MEDİKAL TURİZMDE DİJİTAL PAZARLAMANIN ROLÜ

Yıl 2021, Cilt: 4 Sayı: 2, 226 - 239, 30.11.2021

Didem Demir

Öz

Medikal turizm küresel olarak en hızlı büyüyen endüstrilerden biridir. Sektörün döngüsü genel olarak gelişmiş ülkelerden daha az gelişmiş ülkelere tedavi amaçlı gelen ve giden medikal turistler üzerine kurulmuştur. Medikal turizm faaliyetlerinin dijital pazarlama kanallarında giderek daha görünür hale gelmesi ile medikal turizm günümüzde oldukça önemli bir sektör olarak karşımıza çıkmaktadır. Dijital platformlarda düzenlenen pazarlama kampanyaları ile daha çekici ve daha erişilebilir hale getirilen medikal turizm ülkelerin ekonomilerinde ihracat etkisi yaratması nedeni ile oldukça önemlidir. Sağlık kuruluşlarının dijital pazarlama faaliyetlerinin etkin olması farklı ülkelerden gelen medikal turist sayılarındaki artışın gerçekleşmesi açısından oldukça önemlidir. Kavramsal olarak tasarlanan bu çalışmanın amacı farklı ülkelerde yürütülen dijital pazarlama faaliyetlerinin medikal turizme olan etkilerini incelemek, karşılaştırmak ve ortaya çıkan problemlerle ilgili çözüm önerileri sunabilmektir. Konu ile ilgili farklı ülkelerde yapılan araştırma sonuçlarına göre medikal turizm faaliyetlerini yürütebilme potansiyeli olan bölgelerin dijital pazarlama faaliyetleri ile desteklenmesi medikal turizm pazarının büyümesini sağlayacaktır.

Anahtar Kelimeler

medikal turizm, dijital pazarlama, iletişim

Kaynakça

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