AI-Driven Digital Marketing and Consumer Behavior in Medical Tourism: From Personalization to Privacy Concerns

Abstract

Background and Purpose: The use of artificial intelligence (AI) in digital marketing has changed how consumers make decisions regarding medical tourism. AI can provide tailored information and recommendations to users, thereby increasing user engagement and improving perceived usefulness. At the same time, the use of personal and health-related data raises significant privacy concerns, especially in the context of cross-border healthcare and the potential misuse of sensitive and secure data. In light of this issue, this research examines how AI-based personalization affects consumer engagement in medical tourism. Trust is theorized as a central psychological mechanism that amplifies the positive effects of AI personalization on consumer engagement while attenuating the negative effects of privacy concerns.

Methods: A quantitative research design was employed, with data collected from 280 individuals who had researched medical tourism services. The collected data were analyzed using the Statistical Package for the Social Sciences and Smart Partial Least Squares.

Results: The findings indicate that AI personalization has a positive effect on consumer engagement, while privacy concerns have a negative effect. Trust plays an important mediating role by reducing the perceived risks associated with personalization and enhancing consumer engagement.

Conclusion: The findings reveal a privacy–personalization paradox and provide implications for the development of ethical and transparent AI-based marketing strategies in the field of medical tourism.