Marketing Mental Wellness in Medical Tourism: A Cross- Cultural Digital Comparison Between Asia and Europe

Title

Marketing Mental Wellness in Medical Tourism: A Cross- Cultural Digital Comparison Between Asia and Europe

Creator

Rana, Jiya; Thapliyal, Shivani

Description

This chapter explores how Asia and Europe utilize digital marketing to promote mental wellness tourism by blending cultural healing traditions, emotional storytelling, and therapeutic experience design. Through a comparative analysis of India, China, South Korea, Japan, and leading European destinations, it identifies key regional differences in communicating psychological restoration. Asian campaigns emphasize spiritual harmony, sensory immersion, and holistic cultural narratives, whereas European strategies focus on evidence- based wellness, structured therapeutic programs, and nature- assisted emotional recovery. Building on these insights, the chapter introduces the Digital Wellness Marketing Framework, which integrates cultural narrative design, digital storytelling optimization, emotional engagement metrics, and mental wellness ROI. The study contributes both theoretical and practical guidance for designing culturally sensitive, ethical, and emotionally resonant digital marketing strategies in global wellness tourism. 2026, IGI Global Scientific Publishing.

Source

Marketing Mental Wellness in Medical Tourism;pp.345-375

Date

01-01-2026

Publisher

IGI Global

Coverage

Rana J., Christ University, Delhi NCR, India; Thapliyal S., Christ University, Delhi NCR, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833736883-2; 979-833736881-8;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-6881-8.ch012

https://www.scopus.com/pages/publications/105032919971?origin=resultslist