Preliminary Study On The Development Of The Herbal Garden Health Tourism

Ecotourism, which pursues the coordination of the ecological environment, social culture and economic development, is an emerging tourism form. It already absorbing the widespread attention and concern of the tourists. Because of the changing of the tourism concept of people, the modern tourism is gradually transformed from a single scenic spot to health and industry tourism, for example the ecological health tourism. As one of the emerging tourism forms, the ecological health tourism combines ecological tourism and health tourism to provide sightseeing, leisure and wellness. And the ecological health tourism must be a new stage and inexorable trend of tourism.This paper take the ecological health tourism development of Shouxiangu pharmaceutical as an example to evaluate the internal and external conditions of ecological health tourism development of the enterprise, and put forward a strategic guidance strategy to help the development of ecological health tourism by using the SWOT matrix analysis method. And the ecological health tourism resources was analyzed and evaluated based on the tourism customer market data of Shouxiangu, which was get form questionnaire survey. And then this paper combined the successful cases of domestic and foreign health tourism to put forward several ecological health tourism development strategy for Shouxiangu pharmaceutical. The results as follows:1. SWOT analysis showed that Shouxiangu pharmaceutical has advantageous natural ecological environment and cultural industry resources, and its ecological health tourism development has a broad prospect under the macro background of the health industry vigorous development of Wuyi. But there were several weakness of Shouxiangu ecological health tourism, such as the incomplete infrastructures, tourists with low health literacy and so on, all this makes the ecological health tourism resources value cannot be fully exploited. Therefore, we proposed the following development strategies:(1) Shouxiangu should actively extending organic national medicine industry chain based on the support of Wuyi tourism industry policy, and deepening the research of its related industry development to make sure its resources and cultural advantages can be fully used. (2) Shouxiangu should improving the market competitiveness through new tourism products designed by its tourism resources and cultural advantage, and promoting the healthy development of the county tourist through turn their own advantages to integrate resources. (3) To strengthen the management of its tourist industry and talent training to meet the different needs of tourists. And to increase investment to strengthen the construction of supporting facilities to attract more tourists. (4) To enhance market competitiveness through focus on development of its features tourism products.2. The tourists of Shouxiangu ecological health tourism was investigated through 196 random questionnaires. And 183 questionnaires were withdraw, and there were 176 valid questionnaires, the questionnaire effective rate was 96.2%. The questionnaire results showed that:(1) The female tourists accounted for 58.2% and male tourists accounted for 41.8%; In terms of age composition, the age of 30-55 and over 55 tourists were accounting for 39.9% and 40.1% respectively; Most of the tourists had a good education, the Bachelor degree or above of tourists accounted for 42.30%, and college education accounted for 30.1%; Tourists which is business people or retirees occupy a large percentage, and the income level of the most tourists is high; And the tourist like to a short term tourism like a half day or whole day. (2) Most of tourists of ShouXiangu organic Sinopharm ecological health tourism were local, tourists from Jinhua accounted for 45.7%, from other city in Zhejiang province accounted for 36.5%, and the nationwide only was 16.3%. (3) According to the survey of tourists travel motivation, we knew the group preference in health care was 48.8%,15.4% interested in the beautiful pastoral scenery, and 15.7% of people came for shopping. (4) From the evaluation of tourists to Shouxiangu tourism, most tourists thought it was good, and its basic tourism products can meet the needs of most existing tourists.3. Through the examples of successful ecological health tourism at home and abroad, we can get the following enlightenments:the development of ecological health tourism should combined with market demand and the exploitation of tourism resources, and enhance innovation of tourism, and extend ecological health tourism chain, and improve tourism product quality and strengthening effects. Based on this, we propose several ecological health tourism development strategy of Shouxiangu. It contains brand strategy, differentiation strategy and quality strategy. Therefore, we suggest that Shouxiangu ecological health tourism products can be designed from the following aspects:medicinal food health tourism, health science and enterprise sightseeing tour.4. Because of ShouXiangu ecological health tourism started late, and the policy measures and management are still inadequate. So, this paper put forward several improve and optimize measures:(1) ShouXiangu should strengthen community participation development and looking for the related policy supports. (2) The infrastructure should be constructed and improved, furthermore, the quality of tourist services must be improved. (3) Relying on the organic brand to promote the development of tourism market. (4) To strengthen the training of ecological health tourism professional personnel, and so on.