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

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.

Citation

Wen, J., Wang, C.C., Goh, E., Su, Z. and 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, Vol. 34 No. 2, pp. 385-400. https://doi.org/10.1108/APJML-10-2020-0732