Research On The Development Of Traditional Chinese Medicine Health Tourism Products In Rizhao City Based On RMP Analysis

With the continuous upgrading of tourism market demand,the tourism industry is moving towards the diversified direction of "experience,personality,comfortable living".Health tourism of traditional Chinese medicine is the deep integration of tourism and service industry of traditional Chinese medicine.As a new type of tourism industry,it caters to the needs of tourism market.Health tourism of traditional Chinese medicine has also become a characteristic field of tourism development in China.In recent years,the state has issued a series of policies from multiple levels to vigorously support the development of TCM health tourism industry,and a number of distinctive and popular TCM health tourism projects have emerged in various regions.Traditional Chinese medicine health tourism involves a wide range of areas,which has also attracted extensive attention of the academic community.How to further build a more rigorous system in theory,and summarize and promote the resource development,product design,marketing and other aspects of the health tourism research in traditional Chinese medicine has become the main content.Rizhao is rich in TCM health resources,and has an important foundation for the development of TCM health tourism resources.Kushan township of Ju county is a national high-quality production base of traditional Chinese medicine.Wulian mountain is known as "the largest wild medicine storehouse in Qilu".Wanpingkou scenic spot and Shanhaitian tourist resort have high-quality coastal tourism resources.Rizhao Green tea has excellent taste and large planting scale.At the same time,excellent coastal ecological environment has become an important basis for the development of Rizhao's traditional Chinese medicine health tourism.The main contents of this paper include:1.Combing the research results of TCM health tourism related literature,analyzing the current situation of TCM health tourism research,further clarifying the concept of TCM health tourism,and introducing the relevant basic theories of TCM health tourism research.2.Empirical analysis on the development of traditional Chinese medicine health tourism products in Rizhao.In the aspect of resource analysis,this paper summarizes and evaluates the health tourism resources of traditional Chinese medicine in Rizhao City and analyzes the feasibility of transferring the existing health tourism resources of traditional Chinese medicine to products in Rizhao City.There are various types of TCM health tourism resources in Rizhao City,which have great development potential,but different resource tastes.In the aspect of market analysis,the following results are obtained by questionnaire survey: the proportion of women who take part in tourism is slightly higher than that of men;the cognition of tourists on TCM health tourism is low,but the willingness to take part in TCM health tourism is strong;the choice of time for a single trip is more flexible;tourists are most looking forward to getting it through the introduction of network or friends and relatives Medical health tourism destination information.In terms of product analysis,it established the product development idea of combining the existing advantages of marine tourism resources,focusing on enriching the experience of traditional Chinese medicine health tourism,enhancing the satisfaction of participants in traditional Chinese medicine health tourism,developing the fist products of traditional Chinese medicine health tourism in Rizhao City,and realizing the core brand competitiveness;it established the characteristics of wanpingkou-Kushan Township-wulianshan national scenic spot as the main line Product development system with outstanding,rich levels and various projects.3.Put forward the development strategy of Rizhao traditional Chinese medicine health tourism products.According to the difference of demand,we should develop the characteristic health tourism products of traditional Chinese medicine,carry out the development mode of traditional Chinese medicine and products,optimize the industrial environment,strengthen the construction of the base of traditional Chinese medicine,and cultivate the compound talents of "traditional Chinese medicine + tourism".