银发经济视角下中医药康养旅游的SWOT分析
SWOT Analysis of TCM Health Tourism from the Perspective of the Silver Economy

银发经济是指以老年人群体为主要服务对象的经济活动和市场，随着全球老龄化进程加快，中医药康养旅游作为银发经济背景下的新兴产业，展现了巨大的发展潜力。文章从银发经济的视角出发，以文献分析法探讨了中医药康养旅游的优势、劣势、机会和威胁(SWOT分析)。研究发现，中医药康养旅游依托丰富的中医药文化资源和健康养生理念，具有文化吸引力强、健康理念契合、政策扶持力度大以及市场需求增长等显着优势；但同时存在服务标准化不足、专业人才匮乏、市场推广不足等问题。此外，人口老龄化和健康意识提升为中医药康养旅游带来了广阔的发展机遇，如智能科技进步和国际化合作的潜力；然而市场竞争加剧、文化接受度差异和突发公共卫生事件等威胁仍需引起重视。文章提出完善行业标准、加强复合型人才培养、创新服务模式、强化市场推广以及推动科技赋能等五项政策建议，以推动中医药康养旅游产业的高质量发展，为老年群体提供优质的健康服务和生活方式，同时助力银发经济的可持续发展。
The silver economy refers to economic activities and markets that primarily targeting the elderly population. As the global aging process accelerates, Traditional Chinese Medicine (TCM)-based health tourism has emerged as a burgeoning industry under the silver economy, demonstrating tremendous development potential. This study explores the strengths, weaknesses, opportunities, and threats (SWOT analysis) of TCM health tourism from the perspective of the silver economy using a literature analysis method. The findings reveal that TCM health tourism, leveraging abundant TCM cultural resources and health-preserving concepts, boasts significant advantages such as strong cultural appeal, alignment with health concepts, robust policy support, and growing market demand. However, challenges such as the lack of service standardization, a shortage of professional talent, and insufficient market promotion persist. Furthermore, population aging and increasing health awareness present vast opportunities for TCM health tourism, including advancements in smart technology and international collaboration. Nevertheless, threats like intensified market competition, cultural acceptance differences, and public health emergencies warrant attention. This paper proposes five policy recommendations: improving industry standards, enhancing the training of interdisciplinary talent, innovating service models, strengthening market promotion, and advancing technology-enabled services. These measures aim to propel the high-quality development of the TCM health tourism industry, provide quality health services and lifestyles for the elderly, and contribute to the sustainable development of the silver economy.