This study presents a research in which Yalova is taken as an example to examine the impact of digital marketing in institutions with health tourism authorisation certificates. Considering the increasing importance of health tourism, which is the area with the highest added value among tourism types, and the impact of digital marketing, this study is important to understand the relationship between these two factors in the sector. The study analyses the effects of digital marketing on the marketing strategies and success of these institutions by focusing on nine health facilities with health tourism authorisation certificates operating in Yalova. The data collection process was carried out through content analysis of the websites and social media (Facebook - Instagram) accounts of the institutions with health tourism authorisation certificate in Yalova. In this direction, the findings obtained as a result of the literature and content analysis show that digital marketing plays a very serious role in increasing customer access and gaining competitive advantage for organisations with health tourism authorisation certificates. This study offers important tips for developing digital marketing strategies of organisations in the health tourism sector.
Yalova, Health Tourism, Digital Marketing.