Research Article
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Determining destination competitiveness in medical tourism: A study based on AHP-QFD framework

Year 2023, Volume: 8 Issue: 2, 141 - 157, 15.12.2023
https://doi.org/10.31822/jomat.2023-8-2-141

Abstract

This study investigates the competitiveness of Alanya, a medical tourism destination in Türkiye, and determines appropriate strategies using the analytical hierarchy process and quality function deployment. Data were collected from medical tourism experts to gain managerial insights into the factors affecting the competitiveness of medical tourism. The findings show that medical tourists primarily focus on medical factors such as competence of doctor and quality of treatment. The main strategies to strengthen competitiveness are to create a healthcare-free zone, to increase the number of accredited health care providers, and to encourage the involvement of doctors in academic research and ongoing training. For researchers interested in assessing competitiveness in medical tourism destinations, the study presents general determinants that should be considered in each destination. In addition, the findings show that each medical tourism destination should focus on its own determinants of medical tourism competitiveness when developing its marketing strategies. Finally, it shows that the analytical hierarchy process and quality function deployment approaches can be successfully applied in achieving destination competitiveness and strategic planning, with content validity and importance performance analysis.



Thanks

This research paper was produced from the PhD thesis (Id: 687300) at Nevşehir Hacı Bektaş Veli University, Institute of Social Sciences, Department of Tourism Management, prepared by Vildan YILMAZ in July, 2021.

References

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Year 2023, Volume: 8 Issue: 2, 141 - 157, 15.12.2023
https://doi.org/10.31822/jomat.2023-8-2-141

