Adaptation and Branding in Wellness Tourism: A Systematic Literature Review and Conceptual Framework

This systematic literature review synthesizes existing knowledge on wellness tourism, a sector increasingly influenced by demographic, technological, health-related, and environmental changes. The adaptation of wellness tourism to these evolving conditions is closely linked to branding. However, the existing literature lacks a systematic conceptual framework that explains the relationship between organizational adaptation and wellness tourism brand development. This study aims to examine adaptation and branding in health tourism, identify key factors and organizational adaptive capabilities, explore research gaps in the relationship between organizational adaptation and brand value, and develop an integrated conceptual framework linking organizational adaptation to brand development in the health tourism business. This study conducted a systematic literature review in accordance with the PRISMA 2020 guidelines and employed thematic analysis to synthesize 36 selected articles that underwent screening and descriptive appraisal. The literature was retrieved primarily from Google Scholar and SAGE, covering the period from January 2020 to August 2026. The synthesis identified six key themes: leadership and strategic capabilities; digital technology and branding; safety, trust, and brand reputation; culture and brand identity; the environment and sustainable brand development; and tourist experiences. Based on these issues, this study proposes an integrated conceptual framework linking adaptation and branding in health tourism, addressing the gap in their integration within the literature. The framework supports future empirical research and provides insights for stakeholders to align their responses with destination branding strategies, while guiding future research and tourism management practices.