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前言旅游感知是研究旅游者心理和行为的起点,是将外部的旅游信息转化为内部思维世界的过程。自2014年2月签署《国家旅游局和国家中医药管理局关于推进中医药健康旅游发展的合作协议》以来,中医药健康旅游市场热度持续增加,但相应的旅游产品有待丰富提升。中医博大精深,兼具极强的专业性和普世性,加之人们对中医药的了解程度存在很大的差异,因此只有在分析游客对中医感知度的基础上,才能形成针对不同人群的品类丰富的产品体系。
Preface Tourism perception is the starting point for the study of tourists’ psychology and behavior, which is the process of transforming the external tourism information into the internal thinking world. Since February 2014, the “Agreement on Cooperation between China National Tourism Administration and State Administration of Traditional Chinese Medicine to Promote the Development of Health Tourism of Chinese Medicine” has been signed, the popularity of Chinese medicine health tourism market has continued to increase, but the corresponding tourism products need to be enriched. Chinese medicine is broad and profound, both highly specialized and universal, combined with people’s understanding of traditional Chinese medicine there is a big difference, and therefore only in the analysis of tourists based on the perception of Chinese medicine, in order to form a rich variety of different groups Product system.