Research On Evaluation Index System Of Traditional Chinese Medicine Health Tourism Destination Based On Consumer Perspective

At present,the overall development of TCM health tourism in China is in good shape,with increasing attention and participation.All regions are actively building themselves into attractive destinations.In addition,the research on TCM health tourism is becoming increasingly rich,with expansion and innovation in research contents and methods.However,there are few researches on the destination evaluation of TCM health tourism at present.Objective:The main objective of this study is to establish a TCM health tourism destination evaluation index system based on the consumer perspective,so as to directly and effectively guiding the construction of the destination,making it a powerful tool for evaluating TCM health tourism destinations,and promoting the development of healthy tourism for Chinese medicine.Methods:First,through the literature research to define the important concepts and research scope in the study,determine the evaluation factors,and form a preliminary index system.At present,the concept and connotation of TCM health tourism has not been unified.By referring to the concepts of health tourism and TCM tourism,as well as the related concepts of tourism destinations,medical and health tourism destinations,etc.,the concept of TCM health tourism and TCM health tourism destinations is defined to determine the scope of research;through the evaluation of domestic and international medical and health tourism destination evaluation,tourism destination evaluation and the development status and policy standards of domestic TCM health tourism destinations,it is determined the evaluation elements of TCM health tourism destination based on consumer perspective.Secondly,there are three methods which literature research method,focus group discussion method and Delphi method comprehensively used to screen the evaluation index of TCM health tourism destination based on consumer perspective.On the basis of the evaluation elements,literature research method is applied to preliminarily select the evaluation indicators in accordance with the principles of scientificity,feasibility,comprehensiveness and hierarchy.Then the evaluation indexes are supplemented,modified and improved by focus group discussion and Delphi method.Third,the analytic hierarchy process(AHP)is used to determine the weight of the evaluation indicators.According to the requirements of the AHP,the judgment matrix of the evaluation indexes is constructed,and an expert questionnaire is formed to collect the opinions of experts on the weight of evaluation indexes,and the weight of evaluation indexes is calculated.Results:The main research results:①Determine the evaluation factors of TCM health tourism destinations based on consumers’ perspective,and form the basis of TCM health tourism destination evaluation index system.②Comprehensive use of literature research,focus group discussions,Delphi and other research methods to determine the evaluation indicators of TCM health tourism destinations based on consumer perspective,including 7 second-level indicators and 31 third-level indicators.Based on the evaluation index elements of TCM health tourism destination,firstly,a preliminary evaluation index system was established through literature research,including 7 second-level indicators and 54 third-level indicators.Then,through focus group discussion,the evaluation index is revised.The revised evaluation index contains 7 second-level indexes and 39 third-level indexes.Finally,the Delphi method is used to modify the evaluation indexes once again,and 7 secondary indexes and 31 tertiary indexes are finally determined.③Through the analytic hierarchy process(AHP),the index weights are determined,and a complete evaluation index system of TCM health tourism destinations based on consumer perspective is constructed.Combined with the opinions of 17 experts,the weight of the evaluation indicators is calculated using the AHP.The evaluation system is divided into three layers.The first layer is the target layer,which is the evaluation of TCM health tourism destination based on the consumer perspective.The second layer is the criterion layer,which contains 7 secondary indicators and their weights.The third layer is the element layer,including 31 three-level indicators and their weights.Conclusion:(1)Through the establishment of a TCM evaluation index system based on the consumer’s perspective,as well as the calculation,analysis and summary of the weight of each evaluation index,this study mainly puts forward four suggestions to promote the construction of a TCM health tourism destination.①The construction of TCM health tourism services must be placed in an important position in destination construction.②Build the pedigree of TCM health tourism products,and develop the product portfolio strategy.③Identify the advantages of resource endowment,dig deeper and make full use of it.④Create a unique TCM health tourism destination,and form a strong brand.(2)Future research on evaluation of TCM health tourism destination can be started from three perspectives.①Conduct an empirical study based on the evaluation index system obtained in this study.②The evaluation index system can be further explored and developed.③Explore the evaluation of different types of TCM health tourism destinations.