Investigation of motivational behaviors and economic preferences of health tourists within the scope of medical tourism in Alanya

This study aims to examine the motivational behaviors and economic preferences of health tourists within the scope of health tourism, focusing on the case of medical tourism in Alanya. Initially, the general concepts, types, and global significance of health tourism were presented, and a literature review of the field was conducted. Subsequently, the study investigated which factors influence health tourists within the medical tourism segment, what types of services they prefer, and which economic elements they prioritize. In this context, Alanya's potential in the field of medical tourism was assessed, and a profile of the current situation in the region was drawn. A quantitative research design was adopted in the study, and data were collected through surveys conducted with 92 health tourists. The findings indicate that tourists' motivational approaches are shaped by factors such as service quality, treatment costs, destination image, and ease of accessibility. Moreover, in their economic preferences, they were found to value the balance between price and quality, flexible payment options, and the cost-effectiveness of additional tourist activities offered in the destination. In conclusion, Alanya has strong growth potential in the field of medical tourism; however, it is recommended to implement strategic steps to make effective use of this potential. These steps include improving service quality, strengthening international promotion of the destination, and expanding supportive services for patients and their companions. This study provides guiding information for both tourism sector stakeholders and policymakers aiming to develop medical tourism in Alanya.