Perspectives on Asian Tourism
Series Editors
Catheryn Khoo, West End, VIC, Australia
Paolo Mura, Zayed University, Abu Dhabi, United Arab Emirates
While a significant body of knowledge about tourism in Asia is emerging, the
dominant voice within academic tourism circles still largely reflects Western
ontologies and epistemologies. This series offers a dedicated platform for amplifying
Asian scholarly contributions, exploring the multifaceted dimensions of Asian
tourism, and unveiling its complex economic and socio-cultural trends.
The books in this series aim to foster a more integrated and nuanced understanding
of Asian tourism, contributing to a more inclusive discourse that moves beyond
predominantly Western perspectives. By doing so, the series seeks to redefine
tourism studies, encouraging a more diverse and representative exploration of
tourism as both a phenomenon and an academic field.
More specifically, this series addresses key gaps in the existing literature by
focusing on:
• The ontological, epistemological, and methodological foundations of Asian tour-
ism research;
• Distinct segments of the Asian tourist population, such as Asian women, back-
packers, young tourists, and LGBTQ+ travelers;
• Various forms of tourism in Asia, including film-induced tourism, adventure
tourism, beauty tourism, and religious tourism;
• The experiences, behavioral patterns, and travel constraints of Asian tourists;
• Asian values that influence operational, management, and marketing decisions
within and related to Asian travel;
• External factors that contribute to the complexities of Asian tourism studies.
This series is indexed in SCOPUS.
If you are interested in contributing a monograph, edited volume, textbook, and
research handbook to the series, please contact the Springer publishing editor.
Sharad Kumar Kulshreshtha • Eleni Michopoulou
Editors
Wellness Tourism in Asia
Emerging Destinations to Rejuvenate,
Relax and Retreat
Editors
Sharad Kumar Kulshreshtha Eleni Michopoulou
Department of Tourism & Hotel College of Business, Law and Social
Management Sciences
North-Eastern Hill University University of Derby
Shillong, Meghalaya, India Derby, Derbyshire, UK
ISSN 2509-4203 ISSN 2509-4211 (electronic)
Perspectives on Asian Tourism
ISBN 978-981-96-2866-7 ISBN 978-981-96-2867-4 (eBook)
[Link]
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Foreword
In recent years, wellness tourism has emerged as one of the most dynamic and trans-
formative sectors in global travel, and Asia stands at the forefront of this evolution.
The continent, with its rich tapestry of diverse cultures, age-old traditions, and pro-
found spiritual practices, offers a wealth of destinations that cater to the growing
demand for rejuvenation, relaxation, and holistic well-being. The book Wellness
Tourism in Asia: Emerging Destinations to Rejuvenate, Relax, and Retreat delves
deep into this phenomenon, highlighting the unique and authentic experiences that
Asia offers to wellness travellers from across the globe.
This book, edited by Dr. Sharad Kumar Kulshreshtha and Dr. Eleni (Elina)
Michopoulou, presents a comprehensive exploration of wellness tourism in Asia,
showcasing a wide range of international case studies from iconic destinations like
India, China, Thailand, Sri Lanka, and other unexplored countries. Each chapter
provides valuable insights into the rapidly evolving wellness sector, offering both
academic perspectives and practical examples of how Asian destinations are
embracing wellness tourism. From ancient healing traditions such as Ayurveda and
traditional Chinese medicine to modern spa and yoga retreats, the diverse approaches
to wellness in Asia make this region a unique hub for tourists seeking mental, physi-
cal, and spiritual revitalisation.
