In organizations with health tourism authorization certificates the analysis of dijital marketing channels and evaluation of managers views

Health tourism has become a rapidly growing sector that significantly contributes to the economic development of countries worldwide. With the ongoing process of digitalization, digital marketing has emerged as a strategic tool in the promotion of services, enhancement of brand awareness, and access to target audiences within the health tourism industry. The main purpose of this study is to examine the digital marketing activities of travel agencies authorized by the Ministry of Health for health tourism and to reveal the opinions of managers regarding these processes. The study was conducted with ten accredited travel agencies operating in Antalya, an important destination for health tourism. Based on a qualitative research design, the study evaluated the agencies' websites and social media accounts through content analysis and conducted semi-structured interviews with managers. The findings indicate that when applied correctly and professionally, digital marketing offers a low-cost, measurable, and interaction-oriented structure; however, factors such as lack of technical infrastructure, insufficient professional staff, and intense competition prevent this potential from being fully realized. In particular, the increase in unprofessional digital initiatives observed in the Antalya case highlights concerns about the reliability and sustainability of health tourism services. The study contributes to the literature by demonstrating that digital marketing is not merely a promotional tool in the health tourism sector but also a strategic element that influences corporate competitiveness.