism Operation License from the Ministry of Culture and Tourism in Turkey. A total of 71 survey forms were obtained from 77 apart thermal hotels and thermal hotels holding operating certificate. Ac-cording to the results, 53.5% of the customers choose thermal hotels individually. 60.6% of cus-tomers prefer to rest in the hotel. The important marketing objectives for the managers were found as; to ensure the continuity of the enterprise and maximize customer satisfaction. Thermal hotels use personal sales and public relations most effectively as promotion tools. Thermal tourism is an important type of tourism in terms of contributing to the country’s economy and increasing tourism diversity. At this point, the marketing activities applied by the organizations are of great importance in terms of ensuring the expected contribution of thermal tourism.
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References
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