KOREASCHOLAR

TURMERIC LATTE BATTLE: THE COMMODIFICATION AND PROTECTION OF AUTHENTICITY IN WELLNESS TOURISM

Maria Kniazeva
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422648
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.530-532
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The wellness travel industry faces a curious challenge: it experiences high consumer demand for indigenous experiences while also facing growing accusations of cultural appropriation of authentic practices. According to the Global Wellness Summit (2023), “hyper-indigenous” wellness travel is a global trend for 2023, as travelers seek the source of ancient healing knowledge. However, many of these cultural practices have already spread across national borders like the turmeric latte served in Western retreats or yoga that is practiced globally, leading to an established yoga tourism market (Market Research, 2022). How can these conflicting realities, rooted in the concept of authenticity, be reconciled? This study aims to explore this research question by analyzing two wellness narratives: one that commodifies ingenious practices outside their original borders and another that safeguards them within national and cultural boundaries.

Author
  • Maria Kniazeva(University of San Diego, USA)