AI-DRIVEN SUSTAINABLE MEDICAL TOURISM MARKETING: A CONCEPTUAL PERSPECTIVE

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.