Health tourism and boutique hotels: A study on social media usage in boutique hotels in Istanbul region

In this thesis study, it is aimed to examine the social media use of boutique hotels in the Istanbul region in the context of health tourism. Health tourism involves individuals traveling to another country to benefit from health services, and in recent years this field has shown significant growth in the global health sector. Boutique hotels, on the other hand, are generally small-scale hotels that offer personalized service and provide a unique accommodation experience. In this study, how boutique hotels use social media platforms, the effects of this use on health tourism and customer attraction strategies were investigated. In the study, the prevalence of social media use in boutique hotels in Istanbul, social media strategies and the effects of these strategies in the field of health tourism are discussed in detail. Within the scope of the study, interviews were held with hotel managers and social media managers and supported by open-ended questions to examine the subject in depth. The data obtained reveals the role of social media use in attracting customers and competing in the health tourism market for boutique hotels. This thesis provides guidance for businesses operating in the fields of health tourism and boutique hotel management in developing and implementing social media strategies. Additionally, it contributes to academic literature and allows further research on health tourism and social media use.