Carrera Anaya, AntonioRecuero Virto, Nuria2025-04-252025-04-252025-04-21Carrera Anaya, A. and Recuero-Virto, N. (2025), "Telemedicine apps and their influence on the tourism industry: a qualitative study", International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJPHM-10-2024-0114https://doi.org/10.1108/IJPHM-10-2024-0114https://hdl.handle.net/20.500.14352/119727Purpose In spite of increasing interest in telemedicine, its impact on tourism remains underexplored. This study aims to analyse how telemedicine apps improve health-care access for tourists, emphasizing usability, benefits, challenges and safety perceptions while identifying integration barriers and opportunities. Design/methodology/approach This study uses a qualitative approach using grounded theory to develop a structured understanding of telemedicine’s role in tourism. Data collection involved semi-structured in-depth interviews, participant observation and document review with 10 experts from medicine, tourism, app development, consumer advocacy and academia recruited through theoretical sampling. The analysis used ATLAS.ti software with open, axial and selective coding to generate themes and construct a theoretical framework. Findings Telemedicine apps, primarily designed for medical management, also enhance tourist safety. However, usability challenges for older users and poor integration with tourism services hinder their adoption. Experts emphasized the importance of accessibility and user-friendly design, while concerns about medical data security were minimal. Research limitations/implications The findings are based on a small sample size of experts. Future studies could broaden the participant sample and include actual tourists to gain deeper insights. Practical implications Tourism providers should partner with telemedicine developers to enhance tourist safety. Training older users will improve adoption rates. Social implications Integrating telemedicine into tourism can improve access to health care, reduce travel-related health risks and promote proactive health management among tourists, benefiting public health. However, the widespread adoption of telemedicine in tourism requires alignment with existing data protection regulations such as the GDPR in Europe and the HIPAA in the USA. Originality/value This research provides novel insights into the connection of telemedicine and tourism, highlighting how telemedicine apps can enhance tourist safety and convenience. By integrating expert perspectives, the study offers practical recommendations for tourism stakeholders and app developers to foster innovation and adoption in both sectors.engjournal articlerestricted accessappstelemedicinemobile healthhealth care safetytourismtechnology adoptionMarketingTurismo5311.05 Marketing (Comercialización)5312.90 Economía Sectorial: Turismo