Recuperation travel in China: its operating model and opportunities for tourism entrepreneurship

Tenghao Zhang, Fang Zhao and Linzi J. Kemp

Current Issues in Tourism, 2023, vol. 26, issue 4, 526-532

Abstract: Employer subsidized ‘recuperation travel’ has emerged in China as a workplace bonus operating predominantly in the public sector. As a novel and emerging tourism model, the potential for recuperation travel could reach as high as 250 million clients, which warrants greater attention from both practitioners and academicians. This paper sheds new insight into recuperation travel in China, through a sentiment analysis of social media posts by both recuperation travel participants and non-participants. The results suggest that most recuperation travel participants (77.6%) expressed positive sentiment, compared with 41.3% of non-participants. This paper identifies and discusses the entrepreneurial opportunities that can be derived from this billion-dollar tourism market.

Date: 2023
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DOI: 10.1080/13683500.2022.2073436

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