Immersive Storytelling and Mental Wellness in Medical Tourism

This chapter develops the immersive storytelling-wellness framework (ISWF) to explain how digital storytelling, immersive technologies, and metaverse environments can foster mental wellness in medical tourism. Drawing upon the Stimulus-Organism-Response (S-O-R) model and the Broaden-and-Build Theory, the framework conceptualizes a psychosocial mechanism through which immersive experiences transform patients' anxiety into trust, control, and connectedness. Storytelling provides emotional meaning and empathy; immersive technology (augmented reality, virtual reality, and mixed reality) strengthens psychological control and preparedness; while the metaverse sustains social belonging and digital empathy across borders. The chapter synthesizes findings from interdisciplinary research in tourism, healthcare marketing, and human-technology interaction, proposing an ethical and human-centered model for digital healing. It also highlights theoretical and practical implications for healthcare providers, policymakers, and destination marketers.