A Cultural Perspective of Health and Wellness Tourism in China

Health and wellness tourism has experienced fast growth during the last two decades. The aging population and severe pollution in China make the wellness industry even more attractive. However, there has been limited academic research in this area. This paper aims to explore the key features of Chinese wellness tourism through a case study in Bama, Guangxi Autonomous Region. The paper argues that the behaviours of Chinese wellness tourists are greatly influenced by the traditional Chinese wellness culture. Being in nature, doing moderate exercise in nature, and appropriate diet are the key activities for the wellness tourists in Bama. While these activities are also practised in daily life back home, the tourists believe that the best results from these practices can be achieved in Bama. The traditional beliefs in health and new scientific discovery about the Bama county as a longevity place have together contributed to the current behaviours of wellness tourists. Practical implications are also suggested.