Next-Generation Marketing in Global Medical Tourism with Augmented, Virtual, and Mixed Reality Technologies, and Turkey

Creative Commons License

Büyük Ö.

in: GLOBAL ISSUES IN ECONOMICS & MANAGEMENT Global Studies Vol. 13, GÜL HASAN,ŞİRİNER İSMAİL,KOÇ ŞEVKET ALPER, Editor, IJOPEC Publication, London, pp.81-107, 2025

  • Publication Type: Book Chapter / Chapter Vocational Book
  • Publication Date: 2025
  • Publisher: IJOPEC Publication
  • City: London
  • Page Numbers: pp.81-107
  • Editors: GÜL HASAN,ŞİRİNER İSMAİL,KOÇ ŞEVKET ALPER, Editor
  • Open Archive Collection: AVESIS Open Access Collection
  • Çanakkale Onsekiz Mart University Affiliated: Yes

Abstract

This study aims to reveal the role of Extended Reality (XR) technologies in marketing of medical tourism destinations and building patient trust. Medical tourism is a sector containing high risk and uncertainty by its nature. In this context, technologies like Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR) offer important opportunities to reduce risk perception of tourists and provide assurance. The study handles potential of Turkey in this field and suggests usage of digital tools like Blockchain and Digital Twin for sustainable competitive advantage. It is concluded that technological integration is necessary to increase value added in the sector and maximize revenue per patient.