Volkan POLAT, Hanaa Abdelghany Mohamed OMAR

MEDİKAL TURİZİMDE DİJİTAL PAZARLAMA GÜVENİ VE MEDİKAL TURİST SADAKATİ İLİŞKİSİ: ULUSLARARASI TURİSTLER ÜZERİNE BİR ARAŞTIRMA

Uluslararası medikal turizm, hastaların zorunlu veya tercihen tedaviler için başka ülkelere seyahat etmesidir. İnsanların sağlık hizmetlerinde diğer ülkeleri tercih etmelerinin en önemli nedenleri arasında fiyat ve sağlık hizmetlerinde sunulan kolaylıklar gelmektedir. Sadık müşteriler, sağlık hizmeti sunan işletmeler için önemlidir. Çalışmanın evrenini Türkiye’ye sağlık hizmetleri almak için gelen yabancı turistler oluşturmaktadır. Çalışmanın örneklemi 247 uluslararası turistten oluşmaktadır. Hipotez testleri için SPSS 26 programı kullanılmıştır. Bu çalışmada, dijital pazarlama güveni ile medikal turist sadakati arasındaki ilişkide fiyat kalitesi ve uygunluğunun aracılık etkisi incelenmiş, pozitif ve anlamlı bir ilişki gözlemlenmiştir. Dijital pazarlama güveni ile medikal turist sadakati arasındaki ilişkide aracılık etkisinin genel etkiyi artırdığı ortaya çıkmıştır.

THE RELATIONSHIP BETWEEN DIGITAL MARKETING TRUST AND MEDICAL TOURIST LOYALTY IN MEDICAL TOURISM: A RESEARCH ON INTERNATIONAL TOURISTS

International medical tourism is the travel of patients to other countries for critical or preferably treatments. Among the most important reasons why people prefer other countries for health services are the price and the convenience offered in health services. Loyal customers are important for businesses providing healthcare services. The universe of the study consists of foreign tourists who come to Turkey to receive medical services. The sample of the study consists of 247 international tourists. SPSS 26 were used for hypothesis testing. In this study, the mediation effect of price attribute and convenience in the relationship between digital marketing trust and medical tourist loyalty was examined, and a positive and significant relationship was observed. It was revealed that the mediation effect increased the overall effect in the relationship between digital marketing trust and medical tourist loyalty.

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