Wellness tourism in China: Resources, development and marketing

Vincent C.S. Heung, Deniz Kucukusta Seyidir

Research output: Journal article publicationJournal articleAcademic researchpeer-review

91 Citations (Scopus)


China's natural and cultural resources are the foremost offerings of the country's wellness tourism sector. Although wellness tourism in China is in its infancy, it can offer new opportunities in, and strengthen the overall competitiveness of, China's tourism industry. To achieve this, the assessment and development of wellness tourism resources in China are required. This study examines the potential for wellness tourism development in terms of resources and promotion from the point of view of wellness tourism experts. It surveys professionals working in tourism, health and education in China. The results reveal that environmental assets, including fresh air, clean water and natural features, are considered the most important attributes for the development of wellness tourism in China and that the promotion of wellness tourism can best be achieved through advertising in mass media, governmental support and organizing new regional events. The study implications and future research directions are discussed.
Original languageEnglish
Pages (from-to)346-359
Number of pages14
JournalInternational Journal of Tourism Research
Issue number4
Publication statusPublished - 1 Jul 2013


  • Asia
  • China
  • Health tourism
  • Wellness tourism

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation


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