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

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  1. 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. 1 TTRA European Chapter Conference, 1-3 September, 2010, Budapest
  2. 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 2
  3. 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) 3
  4. 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). 4
  5. 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) 5
  6. 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) 6
  7. 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) 7
  8. 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). 8
  9. 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) 9
  10. 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. 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. 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. 12
  13. 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. 13
  14. 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. 14
  15. 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. 15
  16. 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. 16
  17. 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. 17
  18. 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. 18
  19. 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. 19
  20. 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. 20
  21. 21. REFERENCESREFERENCES  Caribbean Export Development Agency (2008). Health & Wellness Tourism: Ten Strategıes For Success WıthınThe Carıbbean Sıngle Market & Economy (Csme),Available at: , 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 21
  22. 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. • Smith M. & Puczko L. (2009). Health and Wellness Tourism, Butterworth- Heinemann. • Tribe J. (2010). Strategy for Tourism, Goodfellow Publishers Limited. • TUSIAD- DEIK (2009).“The Economic Dimension and Other Effects of Medical Tourism inTerms of Turkey”,TUSIAD_ DEIK HealthTourism Report, Health Tourism Journal, Sa lık Turizmini Geliştirme Derne i, 2(8):32.ğ ğ • Ülker smet (1994), Sa lık Turizmi: Kaynaklar, Planlama,Tanıtım,T.C.Turizmİ ğ Bakanlı ı,Yorum Matbaası,Ankara.ğ • Voigt c., J. Laing, M.Wray, G.Brown, G. Howat, B.Weiler and R.Trembath (2010). HealthTourism in Australia: Supply, Demand and Opportunities, CRC for Sustainable Tourism Pty Ltd. • Yıldırım Özlem (2005),Termal Turizm şletmelerinde Müşteri Sadakati ve Birİ Araştırma,YayınlanmamışYüksek Lisans Tezi,T.C. Balikesir Üniversitesi, Sosyal Bilimler Enstitüsü,Turizm şletmecili i ve Otelcilik Ana Bilim Dalı, Balıkesir.İ ğ • Zoref M. (2006), Philippines Sector Report HealthTourism Industry, Swiss Business Hub ASEAN. 22