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

Abstract

This study examines Türkiye’s potential in wellness tourism, a sector historically dominated by the Far East, Southeast 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 perception, 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 particpants’ 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.