A scale development study for market segmentation in health tourism

The main purpose of this research is to determine the Effect of Market Segmentation and Target Market Selection in Health Tourism. In the study where quantitative research method was used, data were collected via online survey method (the number of data taken into evaluation was 425). The universe of the research consists of hospital/agency managers and owners/partners with international health tourism authorization certificates operating in Turkey. Descriptive statistics, difference tests, explanatory factor analysis, path analysis techniques were used in the research. IBM SPSS 23 and AMOS package programs were used in the analysis of the data. A scale development study was conducted in the research. Market Segmentation and Target Market Selection Attitudes Scale in Health Tourism has been developed and the scale is divided into five factors: Destination Selection, Strategic Planning, Social Characteristics of Patients, Occupancy Rate and Personality Characteristics of Patients. The study demonstrates the continuity of the market segmentation strategy and target market separation process in the marketing of existing goods or services. As a result of the research, a hospital/agency that can use market segmentation and target market selection practices and methods well has an advantage in seeing opportunities compared to its competitors. Market segmentation enables hospitals/agencies to see their future. It contributes to the preparation, implementation and success of forecasting and budget studies. It is easy to determine the promotional efforts to be implemented for each target market segment.