Medikal Turizmde Algılanan Değer, Erişilebilirlik ve Yeniden Ziyaret Niyeti Arasındaki İlişkiler

Year 2023, Issue: 34, 399 - 413, 27.10.2023

Tekin Sancar

https://doi.org/10.54600/igdirsosbilder.1314090

Abstract

Bu araştırmanın temel amacı, medikal turizmde algılanan değer, erişilebilirlik ve yeniden ziyaret niyeti arasındaki yapısal ilişkileri müşteri/hasta perspektifinden analiz etmektir. Medikal turizmde algılanan değer, erişilebilirlik ve yeniden ziyaret niyeti arasındaki yapısal ilişki araştırmanın konusunu oluşturmaktadır. Araştırmanın evrenini İstanbul ilinde faaliyet gösteren ve sağlık turizmi tesis yetki belgesine sahip sağlık tesislerinden sağlık turizmi hizmeti almış olan ve sosyal medya kanalıyla (Twitter, Instagram, Facebook) ulaşılan uluslararası hastalar oluşturmaktadır. Örneklem grubunu ise İstanbul ilinde faaliyet gösteren sağlık turizmi yetki belgeli sağlık kuruluşlarının sosyal medya adreslerinden (Twitter, Instagram, Facebook) ulaşılan 520 uluslararası sağlık turistleri oluşturmuştur. Veri toplama yöntemi olarak online anket tekniği kullanılmıştır. Çalışma, sosyal medya kanalıyla (Twitter, Instagram, Facebook) ulaşılan uluslararası hastaların kesitsel bir araştırması olarak gerçekleştirilmiştir. Araştırma kapsamında veri setinin analizi için IBM SPSS 23 ve AMOS istatistiksel analiz programları birlikte kullanılmıştır. “Sağlık Turizminde Algılanan Değer” ile “Yeniden Ziyaret Niyeti” arasındaki ilişki ileri düzeyde önemlidir (P<,001). Diğer bir deyişle; Sağlık Turizminde Algılanan Değer artarken Yeniden Ziyaret Niyeti de artacaktır. “Erişilebilirlik” ile “Sağlık Turizminde Algılanan Değer” arasındaki ilişki önemlidir (P<,05). Diğer bir deyişle; Erişilebilirlik artarken Sağlık Turizminde Algılanan Değer de artacaktır. “Erişilebilirlik” ile “Yeniden Ziyaret Niyeti” arasındaki ilişki ileri düzeyde önemlidir (P<,001). Diğer bir deyişle; Erişilebilirlik artarken Yeniden Ziyaret Niyeti de artacaktır.

Keywords

Yeniden Ziyaret Niyeti, Medikal Turizm, Algılanan Değer, Erişilebilirlik

Supporting Institution

Destekleyen bir kuruluş yoktur.

Relationships between Perceived Value, Accessibility and Intention to Revisit in in Medical Tourism

Abstract

The main purpose of this research is to analyze the structural relationships between perceived value, accessibility and revisit intention in medical tourism from a customer/patient perspective. The structural relationship between perceived value, accessibility and revisit intention in medical tourism is the subject of the research. The universe of the research consists of international patients who have received health tourism services from health facilities operating in Istanbul and have health tourism facility authorization certificates and reached through social media channels (Twitter, Instagram, and Facebook). The sample group consisted of 520 international health tourists, who were reached from the social media addresses (Twitter, Instagram, Facebook) of health tourism authorized health institutions operating in the province of Istanbul. Online survey technique was used as data collection method. The study was conducted as a cross-sectional study of international patients reached via social media (Twitter, Instagram, and Facebook). Within the scope of the research, IBM SPSS 23 and AMOS statistical analysis programs were used together for the analysis of the data set. The relationship between “Perceived Value in Health Tourism” and “Revisit Intention” is highly significant (P<0.001). In another saying; As the Perceived Value of Health Tourism increases, the Revisit Intent will also increase. The relationship between “Accessibility” and “Perceived Value in Health Tourism” is significant (P<.05). In another saying; as accessibility increases, Perceived Value in Health Tourism will also increase. The relationship between “Accessibility” and “Revisit Intention” is highly significant (P<0.001). In another saying; As Availability increases, so will Revisit Intent.

