MEDICAL TOURISM MARKET AND INTER-STAKEHOLDERS’ RELATIONS IN TURKEY: A COMPARATIVE INVESTIGATION FROM REVERSE INNOVATION AND DESTINATION GOVERNANCE VIEWPOINT

This study aims to analyze inter-stakeholders’ interactions, destination governance, reverse innovation and the tasks of central government within Turkish medical tourism market. The investigation’s objective is to shed lights on scientists and practitioners regarding to what extent medical tourism is affected by stakeholders. Likewise, the originality of this investigation is that this study is the first attempt that links up reverse innovation and stakeholder approach as a holistic strategy and competitive advantage tool in medical tourism. The statistical evidences of Turkey also support the fact that the incline of medical tourism incomes and benefits is tightly bound on key inter-stakeholders’ collaborations, marketing tools, specific strategies, effective governance mechanism and cooperation with civil society organizations. This study is a thematic case that comprises particular research fields and formulates advanced arguments that are embedded in enriched relevant literature review and the highlights of the 7th International Health Tourism Congress.