Analysis On The Influencing Factors Of TCM Health Tourism Product Demand Based On Tourists' Perspective

Research background: with the rapid development of economy and society and the change of people's concept of healthy life,people pay more and more attention to health.In our country,on the other hand,tourism has become a more popular and popular,normal way of life,are also continuously improve the requirements for tourism,is no longer limited to traditional mode of leisure tourism,tourism and health preservation,the innovation of the medical service integration gradually became a trend of contemporary society,has attracted more and more attention,especially the organic integration of traditional Chinese medicine health services and tourism depth development of traditional Chinese medicine health tourism.Due to the relatively late development of TCM health tourism in China,the research on TCM health tourism is still in the superficial stage,and few tourists have studied TCM health tourism and its products from the perspective of tourists,which is an innovation of this paper.Research purposes: by combing the current system of traditional Chinese medicine health tourism products and related services,to carry out the consumer survey,based on the perspective of tourists demand the influence factors of traditional Chinese medicine health tourism products,the results can provide product provider in the supply of product design after,providing a certain reference to provide match the consumer demand of traditional Chinese medicine health tourism products,to promote thedevelopment of traditional Chinese medicine health tourism.Research methods and contents: online survey was conducted in the form of questionnaire star,and the data obtained were analyzed by factor analysis and multiple regression analysis using SPSS22.0.The research content mainly includes three aspects,namely the basic information of tourists;Current situation of tourists' demand for TCM health tourism products;Demand influencing factor scale for TCM health tourism products.Research results: Were extracted four factors,namely macro environment factors(national policies,social security,safety and emergency measures,product performance)and spending power factor(discretionary income and discretionary time,access to information channels,the degree of the cognition of product)and micro environmental factors(service staff work attitude,friendly degree of local residents,the destination of the cultural atmosphere,diet accommodation facilities,traffic convenience,entertainment facilities supporting)and product performance factor(the degree of personalization,product visibility),In addition,the influence degree of these four common factors on the demand of TCM health tourism products is from the macro environmental factor > to the micro environmental factor > to the micro environmental factor >.At present,tourists' demand for traditional Chinese medicine health tourism products has the problem of low cognition degree and it is difficult for potential demand to effectively transform into actual demand.Countermeasures and Suggestions: starting from the above four common factors,this paper analyzes how these factors affect tourists' demand for TCM health tourism products,and puts forward corresponding countermeasures and Suggestions.In terms of macro environmental factors,the government should strengthen guidance,strengthen regional exchangesand cooperation,and complement each other's advantages.In terms of consumption power factor,it is necessary to provide traditional Chinese medicine health tourism products more satisfying to their needs with consumers as the center.Besides,it is also necessary to promote that more people can get in touch with and know about it,so as to improve the cognition of tourists.In terms of micro-environment factors,it is necessary to strengthen the infrastructure construction of tourism destinations,such as entertainment facilities in scenic spots,accommodation and catering facilities,traffic conditions,etc.In addition,it is necessary to cultivate a group of high-quality talents,so that tourists can have a pleasant tourism experience.In terms of product performance factors,some personalized and differentiated products should be provided to improve product quality to improve the satisfaction of tourists.