Keywords

Medical Tourism, Perceived Value, Accessibility, Revisit Intent

References

• Aguila, G. M. and Ragot, R. (2014). Ecotourism industry in Ilijan Batangas City, Philippines: Assessing its effects as a basis of proposed tourism development plan. Quarterly Journal of Business Studies, 1(1), 24–35.
• Ali, F. and Hussain, K. (2015). Influence of Experiences on Memories, Satisfaction and Behavioral Intentions: A Study of Creative Tourism. J. Travel Tour. Mark., 33, 85–100.
• Allameh, S. M., Khazaei Pool, J., Jaberi, A., Salehzadeh, R. and 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.
• 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. Aref, F. and Gill, S. S. (2009). Rural tourism development through rural cooperatives. Nature and Science, 7(10), 68–73.
• Ariesta, D., Sukotjo, E. and Suleman, N.R. (2020). The Effect Of Attraction, Accessibility And Facilities On Destination Images And It’s Impact On Revisit Intention In The Marine Tourism Of The Wakatobi Regency. International Journal of Scientific & Technology Research, 9(3), ISSN 2277-8616.
• Bianchi, C., Milberg, S. and Cúneo, A. (2017).Understanding travelers’ intentions to visit a short versus long-haul emerging vacation destination: The case of Chile. Tourism Management, 59, 312–324. Bookman, M.Z. and Bookman, K.R. (2007). Medical tourism in developing countries. New York: Palgrave Macmillan.
• Chen, C. and Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. doi:10.1016/j.tourman.
• Chen, C. F. and Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35. doi:10.1016/j.tourman.
• Cheng, T. M. and 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.
• Connell, J. (2006). Medical tourism: Sea, sun, sand and… surgery. Tourism management, 27(6), 1093-1100.
• Cronin, J.J., Brady, M. and Hult, T. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. J. Retail., 76, 193–218.
• Dalvi, M. Q. and Martin, K. M. (1976). The measurement of accessibility: Some preliminary results. Transportation, 5(1), 17–42.
• Duman, T., and Mattila, A. S. (2005). The role of affective factors on perceived cruise vacation value. Tourism Management, 26(3), 311–323. doi:10.1016/j.tourman.
• Eggert, A., and Ulaga, W. (2002). Customer perceived value: a substitute for satisfaction in business markets? Journal of Business & Industrial Marketing, 17 (2/3), 107-118.
• Forbes (2015). The Most Profitable Industries In 2016. Retrieved from https://www.forbes.com/sites/liyanchen/2015/12/21/the-most-profitable-industries-in-2016/?sh=3e7c294a5716 (Erişim Tarihi: 9.06.2023).
• Fornell, C. and Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18, 382-388.
• Frías, D. M., Rodriguez, M. A. and Castaneda, J. A. (2008). Internet vs. travel agencies on pre-visit destination image formation: An information processing view. Tourism Management, 29(1), 163–179.
• Gallarza, M. G., and Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students’ travel behavior. Tourism Management, 27(3), 437–452. doi:10.1016/j.tourman.
• Goffi, G. (2013). A model of tourism destination competitiveness: The case of the Italian destinations of excellence. enAnuario Turismoy Sociedad, 14, 121–147.
• Hallem, Y. and Barth, I. (2011). Customer-perceived value of medical tourism: An exploratory study–the case of cosmetic surgery. Journal of Hospitality and Tourism Management, 18(1), 121–129. doi:10.1375/jhtm.18.1.121
• Hosany, S. and Witham, M. (2009). Dimensions of Cruisers’ Experiences, Satisfaction, and Intention to Recommend. J. Travel Res., 49, 351–364.
• Hutchinson, J., Lai, F. and Wang, Y. (2009). Understanding the relationships of quality, value, equity, satisfaction, and behavioral intentions among gold travelers. Tourism Management, 30(2), 298–308. doi:10.1016/j.tourman.
• Jagyasi, P. (2008). Defining medical tourism-Another approach. Medical Tourism Magazine, 6, 9–11. Jensen, Ø., Lindberg, F. and Østergaard, P. (2015). How can consumer research contribute to increased understanding of tourist experiences? A conceptual review. Scand. J. Hosp. Tour., 15 (Suppl. 1), 9–27.
• Jin, N., Lee, H. and Lee, S. (2013). Event quality, perceived value, destination image, and behavioral intention of sports events: The case of the IAAF world championship, Daegu, 2011. Asia Pacific Journal of Tourism Research, 18(8), 849–864.
• Jypothis, T. and Janardhanan, V. K. (2009). Service quality in health tourism: An evaluation of the health tourism providers of Kerala (India). South Asian Journal of Tourism and Heritage, 2(1), 77–82.
• Kim, J.H. (2014). The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences. Tourism Management, 44, 34–45.
• Kim, T. T., Kim, W. G. and 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.
