Branding in Health Tourism: a Strategic Business Model Proposal for Countries


The phenomenon of health tourism has begun to play a major role in societies’ social life, economic development, and integration with the world. Health tourism involves a wide range of products and destinations and is becoming an area that many public and private stakeholders participate in at the international, national, regional, and local levels. Countries and other interested actors compete with each other to attract potential health tourists. To have a considerable share and to become a sustainable actor in this competitive environment, countries must create a competitive identity and continuously develop and sustain this identity. This identity can be accomplished via branding.

Our distinguished author Prof. Hasan Hüseyin Yıldırım deals with two main issues in this book. Firstly he proposes a “Health Tourism Branding Model” that can be used by countries. Secondly he exemplifies the Turkish case designed based on the proposed model.

He strongly believe that countries should shape the organization and strategy of their health tourism in the framework of the proposed business model with a strategic approach and viewpoint.
We believe that our book fills an important gap in its field, and hope that you enjoy it.