Examination of digital marketing channels of intermediary organizations with health tourism authorization certificates in Turkiye: The Alanya example

Health Tourism continues to be the center of attention and generate income for the country with its increasing popularity every passing day. Health tourists also tend to move towards countries and businesses that promote themselves well with this increasing popularity. Digital marketing channels of institutions gain great importance in terms of promotion. The aim of this study is to show the importance of digital marketing by examining the digital marketing channels of agencies with Health Tourism Authorization Certificates. In this study, the websites and social media channels of a total of 9 agencies with Health Tourism Authorization Certificates in Alanya were investigated using content analysis method. The review of intermediary institutions' websites was conducted between September 22 and October 10, 2024. The importance of this study is to show the effect of digital marketing channels. As a result of the literature review and content analysis, the number of agencies that participated in the research that actively use social media is low. The level of international accessibility for health tourism is insufficient. Keywords: Health Tourism, Digital Marketing Channels, Social Media, Website, Alanya.