文旅融合背景下的四川老年康养旅游文化服务策略研究  

On Cultural Service Strategy of Healthcare Tourism for the Elderly in Sichuan under the Background of Culture-Tourism Integration

作　　者：周春燕 张婉玉[2] ZHOU Chunyan;ZHANG Wanyu(Chengdu Neusoft University,Chengdu 611844,Sichuan,China;Sichuan Normal University,Chengdu 610066,Sichuan,China)

机构地区：[1]成都东软学院,四川成都611844 [2]四川师范大学,四川成都610066

出　　处：《四川旅游学院学报》2025年第1期59-64,共6页Journal of Sichuan Tourism University

基　　金：2023年度四川省社会科学重点研究基地——现代设计与文化中心项目“文旅融合背景下的四川老年康养旅游文化服务模式研究”,项目编号:MD23C005。

摘　　要：随着人们健康观念的提升和国家文旅融合战略的深入推动,康养旅游产业蓬勃发展,然而,如何将“旅游+文化+养老”的服务模式有效融合以满足老年人更高层次的文化需求,是当前康养旅游发展面临的重要问题。研究以四川地域为例,通过梳理四川康养旅游文化服务的发展现状和发展优势,从老年人生理、心理、文化接受方式、服务方式偏好等方面进行老年康养旅游用户特征研究,提出统筹多元主体,构建四川康养旅游文化服务体系;紧扣川蜀文化特色,整合川蜀旅游文化资源,构建数字服务平台,打造地域品牌IP,积极推广市场营销,注重人才培养等手段的四川老年康养旅游文化服务策略。研究从多主体维度构建老年康养旅游文化服务模式,为四川地域文旅融合研究和实践提供新的思路。The enhancement of people s health concept and the in-depth promotion of the national strategy of culture and tourism integration have contributed to the growth of the healthcare industry.However,the effective integration of the service mode of“tourism plus culture plus healthcare for the elderly”to meet the higher cultural needs of the elderly represents a significant challenge for the development of healthcare tourism.The study takes Sichuan as an example and examines the development status and advantages of Sichuan s healthcare tourism and cultural services.It also conducts a study on the characteristics of elderly healthcare tourism users in terms of their physiology,psychology,cultural acceptance,and service preferences.Based on these findings,the study proposes the establishment of a Sichuan healthcare tourism and cultural service system.The objective is to establish a comprehensive service system by integrating multiple entities,while simultaneously aligning with the cultural characteristics of Sichuan.This entails integrating Sichuan s tourism and cultural resources,developing a digital service platform,creating a regional brand IP,and actively promoting the growth of healthcare and tourism in Sichuan.

关 键 词：文旅融合 老年康养 康养旅游 文化服务 川蜀文化 

分 类 号：F592[经济管理—旅游管理]