The effect of perceived value on customer satisfaction and loyalty in health tourism: A research on health tourists

In particular, health tourism, which has become evident in recent years with increasing activity and turned into an economic locomotive, has become a big and important market. Consumer behaviors, which play an important role in such a large global market, should be assessed and candidates in the health tourism market should set a road map. In this study, the effects of the perceived value of health tourism products and services purchased by health tourists on Loyalty through the level of satisfaction realized were investigated. Studies of the health tourists to Turkey, health tourism products related to the perceived value of market research determined the relationship between loyalty and satisfaction through detecting aimed to contribute to the literature. The research in Turkey's health tourism to achieve the set targets in the first degree Aegean Region with the potential of the centers, Bodrum Mugla province center, Dalaman, Fethiye, Marmaris district is made in. The study was carried out in the high season of 2016 by applying a questionnaire which is a quantitative research method to the foreign health tourists who have come to the region and bought health tourism services in public and private health and tourism establishments providing health tourism services. GLOVAL Scale, Satisfaction and Purchase Scales were used in the proposals. Research data were analyzed using SPSS and AMOS statistical package programs. As a result of the research, the values perceived by health tourists were determined and the differences between socio-demographic characteristics were revealed. It has been found that health tourists have a positive effect on the behavioral intentions for the end-purchasing through the high satisfaction level, which is expressed by the perceived value of positive health tourism service after the experience of health tourism service. When literature is examined in the literature, it is mentioned that the studies about the relation between perceived value, satisfaction and behavioral intentions for health tourism service are inadequate. The study area has a unique framework from the point of view in this regard and has sought to contribute to the empirical practice in Turkey on the subject. Muğla has been a preferred health tourism center with respect to the results, and it has been tried to develop suggestions for sector representatives, central health and tourism authorities and also for the academic field. KEYWORDS: Health Tourism, Tourism Marketing, Perceived Value, Satisfaction, Purchasing Behavior.