Research Information System
24. Ulusal Turizm Kongresi, Kastamonu, Turkey, 19 September 2024, vol.1, no.0, pp.35-41, (Full Text)
DETERMINING THE RELATIONSHIP BETWEEN DIGITAL BUSINESS MODEL STRUCTURING IN HEALTH TOURISM AND EFFECTIVE CONTENT CREATION IN DIGITAL MARKETING
ABSTRACT
Health tourism, encompassing health-focused travel, includes preventive, therapeutic, and rehabilitative elements. The transfer of information to a computer in a readable format initiates the digital process. Digitalization, impacting all industrial fields, has led to significant transformations in the travel industry as well. The process of obtaining activities that add value to a business is expressed through the business model. As part of strategic management, this model represents the corporate structure and culture of the business. A digital business model offers extensive solutions for providing various products and services. With digitalized enterprises, customer expectations have also shifted toward digital marketing. Businesses are now striving to create effective content in areas related to innovative products and sales organization. This study aims to determine the relationship between effective digital content creation in digital marketing and a robust digital business model for businesses operating in health tourism. For this purpose, data were collected through a survey designed to assess the attitudes of consumers receiving services from health tourism businesses. The collected data were analyzed using the SPSS statistical software. Hypotheses were tested using ANOVA and t-tests. The results indicated that the hypotheses aligning with the model were accepted, revealing a positive relationship between effective content creation and digital business model structuring in the field of health tourism. It is recommended that similar studies be conducted in other areas of tourism.
Keywords: Health Tourism, Digital Business Model, Digital Marketing, Content Creation