Nutrimarketing in Wellness Tourism: A Systematic Literature Review and Conceptual Framework for Tourist Health Behavior
DOI:
https://doi.org/10.23969/jp.v11i02.53483Keywords:
nutrimarketing; pariwisata kesehatan; persepsi nilai kesehatan; kepuasan wisatawan; niat untuk berkunjung kembali; tinjauan sistematis literatur.Abstract
The growth of wellness tourism, driven by increasing public awareness of health and healthy lifestyles, has created opportunities for the implementation of nutrition-based marketing strategies (nutrimarketing). However, studies that integrate nutrimarketing and wellness tourism remain relatively limited. This study aims to identify the state of research on nutrimarketing within the context of wellness tourism, analyze dominant themes, and develop a conceptual framework for future research. The study employs a Systematic Literature Review (SLR) method following the PRISMA 2020 guidelines. Data were obtained from the Scopus, ScienceDirect, and Web of Science databases, covering publications from 2021 to 2025. The selection process yielded 19 articles meeting the inclusion criteria. The findings revealed six dominant themes: healthy food and nutritional experience, health-oriented consumer behavior, wellness experience, tourist satisfaction, loyalty and revisit intention, and wellness destination development. The synthesis results indicate that nutrimarketing has the potential to enhance tourists’ perceived health value, which in turn influences wellness experience, tourist satisfaction, and revisit intention. Based on these findings, this study proposes a conceptual framework that integrates nutrimarketing and wellness tourism as a foundation for future empirical research.
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