Affiliation:
1. YALOVA ÜNİVERSİTESİ, YALOVA İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ
2. YALOVA ÜNİVERSİTESİ
Abstract
International medical tourism is the travel of patients to other countries for critical or preferably treatments. Among the most important reasons why people prefer other countries for health services are the price and the convenience offered in health services. Loyal customers are important for businesses providing healthcare services. The universe of the study consists of foreign tourists who come to Turkey to receive medical services. The sample of the study consists of 247 international tourists. SPSS 26 were used for hypothesis testing. In this study, the mediation effect of price attribute and convenience in the relationship between digital marketing trust and medical tourist loyalty was examined, and a positive and significant relationship was observed. It was revealed that the mediation effect increased the overall effect in the relationship between digital marketing trust and medical tourist loyalty.
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