What is H2H

This chapter is aimed at examining the concept of alliances, which has been used as a strategy in the service industry, with a theoretical perspective and how it can be applied to the tourism industry. Specifically, alliances in health tourism are examined by an integrated model proposed for Turkey. Therefore, a literature review has been presented in this chapter. From this, a model created for strategic alliances in the health tourism industry is adapted from the literature. From explaining strategic collaborations in a general context, strategic alliances in tourism industry, examples about Health Tourism Alliances from the world and from Turkey specifically, a model is proposed for Health Tourism Alliances. Lastly, some theoretical and practical implications and suggestions for future studies are presented.