Abstract

References

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  • Arueyingho, O., Ghasemi, M., & Bodamyalı, T. (2022). Medical Tourism in the Turkish Republic of Northern Cyprus: Strategies for Improvement. Journal of Multidisciplinary Academic Tourism, 7 (1), 1-18. DOI: 10.31822/jomat.2022-7-1-1
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  • Connell, J. (2011). Medical Tourism (CABI, Wallingford).
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  • Das, G., & Mukherjee, S. A. (2016). Measure of MT destination brand equity. International Journal of Pharmaceutical and Healthcare Marketing, 10(1), 104-128.
  • De Arellano, A. B. R. (2007). Patients without borders: the emergence of medical tourism. International Journal of Health Services, 37(1), 193-198.
  • Debata, B. R., Patnaik, B., Mahapatra, S. S., & Sree, K. (2015). Interrelations of service quality and service loyalty dimensions in MT. Benchmarking: An International Journal, 22 (1),18-55.
  • Dinler, Z. (2015). İktisada giriş. Bursa: Ekin Basım Yayın.
  • Doğan, N. O., & Karakuş, Y. (2014). KFG-AHP bütünleşik yöntemi kullanılarak turizm sektöründe hizmet kalitesinin değerlendirilmesi: Göreme Açık Hava Müzesi üzerine bir uygulama. Süleyman Demirel University Journal of Faculty of Economics & Administrative Sciences, 19(3), 169-194.
  • Dwyer, L., & Kim, C. (2003). Destination competitiveness: determinants and indicators. Current Issues in Tourism, 6(5), 369-414.
  • Dwyer, L., Forsyth, P., & Rao, P. (2000). The price competitiveness of travel and tourism: a comparison of 19 destinations. Tourism Management, 21(1), 9-22.
  • Dyer, J. S., Fishburn, P. C., Steuer, R. E., Wallenius, J., & Zionts, S. (1992). Multiple criteria decision making, multiattribute utility theory: The next ten years. Management Science, 38(5), 645–654.
  • Enright, M. J., & Newton, J. (2004). Tourism destination competitiveness: a quantitative approach. Tourism Management, 25(6), 777-788.
  • Enright, M. J., & Newton, J. (2005). Determinants of tourism destination competitiveness in Asia Pacific: Comprehensiveness and universality. Journal of Travel Research, 43(4), 339-350.
  • Erbaş, E. (2016). Competitive determinance–performance analysis: an illustration on Turkish winter tourism destinations. Tourism Analysis, 21(1), 93-106.
  • Erbaş, E., & Perçin, N. S. (2016). Destinasyon rekabetçiliginin stratejik planlanmasında hibrit bir yaklaşım: KFG-ÖBA-AHS. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 25, 74-97.
  • Fetscherin, M., & Stephano, R. M. (2016). The MT index: Scale development and validation. Tourism Management, 52, 539-556.
  • Ganguli, S., & Ebrahim, A. H. (2017). A qualitative analysis of Singapore's MT competitiveness. Tourism Management Perspectives, 21, 74-84.
  • Gill, H., & Singh, N. (2011). Exploring the factors that affect the choice of destination for MT. Journal of Service Science and Management, 4(03), 315-324.
  • Goepel, K. D. (2013). Implementing the analytic hierarchy process as a standard method for multi-criteria decision making in corporate enterprises–a new AHP excel template with multiple inputs. In Proceedings Of The İnternational Symposium On The Analytic Hierarchy Process, 2(10), 1-10.
  • Gomezelj, D. O., & Mihalič, T. (2008). Destination competitiveness-Applying different models, the case of Slovenia. Tourism Management, 29(2), 294-307.
  • Govers, C. P. (1996). What and how about quality function deployment (QFD). International Journal of Production Economics, 46, 575-585.
  • Hanefeld, J., Lunt, N., Smith, R., & Horsfall, D. (2015). Why do medical tourists travel to where they do? The role of networks in determining medical travel. Social Science & Medicine, 124, 356-363.
  • Henson, J. N., Guy, B. S., & Dotson, M. J. (2015). Should I stay or should I go?: Motivators, decision factors, and information sources influencing those predisposed to MT. International Journal of Healthcare Management, 8(1), 4-14.
  • Heung, V. C., Kucukusta, D., & Song, H. (2010). A conceptual model of MT: Implications for future research. Journal of Travel & Tourism Marketing, 27(3), 236-251.
  • Heung, V. C., Kucukusta, D., & Song, H. (2011). MT development in Hong Kong: An assessment of the barriers. Tourism Management, 32(5), 995-1005.
  • Hopkins, L., Labonté, R., Runnels, V., & Packer, C. (2010). MT today: what is the state of existing knowledge?. Journal of Public Health Policy, 31(2), 185-198.
  • Horowitz, M. D., Rosensweig, J. A., & Jones, C. A. (2007). MT: globalization of the healthcare marketplace. Medscape General Medicine, 9(4), 33.
