Sağlık Turizmi Destinasyon İmajının, Tıbbi Seyahatin Algılanan Değerine ve Destinasyonu Tekrar Ziyaret Niyetine Etkisi: Türkiye'ye Gelen Medikal Turistler Üzerinde Bir Araştırma

Year 2023, , 167 - 181, 10.10.2023

Fuat Yalman

https://doi.org/10.59293/anadoluiid.1328039

Abstract

Bu çalışmanın amacı, sağlık turistlerinin destinasyon imajı algılarının, tıbbi seyahatin algılanan değerine ve destinasyonu tekrar ziyaret niyetlerine etkisini ortaya koymaktır. Araştırmada, nicel araştırma deseni (betimsel araştırma yaklaşımı - tarama araştırması - kesitsel araştırma) kullanılmış olup veriler çevrimiçi internet ortamında toplanmıştır. Araştırmanın ana kütlesini Türkiye’ye sağlık turizmi kapsamında tedavi almaya gelen ve sosyal medya kanalıyla (Twitter, Instagram, Facebook, Web Siteler, Bloglar) ulaşılan uluslararası sağlık turistleri oluşturmaktadır. Araştırma evrenini temsil eden örneklem sayısının belirlenmesinde Türkiye’de tedavi olmuş sağlık turistleri dikkate alınmış olup toplamda 408 anket çevrimiçi ortamda uygulanmıştır. Araştırmada olasılıksız örnekleme tekniklerinden kolayda örnekleme tekniği kullanılmıştır. Bu araştırmanın sonuçları sağlık turizmi destinasyon imajının, tıbbi seyahatin algılanan değerini ve turistlerin destinasyonu tekrar ziyaret niyetlerini istatistiksel olarak anlamlı ve pozitif yönde etkilediğini ortaya koymuştur. Dolayısıyla sağlık turizmi destinasyon imajı arttıkça tıbbi seyahatin algılanan değerinin ve turistlerin destinasyonu tekrar ziyaret niyetlerinin de artacağı öngörülmektedir.

Keywords

Sağlık turizmi destinasyon imajı, Tıbbi seyahatin algılanan değeri, Destinasyonu tekrar ziyaret niyeti, Sağlık turistleri

Supporting Institution

Herhangi bir kurum desteklememiştir.

The Effect of Health Tourism Destination Image on Perceived Value of Medical Travel and Destination Revisit Intention: A Study on Health Tourists Visiting Türkiye

Abstract

The aim of this study is to reveal the effect of health tourists' destination image perceptions on the perceived value of medical travel and their intention to revisit the destination. In the research, quantitative research method was used and the data was collected online. The main mass of the research consists of international health tourists who come to Türkiye to receive treatment within the scope of health tourism and are reached through social media channels (Twitter, Instagram, Facebook, Websites, and Blogs). The sample of the research consisted of 408 participants. The results of this research revealed that health tourism destination image has a statistically significant and positive impact on the perceived value of medical travel and tourists' intentions to revisit the destination. Therefore, it is predicted that as the health tourism destination image increases, the perceived value of medical travel and tourists' intentions to revisit the destination will also increase.

Keywords

Health tourism destination image, Perceived value of medical travel, Destination revisit intent, Health tourists

