TTRA European Chapter Conference, 1-3 September, 2010, Budapest

1. HEALTHHEALTH TOURISM IN IZMIR:TOURISM IN IZMIR:
POTENTIAL,POTENTIAL, STRATEGIESSTRATEGIES
ANDAND SUGGESTIONSSUGGESTIONS
 Ige PIRNAR,
Yasar University, FEAS, Prof. Dr.
 Onur ICOZ,
Yasar University, FEAS, Research Asst.
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TTRA European Chapter Conference, 1-3 September,
2010, Budapest

2. Health Tourism in GeneralHealth Tourism in General
Health tourism has a huge target potential
with an annual 20% - 30% increase rate (even
during crisis times) since it covers a huge
market with various needs including:
◦ visitors with health problems,
◦ visitors who are looking for medical /thermal or
wellness/ spa treatments and,
◦ visitors who are trying to preserve and promote
their wellness and fitness
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3. The global health tourism industryThe global health tourism industry
Revenues make up to
US$40 billion 2005,
US$60 billion in 2006
projected to grow at US$ 100 billion in
2012 and
US$ 188 billion in 2013 according to
different resources (Zoref, 2006; Herrick,
2007:1)
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4. The growth is due toThe growth is due to
aging populations,
high cost of medical services,
shortage of health care professionals and
long waiting periods in developed countries,
improved medical technology / treatment
methods specific to some countries
competitive healthcare prices,
possibility of rest & relaxation in exotic
destinations in developing countries (travel
as a package).
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5. Health tourism definitionHealth tourism definitionss
“any kind of travel to make yourself or a
member of your family healthier” (Erfurt-
Cooper & Cooper’s, 009:6)
“products and services made accessible to
people travelling from their place of
residence for health reasons’’ (Caribbean
Export Development Agency, 2008)
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6. Various HealthTourism SegmentsVarious HealthTourism Segments
1. medical tourism;
2. wellness and spas;
3. nursing and elderly care; and
4. research and diagnostic services
(Caribbean Export Development Agency,
2008)
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7. Various HealthTourism SegmentsVarious HealthTourism Segments
1. Medical Tourism
2. Dental Tourism
3. Spa (and Thalassotherapy) Tourism
4. Wellness and Fitness Tourism
5. Sports Tourism
6. Culinary Tourism
7. Accessible Tourism
8. Assisted Residential Tourism
(HT8 or Health Tourism 8 & Constantinides,2009:13)
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8. SomeSome ooff tthehe IIndividual Expectationsndividual Expectations
of Health Touristsof Health Tourists
1) the customer looks for less costly treatment
/ procedure than his/her own country,
2) maybe embarrassed to get surgery at home
(eg. wants to keep it secret that he/she had
cosmetic surgery)
3) may want privacy during treatment and
recovery processes,
4) may look for high standards and level of
quality which is unaffordable at home
(Edelheit, 2009).
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9. Some of the variousSome of the various basic expectationsbasic expectations
ofof health and wellness touristshealth and wellness tourists
 Hygienic environment
 Standardization and quality of the services
 Range of services
 Highly qualified staff ( trained technically as well as in soft skills)
 Value proposition
 Customization
 Service provided within the insurance coverage
 Stability for long periods
 Connectivity
 Availability of different touristic attractions
 Alternative tourism products
 International standard certification
 Low cost / Price advantage
 Extraordinary and unique surgery or treatment methods.
(Kaur, 2007:421;Yıldırım, 2005; Pırnar, 2007:35-38)
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10. Competitive Advantage: PriceCompetitive Advantage: Price
The prices of the health tourism products do vary a
lot from region to region and from one country to
another, which creates a very important differential
advantage for the health tourism marketing
countries.
Next Table gives an example of this situation taken
from the resources:
TUSIAD- DEIK (2009).“The Economic Dimension
and Other Effects of Medical Tourism in Terms of
Turkey”,
TUSIAD_ DEIK Health Tourism Report, Health
Tourism Journal, Sa lık Turizmini Geliştirme Derne i,ğ ğ
2(8):32. (Medical Tourism: Global Competition in
Health Care”, Devon M. Herrick – National Center
for Policy Analysis **: Quoted from TAIK). 10

11. 11
Distribution of medical serviceDistribution of medical service
fees according to countries($)fees according to countries($)
USA
Paid by
Patient
USA
Insurance
Turkey** India Thailand Singapore
Angio $ 98,618 $ 44,268 $ 3,500 $ 11,000 $ 13,000 $ 13,000
Bypass $ 210,842 $ 94,277 $ 12,000 $ 10,000 $ 12,000 $ 20,000
Cardiac
valve
surgery
$ 274,395 $122,969 $ 12,000 $ 9,500 $ 10,500 $ 13,000
Hip surgery $ 75,399 $ 31,485 $ 13,000 $ 9,000 $ 12,000 $ 12,000
Knee
surgery
$ 69,991 $ 30,358 $ 15,000 $ 8,500 $ 10,000 $ 13,000
Spine $ 108,127 $ 43,576 $ 15,000 $ 5,500 $ 7,000 $ 9,000
Mastectomy $ 40,832 $ 16,833 $ 9,000 $ 7,500 $ 9,000 $ 12,400

