A systematic literature review on the role of Customer Relationship Management (CRM) in health tourism

In today's global healthcare system, the rapidly growing health tourism sector holds not only economic but also strategic importance for countries. Especially with technological advancements and the expansion of transportation and communication opportunities, cross-border access to healthcare services has become easier. Consequently, individuals have started to seek healthcare services in different countries that are high in quality, fast, and cost-effective. This situation has compelled institutions and organizations operating in the field of health tourism to develop a patient-centered, personalized, and sustainable service approach. At this point, Customer Relationship Management (CRM) practices have become a critical strategic tool for health tourism. By accurately analyzing the needs of potential and existing patients, providing them with tailored services, and building long-term relationships, CRM enhances both patient satisfaction and the competitive strength of institutions. Within this multidimensional structure—where healthcare delivery converges with tourism—CRM does not only ensure post-service satisfaction but also plays a vital role in patient loyalty, word-of-mouth marketing, and digital visibility. This master's thesis examines the importance and impact of CRM practices in health tourism from a holistic perspective. The study employs the systematic literature review method, analyzing selected academic publications in detail. Through this approach, the intensity, trends, key concepts, and author-network relationships of the scientific studies conducted at the intersection of health tourism and customer relationship management are revealed. Based on the findings, evaluations are made regarding how CRM is positioned in the field of health tourism and what future directions may come to the fore. Keywords: Health Tourism, CRM, Customer Relationship Management, Lead Generation