References

• Aliman, N. K., Hashim, S. M., Wahid, S. D. M. (2014), “Tourist Expectation, Perceived Quality and Destination Image: Effects on Perceived Value and Satisfaction of Tourists Visiting Langkawi Island, Malaysia”, Asian Journal of Business and Management, 2(3): 212-222.
• Allameh, S. M., Khazaei Pool, J., Jaberi, A., Salehzadeh, R., Asadi, H. (2015), “Factors Influencing Sport Tourists’ Revisit Intentions: The Role and Effect of Destination Image, Perceived Quality, Perceived Value and Satisfaction”, Asia Pacific Journal of Marketing and Logistics, 27(2): 191–207.
• Baker, D. A., Crompton, J. L. (2000), “Quality, Satisfaction and Behavioral Intentions”, Annals of Tourism Research, 27(3): 785–804. Baloglu, S., McCleary, K. W. (1999), “A Model of Destination Image Formation”, Annals of Tourism Research, 26(4): 868–897.
• Bigne, J. E., Sanchez, M. I., Sanchez, J. (2001), “Tourism Image, Evaluation Variables and after Purchase Behaviour: Inter-Relationship”, Tourism Management, 22(6): 607–616.
• Byon, K. K., Zhang, J. J. (2010), “Development of a Scale Measuring Destination Image”, Marketing Intelligence & Planning, 28(4): 508–532.
• Cham, T. H., Lim, Y. M., Sia, B. C., Cheah, J. H., Ting, H. (2020), “Medical Tourism Destination Image and its Relationship with the Intention to Revisit: A Study of Chinese Medical Tourists in Malaysia”, Journal of China Tourism Research, 17(2): 163-191.
• Cham, T. H., Lim, Y. M., Aik, N. C. (2015), “A Study of Brand Image, Perceived Service Quality, Patient Satisfaction and Behavioral Intention among the Medical Tourists”, Global Journal of Business and Social Science Review, 2(1): 14–26
• Cham, T. H., Lim, Y. M., Aik, N. C., Tay, A. G. M. (2016), “Antecedents of Hospital Brand Image and the Relationships with Medical Tourists’ Behavioral Intention”, International Journal of Pharmaceutical and Healthcare Marketing, 10(4): 412–431.
• Chen, C. F., Tsai, D. (2007), “How Destination Image and Evaluative Factors Affect Behavioral Intentions?”, Tourism Management, 28(4): 1115–1122.
• Cheng, T. M., Lu, C. C. (2013), “Destination Image, Novelty, Hedonics, Perceived Value, and Revisiting Behavioral Intention for Island Tourism”, Asia Pacific Journal of Tourism Research, 18(7): 766–783.
• Chew, E. Y. T., Jahari, S. A. (2014), “Destination Image as a Mediator between Perceived Risks and Revisit Intention: A Case of Post-Disaster Japan”, Tourism Management, 40: 382–393.
• Chon, K. S. (1990), “The Role of Destination Image in Tourism: A Review and Discussion”, The Tourist Review, 45(2): 2–9.
• Cole, S. T., Scott, D. (2004), “Examining the Mediating Role of Experience Quality in a Model of Tourist Experiences”, Journal of Travel & Tourism Marketing, 16(1): 79–90.
• Crompton, J. L. (1979), “An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location upon that Image”, Journal of Travel Research, 17(4): 18–23.
• Deeparechigi, V., Ridzuan, M., Cham, T. H. (2018), “The Role of Destination Image in Malaysia’s Medical Tourism Industry”, Advanced Science Letters, 24(5): 3479–3482.
• Derks, J., Giessen, L., Winkel, G. (2020), “COVID-19-Induced Visitor Boom Reveals the Importance of Forests as Critical Infrastructure”, Forest Policy and Economic, 118: 102253.
• Dow, K. E., Jackson, C., Wong, J., Leitch, R. A. (2008), “A Comparison of Structural Equation Modeling Approaches: The Case of User Acceptance of Information Systems”, Journal of Computer Information Systems, 48(4): 106-114.
• Echtner, C. M., Ritchie, J. R. B. (1993), “The Measurement of Destination Image: An Empirical Assessment”, Journal of Travel Research, 31(4): 3-13.
• Fornell, C., Larcker, D. F. (1981), “Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics”, Journal of Marketing Research, 18: 382-388.
• Hair, J. F., Anderson, R. E., Tahtam, R. L., Black, W. C. (1998), Multivariate Data Analysis, Prentice Hall International Inc., New Jersey.
• Hallmann, K., Zehrer, A., Müller, S. (2015), “Perceived Destination Image: An Image Model for a Winter Sports Destination and its Effect on Intention to Revisit”, Journal of Travel Research, 54(1): 94–106.
• Hox, J. J., Bechger, T. M. (1995), “An Introduction to Structural Equation Modeling”, Family Science Review, 11: 354-373.
• Jagyasi, P. (2008), “Defining Medical Tourism–Another Approach”, Medical Tourism Magazine, 6: 9–11.
