The image and branding in health tourism of Turkey: Heybeliada, "Health Island" model

The purpose of this qualitative research is to emphasize the geographical structure, vegetation, accessibility, potential of curative and rehabilitative features of present health saving natural resources of Heybeliada as one of the Prince Islands in Istanbul province. In this study, Heybeliada having inertial potential with many different tourism alternatives such as ecological, faith, sports, thermal, education and culture tourism, is evaluated within the framework supporting the health tourism considering the benefits provided to regional and country economy. In the scope of qualitative research, Focus Group Meetings were held and Heybeliada's history of health practices, Heybeliada Sanatorium's activities in the island life, the reasons for the closure of the sanatorium, changes in island life after the closure of the sanatorium, the current island life problems were established. In order to transform the health tourism potential resources of the region such as medical, disabled, the third age tourism to productivity and the things to be done in the short term is evaluated by interpreting the focus group arguments and suggested proposals considering the aid of added value provided by the health tourism in Heybeliada in terms of economy, health, education, and tourism. As a result of this study, in the scope of qualitative research in this pioneering thesis, leading to be a new image and brand in the health tourism of our country, It is intended to contribute Heybeliada, using its rich resources, and the health coming from its nature, in health tourism, and creating worldwide brand in Turkey "Health Island".