In my own research and personal experience, I have witnessed firsthand how
wellness tourism is thriving in Uttarakhand, a region rich in natural beauty and
spiritual heritage. Known as the “Land of the Gods”, Uttarakhand offers an unparal-
leled blend of serene landscapes, sacred sites, and ancient wellness practices. The
Himalayan region, with its tranquil environment, has become a sanctuary for those
seeking mindfulness, rejuvenation, and healing. From the therapeutic benefits of
yoga and meditation in Rishikesh to the rejuvenating Ayurvedic therapies offered in
remote wellness centres, Uttarakhand is an emerging destination for wellness tour-
ism in India. Uttarakhand, potential as a wellness tourism hub, is still being explored,
and there is a great opportunity for further development. As the demand for wellness
tourism continues to rise, it is important for the region to maintain a balance between
promoting tourism and conserving its natural and cultural heritage. The
v
vi Foreword
development of wellness tourism in Uttarakhand presents a model for how other
regions can integrate sustainability, community involvement, and authentic well-
ness experiences.
The book explores a variety of themes, from the growth of wellness tourism and
emerging destinations to the role of local culture, indigenous therapies, and sustain-
ability in shaping the future of this sector. It provides a thorough analysis of the
wellness tourism market, the changing preferences of new-age consumers—includ-
ing millennial and affluent travellers—and the increasingly important role of well-
ness technology and digital well-being initiatives. As the demand for wellness
experiences continues to rise, this book presents an invaluable resource for tourism
professionals, policymakers, and academics who are keen to understand the trends,
opportunities, and challenges that define the wellness tourism landscape in Asia.
The insights provided in this volume will inspire not only those involved in the tour-
ism sector but also travellers looking for meaningful and transformative experiences.
Asia’s deep-rooted connection to wellness, whether through its ancient therapies,
spiritual practices, or natural assets, makes it a destination unlike any other for those
in search of a truly restorative journey. This book encapsulates this promise, offer-
ing an exploration of both timeless traditions and emerging innovations in wellness
tourism.
It is with great pleasure that I commend this work to readers seeking to under-
stand the multifaceted world of wellness tourism in Asia, and the exciting future that
lies ahead for this thriving sector.
Himgiri Zee University
Satish Chandra Bagri
Dehradun, India
Centre for Mountain Tourism and Hospitality Studies
HNB Garhwal University
Srinagar, Uttarakhand, India
Foreword
Welcome to the realm of wellness tourism, a space where we can revive our bodies,
nourish our minds, nurture our spirits, and cultivate a more connected, harmonious
society. Step into a world of rejuvenation and self-discovery, where healing, seren-
ity, and personal growth converge. As we step into a new era, emerging from the
challenges of the COVID 19 pandemic, there’s no better time to embark on a trans-
formative journey toward health, wellness, and well-being.
I am as a wellness researcher dedicated to health and well-being; I have been
passionate about this field long before the Covid-19 pandemic. I see a need for a
comprehensive book on wellness tourism destination development, in particular of
Asian countries. In my experience, there is a notable lack of clarity regarding the
wellness context, including current uniqueness of resources and circumstances
influencing on both supply and demand. From an academic perspective it’s clear
that a holistic approach to wellness destination development in Asia is still needed.
Fortunately, this book addresses that gap, offering valuable insights into wellness
tourism in the region.
In addition, in today’s world, we must ask ourselves: How are we approaching
our health and wellness? What steps can we take to foster better well-being for our-
selves and future generations? And how can we contribute to the ongoing research
and development of wellness tourism? These are pressing questions that demand
thoughtful exploration and consideration, there being many strategies and
approaches we can take to address the challenges facing the wellness tourism sec-
tor today.
As an editor of this book, I am deeply grateful for the opportunity to bring
together a diverse range of perspectives, expertise, and insights, particularly in well-
ness tourism destination development. This book reflects a commitment by all to
advance our understanding of wellness tourism, offering innovative solutions and
practical guidance for creating destinations that support holistic well-being. It is
through this lens of vision, dedication, and collaboration that we hope to inspire
both industry professionals and travellers to rethink wellness tourism, not just as an
escape, but as a path to sustainable health and collective growth.
vii
viii Foreword
With a profound understanding of both the tourism and wellness sector, Dr.
Sharad and Dr. Elena have showcased exceptional leadership in the development
of wellness destination. Their dedication has led to the creation of a framework
where wellness tourism not only promotes personal growth but also fosters com-
munity development, addresses challenges, and supports sustainable practices for
all stakeholders.
