Health tourism is recognised as a growing industry. Therefore, sustainable development in health tourism is crucial not only for the well-being of patients but also for destinations and communities. In this sense, sustainable development in health tourism aims to develop solutions related to the environmental, social, and economic challenges faced by the country and the tourism sector. After the COVID-19 pandemic, health tourism has become popular, and despite the increase in research related to the theme, the existing literature is still relatively fragmented and lacks a comprehensive view. This study addresses this gap by investigating sustainable development in health tourism through a systematic literature review. Ninety-three articles were collected from the Web of Science database. After subjecting them to bibliometric analysis, it is possible to examine the topic’s current state of the art. This research permits the systematisation of the existing literature into five areas: (1) stakeholders of sustainable tourism, (2) impact of COVID-19, (3) health tourism, (4) challenges and opportunities, and (5) sustainability values. This research provides significant contributions to the field of sustainable development in health tourism. Firstly, it sheds light on aspects that previous literature has examined, offering valuable insights into the drivers of sustainable development in health tourism, thus enriching our comprehension of the subject. Additionally, the article delineates a prospective research agenda, suggesting various directions that can lay the foundation for upcoming inquiries and the development of pertinent theories for assessing the impact of sustainable development in health tourism.

Integrating Artificial Intelligence (AI) with sustainable marketing provides a transformative approach to fostering responsible business practices. This examination covers green, social, and critical marketing theories, illustrating how AI improves efficiency and personalisation in promoting sustainability. By leveraging AI, companies can better address consumer demands for eco-friendly products and services. The exploration includes practical applications such as predictive analytics, targeted marketing, and automated customer interactions, emphasising AI deployment's ethical considerations and challenges. The impact on corporate strategies and AI's contribution to achieving the UN Sustainable Development Goals are also highlighted. The complexities of merging AI with sustainable marketing are thoroughly evaluated, providing valuable insights into theoretical advancements and practical implications. Future research directions are suggested further to enhance the synergy between AI and sustainable marketing practices.

This chapter examines the shift in historically exclusive luxury tourism and proposes a transformation to a regenerative model that is more sustainable than social development. In relation to sustainable tourism, regenerative extends environmental concern beyond what is merely being maintained and encourages healthy habitats, promotes a social justice of equity between local hosts and visitors. The case study methodology was used to analyze global initiatives, namely the Aman Resortssix Senses SongSaa, Soneva hotels and the Belmond Hotel das Cataratas tourism company, which interweave luxury with regenerative practices. These examples show practical ways in which the sector can align business interests with environmental and social objectives, such as biodiversity conservation, cultural appreciation and community inclusion. Finally, the chapter highlights the challenges and implications of regenerative tourism as green branding opportunities from eco-worst practices of greenwashing or with institutional constraints, incorporating the objectives of the global SDG targets.

This chapter places petfluencers in the context of the emotional economy of consumption and explores their function in modern branding. Through anthropomorphism, nostalgia, and parasocial interaction, it makes the case that animals are dynamic emotional agents rather than passive mascots that promote attachment, trust, and brand love. The chapter uses examples like Grumpy Cat, Nala Cat, and Doug the Pug to show how petfluencers are different from conventional animal symbols in that they co-create meaning with audiences and create commercial value through digital engagement, merchandising, and sponsorship. A conceptual model of pet-driven branding is proposed, integrating symbolic representation, identity mediation, emotional activation, and consumer outcomes. The chapter also discusses market saturation, ethical issues, and the growing popularity of AI-generated pets, pointing out both advantages and disadvantages. All things considered, it reinterprets animals as relational actors at the core of post-human branding.

Fashion embodies both creativity and contradiction: while expressing identity and cultural values, it remains one of the world's most polluting industries. This chapter explores the paradox between consumers' environmental awareness and their persistent unsustainable behaviours in fashion. Integrating Cognitive Dissonance Theory and the Theory of Planned Behaviour, it explains how emotional, social, and symbolic factors sustain the gap between sustainable values and actual choices. Cognitive dissonance allows consumers to rationalise fast fashion consumption while maintaining a positive moral self-image. The chapter proposes that brands can reduce this tension through emotional alignment, symbolic reframing, and relational continuity, redefining sustainability as an aspirational and identity-driven experience rather than a moral constraint. Achieving genuine sustainability in fashion therefore requires not only technological innovation but a cultural and emotional transformation of consumption itself.