Mustafa Zait BALIKÇI
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 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.
Keywords: Integrative Medicine, Health Tourism, Thermal Therapy, Robotic Rehabilitation, T&CM, SWOT Analysis
JEL Codes: I18, L83, O35
How to Cite: 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), 1-18.
DOI: https://doi.org/10.5281/zenodo.15699965
