浙江省中医药健康旅游现状及发展对策研究

Research on the Current Situation and Development Countermeasures of Tourism Development of Traditional Chinese Medicine in Zhejiang Province

文章对浙江省中医药旅游发展的优势、劣势、机会、威胁进行了深入分析。研究认为,浙江省的中医旅游发展具有国际知名旅游省份的基础效应和资源优势,同时也有独特而浓厚的中医药文化底蕴优势;但也存在中医药旅游产品开发不足和相关专业人才存在较大缺口的劣势。与此同时,面临着国际化背景下医疗旅游的大发展、国家政策支持等机遇和与其他省市同类市场发展迅速、从业人才被分流等威胁。基于此,分析得出树立品牌,大力开发特色中医药旅游产品;加强营销推广,举办特色中医药节事活动;扩大合作,整合多重中医旅游资源;大力培养和引进专业人才,提升服务质量的发展战略,促进浙江省的中医药旅游事业蓬勃发展。

This paper makes an in-depth SWOT(strengths,weaknesses,opportunities and threats)analysis of the development of TCM tourism in Zhejiang province.According to the research,Zhejiang,an internationally renowned tourism province,has abundant natural resources as well as unique and strong advantages of TCM culture,which lay the foundation of the development of TCM tourism.However,there are also disadvantages such as insufficient development of TCM tourism products and a large gap in relevant professionals.At the same time,this city is under the international circumstance of the great development of medical tourism,opportunities such as national policy support and threats such as rapid development of similar markets with other provinces and cities and diversion of practitioners.In conclusion,we can make efforts in the following aspects:establishing brand and striving to develop characteristic TCM tourism products,strengthening marketing promotion and holding special TCM festival activities,expanding cooperation and integrating multiple TCM tourism resources,cultivating and introducing professional talents and improving service quality,in order to promote the vigorous development of TCM tourism in Zhejiang province.