ABSTRACT
Increasing numbers of western tourists are taking the opportunity to engage with both western and non-western forms of healthcare treatment in developing countries with new forms of host-guest relations ensuing. This case study begins by analysing the marketing of the state of Kerala (India) as a centre for non-w estern healthcare tourism based on the Indian tradition of ayurveda . Based on extensive fi eldwork in Kerala (2004-2006), it is argued that, for those who seek western medicine, healthcare is the primary motive and tourism is the secondary motive. For those who seek non-western healthcare, tourism is the primary motive and healthcare is the secondary motive. This perhaps highlights the ambivalence of western people towards indigenous forms of health provision as an ‘ alternative ’ form of medicine and/or health education.
