The Use of Instagram as a Public Relations Tool in Health Tourism: An Analysis on “Health Tourism Turkey” Hashtag

Abstract

While new communication tools take their place among the tools used for public relations and publicity, social networks are especially notable among these tools. Today, social networks have become a source of information for many people. On the other hand, health tourism, which means traveling to a different country for access to health services, is also increasing. Therefore, people need information in order to find solutions to their health problems. The aim of this study is to analyze the role of social networks in health tourism through Instagram. In order to access to the related shares to health tourism in Turkey “#healthtourismturkey” hashtag has been selected. All shares published with this hashtag in 2018 are included in the study. The total number of shares is 534. The results show that the share of health tourism in Instagram, which can be seen as a public relations and publicity tool, has increased in the second half -as of June/July- of 2018. The results also indicated that the most share in health tourism was made in the category of “medical tourism”, most of the share is about “dental health”, and the most share is made by “health tourism service providers-agencies” and “private clinics”.