大健康视角下中医药文化与旅游融合发展探析——以“中国药都”樟树为例  

Analysis on Integrated Development of Traditional Chinese Medicine Culture and Tourism from Perspective of Great Health

作　　者：陶虹佼[1] 郑雅婷[2] Tao Hongjiao;Zheng Yating

机构地区：[1]江西省社会科学院江西社会科学杂志社 [2]江西省社会科学院经济研究所,江西南昌330077

出　　处：《企业经济》2022年第10期132-136,共5页Enterprise Economy

基　　金：江西省社会科学“十四五”(2021年)基金项目“江西省中医药文化与旅游产业高质量融合发展研究”(项目编号:21YJ14)。

摘　　要：经济社会的快速发展和人民群众日益增长的对美好生活的向往,加速了全民大健康意识的形成和发展。中医药具有天然的健康养生属性,契合大健康理念,是推进健康中国建设的重要内容和有效手段。本文从大健康视角出发,以“中国药都”樟树市为例,分析了樟树市中医药文化与旅游融合发展的现状,并针对樟树市中医药文化旅游存在的产业链不完整、文旅融合不够、品牌效应不足、服务体系不全不优等问题,提出延伸中医药文化旅游产业链、培育享誉国内外的文化旅游品牌、加大中医药文化旅游的宣传教育推广、提高中医药文化旅游服务水平等对策建议。With the rapid economic and social development and people’s growing yearning for a better life, the formation and development of national awareness of great health have been accelerated and improved. Traditional Chinese medicine has natural health-preserving properties, which is consistent with the concept of great health, and is an important content and effective means to promote the construction of a healthy China. From the perspective of great health, this paper takes Zhangshu, the "medicine capital of China " as an example to analyze the current situation of traditional Chinese medicine culture and tourism in Zhangshu. In view of the problems of incomplete industrial chain of traditional Chinese medicine cultural tourism, insufficient cultural and tourism integration, insufficient brand effect, incomplete and suboptimal service system in Zhangshu, it is proposed to extend the industrial chain of traditional Chinese medicine cultural tourism, cultivate famous cultural tourism brands at home and abroad, increase the publicity, education and promotion of traditional Chinese medicine cultural tourism, and improve the service level of traditional Chinese medicine cultural tourism.

关 键 词：大健康 中医药文化与旅游 融合发展 樟树 

分 类 号：F832.5[经济管理—金融学]