Traditional Chinese medicine health service and tourism potential

Time: 2016-03-03

Source: China travel news

Author: Zhang Miao fluorspar

Development of traditional Chinese medicine health tourism is of great importance to improve the health quality, can also help the extension of Chinese medicine services and the expansion of the tourism industry, help to tourism industry transformation and upgrading

- special correspondent Zhang Miao fluorspar

The state council has issued the strategic plan for development of Chinese medicine (2016-2030) ". Put forward the guidelines, with China's new industrialization, informatization, urbanization and agricultural modernization is developing in depth, and the ageing process is accelerated, the health service industry to flourish, the people more and more strong demand for services of traditional Chinese medicine, is an urgent need to inheritance, development and advantage of traditional Chinese medicine, Chinese medicine into full play its role in deepening the reform of medical health system, the benefit of human health. Introduced the outline for traditional Chinese medicine health service and health tourism industry an important opportunity for development.

Our country has a long history in the development of Chinese medicine, traditional Chinese medicine resources are rich, for the Chinese medicine tourism provides a wealth of carrier and theme. From the national management side, has been advocated vigorously promote the development of integration of both. 31 of the state council document, giving full play to the advantages of TCM, cultivation of traditional Chinese medicine health tourism service products. Then, in "about further promote several opinions of tourism investment and consumption, and further put forward in the traditional Chinese medicine to launch a batch to culture as the theme, focus medical rehabilitation therapy, health care, cultural experience in the integration of traditional Chinese medicine health tourism demonstration products, where the conditional construction of traditional Chinese medicine health tourism industry demonstration zone. The outline the formulation of a more comprehensive and specific put forward to in the rehabilitation of traditional Chinese medicine, rehabilitation, health, culture, business exhibition, Chinese herbal medicine research and other fields for cross-border integration between the two.

Introduced the outline that coincide with the national strategy of "healthy China". Health service at present in the initial stage in our country, the health industry accounts for only 5% of GDP. Experience has shown that developed countries travel to experience tourism development stage, the health become a hot topic. According to the world health organization (who) predicts that by 2020, health related services will become the world's largest industry, tourism leisure travel related services in second place, combined will account for 22% of global GDP. Economy in our country at present stage is in the phase transformation and upgrading, the traditional mode of investment is unsustainable and an ageing population is especially urgent for the development of health industry demand. Development of traditional Chinese medicine health tourism is of great importance to improve the health quality, can also help the extension of Chinese medicine services and the expansion of the tourism industry, help to tourism industry transformation and upgrading.

Put forward the guidelines, in 2020, everyone enjoys the basic services of traditional Chinese medicine, Chinese medicine health care, health care, scientific research, education, industry, culture and fully coordinated development in various fields, lay solid foundation for the construction of "healthy China". To achieve this goal, the outline open mentality, multi-angle advocate health services and the tourism industry of traditional Chinese medicine "crossover" fusion. The author thinks that, in the following areas is expected to become the star of the fusion:

-- traditional Chinese medicine health service + rural tourism. For improving ecological requirements, growing health industry and agriculture of fusion, which will influence the future market. Cultivation of Chinese herbal medicine as a health agricultural organic part. The outline is put forward, we need to promote standardized cultivation and development of Chinese medicinal herbs cultivation. Chinese herbal medicine planting park bi tourist attractions, development of leisure tourism, combined with the rural tourism, the future will go a long way. Especially in poor areas, guide the poor in a variety of ways to participate in Chinese herbal medicine production, the development of rural tourism, can advance precision for poverty alleviation.

-- traditional Chinese medicine health service + cultural tourism. Traditional Chinese medicine with the Chinese painting and calligraphy, Beijing Opera is broad and profound traditional culture. Chinese medicine is not only the tourism resources and excellent cultural resources. Traditional Chinese medicine with the radio, film and television, press and publishing, digital publishing, animation games, tourism, catering, sports entertainment, such as effective fusion, can produce cultural creative tourism new forms and its industry chain, to boost tourism connotation of traditional Chinese medicine and grade, and conducive to visitors in-depth experience of traditional Chinese medicine culture.

-- traditional Chinese medicine health service + the new tourism formats. The crossover can bring brand-new travel experience, such as heritage cultural experience of traditional Chinese medicine, traditional Chinese medicine keeping in good health experience tourism, characteristic of traditional Chinese medicine medical tourism, traditional Chinese medicine, recovering tourism, popular science education of Chinese medicine, etc. Beijing is now leading in medicine, the new forms of cultural tourism express fruitful. Some domestic tourist town in the development of heritage tourism, combined with tourism resources of traditional Chinese medicine, also has obtained the good market response. Facility protection of cultural relics, the drug of traditional Chinese medicine in TCM diagnosis and treatment technology of genetic bearing can be combined with heritage tourism, heritage tourism market. This kind of new tourism format, its products often have the feature of differentiation and high cost performance, reveal the unique market positioning, can enrich the high-end tourism forms, tourism industry chain will be further expanded.

-- traditional Chinese medicine health service + inbound. Outbound tourism boom of medical and health facilities are still wandering in early infancy. Made clear that the guidelines will international trade of Chinese medicine into the state's foreign trade development strategy, supporting the construction of Chinese medical institutions to participate in the "area", actively develop entry of traditional Chinese medicine health tourism. As the traditional Chinese medicine has spread to more than 160 countries and regions, its popularity has become a weapon to win the market. South Korean cosmetic, Thai massage in Thailand, India yoga not only well known, and the strategy of winning the market. These strategies involved in medical and alignment of tourism, tourist satisfaction and experience, tourism product quality standards and certification and marketing strategy. How to utilize the health conditions of the tourism development tourism service industry is a long-term proposition.

The author thinks that, puts forward the safeguard measures of the guidelines, fusion of traditional Chinese medicine health services and tourism industry need to be solved the following issues: one is the traditional Chinese medicine health service market segmentation is not enough tourism products, product development depth is not enough, need to learn a foreign medical tourism market strategy, market positioning and product, price, channel, promotion strategy. Second, traditional Chinese medicine health service and the tourism industry is still the two pieces of leather, each other fusion cohesion is not enough, need to establish the operation smooth cooperation coordination mechanism. Third, traditional Chinese medicine health services and tourism in the initial stage, and the lack of brand effect and big project lead, need to cultivate, typical demonstration effect. Fourth, according to the standardization of medical tourism in the world for all kinds of standard, accelerate the speed of integratewith the world market. Five is based on traditional Chinese medicine health tourism talents shortage problems and needs of colleges and universities and all kinds of training institutions in the effort, to meet the emerging industry a surge in demand.