TY - JOUR
AU - Glenn McCartney
AU - Chu Wang
AU - Yue Peng
AB - This study examines the introduction and role of traditional Chinese medicine (TCM) within Macao’s new medical tourism (MT) initiative. Supported by the Chinese Central Government, TCM embedded into MT is a key strategy to diversify Macao’s tourism economy beyond gaming. Infused with ancient Chinese cultural traditions and nuances, TCM provides a holistic healing process and potential distinctive tourism destination marketing tactic. This study employed semi-structured, in-depth interviews with 15 professionals linked to TCM in mainland China and Macao. Consolidating the responses, challenges and implications were presented on merging this intangible cultural heritage with Macao’s MT aspirations and to present this as an appealing, distinct, collaborative and sustainable tourism strategy to a wider potential tourism audience in mainland China and internationally, in keeping with the new tourism vision. Our study provides important implications for MT destination development, especially for those locations embedding alternative treatments such as TCM.
BT - Tourism Recreation Research
DO - 10.1080/02508281.2024.2424985
N1 - Type: Note
N2 - This study examines the introduction and role of traditional Chinese medicine (TCM) within Macao’s new medical tourism (MT) initiative. Supported by the Chinese Central Government, TCM embedded into MT is a key strategy to diversify Macao’s tourism economy beyond gaming. Infused with ancient Chinese cultural traditions and nuances, TCM provides a holistic healing process and potential distinctive tourism destination marketing tactic. This study employed semi-structured, in-depth interviews with 15 professionals linked to TCM in mainland China and Macao. Consolidating the responses, challenges and implications were presented on merging this intangible cultural heritage with Macao’s MT aspirations and to present this as an appealing, distinct, collaborative and sustainable tourism strategy to a wider potential tourism audience in mainland China and internationally, in keeping with the new tourism vision. Our study provides important implications for MT destination development, especially for those locations embedding alternative treatments such as TCM.
PY - 2024
T2 - Tourism Recreation Research
TI - Betting on traditional Chinese medicine (TCM) within medical tourism (MT) development: the case of Macao
UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85211116138&doi=10.1080%2f02508281.2024.2424985&partnerID=40&md5=948efcbe1f91f0265148425be9183bd3
ER -