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Meet travel of medicine, which sparks will wipe out?

Time: 2016-08-30

Author: Ding Yang Qin Yulong

In recent years, countries have issued on the guidance to promote the development of traditional Chinese medicine health tourism, such as policy, put forward to develop the traditional Chinese medicine health tourism, and gradually clear of traditional Chinese medicine health tourism development tasks, the Chinese medicine tourism ushered in the "spring". Recently, the China press of traditional Chinese medicine to visit Beijing, hainan, gansu, zhejiang, anhui, guilin and other places, show you Chinese medicine health development status and existing problems of tourism service, in order to further promote the organic integration of traditional Chinese medicine industry and tourism industry.

Experience of acupuncture and moxibustion, massage, eight study kam, tai chi, tasting the traditional Chinese medicine medicinal food... The full of Chinese traditional culture elements of traditional Chinese medicine, will become the new experience that domestic and foreign tourists, visitors at the same time of travel, you can learn to the full of the concept of health way of life, realize the prevention and treatment of diseases, cultivate one's morality raises a gender, fitness and sports. This is the cross-border integration of TCM and tourism.

However, traditional Chinese medicine health tourism as an emerging industry, its cross-border integration will how to form the industry standard? In the face of the current situation of talents shortage in, how departments at all levels will cooperate to cultivate inter-disciplinary talent? In the face of these difficulties and problems, the major never stop exploring.

The foreigner obsessed "Tours" of traditional Chinese medicine

"China is exploring the doctor of traditional Chinese medicine health health tourism, very have their own cultural characteristics, it is easy to be accepted. Today in the global medical tourism under the overall situation, we really need to get the ideal partner to realize cross-border integration of medical and tourism, it is only through the cooperation of both medical tourism development to succeed." The world medical tourism association chief executive Jonathan love del hite said in an interview.

Jonathan in the field of traditional Chinese medicine health tourism of hainan province in China, after a thumbs-up.

From sanya Chinese launched in 2002 "rehabilitation rehabilitation of traditional Chinese medicine", in 2016, hainan boao international medical tourism area in city of completion, more and more attracts thousands of foreign tourists. A Russian couple, come to live at the hospital for a month, every year is the year of the couple 5 to sanya tourism.

At first, wife of the traditional Chinese medicine for asthma to sanya "summer" winter disease treatment, during treatment also appreciate the famous tourist attractions in sanya, and his wife's mental state is getting better and better. The couple through experience this way of medical tourism, decided to sanya every year to enjoy the "health resort".

Into the newly built near sanya Chinese international nursing home, acupuncture of doctor of vice director of alex is in no hurry for tourists for acupuncture treatment. According to his introduction, "private tailored for foreign tourists" physical therapy of traditional Chinese medicine has become the service of the hospital.

"A lot of foreign visitors are recuperated to hospital for a long time, we treated by acupuncture and moxibustion, massage, hot springs and other characteristics of traditional Chinese medicine diagnosis and treatment technology, especially the winter disease summer of acupoint sticking, patients can receive a good curative effect in the short term, some even headaches brain hot all have to be Chinese medicine to live for a period of time, they are usually in advance and we about time, accommodation, meals are free to choose." Alex said.

Hospital xiao-yong Chen will often turn it seems that medical tourism, head of the foreign patients left the message sign, "we will feature of traditional Chinese medicine combined with advantageous natural environment and tourism resources, sanya has opened yan yan rong Chinese medicine spa sanya international travel service, take the lead in the national TCM rehabilitation recuperate, pay attention to people's physical, mental and spiritual three levels: overall health level of ascension." Xiao-yong Chen said.

As of December 2014, the institute has received Russia, Sweden, Norway, Austria, Germany, France and other countries more than 40 guests, including President nursultan nazarbayev of kazakhstan, tajikistan President lage silent grove, Russian federal government's prime minister dmitry medvedev and other dignitaries, including more than 35000 foreign guests provide high-end custom-made health services. Also the complete success of the Russian beslan terrorist event two batches of injured children and 50 kyrgyzstan children rehabilitation recuperate task of TCM.

Domestic many provinces have also carried out the exploration of traditional Chinese medicine health health tourism, formed in the course of foreign tourists a good brand image.

To this end, the Beijing municipal commission of tourism development in 2015 made a foreign visitors to Beijing traditional Chinese medicine health tourism demand survey. "In the survey we found that most of the respondents said they will come to Beijing in the characteristics of traditional Chinese medicine health tourism, would like to recommend friends to take part in the Beijing travel characteristics of traditional Chinese medicine keeping in good health, willing to share the characteristics of traditional Chinese medicine keeping in good health tourism in Beijing." The relevant person in charge of the Beijing municipal commission of tourism development. In this survey, the Beijing municipal commission of tourism development, foreign tourists like the experience of preserve one's health of type, type of tourism, widely recognized by TCM health tourism expectations, investigate the characteristics of traditional Chinese medicine tourism package content such as content selection (survey results shown in figure 1, 8).

