Medikal turizm kullanıcılarının yeniden hizmet alma niyetlerinin medikal turizm destinasyon imajı ve planlı davranış teorisi çerçevesinde analizi
Küçük Resim Yok
Tarih
2025
Yazarlar
Dergi Başlığı
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Cilt Başlığı
Yayıncı
Tekirdağ Namık Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
ÖZET Sağlık hizmetlerindeki gelişmeler ve küreselleşme, medikal turizm kavramını ortaya çıkarmakla kalmamış, aynı zamanda sektörün hızla büyümesini sağlamıştır. Uluslararası ulaşımın kolaylaşması, sosyal medyanın pazarlama aracı olarak kullanılması ve maliyetlerin düşmesi gibi faktörler medikal turizmin yayılmasına katkıda bulunmuştur. Bu araştırma, Türkiye'nin medikal turizmde güçlü bir destinasyon imajına sahip olup olmadığını ve bu imajın, sağlık hizmeti kullanıcılarının yeniden hizmet alma niyetlerine etkisini planlı davranış teorisi ile ilişkilendirerek incelemeyi hedeflemiştir. Sosyo-demografik özellikler, medikal turizm niyetlerini ölçmek için Planlı Davranış Teorisi çerçevesinde gerçekleştirilen MEDTOUR ölçeği ile Medikal Turizm Destinasyon İmajı ve Yeniden Hizmet Alma Niyeti ölçekleri kullanılarak anket formu oluşturulmuştur. İstanbul'daki bir estetik merkezine başvuran 502 sağlık turizmi kullanıcısından 406'sının katılımıyla toplanan veriler SPSS 26 paket programı kullanılarak analiz edilmiştir. Güvenirlik analizleri (Cronbach's Alpha), bağımsız gruplar t-testi, tek yönlü varyans analizi (One way ANOVA), faktör analizi, basit ve çoklu regresyon analizi uygulanmıştır. Araştırma sonuçlarına göre, öznel normların sağlık hizmeti tercihlerini etkileyen önemli bir faktör olduğu belirlenmiştir. Medikal turizm destinasyon imajının, yeniden hizmet alma niyetini %74,9 oranında açıkladığı görülmüştür Türkiye'nin medikal turizm destinasyon imajının, yeniden hizmet alma niyeti üzerinde önemli bir etkiye sahip olduğu tespit edilmiştir. Demografik faktörler açısından ise, 50-59 yaş grubundaki bireyler ve evli katılımcıların daha yüksek yeniden hizmet alma niyeti gösterdiği saptanmıştır. Ayrıca, analiz sonuçlarında saptanan davranışa yönelik tutumun negatif etkisi, planlı davranış teorisi çerçevesinde maliyet, ulaşım kolaylığı ve hizmet kalitesi gibi dışsal faktörlerle etkileşim içinde farklılık gösterebileceği şeklinde yorumlanmıştır. S-O-R Modeli'nin entegre edildiği araştırmada, uyarıcı (stimulus) olarak değerlendirilen medikal turizm destinasyon imajı ile organizma (organism) boyutunda yer alan öznel norm arasında pozitif ve anlamlı bir ilişki olduğu belirlenmiştir. Araştırma sonucunda, bu sürecin bireyde bir tepki (response) olarak yeniden hizmet alma niyeti geliştirdiği tespit edilmiştir Bu bulgular, Türkiye'nin medikal turizmdeki güçlü imajını pekiştirmektedir.
ABSTRACT Advancements in healthcare services and globalization have not only introduced the concept of medical tourism but have also facilitated the rapid growth of the sector. Factors such as easier international travel, the use of social media as a marketing tool, and reduced costs have contributed to the spread of medical tourism. This study aimed to examine whether Turkey has a strong destination image in medical tourism and how this image impacts the intentions of healthcare service users to reuse services, using the framework of the Theory of Planned Behavior. Socio-demographic characteristics, medical tourism intentions, and scales including the MEDTOUR scale within the framework of the Theory of Planned Behavior, the Medical Tourism Destination Image scale, and the Intention to Reuse Services scale were used to create a survey form. Data were collected from 406 out of 502 medical tourism users who applied to an aesthetic center in Istanbul, and the data were analyzed using SPSS 26 software. Reliability analyses (Cronbach's Alpha), independent samples t-test, one-way analysis of variance (One-way ANOVA), factor analysis, and simple and multiple regression analyses were conducted. According to the study results, subjective norms were found to be a significant factor influencing healthcare service preferences. It was observed that the medical tourism destination image explained 74.9% of the variance in the intention to reuse services. Turkey's medical tourism destination image was found to have a significant impact on the intention to reuse services. In terms of demographic factors, individuals in the 50-59 age group and married participants exhibited a higher intention to reuse services. Additionally, the negative effect of attitudes toward behavior identified in the analysis was interpreted as potentially varying due to interactions with external factors such as cost, accessibility, and service quality within the framework of the Theory of Planned Behavior. The study, which integrated the Stimulus-Organism-Response (S-O-R) Model, identified a positive and significant relationship between the medical tourism destination image, considered as a stimulus, and subjective norms, classified under the organism dimension. The findings revealed that this process results in the development of an intention to reuse services as a response. These results further reinforce Turkey's strong image in medical tourism.
ABSTRACT Advancements in healthcare services and globalization have not only introduced the concept of medical tourism but have also facilitated the rapid growth of the sector. Factors such as easier international travel, the use of social media as a marketing tool, and reduced costs have contributed to the spread of medical tourism. This study aimed to examine whether Turkey has a strong destination image in medical tourism and how this image impacts the intentions of healthcare service users to reuse services, using the framework of the Theory of Planned Behavior. Socio-demographic characteristics, medical tourism intentions, and scales including the MEDTOUR scale within the framework of the Theory of Planned Behavior, the Medical Tourism Destination Image scale, and the Intention to Reuse Services scale were used to create a survey form. Data were collected from 406 out of 502 medical tourism users who applied to an aesthetic center in Istanbul, and the data were analyzed using SPSS 26 software. Reliability analyses (Cronbach's Alpha), independent samples t-test, one-way analysis of variance (One-way ANOVA), factor analysis, and simple and multiple regression analyses were conducted. According to the study results, subjective norms were found to be a significant factor influencing healthcare service preferences. It was observed that the medical tourism destination image explained 74.9% of the variance in the intention to reuse services. Turkey's medical tourism destination image was found to have a significant impact on the intention to reuse services. In terms of demographic factors, individuals in the 50-59 age group and married participants exhibited a higher intention to reuse services. Additionally, the negative effect of attitudes toward behavior identified in the analysis was interpreted as potentially varying due to interactions with external factors such as cost, accessibility, and service quality within the framework of the Theory of Planned Behavior. The study, which integrated the Stimulus-Organism-Response (S-O-R) Model, identified a positive and significant relationship between the medical tourism destination image, considered as a stimulus, and subjective norms, classified under the organism dimension. The findings revealed that this process results in the development of an intention to reuse services as a response. These results further reinforce Turkey's strong image in medical tourism.
Açıklama
Anahtar Kelimeler
Sağlık Yönetimi, Healthcare Management, Planlı Davranış Teorisi, Yeniden Hizmet Alma Niyeti, Medikal Turizm, Destinasyon İmajı., Theory of Planned Behavior, Intention to Reuse Services, Medical Tourism, Destination Image
