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Journals / İşletme Bilimi Dergisi / 2026 / Cilt: 14 Sayı: 1

Travel Motivations and Behavioral Intentions of Tourists Visiting Istanbul within the Scope of Health Tourism: Mediating Role of Perceived Value

Sibel Özdemir(ZONGULDAK BULENT ECEVİT UNIVERSITY)0000-0003-0700-0823
Pages
248–268
Publication Date
2026-03-06
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings reveal that attractiveness, natural environment, and socialization motivations have a significant partial mediating effect on behavioral intention through perceived value.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to evaluate the travel motivations of health tourists visiting Istanbul, the perceived value they attribute to their visit, and the effect of this perception on their behavioral intentions.
📊
Key Findings & Data:Structural equation modelling (SEM) and path analysis were employed in the study, and data were analyzed using IBM SPSS 23 and AMOS software.
💡
Conclusion & Impact:The findings reveal that attractiveness, natural environment, and socialization motivations have a significant partial mediating effect on behavioral intention through perceived value.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Health Tourism · Travel Motivations · Perceived Value

Abstract

This study aims to evaluate the travel motivations of health tourists visiting Istanbul, the perceived value they attribute to their visit, and the effect of this perception on their behavioral intentions. Furthermore, the mediating role of perceived value is analyzed. Structural equation modelling (SEM) and path analysis were employed in the study, and data were analyzed using IBM SPSS 23 and AMOS software. The reliability and validity of the scales were assessed using Cronbach's α coefficient, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA). Subsequently, the mediating effect was tested using the PROCESS macro software. The findings reveal that attractiveness, natural environment, and socialization motivations have a significant partial mediating effect on behavioral intention through perceived value. However, it was determined that escape and consumption motivations do not have a significant partial mediating effect on behavioral intention through perceived value. In light of these findings, it is imperative that health tourism managers prioritize the development of behavioral intentions by creating strategies that increase tourists' perceived value.

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Cite This Article

Özdemir, S. (2026). Travel Motivations and Behavioral Intentions of Tourists Visiting Istanbul within the Scope of Health Tourism: Mediating Role of Perceived Value. İşletme Bilimi Dergisi, Cilt: 14 Sayı: 1, 248–268. https://doi.org/10.22139/jobs.1687189

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