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
Kaynakça
- Ayaz, M., & Karaduman, İ. (2019). Personal Branding in the Health Sector: The Impact of the Preferred Doctor's Personal Branding on Hospital Choice. The Journal of Social Sciences, 11(11), 875-889.
- Cham, T. H., Cheng, B. L., Low, M. P., & Cheok, J. B. C. (2020). Brand image as the competitive edge for hospitals in medical tourism. European Business Review, 33(1).
- Connell, J. (2011). A new inequality? Privatisation, urban bias, migration and medical tourism. Asia Pacific Viewpoint, 52(3), 260-271.
- Çetin, A., & Başal, M. (2024). Determination of the Mediating Role of Social Media Marketing Activities in the Effect of Brand Trust on Perception Towards Medical Tourism. Istanbul Gelisim University Journal of Health Sciences, (24), 1040-1053.
- Çubuk, M. (2022). Comparing Health Tourism Potentials of Metropolitan Cities in Turkey Using CRITIC and WASPAS Methods. Bingöl University Journal of Faculty of Economics and Administrative Sciences, 6(2), 147-174.
- Düzcü, T. (2019). The Role of Digital Media in the Branding of Health Services and Products (Doctoral dissertation, Istanbul University-Cerrahpaşa, Istanbul).
- Hanefeld, J., Horsfall, D., & Lunt, N. (2015). A Review of Evidence on Medical Tourism from Sending and Receiving Countries. International Journal of Health Policy and Management, 4(12), 817-893.
- Heydari, M., Yousefi, M., Derakhshani, N., & Khodayari-Zarnaq, R. (2019). Factors affecting the satisfaction of medical tourists: A systematic review. Health Scope, 8(1), Article 80359.
- Ince, M., & Uygurtürk, H. (2019). A Review of Master's Theses on Brand Identity, Brand Personality, Brand Image, and Brand Positioning. Karabük University Journal of Social Sciences Institute, 9(1), 224-240.
- Kavuncu, B., & Yaman, Z. (2019). The Effect of Brand Value Determinants on Consumer Preferences in Healthcare Institutions.
- Khairunnisaa, C., & Hatta, M. (2017). The Development of Health Tourism Industries in Malaysia. Social Sciences and Economics, 4(1), 2356-2536.
- Kim, H., Lee, T. J., & Ko, T. (2016). Satisfaction and subjective well-being of health tourists: The case of Japanese and Korean tourists. Journal of Travel & Tourism Marketing, 33(6), 742-756. https://doi.org/10.1080/10548408.2016.1167392
- Lee, C.-W., & Li, C. (2019). The process of constructing a health tourism destination index. International Journal of Environmental Research and Public Health, 16(22), Article 4579. https://doi.org/10.3390/ijerph16224579
- Majeed, S., Lu, C., Majeed, M., & Shahid, M. N. (2018). Health resorts and multi-textured perceptions of international health tourists. Sustainability, 10(4), Article 1063. https://doi.org/10.3390/su10041063
- Oliveira Campos, M. A., Gonçalves, M. C., Haddad, J. P. A., & Vargas, A. M. D. (2017). The Influence of Migration on the Health of Elderly Residents in São Paulo, Brazil. Revista de Saúde Pública, 51(0), 1-19.
- Pan, X., & Moreira, J. P. (2018). Outbound medical tourists from China: An update on motivations, deterrents, and needs. International Journal of Healthcare Management, 11(3), 217-224. https://doi.org/10.1080/20479700.2018.1425277
- Rahman, M. S., Bag, S., Hassan, H., Hossain, M. A., & Singh, R. K. (2022). Destination brand equity and tourist's revisit intention towards health tourism: an empirical study. Benchmarking: An International Journal, 29(4), 1306-1331.
- Spoladore, D., Pessot, E., Bischof, M., Hartl, A., & Sacco, M. (2021). Collaborative design approach for the development of an ontology-based decision support system in health tourism. In Smart and Sustainable Collaborative Networks 4.0: 22nd IFIP WG 5.5 Working Conference on Virtual Enterprises, PRO-VE 2021, Saint-Étienne, France, November 22–24, 2021, Proceedings 22 (pp. 632-639). Springer International Publishing.
- Tengilimoğlu, D. (2021). Health Tourism and Government Incentives. Journal of Life Economics, 8(1), 1-10. Üstün, U., & Uslu, Y. D. (2022). A Study on the Reasons for Choosing Turkey in Health Tourism: Medical Tourism Index. European Journal of Science and Technology, (33), 344-353.
- Yağar, F., & Soysal, A. (2017). Effective Corporate Characteristics and Promotion Factors in the Branding Process and Their Impact on Hospital Preferences. Hacettepe Health Administration Journal, 20(4), 457-474.
- Zhong, L., Sun, S., Law, R., & Qi, X. (2024). Tourists' perception of health tourism before and after COVID‐19. International Journal of Tourism Research, 26(1), e2620.
- Zor, M. G., & Biçer, D. F. (2020). The Impact of Brand Image on Patient Preferences for Healthcare Institutions. Business & Management Studies: An International Journal, 8(3), 3655-3689.
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
Kaynakça
- Ayaz, M., & Karaduman, İ. (2019). Personal Branding in the Health Sector: The Impact of the Preferred Doctor's Personal Branding on Hospital Choice. The Journal of Social Sciences, 11(11), 875-889.
