Determining the Effect of Health Service Quality In Thermal Health Centres on Destination Marketing Image: The Sample of Pamukkale

OpenAlex İngilizce

The purpose of this study is to investigate the effect of health service quality on destination marketing image. The populationof the research are people/patients who receive health services from thermal health centres for treatment in thePamukkale region. The quantitative research method was employed and the data was collected from 390 people by face-toface questionnaire technique. The samples were determined with the convenience sampling method. With the help of theSPSS package program, descriptive statistics, exploratory factor analysis (EFA) and multivariate regression analysistechniques had been conducted to analyse the research data. According to the results of the research, it has been observed that"Assurance" has the highest average among the factors of health service quality. Similarly, it has been observed that the"Emotional Image" variable has the highest average among the destination marketing image factors. It has also beendetermined that health service quality has a statistically significant effect on the destination marketing image. This study waslimited to domestic customers receiving treatment service from thermal health centres in the Pamukkale region, and foreigncustomers were not considered within the scope of the study. The proposed framework and research findings would helpstakeholders to recognize and understand the versatile association in the thermal health tourism industry. Moreover, thefindings of the research will make an important contribution to the knowledge that is compatible with this field, especially forvisitors who prefer thermal health tourism centres. This study on the health treatment centres in the Pamukkale regionevaluates and contributes to the literature and the professionals in the field based on confirmed knowledge obtained via thevalid and reliable scales that had been developed for different cultures and sectors.