12.
HEALTHTOURISM IN IZMIRHEALTHTOURISM IN IZMIR
Izmir is the third biggest city in Turkey and
has all the necessary segments and sub-
segments of a health tourism cluster may
need.
Thus, when Izmir was a candidate for
EXPO 2015 the theme selected was
“health” since this theme is very suitable
with what the city can offer.
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13. Why Izmir for Health TourismWhy Izmir for Health Tourism
The Ministry of Culture and Tourism
announced 4 Culture and Tourism Protection
and Developing Regions and in two of them
Izmir exists as follows:
1. Izmir Dikili: Thermal Culture and Tourism
Protection and Developing Regions,
2. Izmir - Bergama - Allanoi - Manisa Soma :
Thermal Culture and Tourism Protection and
Developing Region.
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14. METHODOLOGYMETHODOLOGY
In this study, qualitative research is
conducted and the interview technique is
preferred.
The interview questions were open ended
and structured and interviews were held
face to face
The population of the study consisted of 22
people who are experts of both Izmir city’s
health tourism potential, medical aspects
and tourism industry.
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15. The data gathered was analyzed and a
SWOT analysis table was derived .
As an addition to SWOT Analysis table
prepared, S/O,W/O, S/T and W/T
strategies were also derived and added
adjunct to the analysis table.
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16. FINDINGS & CONCLUSIONFINDINGS & CONCLUSION
The findings show that health tourism is a
very suitable tourism sub sector for Izmir
since all respondents mentioned so.
There seems to be huge potential since
Izmir has very strong points like:
◦ unique and curable thermal resources,
◦ already established health tourism centers,
◦ proper climate that is suitable all year long,
◦ unique geography and heritage resources,
◦ base for clustering in health tourism and
appropriate infrastructure.
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17. Most of the interviewees mentioned that the
potential is not utilized fully. The reasons were
stated as;
The framework of health tourism in Izmir is very
narrowly defined
Most of the existing hotels are not designed specific
to health tourism standards and requirements
There is a lack of coordination among responsible
bodies
There is a need for common policy regarding the
health tourism
Izmir needs proper positioning, imaging and
branding for health tourism.
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18. Many respondents suggested strategies to
match these strengths with opportunities.
Some were quite creative strategies which
may show an initial path for the suppliers.
S/T strategies were found to be especially
useful in today’s period of economic crisis.
The findings indicated that coordination of
related groups, planning, targeted promotion
and local interest are very important for the
development of health tourism in Izmir.
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19. Some of the weak points mentioned were;
◦ lack of focus on planning issues,
◦ lack of standardization,
◦ inappropriate promotion and marketing
strategies and
◦ limited bed capacity and lack of health tourism
specific designed hotels.
Professional and centralized marketing and
managing of the issue were identified as
vulnerable points where a special focus of
attention should be given to.
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20. W/O strategies were found to be
especially useful for this process.
 It was indicated that thus there is a huge
potential for the development of health
tourism in Izmir, the resources are not
fully utilized and with the application of
proper strategies and measures, it may
become one of the most important
health tourism destinations in the global
market.
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21. REFERENCESREFERENCES
 Caribbean Export Development Agency (2008). Health & Wellness Tourism:
Ten Strategıes For Success WıthınThe Carıbbean Sıngle Market &
Economy (Csme),Available at:
http://www.onecaribbean.org/content/files/10StrategySeriesHWFINALCbbnExp
, accessed at: 10th oh June 2010.
 Constantinides C. (2009).“Congress Report”, Health Tourism Journal,
Sa lık Turizmini Geliştirme Derne i, 2(8):13.ğ ğ
 Edelheit J. (2009).“Opportunities in Medical Tourism & Understanding the
US Marketplace”, Service Summit, Guatemala City 10- 12 September 2009.
 Erfurt-Cooper P.and M. Cooper (2009) , Health and WellnessTourism:
Spas and Hot Springs, ChannelView Publications
 Gürkan Günay Çetin, Musa Albayrak ve Emel Gönenç Güler (2007),
“TurizmdeYeni Trend: Medikal Turizm”, I. Ulusal Türkiye Turizmi Kongresi,
07-08.Eylül.2007,T.C. Sakarya Üniversitesi, Kongre Bildiri Kitabı, Detay
Yayıncılık,Ankara.
 Kaur J., Sundar. H. G., Vaidya D. and Bhargava S. (2007).” HealthTourism in
India Growth and Opportunities”, International Marketing Conference on
Marketing & Society, 8-10 April, 2007, IIMK
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22. REFERENCESREFERENCES
 Pirnar ge,“Sa lık Turizmi, Özellikleri ve zmir çin Potansiyel”V. Ulusal Turizmİ ğ İ İ
Sempozyumu: EXPO 2015 çin Bir Işık: Sa lık Turizmi, Dokuz Eylül Üniversitesi-İ ğ
B MER, 25-26 Ekim 2007, zmir, Bildiriler Kitabı: 31-41, Beta BasınYayım Da ıtımİ İ ğ
AŞ.
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Tourism inTerms of Turkey”,TUSIAD_ DEIK HealthTourism Report, Health
Tourism Journal, Sa lık Turizmini Geliştirme Derne i, 2(8):32.ğ ğ
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Bakanlı ı,Yorum Matbaası,Ankara.ğ
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HealthTourism in Australia: Supply, Demand and Opportunities, CRC for
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Araştırma,YayınlanmamışYüksek Lisans Tezi,T.C. Balikesir Üniversitesi, Sosyal
Bilimler Enstitüsü,Turizm şletmecili i ve Otelcilik Ana Bilim Dalı, Balıkesir.İ ğ
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Business Hub ASEAN. 22