Often, when discussing wellness tourism or lifestyle activities, many people
associate them with luxury and expensive experiences, as if only the affluent can
access such offerings. However, I am thankful to the book’s contributors; especially,
they believe wellness tourism can cater to all tourist groups, regardless of age,
income, or career. In addition, the authors of this book provide valuable insights into
wellness tourism from the perspective of all tourist types, including both high- and
low-income visitors. The book discusses the unique wellness resources available in
different countries, illustrating how these offerings influence tourist behaviour. It
explores the motivations for participating in wellness tourism, covering significant
countries within Asia.
What makes this book truly special is its holistic approach to wellness. Especially,
the authors of each chapter bring a diverse range of experiences, covering every-
thing from spa, hot spring retreats to nature-based healing, transformative journeys
of self-discovery, and the medical destination hub. Whether you are a seasoned trav-
eller, a wellness professional, or someone looking to integrate travel into your own
wellness journey, this book offers both inspiration and practical guidance to help
you navigate the many options within the wellness tourism landscape.
In addition, I particularly appreciated that this book proposes strategies for
developing wellness destinations in the next new normal of tourism. In recent years,
even before the COVID-19 pandemic, the trend of a well-being lifestyle had already
begun to play an important role in people’s daily lives. The high demand for well-
ness activities and products has led to various events, such as sports and leisure
initiatives for health, along with the growth of the healthy food market and organic
products.
Wellness tourism focuses on health improvement, and I believe the insights from
this book will foster society change, rejuvenation, relaxation, and retreat, ultimately
enhancing the quality of life. Especially, it will highlight five key wellness attributes
identified in my research. Ultimately, wellness tourism should enhance our physical
fitness as well as our mental, emotional, social, and spiritual well-being for every-
one engaged in wellness activities.
I wholeheartedly recommend this book to readers and am confident it will make
a significant impact. My overall wellness tourism knowledge in Southeast Asia,
including yearlong experiences, and commitment to maintain personal well-being
demonstrate that this book is invaluable for readers seeking to learn, grow, and be
able to develop for a better quality of tourism. I am confident that it will make a
significant contribution to the wellness tourism community and related fields.
Especially, the book establishes the new knowledge for future wellness research
while exploring various segments in the tourism market. It is informing readers
Foreword ix
about the new products, services, and activities that stakeholders should offer tour-
ists, in turn fostering a greater intention to revisit wellness destinations.
This book will be popular and widely read because it centres on an Asian well-
ness perspective, and it will be a best-case study not only in Asian countries, but
also around the globe; a topic that I believe to be the core concept of health and
wellness development. The theories, case studies, and future challenges in applied
research presented in this book are tailored to align with current trends.
Congratulations to “Dr. Sharad Kumar Kulshreshtha” and “Dr. Eleni (Elina)
Michopoulou” for bringing this vital subject to life. This book will serve as a valu-
able resource for understanding the future of the wellness phenomenon. It will pro-
vide essential guidance for future research in the important field of wellness tourism
and highlight areas of growth, particularly as more universities place a focus on
developing wellness professionals.
Ultimately, I am certain that this book will inspire you readers to rethink how we
shape the future of the wellness world, and perhaps even spark a new journey, one
that nourishes our mind, body, and spirit.
Graduate School of Tourism Management Ann Suwaree Ashton
National Institute of Development Administration
Bangkok, Thailand
Introduction: Wellness Tourism in Asia
In recent years, wellness tourism has emerged as a dynamic and rapidly growing
segment of the global travel industry. Scholars and industry experts have explored
this phenomenon extensively, particularly its contributions to sustainable tourism
and its intersections with cultural heritage and health practices. Globally, wellness
tourism is characterised by a dual focus on traditional and contemporary practices,
blending ancient wisdom with modern innovations. Asia, with its unparalleled cul-
tural diversity, deep-rooted healing traditions, and breathtaking landscapes, occu-
pies a central position in this global discourse. As the cradle of practices such as
Ayurveda, traditional Chinese medicine, and yoga, the continent has long been syn-
onymous with wellness. Today, destinations across Asia are not only custodians of
these traditions but are also innovating to meet the needs of modern wellness
travellers.
