📄 Abstract
Artificial intelligence (AI) is reshaping marketing by enabling intelligent decision-making, personalized customer engagement, and resource-efficient business practices. In the medical tourism sector, AI has emerged as a strategic enabler for enhancing patient experiences, improving service accessibility, and supporting sustainable marketing initiatives. However, existing studies have largely examined AI, sustainability, and medical tourism as separate domains, with limited efforts to integrate these perspectives into a unified conceptual understanding. This chapter presents a conceptual perspective on AI-driven sustainable medical tourism marketing by synthesizing insights from marketing, healthcare, and sustainability literature. It proposes an integrative framework illustrating how AI capabilities can support sustainable marketing practices, strengthen patient trust, foster value co-creation, and enhance destination competitiveness. The chapter further discusses the managerial and policy implications of adopting AI-enabled sustainable marketing strategies within the medical tourism ecosystem and identifies key avenues for future research. By offering a holistic conceptual perspective, this chapter contributes to the emerging discourse on AI-driven sustainable marketing and provides a foundation for advancing sustainable growth and innovation in the global medical tourism industry.
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📚 How to Cite:
Bairavi G, Dr. Mallika V , AI-DRIVEN SUSTAINABLE MEDICAL TOURISM MARKETING: A CONCEPTUAL PERSPECTIVE , Volume 13 , Issue 10, October 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 1 - 5 , DOI: https://doi.org/10.36713/epra29091