Research On The Development Potential Evaluation Of Traditional Chinese Medicine(TCM) Healthy Tourism Of Zhejiang Province

With the rise of the concept of healthy tourism,TCM health tourism as a new model is developing vigorously and the market potential is huge.Scrambling to develop TCM health tourism at present,all parts of the country,but not all regions have the development conditions of TCM health tourism,in order to avoid disorderly development,the development potential evaluation of TCM health tourism becomes especially important.The evaluation of the development potential of TCM health tourism in a region can help to correctly understand the regional development conditions,so as to formulate the strategic planning decision of TCM health tourism.This paper firstly combed the health tourism,TCM health tourism,tourism development potential evaluation and other related research,and resources gift theory,tourism location theory,industrial convergence theory and other related basic theory.On this basis,the concept of health tourism,TCM health tourism,TCM health tourism resources and the development potential of TCM health tourism are clarified.Secondly,based on the practice of TCM health tourism development,the influencing factors and mechanism of TCM health tourism development potential are systematically analyzed.It is concluded that the development potential of TCM health tourism is influenced by many factors,which can be summarized into three aspects:resources,market and support system.On the basis of influence factors,according to certain principles established development potential evaluation index system of TCM health tourism,after that,used the analytic hierarchy process(AHP)to determine the weight value of each index,based on these,the evaluation model of TCM health tourism development potential is constructed.Through the weight value comparison,it can be seen that resource have the greatest impact on the development potential of TCM health tourism,the market is the second,and the supporting system is the smallest.In the empirical part,the evaluation model of the development potential of TCM health tourism is used to evaluate the development potential of each county in Zhejiang province,and the evaluation results are sorted and analyzed.According to the evaluation results,the 84 county of Zhejiang province is divided into four type:Seven counties,including Hangzhou urban area,are divided into the optimal development potential area,14 counties,including Yiwu city,are divided into important potential development area,41 counties,including Yuhang district,are divided into general development potential area,22 counties,including Jiangbei district,are divided into low potential area.Through the analysis of the evaluation results found that there are significant differences in the development potential of TCM health tourism in different counties in Zhejiang province,and the strength of the regional development potential internal partition distribution presents the unbalanced situation.The optimal development potential area and the important development potential area are mainly distributed in the areas with abundant health tourism resources,higher social and economic development level and better location conditions.Finally,according to the different characteristics of the development division,selected Hangzhou urban area,Tonglu county,Panan county area for typical cases,and systematically analyzes the development potential of TCM health tourism in these three cases and puts forward development strategy in the future.The research on the development potential evaluation of TCM health tourism is a systematic project.This paper just made a preliminary exploration and will optimize laterally and lengthwise in the future research.