Study On Evaluation Of Development Level Of Rural Health Tourism Destination In Kunming City

The report to the 20 th National Congress of the Communist Party of China proposed to comprehensively promote rural revitalization,consolidate the achievements of poverty alleviation,promote the deeply integrated development of culture and tourism,and bring major opportunities for the integrated development of cultural and tourism health and rural revitalization.In addition,the introduction of the Healthy China strategy and the impact of the COVID-19 epidemic have prompted the people to pay more attention to health,awakened the awareness of health care of the whole people,and shifted the concept of treating diseases from treatment to prevention.People’s consumption of health industry has increased significantly,and the tourism industry focuses on the development of rural tourism and health tourism.As a new business form,rural health tourism is also regarded as one of the leading directions of health tourism.In recent years,favorable policies have comprehensively promoted the development of Da Kang nourishing industry in Yunnan Province.Kunming City actively promotes the development of large-scale health industry,builds the international famous health city,builds the international health tourism demonstration area,focuses on the development of medical services,health products,pension health,fitness sports and other fields.In addition,the development of Kunming tourism has entered the bottleneck period,it is urgent to develop new forms of tourism,to activate the development vitality of Kunming tourism.Kunming rural health tourism ushered in a major development opportunity.In addition,the development of rural health tourism at home and abroad is in full swing,but the theoretical research is far behind the practice.In view of this,this paper takes Kunming City as the research object,constructs the evaluation index system of the development level of rural health tourism destinations in Kunming City,and conducts an empirical study,in order to provide reference for the development and level evaluation of rural health tourism destinations in Kunming City.Based on the industry integration theory,experience economy theory and tourism destination life cycle theory,this study uses field investigation method,Delphi method,coefficient of variation method and other research methods to construct an evaluation index system for the development level of rural health tourism destination in Kunming City.Based on the principles of scientific,practical and goal-oriented,this study selects case sites for empirical study.Evaluate the development level of rural health tourism in the case,and finally,according to the evaluation results and related theories,put forward countermeasures and suggestions to improve the development level of rural health tourism in Kunming City.The main conclusions of this study are:First,in recent years,the development of rural health tourism is in full swing.Through combing relevant literature,it is found that the theoretical research is far behind the practical development.Domestic scholars should strengthen the research on rural health tourism,especially from the perspective of tourists’ needs.In addition,domestic and foreign scholars are lacking in the evaluation of the development of rural health tourism,and it is necessary to evaluate the development of rural health tourism,which can objectively reflect the development of rural health tourism and point out the direction for the healthy and sustainable development of rural health tourism.Therefore,this paper "Evaluation research on the development level of Kunming Rural Health Tourism destination" has certain research significance and practical value.Secondly,by analyzing the general situation of the development of rural health tourism in Kunming City,analyzing the development conditions of rural health tourism in Kunming City,including the natural geographical conditions,socio-economic conditions,rural health tourism resource conditions and policy support conditions,and combing the development process of rural health tourism in Kunming city,it can be found that the development of rural tourism in Kunming city has reached a mature scale.It has laid a solid foundation for the development of rural health tourism and has unique advantages in developing rural health tourism.Thirdly,two rounds of Delphi method was used to screen and determine the evaluation indexes,and the weights of each index were calculated by Delphi method and coefficient of variation method,so as to construct the evaluation index system of the development level of rural health tourism destinations in Kunming City: Including resources and products,facilities and services,scale and benefits and development and management of 4 criteria layer,rural health tourism cultural environment,health accommodation facilities,economic benefits and other 15 project layer,folk health culture,longevity and health culture,health and cultural atmosphere,air quality,altitude and other 65 three-level indicators.Fourthly,using the constructed evaluation index system for the development level of rural health tourism destinations in Kunming,an empirical study was conducted on the three selected cases.Data were collected by single index method,tourist questionnaire method and villager interview survey method.The evaluation results showed that the comprehensive score of Tuanjie Yuhua Community was the lowest,59.5124 points,which was located in the range of 50-70.It belongs to the initial stage of rural health tourism development.Anning Hot Spring community has a high comprehensive score of 80.8915,located between 70 and 85,which belongs to the development and growth stage of rural health tourism.Xundian Fenglongwan Town has the highest comprehensive score of 84.5614,located between 70 and 85,which belongs to the development and growth stage of rural health tourism.Fifth,the countermeasures and suggestions to improve the development level of rural health tourism in Kunming include: 1.Resources and products.Dig deep rural health tourism resources and develop multiple rural tourism products;2.Facilities and services.Improve the supporting facilities of rural health tourism and improve the service quality of rural health tourism;3.Scale and efficiency.Expand the scale of rural health tourism,enhance the image and popularity of rural health tourism,enhance the market influence,improve the situation of independent development of rural health tourism destinations,and balance the economic benefits,social benefits and environmental benefits;4.Development and management.Attach importance to the development of rural health tourism and strengthen rural health tourism management.