A Study Of Traditional Chinese Medicine Health Tourism Products In Guangxi Province Based On RMP Analysis

With the emphasis on domestic health industry growing, China’s aging population is serious, coupled with the demand for health care tourism increases in medical and health tourism market is broad. Guangxi Traditional Chinese Medicine resources are very rich, not only has the characteristics of the Zhuang, Yao and other ethnic medicine resources, and Chinese herbal medicine resources ranked second,also had a reputation for "Yunnan, Guizhou, Sichuan Guang, genuine regional drug ". "Southern capital of medicine" is also located in Yulin,east of Guangxi. Meanwhile, Guangxi has extensive and profound of national l medicine culture, unique natural resources, as well as very unique ethnic customs, which provide excellent conditions for developing traditional Chinese medicine.Firstly, Traditional Chinese Medicine Health tourism definitions, theories and literature review carried out and mainly uses RMP theory of Guangxi Traditional Chinese Medicine Health tourism resources(R), the market(M) and the product(P) conducted in-depth analysis. Through the above analysis, and for comparison with Guangdong, Guangxi traditional Chinese medicine health tourism found problems. After analyzing the domestic and international success cases, learn from the successful experience of Guangxi traditional Chinese medicine health tourism products development and design, offered to develop the strategy, product genealogy and circuit design. Finally, paper proposes appropriate countermeasures.The research of Traditional Chinese Medicine Health tourism is just drop in the bucket, the resulting conclusions are as follows:(1) Characteristics of Traditional Chinese Medicine Health tourism resources are divided into Chinese medicine resources, natural ecological health tourism resources and cultural tourism resources.(2) the structure of the tourist market, foreign market is mainly the Southeast Asian market, the domestic market is in the province and neighboring provinces, the market radiation is not enough, and the market demand for tourists,tourists prefer to categories of vacation and experience tourism products.(3) product design according to the classification of resources will be divided into a series of eco-class health tourism products, experience class health tourism product lines, cultural tourism class health product line three series, a total of 15 tourism product type.(4) the route design, closely linked to each city, regions and provinces circuit design characteristics of resources, the development of three-level route, and the route is designed fists and fine line two kinds.(5) Propose solutions: the government actively support and encourage the community to the investment; strengthen Traditional Chinese Medicine Health tourism resources in industry, technology-intensive; establishment of Traditional Chinese Medicine Health tourism products pedigree, into the culture of Chinese medicine; broaden communication channels and establish Guangxi Traditional Chinese Medicine Health tourism brand image; specification Traditional Chinese Medicine Health tourism commodities market; strengthen "Chinese medicine + tourism" complex personnel development; establish and improve the Traditional Chinese Medicine Health tourism security system.