The Perception of Wellness Tourism in Türkiye: A Comparison with European Countries

Vildan Yilmaz
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Vildan Yilmaz: Alanya Alaaddin Keykubat University, Alanya Chamber of Commerce and Industry Vocational School of Tourism, Travel, Tourism and Entertain ment Services Department, Antalya, Türkiye

Journal of Tourism, Sustainability and Well-being, 2026, vol. 14, issue 2, 111-128

Abstract: This study examines Türkiye’s potential in wellness tourism, a sector historically dominated by the Far East, South east Asia, and Europe. Despite its geographical advantages, strong health and tourism sectors, affordable services, and rich cultural heritage, Türkiye remains underdeveloped in this field. To evaluate industry awareness and per ception, the study analyzes insights from health tourism professionals. A total of 24 participants were reached, from both Türkiye and European countries. The participants were selected using snowball sampling to ensure that they included industry experts who are highly representative of the target population. The participants’ perspectives were examined using the word association test, with the obtained data analyzed through word cloud and MAXQDA. The findings of the study reveal that the perception of wellness tourism is primarily shaped by health-related services, along with touristic offerings and the natural and cultural attributes of the destination. A comparison with successful European wellness markets highlights Türkiye’s need to develop a unique wellness identity rooted in its cultural and historical traditions. The findings offer strategic recommendations to enhance Türkiye’s destination brand equity and global competitiveness. The findings also provide valuable guidance for other developing nations aiming to establish themselves in the expanding wellness tourism sector.

Keywords: Wellness Tourism; Spa; Traditional Medicine; Destination Competitiveness; Türkiye (search for similar items in EconPapers)
JEL-codes: L83 Z32 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ris:jspord:023047

DOI: 10.34623/yeqh-gg34

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