This book contributes to the growing body of research on wellness tourism by
situating Asia within the broader global conversation and offering a focused analy-
sis of its distinctive role in this flourishing sector. While much of the international
literature examines wellness tourism through a Western lens, this book emphasises
Asia as both a source and innovator. It bridges existing studies on international well-
ness tourism with an exploration of Asia’s unique contributions, including its diverse
healing traditions, cultural richness, and strategic innovations. By addressing both
global and regional perspectives, it positions Asian wellness tourism as a vital part
of the larger narrative, highlighting how its practices enrich and expand the global
understanding of wellness tourism.
Within the specific literature on Asian wellness tourism, this book occupies a
critical space by bridging gaps, extending existing research, and offering new per-
spectives. It explores the deep cultural roots of wellness practices across Asia, from
Ayurveda and traditional Chinese medicine to Korean jjimjilbangs and Japanese
martial arts, while also addressing how these traditions are modernised to meet
global traveller expectations. By examining tourist motivations, barriers to growth,
and destination strategies, the book aligns with and extends research that empha-
sises the importance of understanding demand and addressing challenges within
xi
xii Introduction: Wellness Tourism in Asia
this sector. Comparative studies, such as Omani tourists’ preferences in India and
Thailand, offer fresh insights into regional differences and cross-cultural influences.
The book also contributes significantly to the discourse on destination develop-
ment and sustainability, highlighting how regions like Kerala, South Korea, and
Guangdong Province blend cultural preservation with innovative approaches to
remain competitive. Timely topics such as post-pandemic recovery strategies,
exemplified by Chiang Mai’s potential as a wellness and medical hub, offer practi-
cal and forward-looking perspectives that align with emerging themes in wellness
tourism literature.
Moreover, this book reframes wellness tourism through an Asian lens, challeng-
ing the dominance of Western frameworks in the field. By contextualising wellness
tourism within local cultural philosophies and practices, it contributes to the grow-
ing academic discourse on regional interpretations of wellness. Discussions of cul-
tural contextualisation, such as the blending of tradition with modern trends, provide
a nuanced understanding of how Asia redefines wellness tourism to attract global
and domestic travellers alike.
The narrative structure of the book weaves these themes cohesively, offering a
comprehensive exploration of wellness tourism in Asia. It begins by investigating
the demand dynamics that have propelled the region’s rise as a wellness tourism
hub. Chapters 1 to 4 explore traveller motivations, preferences, and barriers, offer-
ing comparative analyses of destinations such as India and Thailand. These chapters
resonate with global studies that emphasise the importance of understanding
demand to design effective wellness tourism offerings.
Chapters 5 and 6 transition to the supply side, examining how destinations like
Chiang Mai and Macao leverage their cultural and medical strengths to establish
themselves as global wellness hubs. These discussions align with international lit-
erature on destination branding and the integration of wellness and medical tourism,
while providing new insights into the strategies employed by Asian destinations.
The subsequent Chapters 7–12 delve into destination-specific strategies and
innovations, presenting insights from regions such as Kerala, Guangdong, and
South Korea. These chapters emphasise the dual narrative of cultural preservation
and innovation, which defines wellness tourism in Asia. By integrating traditional
practices with modern infrastructure, these destinations demonstrate how Asia bal-
ances its heritage with the demands of contemporary travellers.
Finally, the concluding Chapters 13–17 explore the cultural dimensions of well-
ness tourism, offering a nuanced perspective on how Asian philosophies, rituals,
and practices contrast with Western interpretations. This discussion reflects the
growing call in academic literature to contextualise wellness tourism within local
cultural frameworks, challenging generalised or homogenised narratives.
