Abstract:

The aim of this research is to identify the factors affecting the development of medical tourism in Turkey through the SWOT-AHP method. Furthermore, developing strategies against threats and weaknesses in this area by evaluating the strengths and opportunities of Turkey in the field of medical tourism is another objective of the research. The research has used the SWOT-AHP method to identify the basic and subfactors affecting the development of medical tourism in Turkey. When the results of the study were studied, it was found that the factor with a high weight value in 32 factors is the reasonable price advantage, the patient’s currency income and the contribution to the country’s economy are the factor with a low level of importance. The SWOT-AHP analysis found that strong (48.5%) and weak (17.8%) aspects have the importance of opportunities (15.9%) and threats (17.6%) with the importance of opportunities (15.9%) and threats (17.6%. In Turkey, the medical tourism sector needs to develop policies to eliminate the lack of foreign language. It is necessary to emphasize the promotion and marketing activities for countries with a high probability of preference for therapeutic purposes and to create a medical tourism practice guide that all health institutions can benefit from. Turkey's fair price policy should beined and strategies should be developed to enhance cooperation and communication between insurance companies, travel firms and health institutions.

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