A Bibliometric Perspective on Health, Medical, and Wellness Tourism Research: Trends, Themes, and Future Directions

Background. Wellness and medical tourism are important areas in the tourism and healthcare industry, which are actively developing around the world. Both types of tourism are aimed at improving the health and overall well-being of travelers, but there are important differences between them regarding goals, treatment methods, and travel arrangements. Understanding these differences and similarities allows to more accurately identify the target groups of tourists and also contributes to the development of strategies for the successful development of these areas in the fields of tourism and healthcare.The purpose of the study is to consider approaches to the definition of the concepts of medical and health tourism and to identify their common and distinctive features that affect the use of terminology in scientific and practical research.Materials and methods. The study used content analysis of scientific literature on the issues of wellness and medical tourism, as well as methods of grouping and generalization. Medical tourism should be considered a type of tourism for the purpose of obtaining medical care without using natural healing resources.Results. The scientific research in medical tourism demonstrates a high degree of heterogeneity of methodological approaches to the definition of the most basic concept that delineates the object and subject of study. The primary shared characteristics of these sectors encompass a focus on health improvement, specialized infrastructure, the nature of the target audience, marketing and advertising, the availability of international quality standards, integration with tourism infrastructure, the impact on health and quality of life, and the participation of qualified personnel. The main differences can be determined through the following parameters: target audience groups, risk and degree of medical intervention, legal and insurance aspects, financial motivation, duration and nature of recovery, goals and expectations from the trip, treatment methods and procedures, and financial aspects.

The goal of this workshop is to bring health tourism (HT) to the public health perspective, raise awareness for viable HT in the context of the Sustainable Development Goals (SDG), while introducing the “European Charter for Sustainable Health Tourism”! Mobility and the EU open market, have incremented a new trend in the European global economy, based in HT. In 2017 of the general tourism in the EU28, 5% was due to HT. It is expected that this share will increase in the near future. The concept of HT needs to be refurbished since it does not represent only medical tourism (that is the object of an increasing set of regulations among member states) but it includes also wellbeing and wellness (e.g with spa and quality of life tourism) that is not scrutinized by treaties, international or even national regulatory agencies. Citizens, therefore, play a major role in the marked demand of HT, either by being active actors in the procurement of services or commodities (Prosumers), or by being passive consumers (Passumers) of a strategic market not always aligned with well-being and quality of life. Therefore, the need for a “European Charter for Sustainable Health Tourism” is a set of references to increase health literacy about HT and its real impact in public health. Moreover, the aim of this workshop is to study opportunities, offer examples and discuss on how to develop, evolve and improve health promotion practices by actions taken at the HT setting. First we want to invite the audience to discuss HT from the salutogenesis perspective; In a second moment an interregional point of view of the Silver Economy will frame the conceptual framework on HT; a third presentation will look at a particular case of HT and public health and the added value of multilateralism; from here the participants will be invited to consider the particular case of Health and Wellness tourism in Sicily; the final presenters will look at HT in the perspective of the Reference Sites Collaborative Network. This workshop will use interactive methodologies of participation so that the audience will be actively involved in the discussion and wants to offer a forum for public health researchers, practitioners and policy-makers interested in HT and methodological insights and will allow discussing results, facilitate exchange, and support further synergies between countries. Key messages The goal of this workshop is to raise awareness for sustainable health tourism in the context of the SDG, by proposing the adoption of the first “European Charter for Sustainable Health Tourism”. Explore how in European Countries (study cases) health tourism answers health promotion principles for a more sustainable society.

The authors pay attention to bibliographic analysis in the field of health tourism. The primary purpose of the study is to find out which countries’ works predominate in scientific circles, and which nationalities have the most significant influence in the scientific community in terms of the number and content of their research. In particular, they do an in-depth analysis of researches in health tourism marketing. The authors put forward hypotheses about the growing popularity of marketing research in this category, which they confirmed during their investigation. Besides, the study concluded that most articles in health tourism marketing are analytical, systematizing data from secondary sources. The authors constructed a visualized representation of the relationships of important concepts, namely the services market, tourism market, health, and medical tourism. The total number of articles and cited articles in the authoritative world scientometric databases Scopus and Web of Science have been performed. TOP authors and countries that make the most considerable contribution to the number of studies of the selected category are selected. The main keywords used in articles on health tourism are systematized, among which it is possible to single out a cluster of purely marketing concepts. The authors constructed a PRISMA chart to cut off less relevant articles and select those related to the marketing aspects of the health services market. The inferences made it possible to form a detailed classification of health tourism by identifying key categories and the role of components of the tourist offer in them. The author’s research will be useful for further research in health tourism, as it provides a basis for some of the works already analyzed and describes the tools for bibliographic analysis of literature sources. Keywords: health tourism market, marketing in health tourism, medical tourism, preventive tourism, PRISMA diagram.