• Kuo, Y.F., Wub, C.-M. and Deng, W.J. (2009). The relationships among service quality, perceived value, customer satisfaction,and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25, 887-896. Lee, C. K., Yoon, Y. S. and Lee, S. K. (2007). Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism Management, 28(1), 204–214. doi:10.1016/j.tourman. Lee, J. S., Hsu, L. T., Han, H. and 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. and 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.
• Lim, Y. M., Cham, T. H. and Sia, B. C. (2018). Medical tourists’ behavioral intention in relation to motivational factors and perceived image of the service providers. Human Resource Management, 5(3), 1–16.
• Marrocu, E. and Paci, R. (2013). Different tourists to different destinations. Evidence from spatial interaction models. Tourism Management, 39, 71–83.
• Massidda, C. and Etzo, I. (2012). The determinants of Italian domestic tourism: A panel data analysis. Tourism Management, 33(3), 603–610.
• Murphy, P., Pritchard, M. P. and Smith, B. (2000). The destination product and its impact on traveler perceptions. Tourism Management, 21(1), 43–52. doi:10.1016/S0261-5177(99)00080-1
• Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(1), 67-82.
• Oh, H. (2000). Diners’ perceptions of quality, value, and satisfaction: A practical viewpoint. Cornell Hotel Restaur. Adm. Q., 41, 58–66.
• Phillips, W. J., Wolfe, K., Hodur, N. and 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.
• Pijls, R., Groen, B.H., Galetzka, M. and Pruyn, A.T.H. (2017). Measuring the experience of hospitality: Scale development and validation. Int. J. Hosp. Manag., 67, 125–133.
• Raza, M. A., Siddiquei, A. N., Awan, H. M., & Bukhari, K. (2012). Relationship between service quality, perceived value, satisfaction and revisit intention in hotel industry. Interdisciplinary journal of contemporary research in business, 4(8), 788-805.
• Saiprasert, W. (2011). An examination of the medical tourists motivational behavior and perception: A structural model (Unpublished doctoral dissertation). Oklahoma State University, USA.
• Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: The case of an island destination. International Journal of Culture, Tourism and Hospitality Research, 12(1), 106–123.
• Sarwar, A. A., Manaf, N. A. and Omar, A. (2012). Medical tourist’s perception in selecting their destination: A global perspective. Iranian Journal of Public Health, 41(8), 1–7. PMID:23113218.
• Shani, A., Chen, P. J., Wang, Y. and Hua, N. (2010). Testing the impact of a promotional video on destination image change: Application of China as a tourism destination. International Journal of Tourism Research, 12(2), 116–133.
• Singh, L. (2014). An evaluation of medical tourism in India. African Journal of Hospitality, Tourism and Leisure, 3(1), 1–11.
• Smith, R. D. (2004). Foreign direct investment and trade in health services: A review of the literature. Social Science & Medicine, 59, 2313-2323.
• Smith, R. D., Lee, K. & Drager, N. (2009). Trade and health: an agenda for action. The Lancet, 373, 768-773.
• Sweeney, J. C. and Soutar, G. N. (2001). Consumer perceived value: The development of a multiple scale Item. Journal of Retailing, 77 (2)
• Turner, L. G. (2011). Quality in health care and globalization of health services: Accreditation and regulatory oversight of medical tourism companies. International Journal for Quality in Health Care, 23(1), 1–7. doi:10.1093/intqhc/mzq078 PMID:21148210
• Um, S., Chon, K., & Ro, Y. (2006). Antecedents of revisit intention. Annals of tourism research, 33(4), 1141-1158. Uslu, A. ve Karabulut, A.N. (2018). Touristic Destinations’ Perceived Risk and Perceived Value as Indicators of E-Wom And Revisit Intentions. International Journal of Contemporary Economics and Administrative Sciences, 8(2), 37-63. ISSN: 1925 – 4423
• Waheed, N. and Hassan, Z. (2016). Influence of Customer Perceived Value on Tourist Satisfaction and Revisit Intention: A study on Guesthouses in Maldives. International Journal of Accounting, Business and Management, 4(1), 101-123
• Woodruff, R. (1997). Customer value: The next source for competitive advantage. 25 (2)
• Ye, B. H., Qiu, H. Z. and Yuen, P. P. (2011). Motivations and experiences of Mainland Chinese medical tourist in Hong Kong. Tourism Management, 32(5), 1125–1127. doi:10.1016/j.tourman.2010.09.018
• Yu, J. Y. and Ko, T. G. (2012). A cross-cultural study of perceptions of medical tourism among Chinese, Japanese and Korean tourists in Korea. Tourism Management, 33(1), 80–88. doi:10.1016/j.tourman.
• Zabkar, V., Brencic, M. M. and Dmitrovic, T. (2010). Modelling perceived quality, visitor satisfaction and behavioral intentions at the destination level. Tourism Management, 31(4), 537–546. doi:10.1016/j.tourman.