Citation:

Dr. Sepideh Bashang, Puttanna K. "Digital Marketing, Consumer Behavior, and Medical Tourism in India: A Conceptual Framework on Cognitive Overload and Decision Fatigue" International Research Journal of Economics and Management Studies, Vol. 5, No. 1, pp. 62-69, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I1P107

Abstract:

With enhanced online advertisement by hospitals, operators, and health sites, India has become a preferred tourist destination for seeking medical services. Their target is international patients, and to attract them, they offer extensive data on treatment choices, hospital qualifications, costs, and patient reviews. Nonetheless, the quantity and multi-dimensionality of such information are likely to induce cognitive overload and decision fatigue, especially among patients who have to make critical care choices in unfamiliar settings. This conceptual paper explores the role of digital marketing in shaping consumer behavior in the sphere of medical tourism in India by suggesting a theoretical framework based on consumer psychology. Based on real-life cases from Indian healthcare websites and previous literature, the research investigates the psychological processes initiated by exposure to digital content. It provides new insights into cross-border medical consumer decision-making. The paper concludes with recommendations that administrators can utilize in their digital marketing efforts and directions for further empirical studies.

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Keywords:

Medical Tourism, Cognitive Overload, Decision Fatigue, Digital Marketing, Consumer Behavior.