Background: Cancer survivors’ psychological recovery requires not only medical treatment but also psychological support and lifestyle interventions. Wellness tourism, particularly sports tourism, can improve psychological states while promoting physical health. However, mechanisms through which digital tourism marketing influences psychological recovery remain inadequately studied. Objective: To explore how digital tourism marketing affects cancer survivors’ wellness tourism motivation and analyze the mediating role of sports tourism participation in psychological recovery (psychological well-being and resilience). Methods: Questionnaire data were collected from 386 cancer patients in recovery at a tertiary hospital. Structural Equation Modeling tested direct effects of digital tourism marketing on wellness tourism motivation and mediating effects of sports tourism participation. Bootstrap method was used for mediation testing, and multi-group analysis compared differences across recovery stages. Results: Digital tourism marketing significantly enhanced wellness tourism motivation (β = 0.52, p < 0.001). Sports tourism participation positively affected psychological well-being (β = 0.42, p < 0.001) and psychological resilience (β = 0.38, p < 0.001), partially mediating the relationship between wellness tourism motivation and psychological recovery. Multi-group analysis revealed stronger path coefficients for early-stage survivors (<6 months) compared to late-stage survivors (>12 months). Conclusion: Digital tourism marketing improves cancer survivors’ psychological well-being and resilience by stimulating wellness tourism motivation and promoting sports tourism participation. This study provides theoretical foundations and practical guidance for wellness tourism product design, psychological interventions, and digital marketing strategy development for cancer survivors.

Although wellness tourism has received increasing interest from researchers and practitioners alike, the relevant research has been scattered and lacked a comprehensive understanding of its development. To fill this gap this study combines the existing research findings to track the development of wellness tourism research and explore the emerging opportunities via the perspectives of wellness dimensions. A two-phase methodological literature review combining bibliometric analysis and systematic literature review was conducted on 214 relevant Scopus-indexed articles published between 2001 and 2024. The bibliometric analysis, based on authors’ keywords, reveals three timelines in research development and evolution: an early focus on foundational and medical-based wellness concepts (2001–2010), a transition toward destination marketing and segmentation (2011–2019), and a recent emphasis on consumer experience and digital wellness (2020–2024). The systematic review identifies six wellness dimensions: nutrition and healthy eating, wellness education, mental and meditation, spa and massage, beauty and personal care, and physical fitness emerging as notably under-researched areas. This study contributes to the field by integrating wellness dimensions with wellness tourism research and offering a structured framework for future inquiry. This study focuses on wellness tourism research and its dimensions and the wellness tourism economy. Additionally, it is the only study employing a two-phase methodology focused explicitly on mapping the wellness research evolution and identifying gaps across six wellness dimensions.

This study examines the relationship between wellness tourism experiences and quality of life outcomes using a mixed-methods approach, integrating both quantitative and qualitative data collection. The research investigates how different dimensions of wellness tourism—such as escapism, relaxation, cultural immersion, and personal growth—affect tourists' overall quality of life, including physical health, psychological well-being, and life satisfaction. Using a survey distributed to 300 wellness tourists and in-depth interviews with a subset of participants, this study provides a nuanced understanding of how wellness tourism experiences contribute to quality-of-life improvements. Factor analysis and structural equation modeling (SEM) validate the hypothesized relationships quantitatively, while thematic analysis of qualitative responses enriches the findings. Results indicate that escapist and relaxation-oriented experiences most strongly influence psychological and physical well-being, while cultural immersion enhances life satisfaction. These insights highlight the potential of wellness tourism to foster holistic well-being, with implications for practitioners and researchers in developing quality-of-life-centered wellness tourism offerings.

