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Competition in Medical Tourism and Consumer Spending: Evidence from Turkey’s Growing Healthcare Market

Author

Listed:
  • Ilhan Sag

    (Medical Tourism Department, Bursa Yuksek Ihtisas Training and Research Hospital, University of Health Sciences, Turkish Ministry of Health, 16140 Nilüfer-Bursa, Türkiye)

  • Ferhat D. Zengul

    (Department of Health Services Administration, School of Health Professions (SHP), University of Alabama at Birmingham (UAB), 1716 9th Avenue South, Birmingham, AL 35233, USA)

  • Robert Weech-Maldonado

    (Department of Health Services Administration, School of Health Professions (SHP), University of Alabama at Birmingham (UAB), 1716 9th Avenue South, Birmingham, AL 35233, USA)

Abstract

As competition intensifies in the global medical tourism industry, countries are increasingly seeking effective marketing strategies to enhance their market share. Developing such strategies requires a comprehensive understanding of the expenditure patterns of medical tourists, particularly in emerging destinations with limited historical involvement in medical tourism. This study aims to examine the expenditure characteristics of medical tourists with respect to treatment type, gender, religion, and country of origin. Empirical data were collected from 288 medical tourists (response rate: 82%) receiving healthcare services in Turkey, an emerging hub for medical tourism. Cross-tabulation analyses and chi-square tests of independence revealed statistically significant differences in expenditures based on the aforementioned characteristics. The findings indicate that, on average, female, non-Muslim tourists from developed countries spent more than their male, Muslim, and developing-country counterparts. Additionally, aesthetic treatments accounted for the highest average expenditures among all treatment types. This study offers valuable insights into the expenditure behavior of medical tourists in Turkey, contributing to the broader understanding of competition in the medical tourism sector. These findings can inform the development of strategic roadmaps and targeted marketing approaches in emerging medical tourism markets.

Suggested Citation

  • Ilhan Sag & Ferhat D. Zengul & Robert Weech-Maldonado, 2025. "Competition in Medical Tourism and Consumer Spending: Evidence from Turkey’s Growing Healthcare Market," Tourism and Hospitality, MDPI, vol. 6(4), pages 1-13, September.
    • Handle: RePEc:gam:jtourh:v:6:y:2025:i:4:p:186-:d:1753398
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    References listed on IDEAS

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    1. Han, Heesup & Hyun, Sunghyup Sean, 2015. "Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness," Tourism Management, Elsevier, vol. 46(C), pages 20-29.
    2. Tricia J. Johnson & Andrew N. Garman, 2015. "Demand for International Medical Travel to the USA," Tourism Economics, , vol. 21(5), pages 1061-1077, October.
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