温州乡村康养旅游发展现状与对策

Research on the Status and Countermeasures of Rural Health and Wellness Tourism Development in Wenzhou

发展乡村康养旅游是实现乡村振兴战略及健康中国战略的重要途径.温州具有发展乡村森林康养的自然、医疗及文化优势,政府支持力度大、人才培养机制科学、宣传手段丰富,康养旅游发展情况良好,旅游平台类别多样、产品体系完善;但在市场需求、健康理念、政策环境、产品健康效益等方面仍存在不足.发展温州乡村康养旅游,还需加大营销力度、推动数字化旅游产品供给、深化旅游平台与健康机构的合作等.

Developing rural health and wellness tourism is an important way to achieve both rural revitalization’s and healthy China’s strategies.Wenzhou has the natural,medical and cultural advantages of developing rural health and wellness tourism,such as strong government support,scientific talent cultivation mechanism,rich advertising means,favorable development of rural health and wellness tourism,diversified tourism platforms,and perfect product system.However,there are still some deficiencies,like market demand,health concept,policy environment and heath effect of products.To develop rural health and wellness tourism in Wenzhou,it is still necessary to enhance marketing promotion,drive digital tourist product supply and deepen the cooperation between tourism platforms and health institutions.