Author(s)

Longqi Qi

Corresponding Author

Longqi Qi

Abstract

Under the background of supply-side reform, health and wellness tourism is a new industry concerned by the whole people. The development of health tourism brands is an issue worthy of discussion. Taking the ecological health and wellness experimental area of Qingjiang (Yichang) as an example, this paper analyses the characteristics of health and wellness tourism brand. Through field investigation, the favorable conditions for the establishment of health and wellness tourism brand in Qingjiang (Yichang) are put forward from three aspects: the material form, the institutional form and the spiritual form. Corresponding suggestions on brand development are made based on the current situation and the development trend of brand construction.

Keywords

Health and Wellness Tourism, Brand, Qingjiang (Yichang) Ecological Health and Wellness Experimental Area