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Next-Gen Wellness: AI, MBCT, and Data-Driven Marketing Transforming Health Tourism

In: Innovation and Creativity in Tourism, Business and Social Sciences

Author

Listed:
  • Evgenia Gkintoni

    (University of Patras)

  • Georgios Telonis

    (University of Patras)

  • Constantinos Halkiopoulos

    (University of Patras)

  • Basilis Boutsinas

    (University of Patras)

Abstract

The paper discusses how Artificial Intelligence, MBCT, and data-driven marketing can become an industry with completely new opportunities for health tourism. The PRISMA systematic review approach has been applied; then, 150 studies were filtered to identify 30 papers directly referring to the influence of those innovations. The findings bring out how AI-driven personalized wellness plans, continuous support through virtual buddies, and adaptive smart environments are here to stay. In the process, MBCT has been found to enhance mental health significantly by concerted mindfulness training. The present paper underlines data-driven marketing with a view to locating consumer preferences and optimizing strategies to enrich the whole wellness experience. The study reveals ethical issues about data privacy and the potential enhancement of well-being using technology. Recommendations from this study can be held as takeaways for industry stakeholders to understand how the evolving needs and preferences of health tourists may be met. It ultimately places integration around AI, MBCT, and data-driven marketing at the core of redefining the future of wellness tourism, ensuring better personalization, access, and mental health benefits.

Suggested Citation

  • Evgenia Gkintoni & Georgios Telonis & Constantinos Halkiopoulos & Basilis Boutsinas, 2025. "Next-Gen Wellness: AI, MBCT, and Data-Driven Marketing Transforming Health Tourism," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Carlos Costa (ed.), Innovation and Creativity in Tourism, Business and Social Sciences, pages 819-855, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-78471-2_37
    DOI: 10.1007/978-3-031-78471-2_37
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    More about this item

    Keywords

    Health tourism; AI; MBCT; Data-driven marketing; Mental health; Holistic well-being; Personalized wellness plans; Virtual health assistants; Marketing strategies; Customer engagement;
    All these keywords.

    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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