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Naturally colored cotton (NCC) based wovens are finished with 1,2,3,4-butanetetracarboxylic acid (BTCA), which is an environmentally friendly durable press (DP) finish. The colors of the NCC wovens before and after DP finishing are examined. The color fastnesses to home laundering and light irradiation are compared and evaluated. The DP finishing of BTCA has a negative effect on the color of NCC based fabrics. About 1/3 of the shade depth of the NCCs are decreased after a BTCA finishing. For both the fabrics with and without a DP finishing, home laundering results in evident color changes with decrease of shade depth. However, for probable crosslinking to pigments, a DP finishing could significantly improve the home laundering color fastness of NCCs. The performance of the color fastness to light after a BTCA finishing depends on the cotton breed. The BTCA finishing of the green NCC minimally improves the light fastness, while for the brown NCC, the color fastness to light decreases after the BTCA finishing.

This paper explores the role of traditional Chinese medicine (TCM) as a tourism recovery drawcard to boost China's inbound tourism after COVID-19.

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.

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.

The paper builds a tourism recovery framework for stakeholders to adopt tailored TCM communication strategies to boost its inbound tourism programme.

This paper is the first academic paper to review TCM comprehensively and critically in relation to China tourism and post-COVID-19 recovery measures.