我国中医药健康旅游示范基地的形象感知状况研究  

Research on the Status of Image Perception of Demonstration Bases for Traditional Chinese Medicine Health Tourism in China

作　　者：王若佳 刘旸 彭淳 李瑞锋[1] WANG Ruojia(School of Management,Beijing University of Chinese Medicine,Beijing,100105,China)

机构地区：[1]北京中医药大学管理学院,北京100105

出　　处：《医学与社会》2025年第2期110-117,共8页Medicine and Society

基　　金：国家中医药管理局委托项目“完善中医药法关于中医药传承与文化传播研究”,编号为BUCM-2021-GL-006;中央高校基本科研业务费专项资金的揭榜挂帅项目“多特征融合视角下的网络虚假健康信息识别研究”,编号为2022-JYB-JBRW-012。

摘　　要：目的:分析我国中医药健康旅游示范基地的形象感知状况,为促进我国中医药健康旅游产业高质量发展提供参考。方法:以73家第一批国家中医药健康旅游示范基地为研究对象,收集携程网和美团网2个主流在线旅游点评网站中各示范基地自收录日期起至2022年12月的用户评论内容以及用户评分数据30289条,结合词频统计与情感分析方法挖掘我国中医药健康旅游示范基地的的感知特征,采用扎根理论方法进一步分析我国中医药健康旅游示范基地的形象感知状况。结果:73家示范基地被在线旅游平台收录数量占比不足30%;不同类型中医药健康旅游示范基地的认知形象存在较大差异,自然风光类、历史人文类示范基地的中医药相关词频较低;情感形象以正面情感为主,积极语素平均占比80.20%;旅游者对示范基地中医药元素的形象感知可归纳为文化内涵、教育科普、健康促进和休闲观赏4个主范畴。结论:我国中医药健康旅游示范基地的形象感知存在公众认知程度不够、产品开发不足、中医药元素不突出等问题。对此,不同类型中医药健康旅游示范基地可采取差异化发展路径,进一步突显自身中医药特色优势,以推动中医药健康旅游产业的高质量发展。Objective:To analyze the status of image perception of demonstration bases for Traditional Chinese Medicine(TCM)health tourism in China,so as to provide references for promoting the high-quality development of the Traditional Chinese Medicine health tourism industry.Methods:This study focuses on 73 demonstration bases from the first batch of national TCM health tourism demonstration bases.It collects user comments and rating data totaling 30289 entries from two mainstream online travel review platforms,Trip.com and Meituan,from the date of each base's self-inclusion to December 2022.By employing word frequency statistics and sentiment analysis,the study identifies the perception characteristics of these demonstration bases.Grounded theory methodology is further used to analyze the status of image perception of TCM health tourism demonstration bases in China.Results:Less than 30%of the 73 tourism destinations were included in online travel platforms.Word frequency analysis showed significant differences in the cognitive images of different types of TCM health tourism destinations.Positive emotions predominated in the emotional image,with positive sentiments averaging 80.20%.Consumers'perceptions of TCM elements in tourism destinations can be categorized into four main areas:cultural connotations,educational outreach,health promotion,and leisure sightseeing.Conclusion:There are issues such as insufficient public awareness,insufficient product development,and the lack of prominent TCM elements in TCM health tourism destinations.To address these issues,different types of TCM health tourism destinations can adopt differentiated development paths to further highlight their unique TCM characteristics and advantages,in order to promote the high-quality development of the TCM health tourism industry.

关 键 词：中医药管理 健康旅游 示范基地 形象感知 

分 类 号：R-05[医药卫生] R195.1