摘要
康养文旅产业作为新时代旅游发展的新趋势和新业态,可以满足人们追求健康生活品质的需要,立足中国本土,以文化旅游助力康养产业,帮助把人民对美好生活的向往变成现实,推动构建人类命运共同体。本文结合山东省康养文旅产业的发展背景及资源情况,使用SWOT分析法,分析了二者融合发展的背景、现状及问题,从而提出山东省康养文旅产业融合发展的具体路径。在“健康中国”国家战略背景下,山东省大力发展大健康产业,康养文旅产业发展迅速,但也呈现一些问题,如产品开发同质化严重,康养文旅缺乏品牌效应,人力资源匮乏,康养文化内涵挖掘不足,产业效益难以量化等。针对以上问题,提出山东省康养文旅产业融合发展对策:加强顶层设计,创新性开发康养文旅产品;突出地方特色,加强区域康养文旅品牌建设;完善基础设施建设,深度产学合作培养专门人才;深挖康养文化内涵,培育康养文旅融合发展新业态;确定评价指标,建立康养文旅产业综合效益评价体系。
Wellness and cultural tourism industry is a new industry and a new trend in the development of tourism,which can meet people's need to pursue a healthy quality of life,develop a wellness industry with Chinese characteristics,assist the development of the wellness industry with the integration of culture and tourism,help realize people's aspiration for a better life,and help realize the dream of a better future for the community of human destiny to contribute to the"Chinese solution".This paper uses SWOT analysis to analyse the background,status quo and problems of the integration of wellness and cultural tourism industry in Shandong Province,and thus proposes a specific path for the integration of the wellness and cultural tourism industry in Shandong Province.Under the support of"Health China"strategy,the wellness and cultural tourism industry in Shandong Province is developing rapidly,but it also presents some problems,such as serious homogenization of product development,lack of brand effect of wellness and cultural tourism,lack of human resources,insufficient excavation of wellness and cultural connotation,and difficulty in quantifying industrial benefits.In view of the above problems,we propose countermeasures for the integrated development of wellness and cultural tourism industry in Shandong Province:strengthen top-level design,innovatively develop wellness and culture tourism products;highlight local characteristics,strengthen regional wellness and culture tourism brand construction;improve infrastructure construction,cultivate specialized talents through deep industry-university cooperation;dig deeper into the connotation of wellness culture,cultivate new business mode for the integrated development of wellness and culture tourism;determine evaluation indicators,and establish a comprehensive benefit evaluation system for wellness and culture tourism industry.
作者
丁洁
DING Jie(Linyi University,Linyi 276005,China)
出处
《青岛农业大学学报（社会科学版）》
2023年第4期57-62,78,共7页
Journal of Qingdao Agricultural University(Social Science)
基金
2022年度山东省艺术科学重点课题“山东省康养文旅产业融合发展路径研究”(L2022Q06170158)。
关键词
康养文旅产业
融合发展
山东
wellness and cultural tourism industry
integrated development
Shandong
