Medical tourism destination image scale: Conceptualization and experimental validity

In the research, it was aimed to develop the medical tourism destination image scale as the main objective and to determine the effect of the developed scale on destination trust. For this purpose, health tourism, medical tourism, image, destination image and medical tourism destination image literature were examined. Thus, the creation of the conceptual dimension of the study was completed. Quantitative research method was preferred as the method in the research part of the study. Questionnaire method was used as data collection technique within the scope of quantitative research. It was decided to apply the survey method to medical tourists who have received medical treatment at least once in Antalya as the universe. As a sample, the criteria for medical tourists to have certain characteristics (such as not residing in Turkey, having received medical treatment at least once in Antalya, being a foreign national, being over the age of 18) were set, and therefore the use of purposeful sampling method was appropriate. seen. Questionnaire forms were applied to medical tourists face to face. The questionnaire, which was prepared only in English, was applied to medical tourists who met the criteria in the center of Antalya between 29 March 2021 - 24 September 2021 and 649 people were reached. It was determined that 15 of the collected data had missing data and 634 questionnaire forms were accepted as valid for use in the study. First of all, validity and reliability analyzes were performed on the data set, and then explanatory and confirmatory factor analysis was applied. As a result of the analyzes, the aim of developing a 16-item and 5-factor medical tourism destination image scale has been achieved. Developing scale dimensions; quality of doctors and hospitals (DHN), treatment diversity, quality and insurance (TKS), ease of travel and security (SKG) and communication (ILS). After the dimensions were determined, it was concluded that the image of the medical tourism destination has a significant and positive effect (β =.678, p < 0.05) on the destination trust.