中医药康养旅游小镇游客需求与创新开发研究

基于需求导向,运用访谈法、问卷调查法和因子分析法,探索中医药康养旅游者的核心需求,据此提出小镇创新开发的路径。研究发现中医药康养旅游者的核心需求包含五个方面,即:环境需求、中医药康养需求、社交需求、认知需求和设施需求,其中环境需求、中医药康养需求和设施需求最为重要。因此,中医药康养旅游小镇的建设应选址在环境适合康养的地方,配套中医药康养旅游所需的高质量的设施设备和相关服务,尤其要特别重视相关活动的体验性、参与性和互动性,还要将中医药康养旅游小镇打造成为一个社交平台,加强中医药康养旅游者之间的情感交流,促进中医药康养旅游小镇的可持续发展。

Research on Tourist Demand and Innovation Development of Health andWell-being Tourism Town of Traditional Chinese Medicine

This paper used the interview method, questionnaire survey method and factor analysis methodto explore the core needs of traditional Chinese medical tourism tourists based on demand orientation, and proposedthe path of innovative development of the town.It found that the core needs of Chinese medical tourism tourists included five aspects, namely environmental needs, Chinese medical tourism, social needs, cognitive needs and facilitiesneeds, andenvironmental needs, Chinese medical tourismandfacilitiesneeds were the most important. Therefore, it thought that the construction of a tourism town for traditional Chinese medicine should be located in a place suitable for health care, and be supportedby high-quality facilities and equipment and related services required for traditional Chinese medicine tourism, and special attention should be paid to the experience of relevant activities, participation and interaction. In addition,it’s also necessary to build a traditional Chinese medicine health tourism town into a social platform, to strengthen the emotional exchange between traditional Chinese medicine health tourism, and to promote the sustainable development of traditional Chinese medicine health tourism town.