Image and Branding in Health Tourism

Abstract

In the last thirty years, there have been radical changes and innovations in individuals' lifestyles. The tourism sector has also been significantly affected by this change. The rapid growth of the Health Tourism sector, especially in the last ten years, and the expectation of an increase in the market potential for the future; attracts the attention of researchers, entrepreneurs, and managers. In today's market conditions, where competition is intensely based on brands, it has become necessary to brand destinations as touristic products. In this research, why and how health tourism destinations should focus on branding activities in tourism activities has been discussed on theoretical grounds and with examples from various regions of the world. It is expected that this study will contribute to the literature in terms of determining the research gaps for the studies to be carried out in the field of health tourism, as well as the expectation that it will provide implications in terms of practical applications for branding in health tourism in the future.

Identifying the Dimensions and Components of Health Tourism with a Strategic Business Orientation Approach Using Thematic Analysis

“…In fact, this industry, in the modern era, has the capacity to influence the process of balanced and rational development worldwide, attracting the attention of a wide range of policymakers, planners of political systems, and executive managers in various countries (Ghafari et al, 2022). The international growth on one hand, and increasing interest in tourist destinations on the other, have led to the emergence of various forms of tourism such as cultural and educational tourism, religious tourism, urban tourism, rural tourism, sports tourism, and health tourism (Küçükkambak, 2023). Among different tourism sectors, health tourism and its subcategories, due to their competitive advantages, have gained significant attention and are showing rapid growth among types of tourism.…”