Anukrati Sharma is a Professor in the Department of Tourism and Hospitality at the University of Kota, India.Shruti Arora is an Associate Professor at the Modi Institute of Management & Technology, India.

• Chapter 1. Medical and Wellness Tourism in Bangladesh: A State of Art; Md. Wasiul Islam, Shakil Ahmed, and Md. Mahfuz Ur RahmanChapter 2. From Temples to Treatment: Medical Tourism as the New Pilgrimage in India; Dev Kumar Mandal, Shivangi Kashyap, Pravin Kumar, and Vivek HamalChapter 3. Marketing and Consumer Behaviour in Medical Tourism: Traditional Approaches, Digital Strategies, and the Impact of Patient Experience; Gobinathan Manickam, Ihtisham Ullah, and Sidar Atalay ŞimşekChapter 4. Understanding the Consumer Mindset in Medical and Wellness Tourism: A Marketing Perspective; Roshan Kumar Shiva, Geetha Manoharan, and Sanjeev KumarChapter 5. Innovative Entrepreneurship in Medical Tourism: Bridging Healthcare and Hospitality; Versha Sharma, Priya Sharma, Ravinesh Mishra, Bhartendu Sharma, and Archana KumariChapter 6. Tourist Guiding in the Context of Environmentally Friendly Sustainable Health Tourism; Seda Çiçekli AyyildizChapter 7. Sustainable Quality Practices in Medical Tourism: Balancing Profit, Ethics, and Patient Safety; Sangeeta Chaudhary, Pawan Kumar, and Rajiv KumarChapter 8. Medical Professional Mobility: Reframing Medical Tourism to Include Professional Circulation, Labor Movement, and Telepresence; Babu GeorgeChapter 9. Artificial Intelligence, Robotics, and Beyond: The Future of Medical Tourism; Shelley Duggal, Ayan Basak, Ashish Dahiya, and Pranshu ChomplayChapter 10. Leveraging Artificial Intelligence for Transforming Medical Tourism: Opportunities, Challenges, and Entrepreneurial Perspectives; C.V. Suresh Babu, Yukesh Kumar P., and Thirumalai E.Chapter 11. The Impact of E-Health Literacy on Patient Experiences in Medical Tourism; Hanife Gül BozkurtChapter 12. Digital Innovations in Enhancing Women Entrepreneurial Activities in Medical Tourism; Anila ThomasChapter 13. AI-Driven Financial Decision-Making in Medical and Wellness Tourism: Revolutionizing Business Sustainability; Shallu Sehgal, A.V. Senthil Kumar, Mamta Devi Sharma, and Nitish SehgalChapter 14. The Herbal Promise: Service Quality Attributes and Their Impact on Tourist Loyalty in Sri Lanka’s Ayurveda Medical Tourism Sector; Suduweli Kondage Lathisha Jayangi RamanayakaChapter 15. Exploration of Interlinkage Between Health Insurance Schemes and Medical Tourism in India: Opportunities and Challenges; Pooja Rani and Rupinder KaurChapter 16. Impact of Social Media on Medical Tourist Decision-Making: Trends, Influences, and Insights; Subham Varshney and Ranbir Singh