A Study On The Feasibility And Countermeasures Of Developing Health Tourism Industry In Jiaoling County

Health and longevity is the desire of human since ancient times.With the improvement of modern living standard and the advance of science,technology and medical treatment, after the basic subsistence needs are fulfilled, people begin to attach importance to how to improve the level of health. Long life phenomenon and health tips attract people's attention.Leisure and tourism activities carried out in the wholesome good ecological environment have become the new pursuit. The rising demand gives birth to the health tourism industry. In recent years, China has promulgated The Twelfth Five-year Program Outline of the Tourism Development(2011-2015), Opinions on Promoting the Health Service Industry Development and other guidelines and policies to encourage health tourism service.Health tourism industry, which is a comprehensive industry integrated with multiple functions and benefits of economy, society, culture and environment,has strong influences, comprehensive effect and outstanding pulling effect.Whether Jiaoling County, as the "world longevity area", has enough feasibility conditions to develop health tourism industry? What are the maturity levels?The paper adopts feasibility study to carry out specific analysis.Firstly, according to the tourism planning and development theory and research achievements, the paper sums up the content of tourism destination development's feasibility study and identifies the research ideas. Then the paper carries on the domestic and foreign research summary about the health tourism, defines the meaning, and analyses related concepts, and alsoestablishes the theory foundation.Next, the paper takes Jiaoling County as the research object. Referring to tourism destination lifecycle theory, tourism consumer behavior theory,externality theory, public goods theory, tourism sustainable development theory, research of experts and scholars at home and abroad, in-depth analysis of health tourism industry development in Jiaoling County and the feasibility to develop health tourism industry from the natural conditions, social economic conditions, tourism resources, tourist market and other aspects are discussed, as well as the advantages and disadvantages.Lastly, several countermeasures on the core product of health tourism,spatial distribution and industrial development are worked out in order to fully tap Jiaoling County's environment and resources advantages,simultaneously cultivates health tourism industry that suits to regional market and adapts to economy and society.Through the literature collection, field investigation and feasibility analysis, the paper draws the conclusion: Jiaoling County has fully favorable feasibility to develop health tourism industry and it has many advantages that differ from other tourism destinations. In the face of the homogenization competition and existing problems, the local area should adjust industry structure and rational distribution, improve the health tourism elements,expand tourism consumer demand and avoid the external diseconomies of the health tourism.