Jing Hou, Ya Liu

Ya Liu

28 December 2023

Chinese medicine tourism, TCM dissemination, Countermeasure research.

The paper is based on the background of the new era mentioned by President Xi Jinping at the 20th National Congress of the Communist Party of China, "promoting the inheritance, innovation, and development of traditional Chinese medicine and advancing the construction of a healthy China," traditional Chinese medicine tourism emerges as an emerging form of tourism that not only enriches traditional tourism but also contributes to the inheritance and development of traditional Chinese medicine and its culture. Developing traditional Chinese medicine tourism can not only enhance public awareness of traditional Chinese medicine culture but also bring about certain economic benefits through the integration of traditional Chinese medicine and the tourism industry. By creating a traditional Chinese medicine tourism brand, Chine can better promote traditional Chinese medicine to the world, enabling more people to understand and enjoy it. This paper analyzes the prospects of developing traditional Chinese medicine tourism in China, identifies the existing problems in the development process, and provides suggestions for the future traditional Chinese medicine tourism industry. The paper first illustrates the attention paid by China to the cultural resources of traditional Chinese medicine in the new era and highlights the advantages in developing traditional Chinese medicine tourism. However, the current development of China's traditional Chinese medicine tourism industry faces issues such as insufficient development of traditional Chinese medicine tourism resources and low international visibility. Therefore, China should improve relevant laws and regulations, increase promotion of traditional Chinese medicine tourism, and strengthen the cultivation of traditional Chinese medicine foreign language talents in universities to better promote and disseminate traditional Chinese medicine culture. This study utilizes online survey data to analyze the prospects, problems, and countermeasures of traditional Chinese medicine tourism development. However, the research on the existing issues and corresponding strategies in traditional Chinese medicine tourism is still not deep enough and lacks certain professionalism. Therefore, the research conclusions provided are for reference purposes only.

© 2023, the Authors. Published by ISCCAC

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