THE EVALUATION OF PLASTIC AND AESTHETIC SURGERY APPLICATIONS IN THE WORLD AND TURKEY FROM THE SCOPE OF SERVICE MARKETING MIX

Abstract

It has been observed that a significant portion of medical tourists in the world and Turkey have been traveling for plastic and aesthetic surgical and non-surgical interventions. In order to gain competitive advantage in medical tourism based on plastic and aesthetic surgery, the management of the marketing mix plays an important role. The aim of this study is to make a theoretical evaluation of plastic and aesthetic surgery applications in terms of service marketing mix. This study makes an important contribution to the literature as it shows the place of plastic and aesthetic surgery applications in medical tourism. It is also important as it offers recommendations to the industry, central and political authorities about the management of the marketing mix of medical tourism. According to the results of the study, plastic and aesthetic surgery applications have an important share in medical tourism. Turkey has got advantageous positions in the product, price, process physical environment and human factors from the marketing mix elements. Turkey should improve the distribution and promotion activities.