The effect of customer satisfaction on electronic word of mouth marketing (E-wom) and revisit intention in health tourism; research on domestic and foreign medical tourists in Kuşadası

The effect of customer satisfaction on Electronic word of mouth marketing (E-WOM) and revisit intention in Health Tourism; Research on domestic and foreign medical tourists in Kuşadası. Kutay Sarayköylü, N. Aydın Adnan Menderes University, Department of Health Sciences Institute, Health Tourism Programme, Master Thesis, Aydın, 2023. Purpose: This study was conducted to observe the Effect of Customer Satisfaction on Electronic Word of mouth Marketing (E-Wom) and the Intention to Revisit in Health Tourism. As a sub-purpose of the research is to investigate whether there is a relationship between the satisfaction levels of health tourists according to their demographic characteristics, and the effect of Electronic Word of mouth Marketing (E-Wom) and the Intention to Revisit. Materials and Methods: In this study Relational survey model, which is one of the quantitative research methods, was used. As a data collection technique, questionnaire was used. The data were obtained from 484 domestic and foreign health tourists, who visited Kuşadası for the purpose of health tourism, through questionnaires made in the January-April period and were analyzed. Findings : 484 tourists from 31 different countries participated in the research. As a result of the Mann-Whitney U test, it was determined that Customer Satisfaction, Electronic Word of mouth Marketing (E-Wom) and Revisit Intent in Health Tourism were higher compared to men and women participating in the research (P<0.05). Results: As a result of the research, the effect of customer satisfaction on Electronic word of mouth marketing (E-WOM) and the intention to revisit in Health Tourism has been revealed. According to the survey research, Turkey has a well-educated workforce in the healthcare sector. A health tourist can easily find answers to every question in his mind. In addition, before and after the operation, doctors and nurses provide sufficient information to medical tourists to keep them in good spirits. Medical tourism will continue to grow rapidly if people's attention increases in their health, health services become more competitive, and the cost differential continues to be a major factor. Keywords: Health tourism, customer satisfaction, e-WOM, revisit intention.