文旅融合背景下药文化产业融合路径研究——以樟树市为例

Research on the Integration Path of Medicine and Culture Industry in the Context of the Integration of Culture and Tourism—The Case of Zhangshu City

2021年6月为贯彻落实《中共中央国务院关于促进中医药传承创新发展的意见》,推动中医药文化传播,使中医药成为群众促进健康的文化自觉,国家中医药管理局、中央宣传部、教育部、国家卫生健康委、国家广电总局共同制定了《中医药文化传播行动实施方案(2021—2025年)》。融合发展是文旅产业整体性转型升级和文化传承的重要条件与基础,为了保障樟树市文旅产业融合发展的顺利实现,该文综合考虑了樟树市独具特色的药都文旅品牌,分析樟树市文旅产业现状与不足,以文旅融合助力乡村振兴为目标,探索樟树市文旅产业融合的新路径和新模式,结合“治+游”与“疗+游”两种医疗旅游发展模式,助力樟树市药都文旅品牌的形象宣传,加强药都产业的组织领导,推动文化产业的长足发展。

In June 2021,in order to implement the Opinions of the Central Committee of the Communist Party of China and the State Council on Promoting the Inheritance,Innovation and Development of Traditional Chinese Medicine,promote the spread of traditional Chinese medicine culture,and make traditional Chinese medicine become the cultural consciousness of the masses to promote health,the National Administration of Traditional Chinese Medicine,the Central Propaganda Department,the Ministry of Education,the National Health Commission,and the State Administration of Radio,Film and Television jointly formulated the Implementation Plan for the Action of Traditional Chinese Medicine Culture Communication(2021-2025).Integrated development is an important condition and foundation for the overall transformation,upgrading,and cultural inheritance of the cultural and tourism industry.In order to ensure the smooth implementation of the integrated development of the cultural and tourism industry in Zhangshu City,this article comprehensively considers the unique pharmaceutical city cultural and tourism brand in Zhangshu City,analyzes the current situation and shortcomings of the cultural and tourism industry in Zhangshu City,and aims to promote rural revitalization through cultural and tourism integration.It explores new paths and models for the integration of the cultural and tourism industry in Zhangshu City.Combining the development models of"treatment+tourism"and"treatment+tourism"for medical tourism,we aim to promote the image of the Zhangshu City Pharmaceutical Capital cultural tourism brand,strengthen the organizational leadership of the pharmaceutical capital industry,and promote the significant development of the cultural industry.