HOSPITAL BRAND IMAGE AND DETERMINANTS IN MEDICAL TOURISM: THE CASE OF SAMSUN

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dc.contributor.authorDemir, Yaşar
dc.contributor.authorDağ, Erhan
dc.contributor.authorAydin Kilinç, Zeynep
dc.contributor.authorKarakuş, Pinar
dc.contributor.authorÖzpinar, Saliha
dc.date.accessioned2026-01-24T12:20:50Z
dc.date.available2026-01-24T12:20:50Z
dc.date.issued2024
dc.departmentAlanya Alaaddin Keykubat Üniversitesi
dc.description.abstractThe aim of this study is to reveal the effects of word-of-mouth marketing, hospital social media accounts, user social media accounts, hospital advertisements and price policy on hospital brand image from the perspective of medical tourists visiting Türkiye. Data were gathered using English, Arabic, and Turkish questionnaires from 1 July 2023 to 31 December 2023. There is a strong and positive relationship between hospital brand image, word-of-mouth communication (WOM), hospital social media use, social media accounts of followers, hospital advertisements (r>0.500, p<0.01). Hospital brand image is influenced by word-of-mouth communication (WOM), hospital social media use, social media accounts of followers, hospital advertisements and price perception (p<0.05). As a result of the study, it was determined that social media use and marketing activities were the most important predictors in the formation of hospital brand image. © 2024 Editura Universitatii din Oradea. All rights reserved.
dc.identifier.doi10.30892/gtg.53201-1216
dc.identifier.endpage420
dc.identifier.issn2065-0817
dc.identifier.issue2
dc.identifier.scopus2-s2.0-85192005189
dc.identifier.scopusqualityQ1
dc.identifier.startpage413
dc.identifier.urihttps://doi.org/10.30892/gtg.53201-1216
dc.identifier.urihttps://hdl.handle.net/20.500.12868/4622
dc.identifier.volume53
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherEditura Universitatii din Oradea
dc.relation.ispartofGeojournal of Tourism and Geosites
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20260121
dc.subjectHospital Brand Image
dc.subjectMedical Tourism
dc.subjectSamsun
dc.subjectSocial Media
dc.subjectTürkiye
dc.subjectWOM
dc.titleHOSPITAL BRAND IMAGE AND DETERMINANTS IN MEDICAL TOURISM: THE CASE OF SAMSUN
dc.typeArticle

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