Research On The Development Strategy Of Chinese Medicine And Health Tourism Products Based On Consumer Preferences

With the continuous improvement of people's living standards,people's pursuit of quality of life is also increasing.The deterioration of the living environment,the pressure brought about by the fast-paced life,has brought about the health of modern people,and the population of sub-health has been expanding.Health,health care,health-themed health tourism activities continue to increase,various regions formulated convalescence tourism planning,travel agencies have also launched a healthy tourism routes.The effectiveness of Chinese medicine in health care,rehabilitation care is accepted by the residents.With the integration development of tourism industry and Chinese medicine industry,Chinese medicine convalescence tourism is rising.The state has introduced a number of policies,clearly pointed out that to promote the development of Chinese medicine convalescence tourism,and the construction of convalescence tourism base or complex is an important wany to promote the development of Chinese medicine convalescence tourism to meet the people's health Service demand related products is its key tasks,but also the most important tourist attraction.Many convalescence tourism base is building,but what kinds of products consumers interested,what products should be developed,which market segments can go has been these bases and complex needs to be resolved problem.Objective:Based on the Chinese medicine convalescence tourism base or complex,the system list the products or services of Chinese medicine convalescence tourism can provide,and carry out consumer surveys to explore the product development direction and strategies of it.The results of this study can provide reference and reference for the base to select products and the design of tourism routes and make the tourism planning.Methods and contents:The research contents of this study mainly focus on the products of Chinese medicine convalescence tourism,and use the questionnaire to investigate the cognition and attitudes of consumers towards the tourism products.The contents of the survey include:the basic situation of consumers;the basic situation of consumer travel;the consumers' selection of Chinese medicine convalescence tourism produts;consumer choice of Chinese medicine health tourism preferences;cognition and choice of Chinese medicine convalescence tourism Base.Results:A total of 323 valid questionnaires were collected in this survey.The main results are as follows:(1)The survey found that leisure(77.42%)is the favorite type of tourism,health regimen(31.89%)also received a certain degree of recognition,only 8.98%of the respondents participated in the health tourism activities.(2)73.07%of respondents were interested in Chinese medicine,only 3.41%said that not interested;78.95%of respondents said that traditional Chinese medicine in health care is very effective,0.62%of them thought it's useless.(3)Only 16.72%of the respondents known about Chinese medicine convalescence tourism.In the future 64.09%of the respondents is willing to join the Chinese medicine convalescence tourism,while 2.17%of them will not.(4)TCM Massage is the most popular health care products and medical care products(72.14%);TCM Slimming(56.14%)is the most popular beauty products;the sight see of TCM animals and plants(60.68%)is the most popular sight see and culture experiment products;geo-authentic crude drug and herbal pieces(58.61%)is the most popular shopping product;Sprin SPA(81.73%)is the most popular eco-health products TCM festival(63.78%)is the most popular academic and exhibition products;most consumers willing to experience the national characteristics of pharmaceutical products is Tibetan medicine(51.39%).(5)Consumers most willing to know about TCM convalescence tourismis internet(71.83%);most of consumers are willing to travel in the long holidays(43.96%),with family or friends(87.62%);2-7 days is the most willing to accept the length of time(77.40%);for the costs of single time travel,75.54%of the consumers accept the costs is above 501 yuan.(6)74.30%consumers support to establish tourism base.They most want the base is build arounded spring(76.47%),forest(65.94%)and coastal(60.68%).for the base the consumer most care the safety of the aera(4.34 points),the natural ecological environment(4.31 points),and the professional level of service personnel and service attitude(4.29 points);they most do not care about is shopping facilities(2.75 points),leisure and entertainment facilities(3.37 points),and the destination's brand and visibility(3.50 points).Conclusion:The current consumer awareness of TCM convalescence tourism is low,but the willings to join the tousimis high,the potential market is broad.Different charactors consumers have different choices towards the products.The base should full using their own advantages in resources,meet the needs of consumers,segment the target market,to carry out targeted marketing.In this study,we divided all kinds of the products into two types,one is general products the other is specific products.The general products is universal products,most consumers would like to choice it;specific products is the basis of the establishment characteristics of the base.Base in the product selection,they need to select the general product category to ensure the size of tourists and the market,and specific products can establish the characteristics of the base.The combination of general and specific products will establish the product portfolio of the base.