中医药健康旅游产业发展存在的问题及对策
Problems and countermeasures in the development of traditional Chinese medicine health tourism industry

讨论新时代健康战略背景下中医药健康旅游的重要意义，重点论述当前中医药健康旅游发展过程中 存在的问题，主要包括认知程度不足，宣传力度不够，营销战略单一，中医药主题不突出，高素质专业人才匮乏 和监督管理机制及法律制度保障不完善等，并针对存在的问题讨论了中医药健康旅游的发展对策，主要包括加大 宣传力度，转变认知态度；根据自然旅游资源开展中医药健康服务项目；深入挖掘和融入中医药文化元素；开拓 创新中医药健康旅游资源和项目；创新性地开发中医药健康旅游的社会功能；多产业协作推进中医药健康旅游发 展；基于大数据推广“三因制宜”的个性化中医药旅游项目；积极培养高素质复合型人才和建立健全中医药健康 旅游相关法律法规等九个方面。
This paper discussed the important significance of the health tourism of traditional Chinese medicine against the background of the health strategy in the new era, and focused on the problems in the development of the current health tourism of traditional Chinese medicine, including insufficient cognition, insufficient publicity, single marketing strategy, lack of Chinese medicine theme, lack of high-quality professionals and supervision and management. According to the existing problems, it discussed the development countermeasures of the health tourism of traditional Chinese medicine, mainly including the following nine aspects: increasing publicity; changing cognitive attitude; carrying out the health service project of traditional Chinese medicine according to natural tourism resources; digging and integrating the cultural elements of Chinese medicine; developing and innovating traditional Chinese medicine health tourism resources and projects; innovative development of the social function of health tourism of traditional Chinese medicine; multi-industry cooperation to promote the development of health tourism of traditional Chinese medicine; promoting the individualized Chinese medicine tourism project of “three factors” based on large data; actively cultivating high-quality compound talents and establishing Chinese medicine health tourism-related laws and regulations