Sürdürülebilir Sağlık Turizmi Unsurlarının Sağlık Turistlerinin Davranışsal Niyetleri Üzerine Etkisinde Hizmet Sağlayıcıların Algılanan İmajının Aracılık Rolü
Keywords:
Sürdürülebilir Sağlık Turizmi, Sağlık Turistlerinin Davranışsal Niyetleri, Hizmet Sağlayıcıların Algılanan İmajı, Yapısal Eşitlik ModellemesiAbstract
Bu çalışmanın amacı, sürdürülebilir sağlık turizmi unsurlarının sağlık turistlerinin davranışsal niyetleri üzerine etkisinde hizmet sağlayıcıların algılanan imajının aracılık rolünü tespit etmektir. Araştırmanın evrenini Ankara ilinde faaliyet gösteren sağlık turizmi yetki belgeli üç özel sağlık kuruluşundan sağlık turizmi hizmeti almış olan ve yurtdışında ikamet eden Türk kökenli uluslararası hastalar oluşturmaktadır. Örneklem grubunu ise basit rastgele yöntemle seçilen 378 uluslararası sağlık turisti oluşturmuştur. Araştırma anketlerinin dil eşdeğerliliği yapıldıktan sonra tüm anket formları, farklı ülkelerde ikamet eden Türkiye Cumhuriyeti vatandaşlarına (Almanya, Hollanda ve Romanya’da ikamet eden Türk diasporasına) Türkçe dilinde uygulanmıştır. Bu araştırmanın sonuçları sağlık turizminin sürdürülebilirlik kriterlerinin sağlık turistlerinin davranışsal niyetlerini doğrudan önemli derecede ve pozitif yönde etkilediğini ortaya koymuştur. Bunun yanı sıra bu araştırma ile sağlık turizminin sürdürülebilirlik kriterlerinin, sağlık turistlerinin davranışsal niyetlerini dolaylı olarak (hizmet sağlayıcıların algılanan imajı aracılığıyla) önemli derecede pozitif yönde etkilediği tespit edilmiştir. Dolayısıyla hizmet sağlayıcıların algılanan imajının, sağlık turizminin sürdürülebilirlik kriterleri ile sağlık turistlerinin davranışsal niyetleri arasındaki ilişkiye aracılık ettiği görülmüştür.
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