Artificial intelligence (AI) applications have provided convenience for patients and healthcare professionals in diagnosing diseases, applying treatment methods, improving public health, and providing medical health services suitable for all ages. Türkiye is one of the countries where health tourism is developing in terms of technology and the application of AI. This study aims to investigate the perceptions of Turkish citizens and foreign patients who have experienced healthcare services in Türkiye regarding the use of AI and technology in the healthcare sector based on the perspective of diffusion of innovation theory, developed by Everett Rogers in 1962. The interview analysis method was applied in the study, and ten Turkish citizens and ten foreign participants, a total of 20 people, participated in the research. A research model was proposed with the content analysis carried out with the Nvivo 11 analysis program for the findings.
Top1. Introduction
Humanity has benefited from the knowledge, experience, and techniques applied against diseases under the conditions of the period. Over time, new technologies such as gene therapy, 3D printed organs, and artificial intelligence-based medicine have potentially revolutionized medicine (Hofer & Stampfli, 2008). The use of artificial intelligence applications in health has become inevitable. The development of Artificial Intelligence and Metaverse applications, countries' reforms in their health legislation for this development, the avalanche of healthcare expectations, the global financial crises in recent years, and the increase in countries' needs for foreign capital are among the main determining factors in the development of health tourism. Even the word “tourism” in health tourism is seen as misleading as it can be associated with “volunteering, pampering, or vacation” (Sigrist, 2006b); tourism may be practiced not only because the medically indicated service is not provided in the consumer's usual residence or work environment, but this is also partly true because patients often seek recovery close to home. they prefer (Hofer & Stampfli, 2008). People are interested in health tourism through national or international travel for many reasons, such as quality, cost, and access to professional services, and this interest is increasing daily. There is a massive increase in health tourism worldwide in many fields of medicine and dentistry, such as infectious diseases, cancer treatments, plastic surgery procedures, hair transplantation, and dental and maxillofacial surgery procedures. The application of artificial intelligence and technology in health services and management in Türkiye has been among the main reasons for the revival of health tourism.
This study aims to examine the development of health tourism with increasing artificial intelligence applications in health services and management in Türkiye within the scope of the “Diffusion of innovation” theory, which has processes of “knowledge, persuasion, decision, implementation, and confirmation”. Within the scope of this theory, the interview method was applied to 10 foreign tourists who came to Türkiye for treatment purposes. Tourists who prefer health tourism receive health services on different subjects. In interviews with tourists, The reasons why they chose Türkiye with Artificial Intelligence applications were tried to be understood within the framework of Rogers' “Diffusion of innovation” theory. According to the research findings, Many parameters such as trust, cost, quality, and ease of access to health services constitute the main reason for tourists coming for health tourism. This situation is explained within the scope of the theory.