Traditional Chinese medicine as a tourism recovery drawcard to boost China's inbound tourism after COVID-19

Author Identifier

Jun Wen

ORCID : 0000-0002-1110-824X

Carol Chunfeng Wang

ORCID : 0000-0002-6672-7187

Edmund Goh

ORCID : 0000-0002-5684-9762

Document Type

Journal Article

Publication Title

Asia Pacific Journal of Marketing and Logistics

Publisher

Emerald

School

School of Business and Law / School of Nursing and Midwifery

RAS ID

35963

Comments

Wen, J., Wang, C. C., Goh, E., Su, Z., & Ying, T. (2022). Traditional Chinese medicine as a tourism recovery drawcard to boost China's inbound tourism after COVID-19. Asia Pacific Journal of Marketing and Logistics, 34(2), 385-400. https://doi.org/10.1108/APJML-10-2020-0732

Abstract

Purpose: This paper explores the role of traditional Chinese medicine (TCM) as a tourism recovery drawcard to boost China's inbound tourism after COVID-19. Design/methodology/approach: This paper employed a mixed method involving a cross-disciplinary literature review along with reflections from experts in TCM and health communication to inform tourism management. Specifically, this paper examines TCM and its potential benefits as a medical tourism drawcard to combat COVID-19. The selected literature focusses on the image and merits of TCM to frame how this medical philosophy can be used to position China as a tourist destination. Reflections on the use of TCM as a tourism marketing tool can guide promotional strategies from the Chinese government and destination managers during and after COVID-19. Findings: The Chinese government, the tourism industry (e.g. destination managers), the media and tourists must focus on three aspects of the role of TCM: to provide medical benefits to travellers amid COVID-19 and beyond, elevate China as a destination for global medical tourists and be leveraged as a tool for economic recovery. Practical implications: The paper builds a tourism recovery framework for stakeholders to adopt tailored TCM communication strategies to boost its inbound tourism programme. Originality/value: This paper is the first academic paper to review TCM comprehensively and critically in relation to China tourism and post-COVID-19 recovery measures.

DOI

10.1108/APJML-10-2020-0732

Access Rights

subscription content

Link to Full Text

Share

 
COinS