摘要
以医旅融合为视角,采用SWOT分析方法系统梳理齐鲁中医药文化与旅游业协同发展的内在优势、现实短板、外部机遇与潜在挑战。研究表明,齐鲁地区具有深厚的中医药文化底蕴、丰富的道地药材资源、优越的地理区域位置和完善的医疗服务体系,具备与旅游业协同发展的基础,但也面临资源整合乏力、专业人才匮乏、国内同质竞争加剧、国际认知壁垒突出等挑战。基于此,构建涵盖康养旅游、非遗文创、研学旅行、节庆活动、数智旅居养老等多个领域的多业态融合发展模式,采取强化政策支持、推动产教融合、促进产业协同、实施数智赋能以及创新品牌传播等协同发展路径,可以助力齐鲁中医药文化与旅游业深度融合及高质量发展,为中医药文化传承和区域文旅产业升级提供理论参考与实践借鉴。
From the perspective of the integration of medical and tourism,this paper systematically analyzes the internal advantages,current shortcomings,external opportunities and potential challenges of the coordinated development of Qilu traditional Chinese medicine culture and tourism by using the SWOT analysis method.It shows that the Qilu region,relying on its profound traditional Chinese medicine cultural heritage,abundant local medicinal materials resources,superior geographical location and complete medical service system,has a good foundation for coordinated development.However,it also faces challenges such as insufficient resource integration,shortage of professional talents,intensified domestic homogeneous competition and international cognitive barriers.Based on these findings,a multi-sector integrated development model encompassing wellness tourism,intangible cultural heritage creative industries,educational travel,festival events,and digital-smart retirement living was established.Furthermore,it proposed synergistic development pathways including strengthening policy support,promoting industry-education integration,fostering industrial collaboration,implementing digital-smart empowerment,and innovating brand communication.These measures aim to facilitate the deep integration and high-quality development of Qilu's traditional Chinese medicine culture and tourism industry,providing theoretical references and practical insights for the inheritance of traditional Chinese medicine culture and the upgrading of regional cultural tourism industries.
作者
张帅帅
徐刚
王士礼
ZHANG Shuaishuai;XU Gang;WANG Shili(School of Physical Education,Jining University,Qufu 273155;Department of Cardiac Surgery,Affiliated Hospital of Jining Medical University,Jining 272000,China)
出处
《济宁学院学报》
2025年第5期55-64,共10页
Journal of Jining University
基金
2024年国家社会科学基金年度项目“大运河流域武术文化遗产基因图谱构建及数智化传承研究”(24BTY114)
2024年山东省人文社会科学专项课题“齐鲁中医药文化与旅游产业‘医旅融合’模式构建及实现路径研究”(24H255C)。
关键词
齐鲁中医药文化
文旅融合
医旅融合
发展路径
Qilu traditional Chinese medicine culture
integration of culture and tourism
integration of medical care and tourism
development path
