中医药旅游游客行为特征研究——基于广西药用植物园的调查

On Traditional Chinese Medicine Tourists' Behavior——Based on the Survey of Guangxi Medicinal Botanical Garden

中医药旅游是新兴旅游项目,其发展顺应了人们绿色和养生的消费潮流,有很好的发展前景。本文运用在典型区域进行实地调查的方法获得基本数据,依据Van Raajj&Francken的对于旅游者行为的理解构建了旅游行为研究框架。在此基础上分析了中医药旅游的游客人口学特征和各阶段行为特征,并由此提出了应加大旅游市场开拓与宣传,尤其是女性与亚健康人群市场,并丰富体验性旅游产品的建议。研究突破该领域前期只有宏观研究和研究中缺少数据支撑与分析的局限,为中医药旅游有针对性的产品和市场开发,更好地实现其医疗保健功能,满足人们的养生需求提供了科学的理论依据。

Traditional Chinese medicine tourism is a new tourist program. Its development meets the traveling need and conforms to the trend of green and living consumption with a very good prospect. This paper obtains the basic data by way of field investigation of the typical region to build the research framework according to the Van Raajj ＆Francken＇s study of tourists＇ behavior. Based on the analysis of traditional Chi- nese medicine tourists＇ demographic characteristics and behavioral characteristics of each stage, this paper puts forward the idea that we should increase tourism marketing and publicity, especially the market of women and sub-health groups, and enrich the experience of tourism product recommendations. The research provides the theoretical basis for developing the targeted products and the market of Chinese traditional medicine tourism,which will contribute to the health care function and people＇s health needs.