J Hosp Mark. 1999 ; 13(1): 107-18.

Alternative medicine among college students.

Gaedeke RM, Tootelian DH, Holst C.

Department of Management, California State University, Sacramento, USA.

The use of "alternative" medicine has become increasingly popular in the United States. Books devoted to alternative medicine, e.g., Spontaneous Healing and 8 Weeks to Optimum Health, have become best sellers. Nevertheless, relatively few research studies have focused on the subject. This study examined the role of alternative medicine among college students. Issues addressed included students' familiarity with, use of, and perceptions regarding unconventional health therapies. The study substantiated a phenomenon health care providers across the country are discovering: a growing number of Americans with interest and financial resources support the development of "mainstream" alternative medicine programs. Results of the study also suggest that well-respected traditional health care organizations would not suffer reputation damage if they were to offer such programs.