Assessment of Health Tourism Marketing in Turkey

Year 2021, Volume: 18 Issue: 41, 3082 - 3098, 01.09.2021

Cansu Patcı , Ece Aldoğan

https://doi.org/10.26466/opus.899400

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.

Keywords

Marketing, Health Tourism, Thermal Tourism

Türkiye’de Sağlık Turizmi Pazarlamasınınn Değerlendirilmesi

Abstract

Bu çalışmanın amacı termal turizme yönelik hizmet veren termal otel işletmelerinin pazarlama karması elemanlarını (hizmet, fiyatlandırma, dağıtım, tutundurma) nasıl uyguladıkları ve değerlendirdikleri tespit etmektir. Araştırma için 05.03.2018 tarihinde etik kurul izni alındıktan sonra T.C. Kültür ve Turizm Bakanlığı’ndan turizm işletme belgesi almış termal otel ve termal müstakil apart otel olarak nitelendirilen işletmelerin pazarlama/satın alma birimlerinin üst-orta düzey ya da ekip elemanı olarak görev yapan birer kişiye anket formu uygulanmıştır. Toplam 77 termal müstakil apart otel ve termal otelden, 71 adet kullanılabilir anket formu elde edilmiştir. Araştırma sonucuna göre termal otel işletmelerine gelen müşterilerin %53,5’i bireysel olarak gelmektedir. Müşterilerin %60,6’sı işletmeyi dinlenme için tercih etmektedir. Yöneticiler için işletmenin devamlılığını sağlamak ve müşteri memnuniyetini en üst seviyeye çıkarmak en önemli pazarlama hedeflerindendir. Termal otel işletmeleri tutundurma araçlarından kişisel satış ve halkla ilişkileri en etkin şekilde kullandıkları görülmüştür. Termal turizm bir ülkenin ekonomisine ve turizm çeşitliliğine katkı sağlayan önemli bir alandır. Bu noktada termal turizme beklenen katkıyı sağlayabilmek adına ilgili kurumların pazarlama faaliyetleri önemli olacaktır.

Keywords

pazarlama, sağlık turizmi, termal turizm

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