Use of Media (Traditional/Digital) in Promoting Medical and Wellness Tourism

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dc.contributor.authorKop, Aysegul Eda
dc.date.accessioned2025-03-23T19:16:32Z
dc.date.available2025-03-23T19:16:32Z
dc.date.issued2024
dc.departmentSinop Üniversitesi
dc.description.abstractThe increasing interest in traveling for medical and wellness reasons opened new opportunities in the tourism industry in medical and wellness tourism. The service industry, including tourism, is developed more in some countries that invest in providing medical and wellness solutions and prepare special marketing offers to attract customers. The combination of technology, infrastructure, service provided by experienced staff, geographical location, and cultural assets of the countries make them attractive destinations popular with medical and wellness tourism worldwide. For that, they use traditional and digital marketing tools such as email, social media, and so on. However, neither traditional marketing nor digital marketing usage alone will be beneficial. Therefore, tourism companies are better able to integrate both online and offline marketing strategies for a more efficient marketing plan and to reach broader consumer segments. The importance of this chapter is to outline the combination of online and offline marketing tools that are used for medical and wellness tourism. This chapter starts with explanations and background information about medical and wellness tourism. Then, the following section discusses how medical and wellness tourists decide on medical and wellness treatments. Next, the influence of online and offline marketing tools and social media, specifically Word-of-Mouth (WOM), is explained. Finally, a conclusion is used to summarize the overall chapter. © Springer Nature Singapore Pte Ltd 2024.
dc.identifier.doi10.1007/978-981-97-4318-6_53
dc.identifier.endpage813
dc.identifier.issn2197-1951
dc.identifier.scopus2-s2.0-85205353552
dc.identifier.scopusqualityQ3
dc.identifier.startpage793
dc.identifier.urihttps://doi.org/10.1007/978-981-97-4318-6_53
dc.identifier.urihttps://hdl.handle.net/11486/4111
dc.identifier.volumePart F3475
dc.indekslendigikaynakScopus
dc.institutionauthorKop, Aysegul Eda
dc.language.isoen
dc.publisherSpringer Nature
dc.relation.ispartofSpringer International Handbooks of Education
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20250323
dc.subjectDigital marketing
dc.subjectHealth tourism
dc.subjectIntegrated marketing communication
dc.subjectMedical and wellness tourism
dc.subjectMedical tourism
dc.subjectSocial media marketing and media planning
dc.subjectTourism marketing
dc.subjectWellness tourism
dc.titleUse of Media (Traditional/Digital) in Promoting Medical and Wellness Tourism
dc.typeBook Part

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