The Impact of Health Tourists’ Brand Perceptions Towards Private Hospitals on Health Tourism: The Case of Istanbul Province

Öz

The facilitation of free movement across countries has enabled significant convenience in various fields, notably in healthcare service acquisition. This international exchange in healthcare is recognized as medical tourism, defined as individuals traveling from their residence to another location to receive preventive, curative, or rehabilitative healthcare services aimed at maintaining or improving their current health status. Medical tourism is often motivated by the goal of reducing healthcare costs, among other reasons. This study examines health tourists' perceptions regarding the branding concept and the necessary conditions for healthcare institutions to achieve brand status. The findings indicate that health tourists predominantly access health-related information through internet news, Instagram, and Facebook. The primary factor influencing hospital choice among health tourists is the history of successful procedures performed. The reasons for selecting private hospitals include quick results, trust, affordable prices, information availability, recommendations, meeting expectations, quality, and good service. Brand image factors for health tourists are identified as hygiene, trust, network affiliation, satisfaction, recognition, competent doctors, positive reviews, and successful procedures.

Anahtar Kelimeler

• sağlık turizmi
• pazarlama
• sağlık yönetmi
• marka

Sağlık Turistlerinin Özel Hastanelere Yönelik Marka Algılarının Sağlık Turizmi Üzerine Etkisi: İstanbul İli Örneği

Öz

Özet Ülkeler arasında serbest dolaşımın kolaylaştırılması, özellikle sağlık hizmeti alımında olmak üzere çeşitli alanlarda önemli kolaylıklar sağlamıştır. Sağlık hizmetlerindeki bu uluslararası değişim, bireylerin mevcut sağlık durumlarını korumayı veya iyileştirmeyi amaçlayan önleyici, tedavi edici veya rehabilite edici sağlık hizmetleri almak için ikamet yerlerinden başka bir yere seyahat etmeleri olarak tanımlanan tıbbi turizm olarak kabul edilir. Tıbbi turizm, diğer nedenlerin yanı sıra, genellikle sağlık hizmeti maliyetlerini azaltma hedefi ile motive edilir. Bu çalışma, sağlık turistlerinin markalaşma kavramı ve sağlık kuruluşlarının marka statüsüne ulaşması için gerekli koşullar hakkındaki algılarını incelemektedir. Bulgular, sağlık turistlerinin sağlık ile ilgili bilgilere çoğunlukla internet haberleri, Instagram ve Facebook aracılığıyla eriştiğini göstermektedir. Sağlık turistleri arasında hastane seçimini etkileyen birincil faktör, gerçekleştirilen başarılı prosedürlerin geçmişidir. Özel hastaneleri seçme nedenleri arasında hızlı sonuçlar, güven, uygun fiyatlar, bilgi bulunabilirliği, öneriler, beklentileri karşılama, kalite ve iyi hizmet yer almaktadır. Sağlık turistleri için marka imajı faktörleri hijyen, güven, ağ bağlantısı, memnuniyet, tanınma, yetkin doktorlar, olumlu yorumlar ve başarılı prosedürler olarak belirlenmiştir.

Anahtar Kelimeler

• sağlık yönetmi
• pazarlama
• marka
• turizm

Kaynakça

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