Narratives of medical tourists travelling for hair transplant: a case of Turkiye

Abstract

This research aims to evaluate the experiences of international tourists who travel to Türkiye for hair transplant procedures and the quality of services they encounter throughout this process. By analysing tourists’ perceptions through reviews on Trustpilot, the research identifies key service components that shape these experiences, shedding light on the multidimensional nature of hair transplant tourism. The research employs a content analysis approach to analyse online reviews collected from Trustpilot. This qualitative method allows for an in-depth understanding of tourists’ experiences with various aspects of hair transplant services in Türkiye, focusing on six main components. This research contributes to the medical tourism literature by providing a comprehensive model that encapsulates the full patient journey in hair transplant tourism. By highlighting the importance of interconnected service components, it offers practical insights for clinics and sector stakeholders to enhance patient experience. The research identifies that hair transplant procedures represent a multifaceted experience where each service component plays a crucial role in the overall journey. It was determined that the experiences of tourists travelling for hair transplantation consist of six main components, including ‘clinic and equipment quality’, ‘service quality’, ‘price-performance perception’, ‘transfer and accommodation services’, ‘fulfillment of expectations’, ‘follow-up processes’.