Abstract:

Within the scope of the research, it is aimed to reveal the SWOT analysis for examining thermal tourism potential in Akyazı in terms of health and tourism management, marketing approach and sustainability. For this purpose, face-to-face interviews were held with local governments and business officials as health tourism stakeholders. The interviews, which were completed with participation of 10 stakeholders, lasted an average of one hour.The collected data were evaluated with SWOT analysis sub-dimensions and based on these, various strategic suggestions were presented to reveal and develop the thermal health tourism potential of the district. According to the results of the research, Akyazı's natural beauties, thermal water resources and easy transportation are among its strengths in terms of thermal health tourism. Among its weaknesses, the lack of city promotion and social activity areas are shown. The fact that sector investments are mostly directed to big cities is among the environmental threats. The aging of the world population and the fact that health tourism services are within the scope of SSI (Social Security Institution) are also considered as opportunities to support the development of Akyazı health tourism.

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