Determining destination competitiveness in medical tourism: A study based on AHP-QFD framework

This study investigates the competitiveness of Alanya, a medical tourism destination in Türkiye, and determines appropriate strategies using analytical hierarchy process quality function deployment. Data were collected from experts to gain managerial insights into factors affecting tourism. The findings show that tourists primarily focus on such as competence doctor treatment. main strengthen are create healthcare-free zone, increase number accredited health care providers, encourage involvement doctors academic research ongoing training. For researchers interested assessing destinations, presents general determinants should be considered each destination. In addition, its own when developing marketing strategies. Finally, it shows deployment approaches can successfully applied achieving strategic planning, with content validity importance performance analysis.