临安健康旅游市场调查报告.docx

临安健康旅游市场调查报告风景园林与建筑学院、旅游与健康学院 旅游管理151 魏城荣摘要：随着经济的不断发展，传统单一的，以观光游玩为主的旅游方式已经无法满足人们日益增长的需求。进入21世纪以来，由于经济的粗放型发展所引发的环境问题，而导致各种疾病的频发。人口老龄化和城市化的加速,老龄群体和亚健康群体的健康问题也在不断被放大。人们对于健康问题显得尤为重视，因此催生了健康旅游的市场需求。通过实地调研和文献资料的研究方法，对国内外健康旅游市场的研究。结合临安健康旅游市场的现状分析，明确目前临安在发展健康旅游市场的时候拥有区位优势突出、养生文化深厚、产业基础扎实等的优势。当然也存在着配套设施不完善、旅游产品同质化、旅游资源碎片化等的问题。因此提出配套基础性设施完善、差异化和多元化发展、主副品牌化资源整合的产品开发策略。关键词: 健康旅游 优势 问题 开发策略Linan Health Tourism Market Research ReportAbstract:As the economy continues to develop, the traditional single to sightseeing based tourism has been unable to meet the growing demand. In the 21st century, due to the economy caused by the extensive development of environmental problems, which led to frequent various diseases. Population aging and urbanization accelerated, health problems of aging populations and sub-health groups are constantly being enlarged. It is very importance for health problems, and therefore gave birth to a healthy tourism market demand. Through field research and literature research methods, the study of domestic and international health tourism market. Situation in conjunction Linan health tourism market analysis, clear Linan currently has an obvious advantage, health and cultural deep, solid industrial base and other benefits at the time of the development of health tourism market. Of course, there are inadequate facilities, tourism product homogeneity, tourism resources such as fragmentation problems. Therefore proposes supporting basic facilities, differentiated and diversified development, the main sub-brand of resource integration product development strategy.Key words: Health Tourism Advantage Problem Development strategy 研究背景国外健康旅游市场发源于欧美地区。欧美国家率先进入工业时代，经济较为发达，人们生活工作环境改善的同时也伴随着城市病和富贵病的出现。因此在欧美国家，人们则会相对早的关注身体和心理健康，健康旅游市场也相对成熟。而亚太中东地区的健康旅游虽然发展稍缓，但健康旅游市场结合国情，因地制宜，走特色化发展之路。马来西亚以运动探险为发展核心，主推康体旅游产品。泰国以传统旅游业为基础，将传统特色医疗养生度假与旅游活动相融合，形成组合医疗服务、健康保健服务、传统草药产业三个区块，力推医疗旅游。印度的健康旅游以瑜伽为主打，为国内外旅游者提供疾病治疗服务，突出低消费成本医疗健康旅游。目前国外的健康旅游已经涵盖了温泉旅游、养生旅游、医疗旅游、保健旅游、康体旅游等多种旅游形式。我国对于健康旅游的