Mustafa Zait Balıkçı
Abstract
This study investigates the institutional structure and strategic
positioning of the Pamukkale University Thermal Rehabilitation Center
(PAÜTERM) as a model of integrative health tourism. PAÜTERM
Keywords: Integrative Medicine, Health
Tourism, Thermal Therapy, Robotic
Rehabilitation, T&CM, SWOT Analysis
JEL Codes: I18, L83, O35
Balikci, M. Z. (2025). Bridging Tradition
and Innovation: A Strategic Evaluation of
Paüterm’s Role in Integrative Health
Tourism in Türkiye. Health Tourism
Journal,
1(1),
1-13.
https://doi.org/10.5281/zenodo.15699965
brings together modern robotic rehabilitation, certified Traditional and
Complementary Medicine (T&CM), and geothermal therapies within a
university-affiliated, Ministry-certified framework. The article conducts
a SWOT and TOWS analysis to evaluate PAÜTERM’s strengths—
academic legitimacy, integrative clinical services, and thermal
resources—as well as weaknesses such as limited international reach and
infrastructural constraints. Opportunities include rising global interest in
integrative care and Turkey’s health diplomacy, while threats stem from
ecological risks and global competition. The discussion outlines strategic
actions across four dimensions, such as developing training programs,
expanding bilingual infrastructure, forming global partnerships, and
institutionalizing environmental monitoring. It concludes that
PAÜTERM, through agile governance and sustainability-driven
innovation, can evolve into a globally competitive center for integrative
medical tourism. The findings provide insights for policymakers,
academics, and health administrators aiming to align traditional healing
systems with contemporary healthcare strategies.
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