Strategies for Branding Healing Tourism Resources and Securing Intellectual Property Rights (Trademark Protection)

Purpose: This study examines effective strategies for integrating brand building and trademark acquisition in the healing tourism industry. Healing tourism, a growing trend focused on well-being and health recovery, requires strong protection within intellectual property law to ensure brand uniqueness and differentiation. Such protection also strengthens brand competitiveness and market sustainability. Method: A literature review was conducted, analyzing successful healing tourism brands domestically and internationally. Case studies, including WE Hotel in Jeju, “Neoege Gam, Donghae” in Gangwon, Baden-Baden in Germany, and Blue Lagoon in Iceland, illustrate how healing tourism brands leverage regional resources to achieve uniqueness and differentiation, supported by trademark protection. Results: Healing tourism’s uniqueness is rooted in regional resources, traditional healing methods, and tailored wellness programs. Trademark protection enhances brand credibility, competitiveness, and sustainability. Effective trademark management and monitoring are crucial strategies for maintaining market leadership. Conclusion: Trademarks provide essential legal protection and market differentiation for healing tourism brands. Effective utilization involves managing trademarks based on regional characteristics and aligning global expansion with local strengths. This study offers practical insights for the sustainable growth and competitiveness of the healing tourism industry.