Journal of Contemporary Issues in Business Research

ISSN 2305-8277
Turkey as a Medical Tourism Destination: A Study of the Effective Marketing Factors on Preferences of the Arab Medical Tourists in Turkey
Turkey as a Medical Tourism Destination: A Study of the Effective Marketing Factors on Preferences of the Arab Medical Tourists in Turkey
Abdulrahman Alili
Author Affiliations
  • Institute of Social Sciences, Fatih University, Turkey

  • Abstract

    The purpose of this study is the exploration of international travel experiences for the aim of medical treatment from the perspective of the patients and to develop insight and understanding of the effective factors in choosing a medical destination in the medical tourism field. Moreover, the study aims to provide critical feedback to whom may be interested in Turkey as an attractive destination for medical tourism. The study begins by reviewing different definitions of medical tourism and shows the differences between health tourism and medical tourism. Then it reviews the history of medical tourism, noting specific medical tourism destinations, presents various reasons for this increase in medical tourism. Later it continues to mention about some successful countries in this field including Turkey, referring general consumer behavior model. Then the study refers to the influencing factors on consumer behaviors in general then on medical tourists as they choose the medical destinations. Finally it ends with the evaluation of the relative effectiveness of these factors on Arab medical tourists. In this research, it is focused on determining the factors of the marketing mix model which includes product, price, place and promotion which affect the motivation of Arab medical travelers to come to Turkey for medical treatment purposes. The research uses in this study a quantitative research method, namely a survey questionnaire in order to assess the motivational factors that lead Arab customers to choose hospitals in Turkey for medical care services. Improved understanding of medical tourism provides additional information about a contemporary approach to health-seeking behavior. The results of this study provide increased understanding of those who seek health care internationally from the patient perspective.

    Keywords
    Medical tourism; Health tourism; Turkey; Arab consumers; Marketing mix; Consumer preference.

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    MLA
    Alili, Abdulrahman. "Turkey as a Medical Tourism Destination: A Study of the Effective Marketing Factors on Preferences of the Arab Medical Tourists in Turkey." Journal of Contemporary Issues in Business Research 5.1 (2016): 12-25.
    APA
    Alili, A. (2016). Turkey as a Medical Tourism Destination: A Study of the Effective Marketing Factors on Preferences of the Arab Medical Tourists in Turkey. Journal of Contemporary Issues in Business Research, 5(1), 12-25.
    Chicago
    Alili, Abdulrahman. 2016. "Turkey as a Medical Tourism Destination: A Study of the Effective Marketing Factors on Preferences of the Arab Medical Tourists in Turkey." Journal of Contemporary Issues in Business Research 5 (1): 12-25.
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    First published online before print: 2016
    Vol. 5, No. 1, 2016, pp. 12-25
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