Research On The Model Of Health And Wellness Tourism Development In Boluo County Under The Background Of Rural Vitalization

With the development of social economy,the work pressure of employees is also increasing,and more and more people are under a condition of unhealthy or subhealthy.The demand for leisure,entertainment,and health preservation is becoming increasingly strong.A large number of new trends of modern tourism with the theme of "health preservation" are emerging.Since the 21 st century,the country has vigorously advocated the development of health tourism,and has issued a number of policy documents.Guided by policies,health tourism has developed rapidly throughout the country,becoming a new form of tourism.At the same time,with the comprehensively promote rural revitalization,the development of rural health tourism has also received increasing attention from all walks of life.Meanwhile the aging population has also promoted the growing demand for products such as health care,leisure tourism,and so on.Vigorously developing rural health tourism not only helps to solve the problem of China’s rural tourism development tending to be similar,but also satisfies people’s demand for health and wellness.Boluo County,Huizhou City,has a profound cultural heritage of traditional Chinese medicine and a prominent Taoist health culture.Luofu Mountain is the location where Ge Hong and his wife,Bao Gu,cultivated immortals and refining pills.In 2016,Boluo County was awarded the honorary title of "Land of Longevity in the World" by the International Health Federation.In the context of the strategy of rural revitalization and healthy China,rural health tourism has become a breakthrough for Boluo County to develop a high-quality green economy and achieve the goal of rural revitalization.Therefore,taking Boluo County as a case study to annlyse the current development model of rural health tourism in China has obvious practical significance.This article firstly reviews the development models and research theories of health tourism at home and abroad.Then,through an investigation of the regional overview,current development situation,resource advantages,and market demand of health tourism in Boluo County,the article analyzes the problems existing in the process of developing health tourism in Boluo County,such as unclear developing positioning,backward smart tourism system,insufficient publicity and marketing efforts,relatively single products and services,and a lack of complex tourism talents.Thirdly,based on the resource endowment and industrial characteristics of the development of health tourism in Boluo County,the development model of "healthcare+",has been established,and corresponding health tourism products have been designed.Finally,the implementation path of the development model of health tourism in Boluo County has been proposed to promote the sustainable development of health tourism in Boluo County and strive to create a typical case of "Boluo Model" in China’s health tourism model.