LOCAL TOURS IN ACHIEVING COMPETITIVE SUPERIORITY IN MEDICAL TOURISM: THE CASE OF AKSARAY

The main purpose of this research is to examine the importance of local tours in order to gain competitive advantage in the medical tourism sector. Medical tourism is a sector that involves patients who have difficult access to health services or who face high costs, traveling across international borders for the purpose of receiving health care. Medical tourists generally prefer destinations that offer quality health services, affordable prices, specialist doctors and modern facilities. Local tours are package tours that offer medical tourists local culture, natural beauties, traditional tastes and other touristic experiences. Such tours enrich the medical tourism experience and provide tourists with an unforgettable holiday experience. This study was carried out to test the hypothesis that competitiveness in medical tourism can be achieved through local tours. At the same time, it aimed to answer the question of whether Aksaray province is adequately equipped as a medical tourism destination. In-depth interview technique, one of the qualitative research methods, was used in the data collection process. The research was carried out on the entire Aksaray province universe and the interviews were held in Aksaray province center. Data were collected in April 2019. Within the scope of the study, interviews were held with Aksaray University officials, Aksaray Training and Research Hospital officials, Aksaray Chamber of Commerce and Industry, Aksaray Provincial Tourism Directorate, Aksaray Provincial Health Directorate, representatives of private hospitals throughout the province and travel agencies with a total of 20 participants. Interviews were conducted in the form of one-on-one interviews lasting approximately 45 minutes. 55% of the participants are represented by public institutions and organizations, 40% by private institutions and organizations and 5% by non-governmental organizations. According to the data obtained, it was concluded that Aksaray province has health tourism potential and local tours are an attractive option in medical tourism. Aksaray's tourism potential is supported by its historical and cultural elements. However, the lack of development of medical tourism is due to reasons such as lack of projects, unconsciousness, lack of investment and funding. Aksaray has the equipment that can provide competitive power in the field of medical tourism and is suitable for development. Aksaray's tourism potential needs to be integrated with health tourism, coordination among stakeholders and a strategic plan should be created. It is obvious that Aksaray will develop more economically and socially if it fully utilizes its potential in the field of medical tourism.