How Do New Media Promote Health and Wellness Tourism in Southwest China

This study is aimed at investigating the applications of new media on health and wellness tourism marketing and offer relevant suggestions. Data was collected by depth interview in Sichuan province, southwest China. A total of twelve respondents were conducted. Based on the analysis and discussion, this study found that the meaning respondents perceived of health and wellness tourism is generally in line with the academic definition; respondents who enjoy health and wellness tourism are accustomed to dealing with travel problems through such new media as WeChat and Weibo; the problems of new media in the applications of health and wellness tourism marketing mainly focus on information issues, including the accuracy, reliability, and authenticity of information; and the new media can meet the information needs of respondents with health and wellness tourism.