Barriers of Developing Medical Tourism in a Destination: Case of Antalya

The aim of this study is to determine the factors that prevent the development of medical tourism in Antalya. To explore the current medical tourism trend, a qualitative procedure was adopted. Besides analyzing the current situation of medical tourism in Antalya through a systematic searching on the available information and publications, in-depth interviews were conducted to collect data from relevant authorities and representatives of medical tourism associations in this country. The data were derived from interviews with 42 key informants. Data analysis of the study was conducted through employing the software NVivo-11. Data gathered at the end of the study were grouped into 8 main themes and 40 sub-themes. The results show that insurances, language and communication, management, policies and rules, prices and treatments, structural, transfer and terminology problems are the main barriers to the development of medical tourism. Several strategies are required in order to address and combat these barriers, such as governmental support, ethical practices, pricing and enhance personel linguistic competence on an international scale. In this context, the study is expected to contribute to national and regional planning on medical tourism.