Psychological mechanism of forest-based wellness tourism decision-making during the prevention and control of COVID-19

This paper presents a brief overview of the development of the wellness tourism literature. In addition, an analysis and presentation of the topics that appear within this literature field are given. The purpose of this research was to point out the relevant topics that have attracted research efforts over time. In order to detect these topics, we have selected wellness tourism literature articles from Web of Science. Our analysis used topic modelling tools using a machine learning algorithm in Python. The results imply the distinction between two main research topics within wellness tourism literature – wellness and health and medical research. Such differentiation also matches the development of the wellness tourism research field itself.

This Study Examines The Relationship Between Wellness Tourism Experiences And Quality Of Life Outcomes Using a Mixed-Methods Approach, Integrating Both Quantitative And Qualitative Data Collection. The Research Investigates How Different Dimensions Of Wellness Tourism—Such As Escapism, Relaxation, Cultural Immersion, And Personal Growth—Affect Tourists' Overall Quality Of Life, Including Physical Health, Psychological Well-Being, And Life Satisfaction. Using a Survey Distributed To 300 Wellness Tourists And In-Depth Interviews With a Subset Of Participants, This Study Provides a Nuanced Understanding Of How Wellness Tourism Experiences Contribute To Quality-Of-Life Improvements. Factor Analysis And Structural Equation Modeling (Sem) Validate The Hypothesized Relationships Quantitatively, While Thematic Analysis Of Qualitative Responses Enriches The Findings. Results Indicate That Escapist And Relaxation-Oriented Experiences Most Strongly Influence Psychological And Physical Well-Being, While Cultural Immersion Enhances Life Satisfaction. These Insights Highlight The Potential Of Wellness Tourism To Foster Holistic Well-Being, With Implications For Practitioners And Researchers In Developing Quality-Of-Life-Centered Wellness Tourism Offerings.

After Covid-19, wellness tourism has been spotlighted as an alternative to revitalize the tourism industry. Therefore, it is necessary to analyze the research trend of wellness tourism for a more in-depth understanding of wellness tourism, and through this, we intend to suggest a research direction for wellness tourism. In this study, 78 wellness tourism related research papers published since 2011 were analyzed. As a result, it was confirmed that research related to wellness tourism is continuously increasing and research topics are gradually diversifying. However, since Covid-19, research on tourist behavior has increased significantly, and the proportion of quantitative studies is also increasing. Therefore, in the future wellness tourism research, it will be necessary to consider research directions such as various topics and new research methods, and to expand the research base of wellness tourism through convergence with other academic fields.

ObjetivoEl propósito del presente estudio es analizar sistemáticamente la evolución del desarrollo del turismo de salud, identificar temas y segmentos relevantes de la investigación en turismo de salud y ofrecer direcciones de investigación futuras e implicaciones prácticas para investigadores académicos y profesionales del turismo en todo el mundo utilizando a China como ejemplo.Diseño/metodología/métodoMediante un análisis bibliométrico, el presente estudio analiza exhaustivamente la temática, los segmentos y la evolución de la investigación sobre turismo de salud en los últimos 40 años.ResultadosLos principales hallazgos muestran que la investigación del turismo de salud en China podría dividirse en cuatro etapas con diferentes características y tres segmentos, incluido el turismo de bienestar, el turismo de salud y bienestar y el turismo médico. Los hallazgos también revelan que la tendencia del desarrollo del turismo de salud tiende a ser industrializado, diversificado y sistemático bajo la guía de políticas recientes. El presente estudio hace aportes tanto teóricos como prácticos. Teóricamente, basado en el marco teórico desarrollado por Hall (2011), el presente estudio contribuye al establecimiento y extensión del marco para el turismo de salud en el contexto de China. En la práctica, los hallazgos pueden proporcionar implicaciones políticas relacionadas con el turismo de salud para el desarrollo futuro de la salud o el turismo integrado en el sector de la salud.ImplicacionesEl estudio también propone una posible colaboración entre el gobierno y la academia en términos de formulación de políticas relacionadas con el turismo de salud.Originalidad/valorA través del análisis bibliométrico de 40 años de la evolución del turismo de salud, el presente estudio explora los temas principales del desarrollo del turismo de salud, identifica los segmentos del turismo de salud y analiza las etapas de desarrollo del turismo de salud. Los hallazgos deberían ser de utilidad para los lectores internacionales para comprender mejor la singularidad del desarrollo del turismo de salud y descubrir posibles direcciones futuras de investigación sobre el desarrollo del turismo de salud. Como resultado, las principales contribuciones de este documento son el análisis exhaustivo de la evolución de la investigación en turismo de salud y las implicaciones en otros países y regiones para adoptar un enfoque pragmático para explorar la tendencia y las características únicas del turismo de salud para el desarrollo futuro.