• Khan, M. J., Chelliah, S., Haron, M. S. (2016), “Medical Tourism Destination Image Formation Process: A Conceptual Model”, International Journal of Healthcare Management, 9(2): 134–143.
• Kim, S. H., Holland, S., Han, H. S. (2013), “A Structural Model for Examining How Destination Image, Perceived Value, and Service Quality Affect Destination Loyalty: A Case Study of Orlando”, International Journal of Tourism Research, 15(4): 313–328.
• Kim, T. T., Kim, W. G., Kim, H. B. (2009), “The Effects of Perceived Justice on Recovery Satisfaction, Trust, Word-of-Mouth, and Revisit Intention in Upscale Hotels”, Tourism Management, 30(1): 51–62.
• Kotler, P., Keller, K. L. (2006), Marketing Management 12e, Upper Saddle River, New Jersey.
• Lam, C. C., Du Cros, H., Vong, T. N. (2011), “Macao’s Potential for Developing Regional Chinese Medical Tourism”, Tourism Review, 66(1/2): 68–82.
• Lban, M. O., Kaşli, M., Bezirgan, M. (2015), “Effects of Destination Image and Total Perceived Value on Tourists' Behavioral Intentions: An Investigation of Domestic Festival Tourists”, Tourism Analysis, 20(5): 499-510.
• Lee, J. S., Hsu, L. T., Han, H., Kim, Y. (2010), “Understanding How Consumers View Green Hotels: How a Hotel’s Green Image Can Influence Behavioural Intentions”, Journal of Sustainable Tourism, 18(7): 901–914.
• Lertwannawit, A., Gulid, N. (2011), “International Tourists’ Service Quality Perception and Behavioral Loyalty Toward Medical Tourism in Bangkok Metropolitan Area”, Journal of Applied Business Research, 27(6): 1–12.
• Li, F., Wen, J., Ying, T. (2018), “The Influence of Crisis on Tourists’ Perceived Destination Image and Revisit Intention: An Exploratory Study of Chinese Tourists to North Korea”, Journal of Destination Marketing & Management, 9: 104–111.
• Lin, C. H., Chin, C. T. (2016), “A Study of the Travel Information Resources, Destination Image, and Behavioral Intention of College Students on Kenting”, Asian Journal of Business and Management, 4(6): 239-247.
• Liu, X., Li, J., Kim, W. G. (2015), “The Role of Travel Experience in the Structural Relationships among Tourists' Perceived Image, Satisfaction, and Behavioral Intentions”, Tourism & Hospitality Research, 11(8): 225-232.
• Lopes, S. D. F. (2011), “Destination Image: Origins, Developments and Implications”, Revista de Turismoy Patrimonio Cultural, 9(2): 305–315.
• Moon, K-S, Ko, Y.J., Connaughton, D.P., Lee, J-H. (2013), “A Mediating Role of Destination Image in the Relationship between Event Quality, Perceived Value, and Behavioral Intention”, Journal of Sport Tourism, 18(1): 49-66.
• Öksüz, B., Altıntaş, V. (2017), “Use of Digital Communication Channels in Health Tourism”, Journal of Travel and Hotel Management, 14(1): 59-75.
• Pan, T. J., Chen, W. C. (2014), “Chinese Medical Tourists – Their Perceptions of Taiwan”, Tourism Management, 44: 108–112.
• Patients Beyond Borders. (2019), “Leading Medical Travel Destinations”, https://patientsbeyondborders.com/destination (30. 09. 2023).
• Petrick, J. F. (2004), “The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions”, Journal of Travel Research, 42(4): 397-407.
• Phillips, W. J., Wolfe, K., Hodur, N., Leistritz, F. L. (2013), “Tourist Word of Mouth and Revisit Intentions to Rural Tourism Destinations: A Case of North Dakota, USA”, International Journal of Tourism Research, 15(1): 93–104.
• Rasoolimanesh, S. M., Iranmanesh, M., Seyfi, S., Ragavan, N. A., Jaafar, M. (2023), “Effects of Perceived Value on Satisfaction and Revisit Intention: Domestic vs. International Tourists”, Journal of Vacation Marketing, 29(2): 222–241.
• Stylos, N., Vassiliadis, C. A., Bellou, V., Andronikidis, A. (2016), “Destination Images, Holistic Images and Personal Normative Beliefs: Predictors of Intention to Revisit a Destination”, Tourism Management, 53: 40–60.
• Tütüncü, Ö., Kiremitçi, İ., Çalışkan, U. (2011), “Sağlık Turizmi, Güvenlik ve Kalite”, Anatolia: Turizm Araştırmaları Dergisi, 22(1): 91-93.
• Viladrich, A., Baron-Faust, R. (2014), “Medical Tourism in Tango Paradise: The Internet Branding of Cosmetic Surgery in Argentina”, Annals of Tourism Research, 45: 116–131.
• Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, The Journal of Marketing, 52(3): 2-22.