  • Hoz-Correa, A., Muñoz-Leiva, F., & Bakucz, M. (2018). Past themes and future trends in MT research: A co-word analysis. Tourism Management 65, 200-211.
  • Hsu, T. K., Tsai, Y. F., & Wu, H. H. (2009). The preference analysis for tourist choice of destination: A case study of Taiwan. Tourism Management, 30(2), 288-297.
  • Hunter, W. C. (2007). MT: A New Global Niche. International Journal of Tourism Sciences, 7(1), 129-140.
  • Kahveci, A., & Okutmuş, E. (2017). A qualitative research on medical tourism potential of Alanya/Turkey in the concept of international service trade. Economic Themes, 55(3), 437-450.
  • Karakuş, Y. (2019). Identifying the Best Alternative Tourism Product for a Destination: the case of Cappadocia. Revista Anais Brasileiros de Estudos Turísticos - ABET, 9(1, 2 e 3). doi:10.34019/2238-2925.2019.V9.16929
  • Karakuş, Y., & Çoban, S. (2018). Evaluation Of Stakeholders’ Expectations Towards Congress Tourism By Kano Model: Case Of Nevşehir. Anais Brasileiros de Estudos Turísticos - ABET, 8(2), 8–20. doi:10.34019/2238-2925.2018.v8.3207
  • Kotler, P., Shalowitz, J. I., & Stevens, R. J. (2008). Strategic marketing for health care organizations: building a customer-driven health system. United States of America: John Wiley & Sons.
  • Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel Psychology, 28(4), 563-575.
  • Lunt, N., & Carrera, P. (2010). MT: assessing the evidence on treatment abroad. Maturitas, 66(1), 27-32.
  • Lunt, N., Horsfall, D., & Hanefeld, J. (Eds.). (2015). Handbook on MT and Patient Mobility. Cheltenham: Edward Elgar Publishing.
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  • Pekerşen, Y., Gunes, E., & Canöz, F. (2021). Importance-performance analysis of private health facilities serving within the scope of medical tourism: Istanbul example. PASOS Revista de Turismo y Patrimonio Cultural, 19(3), 589-603.
  • Perna, F., Custódio, M. J., & Oliveira, V. (2018). Tourism destination competitiveness: an application model for the south of Portugal versus the Mediterranean region of Spain: COMPETITIVTOUR. Tourism & Management Studies, 14(1), 19-29.
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  • Roy, J., Chatterjee, K., Bandyopadhyay, A., & Kar, S. (2018). Evaluation and selection of MT sites: A rough analytic hierarchy process based multi‐attributive border approximation area comparison approach. Expert Systems, 35(1), 1-19.
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  • Üstün, U., & Uslu, Y. D. (2022). Türkiye’nin sağlık turizminde tercih edilme nedenleri üzerine bir çalışma: Medikal turizm endeksi. Avrupa Bilim ve Teknoloji Dergisi, (33), 344-353.
  • Wang, J. (1999). Fuzzy outranking approach to prioritize design requirements in quality function deployment. International Journal of Production Research, 37(4), 899-916.
  • Wang, X., Li, X. R., Zhen, F., & Zhang, J. (2016). How smart is your tourist attraction?: Measuring tourist preferences of smart tourism attractions via a FCEM-AHP and IPA approach. Tourism Management, 54, 309-320.
  • Wilson, F. R., Pan, W., & Schumsky, D. A. (2012). Recalculation of the critical values for Lawshe’s content validity ratio. Measurement And Evaluation İn Counseling And Development, 45(3), 197-210.
  • Wongkit, M., & Mckercher, B. (2016). Desired attributes of medical treatment and medical service providers: A case study of MT in Thailand. Journal of Travel & Tourism Marketing, 33(1), 14-27.
  • Yazan, T., Şengül, S., & Girgin, A. (2018). Sağlık hizmetleri ve hasta memnuniyeti. Acta Medica Alanya, 2(1), 24-29.
  • Yeşilyurt, S., & Çapraz, C. (2018). A road map for the content validity used in scale development studies. Erzincan Universitesi Egitim Fakultesi Dergisi, 20(1), 251-264.
  • Zehrer, A., Smeral, E., & Hallmann, K. (2017). Destination competitiveness-A comparison of subjective and objective indicators for winter sports areas. Journal of Travel Research, 56(1), 55-66.
  • Zhang, W., Qin, Z., & Tang, J. (2022). Economic benefit analysis of MT industry based on Markov model. Journal of Mathematics, 2022, 1-9.
  • Zhou, Y., Maumbe, K., Deng, J., & Selin, S. W. (2015). Resource-based destination competitiveness evaluation using a hybrid analytic hierarchy process (AHP): The case study of West Virginia. Tourism Management Perspectives, 15, 72-80.
  • Zolfagharian, M., Rajamma, R. K., Naderi, I., & Torkzadeh, S. (2018). Determinants of MT destination selection process. Journal of Hospitality Marketing & Management, 27 (7), 775-794.

