Vol. 10 No. 3 (2025): Turkish Journal of Marketing
Articles

The strategic impact of artificial intelligence on medical tourism marketing

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  • Mehmet Yorulmaz
Mehmet Yorulmaz
Assoc. Prof. Dr., Selcuk University, Konya, Türkiye

Published 01/04/2026

Keywords

  • AI in Health Tourism, Medical Travel Marketing, Personalised Healthcare Marketing

Copyright (c) 2026 Mehmet Yorulmaz

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The strategic impact of artificial intelligence on medical tourism marketing. (2026). Turkish Journal of Marketing, 10(3), 107-114. https://doi.org/10.30685/tujom.v10i3.220

Abstract

Artificial intelligence (AI)-driven marketing strategies have become indispensable for attracting international patients in the rapidly expanding field of global health tourism. This study explores the transformative impact of AI in redefining marketing paradigms within this highly competitive sector. AI-powered technologies, including intelligent chatbots, predictive analytics, and sophisticated recommendation algorithms, play a pivotal role in enhancing patient engagement by delivering highly personalised experiences and real-time assistance. Leveraging vast datasets, AI enables precise audience segmentation, optimises advertising campaigns with unprecedented accuracy, and anticipates patient preferences, thereby significantly improving conversion rates. Moreover, advanced sentiment analysis of digital feedback facilitates robust reputation management for healthcare providers. The automation of critical functions, ranging from dynamic pricing strategies to multilingual customer support, enhances operational efficiency, reduces costs, and extends global outreach. Despite challenges such as data privacy concerns and the necessity for human oversight, this study underscores the profound potential of AI to revolutionise health tourism marketing by fostering intelligent, patient-centred strategies and bridging the divide between patients and healthcare providers on a global scale.

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