图1：大多数受访者表示会参加北京的中医特色养生旅游。



图2-5：在喜欢的旅游类型中，受访者普遍认可养生体验型（食药膳）和观赏游览型（如中草药植物园），选择购物型（如购买医疗器具）的比例最低。



图6：在喜欢的旅游类型中，受访者普遍认可养生体验型（食药膳）和观赏游览型（如中草药植物园），选择购物型（如购买医疗器具）的比例最低。



图7：游客对中医特色养生旅游的期望。

Figure 1: the characteristics of traditional Chinese medicine keeping in good health most of the respondents said they will come to Beijing tourism.

Figure 2-5: in like the travel type, respondents generally recognize health experience respectively medicinal food (food) and ornamental type (e.g., botanical garden of Chinese herbal medicine), select 购物型 lowest (e.g., purchase of medical equipment).

Figure 6: in like the travel type, respondents generally recognize health experience respectively medicinal food (food) and ornamental type (e.g., botanical garden of Chinese herbal medicine), select 购物型 lowest (e.g., purchase of medical equipment).

Figure 7: visitors to the characteristics of traditional Chinese medicine keeping in good health.

Figure 8: choose more characteristic medical service, traditional Chinese medicine characteristic catering, and less likely to buy products of Chinese medicine or health care products and traditional Chinese medicine culture lectures.

So, TCM can be extended out a very broad space travel as a carrier, with health as the main body, to travel path, let + + health tourism cross-border integration of traditional Chinese medicine to become a new platform.

Around the tourism each characteristic of traditional Chinese medicine

In anhui province, people can at the top of the huangshan mountain, a breath of fresh air, a set of tai chi chuan, practice calligraphy, eating regimen of medicinal food, listening to the story of traditional Chinese medicine... Compared with the previous tour scenic spots, such leisure tourism way to become a beautiful scenery line in anhui province.

"We promote this kind of tourism form, that is, to advocate a balance of Yin and Yang of traditional Chinese medicine, flexibility, opening and closing is indoor, thick, moderate, and the unity of nature and tai chi. Let people at the same time of appreciating beauty of huangshan, can bring home Chinese medicine healthy lifestyle." Located in huangshan city tourism scenic nature of taiji group founder Hu Xilong said. To date, more than 60 countries more than 30 ten thousand people come here to practice tai chi chuan.

Xinan physician, huizhou culture "in anhui province based on brand, carry out tai chi health tourism industry of traditional Chinese medicine and the integration of DaHuangShan ecological health tourism strategy, vigorously developing the tourism of huangshan mountain tai chi health preservation, keeping in good health, rehabilitation physician culture tour, ancestral temple culture to advocate green ecological way of life, advocated through health tourism and blend in nature, so as to achieve the goal of health tourism, cultivate one's morality raises a gender." Commissioner of anhui province administration of traditional Chinese medicine of traditional Chinese medicine development o jin said.

Thus, for the medical tourism market in China, in the sub healthy state of health of people is wide service object, in the past, health experts are mostly in the study of the treatment of diseases, but seldom provide health services for people, so less lead to health service in China compared with foreign products. Now, in the country issued a series of policy guidance, some cities began to explore for the local development of traditional Chinese medicine also bring vitality.

Without treatment from his hospital bed every day, without talking to his roommate to kill time, during treatment can also enjoy the gansu toki "hometown of Chinese culture... These treatment experience, is in gansu province this summer visitors experience the "unique" treatment.

Small mamat is after this treatment experience became the "powder" in traditional Chinese medicine. The 9-year-old boy grew up with lupus erythematosus (sle) in xinjiang, the local condition still repeated after treatment, children was depressed.

In gansu province for a period of 12 days treatment cycle, doctors use gua sha, cupping, acupuncture, embedded wire and acupoint sticking a variety of traditional Chinese medicine therapy, quickly relieve the small mamat rash. Period, small mamat not only visit the famous dunhuang, jiayuguan in gansu province and other attractions, also visited the museum of Chinese medicine, to appreciate the culture of traditional Chinese medicine, deeply in love with the traditional Chinese medicine, "I will come again next summer gansu treatment." Before he left little mehmet said to the doctor.

Today, like small mehmet "powder" of traditional Chinese medicine, more and more they can expect more in TCM treatment at the same time, to understand and study of traditional Chinese medicine culture, the demand for health preservation of traditional Chinese medicine are also increasing.

