Research On The Sustainable Development Of Health Tourism In Gongcheng Yao Autonomous County

With the emergence of sub-health and aging problems in China,the demand for health is increasing day by day.Health tourism promotes "health" by "nurturing",which is a new tourism format that combines the demand for self-cultivation and tourism.However,due to its short development time,there are problems such as the lack of in-depth mining of health culture and the incoordination of stakeholders’ participation,its development is facing great challenges.Therefore,it is very urgent to explore the sustainable development of health tourism.This study takes Gongcheng Yao Autonomous County(hereinafter referred to as "Gongcheng")as the research object,explores the strategic choices and existing problems of the sustainable development of Gongcheng recreation tourism by combining qualitative analysis and quantitative analysis,and puts forward countermeasures to promote sustainable development.Firstly,on the basis of literature review,field investigation and expert interview,the sustainable development index system of Gongcheng recreation tourism was constructed.The weight of each index in the system was determined by SWOT-AHP analysis method,and the development strategy was calculated by four-quadrant coordinate method.Secondly,participatory observation and semi-structured interview are used to understand the current situation of stakeholder participation in Gongcheng recreation tourism and summarize the existing problems in the development of Gongcheng recreation tourism.After comprehensive analysis,the sustainable development countermeasures of health tourism are put forward.The results show that: firstly,the development of Gongcheng’s health tourism industry has a good foundation and is currently in the development stage of the life cycle of tourism destinations.After investigation and research,Gongcheng health tourism resources are divided into 186 main health tourism units,which are divided into two main categories:natural health resources and humanistic health resources,as well as 7 sub-categories and 18 basic types.Secondly,Gongcheng realizes the opportunity>advantage>disadvantage>threat of sustainable development of health tourism.The transformation and upgrading of tourism industry is the greatest opportunity for the sustainable development of health tourism in Gongcheng.The stability of tourist source market and superior ecological environment resources are the main advantages,the low awareness of health tourism is the main disadvantage,and the great competitiveness of surrounding tourism is the biggest threat.According to the analysis of four-quadrant coordinate method,the coordinates of strategic center of gravity P(x,y)=(0.277,0.462),strategic azimuth Angle θ=59°,strategic intensity coefficient ρ=U/(U+V)=0.9617,it is determined that Gongcheng health tourism belongs to a solid industry and should adopt a competitive development strategy.Thirdly,from the perspective of stakeholders,the main problems affecting the sustainable development of Gongcheng recreation tourism are that stakeholders ignore comprehensiveness and fail to make good use of external opportunities.The consciousness of stakeholders is not in place and the inherent advantages are not brought into play;The lack of economic power in tourism industry leads to obvious internal disadvantages.The responsibility of stakeholders is not clear,unable to defend against external threats.According to this,we should make clear the division of labor and seize the external opportunities.Strengthen consciousness training,give play to internal advantages;Improve economic benefits,make up for internal disadvantages;Clarifying the main responsibility,weakening external threats and other countermeasures,in order to provide protection for the sustainable development of Gongcheng health tourism.