The effect of competitive strategies on health performance of health organizations providing medical tourism services (Case of İstanbul)

The aim of this study is to determine the effect of the competitive strategies applied by the health institutions providing services in the field of medical tourism to the performance of health institutions. The research is approavhed within ithe context of generic strategies developed by Porter. Within the scope of the research, 102 health institution in Istanbul was determined as the sample of the research. In the selection of the sample of the study, convenience sampling method that is Random sampling species was used. The data obtained from the questionnaires presented to the managers of health institutions were analyzed with SPSS 22 package program. In the research, factor analysis, reliability analysis, frequencies, difference tests, correlation analysis and regression analysis were performed. As a result of the research, differentiation strategy has a very low and positive effect on performance. It was concluded that the focus strategy and cost leadership strategy has no impact on performance. In order to make sense of the analysis results, data were collected again through the interview technique. Themes and codes were created by content analysis. Then, the interviews were interpreted via codes. As a result, the results obtained in the quantitative part of the study were confirmed in the quantitative part of the study. The study differs from similar studies in terms of using qualitative and quantitative techniques in terms of verifying the results obtained from quantitative research with qualitative research.