青岛市康养旅游产业创新发展多维分析与启示

Multi-dimensional Analysis and Enlightenment on Innovation and Development of Health Tourism Industry in Qingdao

康养旅游属于现代旅游业的新型业态。追求健康养生的旅游体验已经成为当今旅游者的真实需求。青岛市康养旅游产业在空间资源分布上,呈沿海一线为主,内陆为辅格局;在产业战略选择上,以市场为主,多种类型并举;在产品维度上,以滨海、森林、温泉康养为主,多种类型产品综合发展;在品牌塑造上,以复合品牌宣传为主。青岛市康养旅游产业创新发展应坚持协调发展,拓展康养旅游消费空间;扩展市场主体,积极培育本土企业;打造特色康养旅游产品体系;加强品牌建设,扩宽营销渠道等。

Health tourism is a new form of modern tourism.The pursuit of health and wellness tourism experience has become the real demand of today's tourists.This paper analyzes the development law of Qingdao's health tourism industry from four dimensions of space,strategy,product and brand.The results show that the distribution of spatial resources is mainly along the coastal line and supplemented by inland.In the choice of industrial strategy,the market is the main,multiple types of simultaneous development model;In terms of product dimension,coastal,forest and hot spring health care are the main products,with comprehensive development of various types of products;In brand building,to compound brand publicity.Therefore,adhere to the coordinated development,expand the health tourism consumption space;Expand market entities and actively cultivate local enterprises;To build a system of characteristic health tourism products;Strengthening brand construction,expanding marketing channels and so on Qingdao health tourism industry innovation development enlightenment.