- Cham, T. H., Cheng, B. L., Low, M. P., & Cheok, J. B. C. (2020). Brand image as the competitive edge for hospitals in medical tourism. European Business Review, 33(1).
- Connell, J. (2011). A new inequality? Privatisation, urban bias, migration and medical tourism. Asia Pacific Viewpoint, 52(3), 260-271.
- Çetin, A., & Başal, M. (2024). Determination of the Mediating Role of Social Media Marketing Activities in the Effect of Brand Trust on Perception Towards Medical Tourism. Istanbul Gelisim University Journal of Health Sciences, (24), 1040-1053.
- Çubuk, M. (2022). Comparing Health Tourism Potentials of Metropolitan Cities in Turkey Using CRITIC and WASPAS Methods. Bingöl University Journal of Faculty of Economics and Administrative Sciences, 6(2), 147-174.
- Düzcü, T. (2019). The Role of Digital Media in the Branding of Health Services and Products (Doctoral dissertation, Istanbul University-Cerrahpaşa, Istanbul).
- Hanefeld, J., Horsfall, D., & Lunt, N. (2015). A Review of Evidence on Medical Tourism from Sending and Receiving Countries. International Journal of Health Policy and Management, 4(12), 817-893.
- Heydari, M., Yousefi, M., Derakhshani, N., & Khodayari-Zarnaq, R. (2019). Factors affecting the satisfaction of medical tourists: A systematic review. Health Scope, 8(1), Article 80359.
- Ince, M., & Uygurtürk, H. (2019). A Review of Master's Theses on Brand Identity, Brand Personality, Brand Image, and Brand Positioning. Karabük University Journal of Social Sciences Institute, 9(1), 224-240.
- Kavuncu, B., & Yaman, Z. (2019). The Effect of Brand Value Determinants on Consumer Preferences in Healthcare Institutions.
- Khairunnisaa, C., & Hatta, M. (2017). The Development of Health Tourism Industries in Malaysia. Social Sciences and Economics, 4(1), 2356-2536.
- Kim, H., Lee, T. J., & Ko, T. (2016). Satisfaction and subjective well-being of health tourists: The case of Japanese and Korean tourists. Journal of Travel & Tourism Marketing, 33(6), 742-756. https://doi.org/10.1080/10548408.2016.1167392
- Lee, C.-W., & Li, C. (2019). The process of constructing a health tourism destination index. International Journal of Environmental Research and Public Health, 16(22), Article 4579. https://doi.org/10.3390/ijerph16224579
- Majeed, S., Lu, C., Majeed, M., & Shahid, M. N. (2018). Health resorts and multi-textured perceptions of international health tourists. Sustainability, 10(4), Article 1063. https://doi.org/10.3390/su10041063
- Oliveira Campos, M. A., Gonçalves, M. C., Haddad, J. P. A., & Vargas, A. M. D. (2017). The Influence of Migration on the Health of Elderly Residents in São Paulo, Brazil. Revista de Saúde Pública, 51(0), 1-19.
- Pan, X., & Moreira, J. P. (2018). Outbound medical tourists from China: An update on motivations, deterrents, and needs. International Journal of Healthcare Management, 11(3), 217-224. https://doi.org/10.1080/20479700.2018.1425277
- Rahman, M. S., Bag, S., Hassan, H., Hossain, M. A., & Singh, R. K. (2022). Destination brand equity and tourist's revisit intention towards health tourism: an empirical study. Benchmarking: An International Journal, 29(4), 1306-1331.
- Spoladore, D., Pessot, E., Bischof, M., Hartl, A., & Sacco, M. (2021). Collaborative design approach for the development of an ontology-based decision support system in health tourism. In Smart and Sustainable Collaborative Networks 4.0: 22nd IFIP WG 5.5 Working Conference on Virtual Enterprises, PRO-VE 2021, Saint-Étienne, France, November 22–24, 2021, Proceedings 22 (pp. 632-639). Springer International Publishing.
- Tengilimoğlu, D. (2021). Health Tourism and Government Incentives. Journal of Life Economics, 8(1), 1-10. Üstün, U., & Uslu, Y. D. (2022). A Study on the Reasons for Choosing Turkey in Health Tourism: Medical Tourism Index. European Journal of Science and Technology, (33), 344-353.
- Yağar, F., & Soysal, A. (2017). Effective Corporate Characteristics and Promotion Factors in the Branding Process and Their Impact on Hospital Preferences. Hacettepe Health Administration Journal, 20(4), 457-474.
- Zhong, L., Sun, S., Law, R., & Qi, X. (2024). Tourists' perception of health tourism before and after COVID‐19. International Journal of Tourism Research, 26(1), e2620.
- Zor, M. G., & Biçer, D. F. (2020). The Impact of Brand Image on Patient Preferences for Healthcare Institutions. Business & Management Studies: An International Journal, 8(3), 3655-3689.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | Sağlık Yönetimi |
| Bölüm | Makaleler |
| Yazarlar | |
| Erken Görünüm Tarihi | 22 Temmuz 2025 |
| Yayımlanma Tarihi | 25 Temmuz 2025 |
| Gönderilme Tarihi | 11 Şubat 2025 |
| Kabul Tarihi | 30 Mayıs 2025 |
| Yayımlandığı Sayı | Yıl 2025 Cilt: 10 Sayı: 2 |