Through this exploration, the book positions itself as both a reflection of and
contribution to the evolving discourse on wellness tourism. It offers a rich tapestry
of insights, connecting tradition, innovation, and market trends to inspire further
dialogue and research. By situating Asia’s wellness tourism within both the global
and regional contexts, it provides a deeper understanding of its transformative
Introduction: Wellness Tourism in Asia xiii
potential and its profound impact on individuals, communities, and the tourism
industry.
We hope you find this journey through Asia’s wellness tourism landscape as
enriching as it is enlightening.
Contents
1 Middle-Class Consumers Seeking Health, Rejuvenation,
and Relaxation in Asian Regions������������������������������������������������������������ 1
Bushra Choudhary, Saima Kareem, Abdul Qadir, and
Sarah Hussain
2 A Study on Development of Wellness Tourism Market
in Asia�������������������������������������������������������������������������������������������������������� 21
K. N. Lokesh Kumar and G. K. Jaya Bharath Reddy
3 What Motivates Tourists to Visit South Asian Wellness
Tourism Destinations? An Application of the Analytical
Hierarchy Process (AHP) Approach������������������������������������������������������ 39
Aashish Garg, Amarjit Kaur, Jasper Vikas, and Pooja Goel
4 A Comparative Analysis of the Attractiveness of India
and Thailand as a Wellness Tourism Destination for the
Omani Wellness Tourist�������������������������������������������������������������������������� 57
Mohit Kukreti, Amitabh Mishra, and Aarti Dangwal
5 The Potential Perspective of Thailand’s Medical Hub:
A Case Study of Chiang Mai City�������������������������������������������������������� 73
Pairach Piboonrungroj, Banjapon Thongkaw, and Chukiat
Chaiboonsri
6 Becoming a Global Resource Center for Personal Health
Asset Management: A Conceptual Model of Integrative
Wellness Destination Development�������������������������������������������������������� 91
Sydney X. Hu and Cindia Ching-Chi Lam
7 Sustainable Tourism Resources: Perspective of Wellness
Tourism Practitioners: A Delphi Approach ������������������������������������������ 107
Senthilkumaran Piramanyagam, João Romão, and Partho
Pratim Seal
xv
xvi Contents
8
Future Jewels in the Asian Health Tourism Crown������������������������������ 123
Melanie Kay Smith, László Puczkó, and Younkyoung Sung
9 Wellness and Health Tourism in Malaysia: Current
Barriers and Recommendations ������������������������������������������������������������ 141
Farhad Nazir and Jeetesh Kumar
10 Hot Spring Tourism Destination Sustainability Performance
and Competitiveness: A Case in Guangdong, China���������������������������� 155
Caifen Jiang and Li Ding
11 Wellness Tourism and Wellness Hotels in Thailand
and India �������������������������������������������������������������������������������������������������� 173
Emrah Yaşarsoy
12 Holistic Wellness: A Case Study of Ananda in
Himalayas-A Destination Spa and Retreat�������������������������������������������� 189
Amolakdeep Kaur and Vijender Noonwal
13 Exploring the Evolution and Significance of the
Korean Jjimjilbang: Unveiling a Hidden Wellness Tradition�������������� 199
Daniel Kessler
14 Reflections on Wellness and Well-Being Through
Traditional Food Consumption Habits of Indian Society�������������������� 213
Pramod Kumar Singh, Gaurav Soni, and Sikha Lekharu
15 Jjimjilbang: Traditions of Wellness in South
Korea—A Study of Community Engagements in
Public Bathhouses������������������������������������������������������������������������������������ 235
Hyejin Park
16 Japanese Martial Art Tourism for Knowledge, Skills
and Wellbeing ������������������������������������������������������������������������������������������ 243
Christian Michael Veasey
17 Wellness Tourism in Asia: Futures Challenges in
Applied Research ������������������������������������������������������������������������������������ 251
Maximiliano E. Korstanje
Conclusion �������������������������������������������������������������������������������������������������������� 265
