Information Package / Course Catalogue
Health Tourism Marketing
Course Code: STU503
Course Type: Area Elective
Couse Group: Second Cycle (Master's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 6
Objectives of the Course

The objective of the course is to demonstrate the students to evaluate and apply the tools, concepts, theories and knowledge of marketing in terms of health tourism; to motivate the students about developing new information, concepts, theories and tools related to health tourism marketing.

Course Content

Conceptualization of marketing, conceptualization of tourism marketing, the behaviours of health tourism consumers , the process of health tourism purchasing, health tourist demand and types of health tourists, health tourism markets and market segmentation, product choices in tourism, the decisions about pricing and distribution in tourism, promotion decisions in tourism

Name of Lecturer(s)
Assoc. Prof. Ahu YAZICI AYYILDIZ
Learning Outcomes
1.Students learn the attributes of health tourism marketing
2.The students characterize the health tourism services.
3.The students learn the health tourist product purchasing process
4.The students learn differences between the health tourism products and services
5.The students comprehend the attributes, dimensions and levels of the health tourist product
Recommended or Required Reading
1.Rızaoğlu, Bahattin (2007), Turizm Pazarlaması, Detay Yayıncılık, Ankara.
2.Zeithaml, V.A., Bitner, M.J and Gremler, D.D. (2009). Services Marketing, McGraw-Hill Internationbal Editon.
3.Peter, J. P. And Olson, J.C. (2010). Consumer Behavior & Marketing Strategy, McGraw-Hill Irwin
Weekly Detailed Course Contents
Week 1 - Theoretical
Concise and short conceptualization of marketing (obstacles of marketing necessary to deal with, the principles for being marketing directed, functions of marketing)
Week 2 - Theoretical
Conceptualization of tourism marketing ( characteristics of tourism marketing, the development of comprehending tourism marketing, attributes of the service, attributes of tourism marketing)
Week 3 - Theoretical
Touristic consumer’s behaviour (the advantages of touristic consumer’s behaviour research, psychological, social, cultural, individual, situational factors of touristic consumer’s behaviour)
Week 4 - Theoretical
The process of health tourist purchase decision (phases and factors of this process, attributes and types of the perceived risk)
Week 5 - Theoretical
Touristic demand and the types of tourists (the factors shaping touristic demand, attributes of touristic demand, the tourist types)
Week 6 - Theoretical
Health tourism markets and market segmentation (the attributes of market and marker segmentation, assumptions based on market segmentation, advantages, conditions and methods of market segmentation, classification and attributes of tourism markets)
Week 7 - Theoretical
Health tourist product decision ( the attributes of touristic product decisions, the dimension and levels of touristic products, classification touristic product, the characteristic of touristic product, strategies of touristic product)
Week 8 - Theoretical
Health tourist product decision ( the attributes of touristic product decisions, the dimension and levels of touristic products, classification touristic product, the characteristic of touristic product, strategies of touristic product)
Week 9 - Theoretical
Health tourist pricing decision (the objectives of pricing, pricing approaches, alterations in pricing)
Week 10 - Theoretical
Health tourist pricing decision (the objectives of pricing, pricing approaches, alterations in pricing)
Week 11 - Theoretical
Health tourism distribution system (bringing tourist) decision: distribution systems ( distribution function in tourism, distribution systems and types in tourism
Week 12 - Theoretical
Health tourism distribution (bringing tourist) decision: marketing middleman in tourism (activities and classification of tourism marketing middleman)
Week 13 - Theoretical
Health tourism promotion decision (dimension of promotion, approaches in promotion- advertising- public relation- merchandising- informing, publicity, lobbying, personal selling)
Week 14 - Theoretical
Revision
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140342
Assignment143156
Individual Work142142
Midterm Examination1415
Final Examination1415
TOTAL WORKLOAD (hours)150
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
OÇ-1
3
3
3
3
3
3
4
4
4
4
3
OÇ-2
3
3
3
3
3
3
4
4
4
4
3
OÇ-3
3
3
3
3
3
3
4
4
4
4
3
OÇ-4
3
3
3
3
3
3
4
4
4
4
3
OÇ-5
3
3
3
3
3
3
4
4
4
4
3
Adnan Menderes University - Information Package / Course Catalogue
2026