Vol. 7 No. 1 (2022): Turkish Journal of Marketing

Competitive strategies on medical tourism: Islamic medical tourism

Nurperihan Tosun
Assist. Prof. Dr., Sivas Cumhuriyet University, Sivas, Turkey
Abdullah Mısırlıoğlu
Lect., Sivas Cumhuriyet University, Sivas, Turkey

Published 03/25/2022


  • Islamic Medical Tourism, Halal Medical Tourism, Muslim Friendly Tourism, Halal Tourism, Medical Tourism
  • İslami Medikal Turizm, Helal Medikal Turizm, Müslüman Dostu Turizm, Helal Turizm, Medikal Turizm

How to Cite

Tosun, N., & Mısırlıoğlu, A. (2022). Competitive strategies on medical tourism: Islamic medical tourism. Turkish Journal of Marketing, 7(1), 31–49. https://doi.org/10.30685/tujom.v7i1.150


The medical tourism sector has become an area that has attracted much attention in recent years. Countries that want to increase their income and create a brand destination by gaining a competitive advantage in this strategically important sector should have competitive strategies. The Muslim population is the fastest-growing mass among all religions globally, the developing middle class, and the increasing disposable income affects the development of the halal tourism market. Halal tourism is not just a type of tourism. It is the adoption of halal understanding of all types of tourism. Activities for the problems and sensitivities of people who want to benefit from medical tourism opportunities in the face of the services they will receive due to their religious views gain importance. By making a theoretical analysis based on secondary data sources, this study aims to discuss the reflections of the relationship between the concept of halal and medical tourism and what kind of applications there are in the world and Turkey. As a result, it is thought that religious sensitivities are one of the consumer motivations in medical tourism. Islamic medical tourism will be an essential competitive tool in the strongly developing medical tourism sector with Turkey's religious, historical, and cultural heritage.


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