基于IPA分析的国家中医药健康旅游示范区创建工作研究

中医药健康旅游示范区的创建是推动中医药健康旅游产业实践落地的重要举措。为探究中医药健康旅游示范区的发展现状,本研究选取首批国家中医药健康旅游示范区作为研究对象,基于中国健康旅游目的地调查数据库,采用IPA分析法对其各项建设指标进行评价,并将各项指标划分出继续保持型、控制优化型、适度发展型和重点改善型。首批国家中医药健康旅游示范区总体建设工作还有提升空间,未来应注重创新产品开发、服务水平和品牌营销等方面的改进与提升。

Research on the establishment of national TCM Health Tourism Demonstration Zone based on IPA analysis

The establishment of the TCM Health Tourism Demonstration Zone is an important measure to promote the practice of TCM health tourism.In order to explore the development status of the demonstration area,this study selected the first batch of national TCM Health Tourism Demonstration Zone as the research object,and used the China health tourism destination survey database of Professor Hou Shengtian’s research team of Beijing University of Chinese Medicine to evaluate its various construction indicators by IPA analysis method,and divided the indicators into continuous maintenance type,control optimization type,moderate development type and key improvement type.It is found that there is still room for improvement in the overall construction of the first batch of national TCM Health Tourism Demonstration Zone.In the future,the demonstration zones should be improved from developing innovative products,improving service level and strengthening brand marketing.