"Tourists have lived here for a period of time, easy treatment, patients can also appreciate the beautiful natural scenery, authentic farmhouse meal, unique medicinal food wine, they reflect the mental state is very good. Through this kind of traditional Chinese medicine health health tourism form, our traditional Chinese medicine health preservation concept is deeply rooted in the hearts of the people step by step." Gansu province administration of traditional Chinese medicine GanPeiShang said.

Guilin was lingnan highlands of traditional Chinese medicine, Chinese medicine has a long history of development, talented people. This year on June 28, the preparation of traditional Chinese medicine (TCM) of chung hua street, is as an important project of carrying forward the culture of TCM, passing on guilin is more than 2000 years of cultural history of Chinese medicine. Of traditional Chinese medicine (TCM) in chung hua street, visitors with distinctive local characteristics of guilin cultural block, can not only enjoy the national Chinese medicine diagnosis and treatment services, also can feel the traditional Chinese Confucianism, Buddhism, Taoism "in traditional Chinese medicine keeping in good health culture and ethnic customs.

Nowadays, tourism in zhejiang province "of traditional Chinese medicine keeping in good health" has been the keywords. The hall and other national physician hall of rejuvenation hall, days become one of the tourist attractions here. Local national physician pavilion launched paste ginseng antler festival, tourists to travel at the same time, can enjoy DaMai, choose medicine, boil donkey-hide gelatin, paste and other activities, many of the tourists will also buy some Chinese herbal medicine, health care products, as a specialty back hangzhou.

Hebei xingtai epilepsy hospital since it was founded in 1982, which are characterized by traditional Chinese medicine treatment, has received the United States, Serbia, France, Australia, Japan, Germany, Russia, more than 30 countries and regions such as the millions of people epilepsy patients, make the xingtai become a highlight in the development of our country's medical tourism industry.

Adjust the service products to enhance attraction

The juyongguan Great Wall - too "auspicious hill - the Ming tombs dingling - the international department of Beijing university of Chinese medicine dongzhimen hospital - Beijing ZhangGuang 101 pharmaceutical co., LTD.; Museum of Beijing university of Chinese medicine tongren temple - centre-half YuYuan f food - Chinese academy of medical sciences, institute of medicinal plant medicinal botanical garden - ditan Chinese medicine keeping in good health culture...

In tourist route that reveals the characteristics of traditional Chinese medicine, tourists visit the Great Wall, the Forbidden City, Summer Palace, the temple of heaven and other places of interest at the same time, you can also go to museum, visit the planting base of Chinese herbal medicine of traditional Chinese medicine, to the central defender YuYuan medicinal food, into the city famous doctor hall taste throttle health tea, experience method of acupuncture and moxibustion, massage, Chinese medicine keeping in good health, cognitive and profound Chinese culture of traditional Chinese medicine, watching authentic medicinal materials and garden scenery, experience the massage massage easily.

And a set of this trip, tourists don't have to worry about food and clothing live line, will be "tailored" by travel agency for tourists.

"In traditional Chinese medicine keeping in good health culture tourism as a new tourism format, is as a new growth point of Beijing tourism. Tourism as the important carrier, is conducive to show and spread of Chinese traditional culture of traditional Chinese medicine resources." The relevant person in charge of the Beijing municipal commission of tourism development has told the press.

To promote Chinese traditional culture, the Beijing municipal administration of traditional Chinese medicine and the Beijing municipal commission of tourism development highlights the traditional Chinese medicine keeping in good health product and cultural tourism resources, launched in 2014 lines of article 7 of traditional Chinese medicine keeping in good health culture, participate in the route of travel agencies and the industry has a reputation CITS, China travel, cyts Tours, ctrip etc.

However, the Beijing municipal administration of traditional Chinese medicine department found that the 7 route development is not perfect.

"Feedback, we integrated the travel income information asymmetry mainly reflects in the tourists and travel agencies, tourist base hardware facilities is not perfect, tourism practitioners training insufficiency, the specification of the industry standard, etc." Just admit Luo Zeng, deputy director of the Beijing administration of traditional Chinese medicine.

Therefore, combining these problems, the Beijing municipal administration of traditional Chinese medicine to strengthen the rectification of tourism base. Will launch for update 7 travel routes, German, Russian, English, professional market of Chinese medicine and so on eight big market a total of 13 Chinese medicine keeping in good health culture tourism routes. The results showed that 13 travel routes actual sales more than 2000 people.

In Luo Zeng just view, tourism and cross-border integration of traditional Chinese medicine will inevitably produce friction, and the need to found the problem at any time by the competent department for improvement. "At present, there are 34 in Beijing home medical tourism demonstration base, but after the service of traditional Chinese medicine to make tourism products, medical institutions exposed the tourism infrastructure imperfect shortcomings, not form a service chain, medical institutions can not provide more detailed services. And we lack of tourism products more attractive to tourists." Luo Zeng said.

