Next-Generation Marketing in Global Medical Tourism with Augmented, Virtual, and Mixed Reality Technologies, and Turkey

This study aims to reveal the role of Extended Reality (XR) technologies in marketing of medical tourism destinations and building patient trust. Medical tourism is a sector containing high risk and uncertainty by its nature. In this context, technologies like Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR) offer important opportunities to reduce risk perception of tourists and provide assurance. The study handles potential of Turkey in this field and suggests usage of digital tools like Blockchain and Digital Twin for sustainable competitive advantage. It is concluded that technological integration is necessary to increase value added in the sector and maximize revenue per patient.