基于RMFEP模式的张家界生态康养旅游发展研究

Research on the development of ecological health tourism in Zhangjiajie based on the RMFEP model

“健康中国”战略背景下,许多地方省市紧跟政策方向发展“康养”+“旅游”,积极开发生态旅游与康养旅游融合的旅游产品。通过实地调研考察,以昂普(RMP)模式为基础构建RMFEP框架,系统分析张家界生态康养旅游资源、市场、功能、体验以及旅游产品情况。研究发现张家界生态康养旅游资源丰富、市场空间大、功能性较强、产品发展潜力大,但体验感不足。由此提出产品开发、基础设施、精品线路、市场需求、营销推广、品牌塑造等发展策略,以期推进张家界市生态康养旅游的可持续发展。

Under the background of“Healthy China”strategy,many local provinces and cities follow the policy direction to develop“health care”+“tourism”,and actively develop tourism products with the integration of eco-tourism and health care tourism.Based on RMP(resource,market,product)analysis,the RMFEP framework was established to systematically analyze the eco-health tourism resources,markets,functions,experiences and tourism products in Zhangjiajie through field research.The study found that Zhangjiajie has rich eco-health tourism resources,large market space,strong function and great product development potential,but lack of experience.Therefore,the development strategies of product development,infrastructure,high-quality routes,market demand,marketing promotion and brand building are put forward with a view to promoting the sustainable development of eco-health tourism in Zhangjiajie.