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

Yıl 2023, Cilt: 7 Sayı: 2, 167 - 181, 10.10.2023

Fuat Yalman

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

Öz

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.

Anahtar Kelimeler

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

Destekleyen Kurum

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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