确定医疗旅游的目的地竞争力: 基于AHP-QFD框架的研究

Year 2023, Volume: 8 Issue: 2, 141 - 157, 15.12.2023
https://doi.org/10.31822/jomat.2023-8-2-141

Abstract

本研究调查了阿兰雅这个土耳其医疗旅游目的地的竞争力,并利用分析层次过程和质量功能部署确定了适当的战略。从医疗旅游专家那里收集数据,以获得对影响医疗旅游竞争力的因素的管理洞察力。调查结果显示,医疗旅游者主要关注医疗因素,如医生的能力和治疗质量。加强竞争力的主要策略是建立无医疗区,增加经认证的医疗机构的数量,并鼓励医生参与学术研究和持续培训。对于有兴趣评估医疗旅游目的地竞争力的研究人员,该研究提出了每个目的地应考虑的一般决定因素。此外,研究结果表明,每个医疗旅游目的地在制定其营销战略时都应关注其自身的医疗旅游竞争力的决定因素。最后,它表明分析层次过程和质量功能部署方法可以成功地应用于实现目的地竞争力和战略规划,并具有内容有效性和重要性绩效分析。



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  • Perna, F., Custódio, M. J., & Oliveira, V. (2018). Tourism destination competitiveness: an application model for the south of Portugal versus the Mediterranean region of Spain: COMPETITIVTOUR. Tourism & Management Studies, 14(1), 19-29.
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  • Sayın, K. Ş., Yeğinboy, E. Y., & Yüksel, İ. (2017). Türkiye’de medikal turizm uygulamaları: bir üniversite ve İzmir sağlık serbest bölgesi değerlendirmesi. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, 32(2), 289-313.
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  • Üstün, U., & Uslu, Y. D. (2022). Türkiye’nin sağlık turizminde tercih edilme nedenleri üzerine bir çalışma: Medikal turizm endeksi. Avrupa Bilim ve Teknoloji Dergisi, (33), 344-353.
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  • Wilson, F. R., Pan, W., & Schumsky, D. A. (2012). Recalculation of the critical values for Lawshe’s content validity ratio. Measurement And Evaluation İn Counseling And Development, 45(3), 197-210.
  • Wongkit, M., & Mckercher, B. (2016). Desired attributes of medical treatment and medical service providers: A case study of MT in Thailand. Journal of Travel & Tourism Marketing, 33(1), 14-27.
  • Yazan, T., Şengül, S., & Girgin, A. (2018). Sağlık hizmetleri ve hasta memnuniyeti. Acta Medica Alanya, 2(1), 24-29.
  • Yeşilyurt, S., & Çapraz, C. (2018). A road map for the content validity used in scale development studies. Erzincan Universitesi Egitim Fakultesi Dergisi, 20(1), 251-264.
  • Zehrer, A., Smeral, E., & Hallmann, K. (2017). Destination competitiveness-A comparison of subjective and objective indicators for winter sports areas. Journal of Travel Research, 56(1), 55-66.
  • Zhang, W., Qin, Z., & Tang, J. (2022). Economic benefit analysis of MT industry based on Markov model. Journal of Mathematics, 2022, 1-9.
  • Zhou, Y., Maumbe, K., Deng, J., & Selin, S. W. (2015). Resource-based destination competitiveness evaluation using a hybrid analytic hierarchy process (AHP): The case study of West Virginia. Tourism Management Perspectives, 15, 72-80.
  • Zolfagharian, M., Rajamma, R. K., Naderi, I., & Torkzadeh, S. (2018). Determinants of MT destination selection process. Journal of Hospitality Marketing & Management, 27 (7), 775-794.
There are 90 citations in total.

Details

Primary Language English
Subjects Tourism (Other)
Journal Section Contents
Authors

Vildan Yilmaz 0000-0001-8211-7082

Ebru Güneren 0000-0003-2669-4402

Early Pub Date June 19, 2023
Publication Date December 15, 2023
Published in Issue Year 2023 Volume: 8 Issue: 2

Cite

APA Yilmaz, V., & Güneren, E. (2023). Determining destination competitiveness in medical tourism: A study based on AHP-QFD framework. Journal of Multidisciplinary Academic Tourism, 8(2), 141-157. https://doi.org/10.31822/jomat.2023-8-2-141



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