Research on the Innovation of Marketing Strategies for Forest Health and Wellness Tourism in Dalian under the New Media Environment

Abstract

In 2024, the forest coverage rate in Dalian, Liaoning Province, reached 41.5%. With a coastline stretching 2,211 kilometers and distinct seasons, as chronic diseases become increasingly prevalent in China, health and wellness tourism has emerged as a significant aspect of people’s lives. Dalian’s abundant forest resources and high-quality hot spring resources in various locations provide favorable conditions for the development of health and wellness tourism. This study analyzes the marketing strategies for forest health and wellness tourism in Dalian under the new media environment, explores the issues in new media marketing strategies for health and wellness tourism in Dalian, and proposes a path analysis for empowering health and wellness tourism marketing strategies through new media. It lays a theoretical foundation for research and innovative marketing strategies for forest health and wellness tourism in Dalian, Liaoning Province, and promotes the promotion of high-end health and wellness tourism featuring mountains, seas, and hot springs.