Travel Motivations and Behavioral Intentions of Tourists Visiting Istanbul within the Scope of Health Tourism: Mediating Role of Perceived Value

This study aims to evaluate the travel motivations of health tourists visiting Istanbul, the perceived value they attribute to their visit, and the effect of this perception on their behavioral intentions. Furthermore, the mediating role of perceived value is analyzed. Structural equation modelling (SEM) and path analysis were employed in the study, and data were analyzed using IBM SPSS 23 and AMOS software. The reliability and validity of the scales were assessed using Cronbach's α coefficient, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA). Subsequently, the mediating effect was tested using the PROCESS macro software. The findings reveal that attractiveness, natural environment, and socialization motivations have a significant partial mediating effect on behavioral intention through perceived value. However, it was determined that escape and consumption motivations do not have a significant partial mediating effect on behavioral intention through perceived value. In light of these findings, it is imperative that health tourism managers prioritize the development of behavioral intentions by creating strategies that increase tourists' perceived value.