The Use of Digital Communication Channels in Health Tourism in Turkey

Abstract

In recent years, the digital communication for health tourism has gained undeniable importance in Turkey and all over the world. In terms of tourism, the correct and effective use of digital tools that emerged with the advancement of technology which provides benefits for businesses plays an effective role in the preferences and decisions of consumers. In this study, it is aimed to examine the corporate websites and social media accounts of 10 private hospitals operating in the region of Konya in Turkey, in order to reach both domestic and international health tourists. Content analysis was conducted to evaluate whether hospitals use social media tools effectively. In this context, general information about the hospital, applications, trust, general risks, material information and visuals on the website are included on the corporate website. Regarding social media accounts, the most shared contents on Instagram, retweeted on Twitter and liked on Facebook accounts were included. According to the results of the analysis, it has been determined the information that shared in digital communication channels, but they are weak in interacting with consumers.