Health tourism market specification needs time

On November 17, 2015, the national tourism administration and the state administration of traditional Chinese medicine jointly issued on the guidance to promote the development of traditional Chinese medicine health tourism ", mentions a 2020 Chinese medicine health tourism the number will reach 3% of the total. At present, the state administration of traditional Chinese medicine issued by the "much starker choices-and graver consequences-in planning development of Chinese medicine, stressed that the development of traditional Chinese medicine health tourism services, the government actively guide, strengthen market function under the premise of promoting tourism and the depth of the fusion of traditional Chinese medicine health services, build up the system of traditional Chinese medicine health tourism industry in China.

Combination of traditional Chinese medicine health tourism exploration over the country at present, many in the industry to the new industry market regulatory concerns.

Luo Zeng just think, health tourism resource units have different properties, mostly in national level institutions, how to market, policy, system, mechanism is the need to solve the problem. "Form of the complete system must have a complete system of laws and regulations, strengthen market supervision and standardize the management, such ability for the benign development of tourism in traditional Chinese medicine health rules effect, in ensuring the people to get high quality and excellent efficiency of adverse health services at the same time from industry practitioners of traditional Chinese medicine to the people's interests." Luo Zeng said.

"The market must first do this specification, such as spa institutions access who should? What are the basic requirements and criteria? Career in health services, these people have been training professional qualification admittance? These problems I think you need a good guide." GanPeiShang also have such worries.

Marketing is the health of Chinese medicine, he thought, the essential means to travel to domestic and international market. As administration, administration of traditional Chinese medicine to the substantial work, led by the tourism sector, to strengthen the regulation of market, especially to the developed tourism products to plain code marks a price, "not in the brand of preserve one's health, hit the brand of Chinese medicine. Have the specification, standard group to do it." GanPeiShang said.

Guilin hospital dean Yang believes that the current Chinese medicine health tourism not particularly successful cases and complete market system can refer to.

"Of traditional Chinese medicine health tourism we need to solve the problem of the demand of tourists, such as let hyperglycemia in patients with hypertension during travel bring down blood pressure, blood sugar can make the demand of people to stay. Let him feel oneself in the process of tourism and leisure can also regulate the body good." In Yang's view, only the management, planning, products and services to get the recognition, the market will be orderly and healthy development. Compound talent training is difficult

Many years of experience in a travel agency clerk tells a reporter, carried out for the current health tourism line of traditional Chinese medicines such as work encountered unprecedented pressure.

"My foreign language level has no problem when communicate with foreign tourists, but they will ask some traditional Chinese medicine and relevant professional knowledge from time to time, including in the communication with the doctor, our professional knowledge of traditional Chinese medicine is still very lack, sometimes there will be unable to express clearly to the culture of traditional Chinese medicine of embarrassment, short-term training effect is not particularly evident." The salesman said.

"We need to have the traditional Chinese medicine or western medicine academic background of professional talent, they also need to master a foreign language, but also a targeted training." Luo Zeng just admitted that such compound talent training is difficult.

"In traditional Chinese medicine keeping in good health health industry due to its forms constitute a rich content, industry chain extension to expand unceasingly, through the first, second and third industry, the demand for talent diversity: both to medicine, science, teaching cocultivation with innovation spirit, can inherit the good development of traditional Chinese medicine good use of high-level personnel; also for enterprise development needs; production, marketing and other aspects practical personnel also need to cultivating and training in health management, pension nurse, dietitian, massage therapists, rehabilitation therapists, health tourism guides, coach sports keeping in good health, diet and medicinal food skilled talents; involving health industry planning professionals such as macro thinking." Chengdu university of traditional Chinese medicine fan-rong liang said the principal.

In his view, the Chinese medicine colleges and universities as the cradle of high-level personnel training, curriculum design should be adjusted, the development of health industry support multiple, diverse talents.

In response, Beijing university of Chinese medicine syndrome - tian, professor at the school of management thought, should be to strengthen the construction of medical tourism industry research and industry organizations, to promote professional training.

"Medical tourism industry association is stronger, involving multiple related interest subjects, in addition, China's medical tourism industry has just started, it is a state of the development of disorder and confusion. Therefore, to strengthen the construction of medical tourism industry research and industry organization is very important." Hou Shengtian said, should be related to medical tourism industry, tourism colleges and universities of Chinese medicine, and research institutions shall carry out the medical tourism industry development mode, development strategy and industry consolidation and other related research, to promote medical tourism professional training, in order to realize the medical tourism market scale, improving the quality of medical tourism service, promote the healthy development of medical tourism industry.