A Qualitative research to evaluate health tourism potential in Muğla

Abstract

Introduction: Along with the changes in consumers' understanding of tourism and their demands, tourism activities are developing and varying in line with the advances in science and technology. One of the prominent types of tourism is the health tourism which aims to improve mental and physical health in individuals by integrating holiday and treatment services. Aim: The study aims to evaluate health tourism potential of Muğla province, which is an international destination. Within the scope of this aim, it is targeted to determine general opinions of health tourism stakeholders, their degree of attaching importance to health tourism, activities that can be considered within the scope of health tourism and their expectations about health tourism in Muğla. Method: Maximum variation sampling was applied in this qualitative research. Data were collected between March-April 2019 by interview technique from various health tourism stakeholders, including representatives of public and private organizations. Findings: It was determined that Muğla health tourism stakeholders are aware of the importance of health tourism and support its development. It was understood that Muğla has a quite favorable situation in terms of health tourism thanks to its natural beauties, underground water resources, accessibility as an international destination, qualified tourism facilities as well as its climate and geographical location. However, the lack of sufficient health institutions, physicians and health tourism personnel, promotion and advertising activities were found to be an obstacle for development of health tourism in Muğla. The study was finalized with recommendations to health tourism stakeholders and researchers.