Risk Factor Management in Medical Tourism Organizations

Sustainable wellness tourism is one of the tourism segments that is growing rapidly as global awareness of health, well-being, and environmental sustainability increases. This research aims to map the development of global research related to sustainable wellness tourism and identify key themes and future research opportunities. The method used was a descriptive qualitative approach through meta-analysis and bibliometrics-based literature studies on 237 Scopus indexed journal articles. The analysis was performed using the VOSviewer software to visualize the keyword, author, and research cluster maps. The results of the analysis show that sustainable wellness tourism research is grouped into seven main clusters, namely the socio-economic impact of health tourism, the competitiveness of sustainable wellness destinations, wellness tourism during health crises, the integration of ecotourism and sustainability, community-based wellness tourism, cultural and recreational wellness tourism, and the spa tourism economy. These findings confirm that sustainable wellness tourism not only contributes to improving the health and well-being of tourists, but also plays a strategic role in local economic development, environmental conservation, and the achievement of the Sustainable Development Goals (SDGs). This research makes a conceptual contribution by presenting a comprehensive research map as well as recommendations for future research directions that are more integrative and sustainability-based.

PurposeThe interest in medical tourism is due to the increasing number of scholarly publications on the subject. Polish researchers are progressively contributing to this discourse, shedding light on various research contexts within one of the prominent medical tourism destinations in Central and Eastern Europe. This article is aimed at mapping the knowledge of and outlining the directions for developing medical tourism research in Poland.Design/methodology/approachThe study was conducted in the form of a bibliometric review, including performance analysis and science mapping. The analysis included texts by Polish researchers indexed in the international Web of Science and Scopus databases and the Polish BazEkon database. In addition, publications found in Google Scholar, Nauka Polska (Polish Science) and Biblioteka Nauki (Library of Science) were included. VOSviewer was used for the bibliometric analysis.FindingsA total of 97 scientific publications from 2003–2023 were studied. The analysis provided an insight into the main themes of Polish researchers from the perspective of the discipline they represent. Five clusters were identified: (1) “global aspects of medical tourism,” (2) “medical tourist,” (3) “development of medical tourism,” (4) “Poland as a medical tourism destination” and (5) “medical tourism destinations worldwide.” On the one hand, an interdisciplinary approach to medical tourism makes it possible to gain broader knowledge that goes beyond one scientific discipline. On the other hand, the results show the diversity of medical tourism research and the dilemmas involved.Research limitations/implicationsThe limitation of this article is the analysis chosen, which does not consider the scientific quality of the articles studied. Instead, we identify leading and future issues that should be of interest to researchers and used by practitioners and managers of medical tourism destinations.Originality/valueThe review and subsequent mapping of scientific output made it possible (1) to understand the different perspectives on the definition of medical tourism, (2) to assess the 20-year contribution of Polish researchers to the development of medical tourism research and (3) to identify key contexts for further research.

Nowadays health tourism became very popular among the tourists and locals because people started to pay more attention to their health condition and take care more about themselves. This article is about health tourism and its development opportunities in Latvia. The author analyses the health tourism theoretical aspects and classification using scientific articles, literature resources and Internet resources. The author makes the theoretical research about health tourism development and provided services in Latvia and introduces the recommendations and innovative solutions to develop health tourism in Latvia. Research problem: many locals choose to go to health tourism destinations abroad instead of use Latvian health tourism enterprises’ provided services. Novelty of the research: analysis of health tourism provided services in Latvia; accomplished practical research of health tourism and its development opportunities in Latvia; suggestions and recommendations in health tourism development opportunities in Latvia.