COMPARISON OF TÜRKİYE'S MEDICAL TOURISM MARKET WITH EXISTING AND POTENTIAL COMPETITOR COUNTRIES

Öz

Health is one of the oldest and strongest travel motivations since the day humanity existed on Earth. In the last hundred years, in which tourism has become an essential requirement of modern man, health tourism has been in increasing demand every year. Medical tourism, a necessary type of health tourism, has a high expenditure per tourist and provides significant foreign currency inflows to the national economy. Türkiye, the fourth most visited country in the world in international tourism in 2021 and 2022, cannot show the same success in medical tourism. This study aims to compare the current state of medical tourism in Türkiye with that of competitor countries. Conclusions and recommendations based on the findings to be obtained within the scope of this purpose will be put forward. The comparison will encompass variables such as the caliber of healthcare services, cost-effectiveness, ease of access, and overall patient contentment. In addition, the study will examine the marketing techniques utilized by each country to attract medical tourists and pinpoint areas where Türkiye may enhance its competitive edge.

Anahtar Kelimeler

• Medical Tourism
• Thailand
• South Korea
• Poland
• Greece

TÜRKİYE MEDİKAL TURİZM PAZARININ MEVCUT VE POTANSİYEL RAKİP ÜLKELER İLE KARŞILAŞTIRILMASI

Öz

Sağlık insanoğlunun dünyada var olduğu günden beri en eski ve kuvvetli seyahat motivasyonlarından bir tanesidir. Turizmin modern insanın önemli bir gereksinimi olduğu son yüz yıl içerisinde de sağlık turizmi her geçen yıl artan bir talep görmektedir. Önemli bir sağlık turizmi türü olan medikal turizm, turist başına harcaması yüksek olan ve ülke ekonomisine önemli döviz girdisi sağlayan özelliğe sahiptir. Uluslararası turizmde 2021 ve 2022 yıllarında dünyada en çok ziyaret edilen dördüncü ülke olan Türkiye, kitle turizminde gösterdiği başarıyı medikal turizmde gösterememektedir. Bu çalışma, Türkiye'de medikal turizmin mevcut durumunu rakip ülkelerle karşılaştırmayı amaçlamaktadır. Bu amaç kapsamında elde edilecek bulgulara dayalı sonuç ve öneriler ortaya konulacaktır. Karşılaştırma, sağlık hizmetlerinin niteliği, maliyet etkinliği, erişim kolaylığı ve genel hasta memnuniyeti gibi değişkenleri kapsayacaktır. Çalışmada ayrıca, her bir ülkenin sağlık turistlerini çekmek için kullandığı pazarlama teknikleri incelenecek ve Türkiye'nin rekabet gücünü artırabileceği alanlar tespit edilecektir.

Anahtar Kelimeler

• Medikal Turizm
• Tayland
• Güney Kore
• Polonya
• Yunanistan

Kaynakça

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