Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Rana, Jiya; Thapliyal, Shivani Title A name given to the resource Marketing Mental Wellness in Medical Tourism: A Cross- Cultural Digital Comparison Between Asia and Europe Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Marketing Mental Wellness in Medical Tourism;pp.345-375 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-6881-8.ch012" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-6881-8.ch012</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105032919971?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105032919971?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Rana J., Christ University, Delhi NCR, India; Thapliyal S., Christ University, Delhi NCR, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833736883-2; 979-833736881-8; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online