introduce
With the continuous improvement of people's living standards, the demand for healthy tourism is increasing, and the strategy of "Healthy China" has also pushed the health care industry to a new height. However, affected by the epidemic in late 20 19 and early 2020, people's consumption concept has gradually changed, paying more attention to health preservation, cultural tourism, ecological environment and physical and mental health in daily life. The epidemic situation has limited outbound travel, making domestic holiday tourism enter an internal circulation state. The huge domestic tourism market brings opportunities for the further development of domestic holiday tourism, and the tourist groups with high consumption capacity and rich tourism experience also face a new round of challenges for domestic holiday tourism. A single tourism product can no longer meet the ever-changing and growing needs of the domestic market. The integration of industry+tourism and multi-formats will become the mainstream trend of holiday tourism development in the future.
After 20 years of development, the main tourist group in China is still "Kang" tourism (that is, medical tourism) that goes abroad to receive more advanced medical technology, while in China, "Yang" tourism (that is, health tourism) related industries that focus on old-age care and recuperation are booming. At present, the development of leisure tourism in China has the following trends:
(1) Policy supports the development of health care industry. In the Outline of Healthy China 2030, the State Council pointed out that it is necessary to actively promote the integrated development of health, pension, tourism, Internet, fitness and leisure, food, etc., and give birth to new health industries, new formats and new models.
(2) Demand-driven promotes the iteration of Yang Kang products. According to the survey, the main tourist motivations of Yang Kang tourists are health expectation, stress relief and self-cultivation, accounting for 365,438+0%, 26% and 65,438+09% respectively.
(3) The implantation of natural, humanistic and leisure elements has promoted the rejuvenation and diversification of leisure tourism products. In recent ten years, leisure tourism based on natural resources has developed to a higher level. However, at a time when physical and mental health are equally valued, how to grasp new customers and their needs and combine cultural soft power with medical and health care elements will become the selling point of leisure tourism in the next stage.
(4) The change of people's demand for medical care at different ages and its conceptual extension. After 60' s and 70' s, they pay more attention to medical and health products, after 80' s and 90' s, they pay more attention to sports and health examination products, and after 00, they prefer fitness and leisure products.
(5) Multi-agent combination and diversified supply of product portfolio are becoming a trend. With the enrichment of tourism concepts, the expansion of scale, the complexity of product mix and the compounding of profit sources in Yang Kang, Yang Kang tourism products with a single market subject participating in investment, construction and operation may be replaced by a consortium specializing in technology.
According to the leisure tourism products on the market at present, the basic modes of leisure tourism in China can be summarized into five types:
(1) Forest health care. China is rich in mountain tourism resources, with high forest coverage and high concentration of negative oxygen ions. At present, 18 1 city has won the title of "national forest city", and 88 1 national forest parks are distributed in various provinces and autonomous regions. Forest health care relies on mountains, takes forest bath, forest yoga and forest meditation as the theme, and takes health care medicine research and development as the industrial development end, forming the development of medical care industry chain and creating a national forest health care tourism resort with health care function.
(2) pastoral health. The report of the 19th National Congress clearly put forward the strategy of rural revitalization, and industrial integration also provided the direction for rural revitalization. Combine agriculture with tourism, give full play to the basic role of agriculture, take the city as the center, return to nature and nostalgia as the main purpose, and form a two-hour high-speed rail tourism economic circle and life circle accessible to high-speed rail and expressway, and make use of good ecological environment, convenient transportation, friendly neighborhood atmosphere and idle farm houses and land resources to create ecologically livable and healthy tourist towns, attracting different classes of consumer groups to experience the life of "living by agriculture".
(3) sports. With the advent of the aging age, the influence of the epidemic situation in COVID-19 and the characteristics of the younger age of chronic diseases, the government, society and residents have realized the importance of health, and the concept of national fitness has been deeply rooted in people's hearts. More and more people regard exercise as one of the first choice measures for disease prevention and control. Specific measures include the construction of waterfront cycling greenways, wading trails, tourist roads and plank roads around mountains, and the development of special sports such as mountaineering, rock climbing, gliding and low-altitude tourism.
(4) medical rehabilitation. The growth rate of aging is accelerating, the number of sub-healthy people is increasing, and the demand for old-age care and medical services is strong. Based on the existing domestic medical resources, we should build a living base combining medical care with nursing care, integrate the concept of traditional Chinese medicine, innovate health tourism products, and create a lively and simple lifestyle.
(5) Cultural health. Culture and tourism industries are among the "five happiness industries", and the deep integration of the two industries has greatly improved the vitality of the industries. With the increasing spiritual demand, it has become the goal of people's tourism consumption to realize inner wealth and tranquility. Develop leisure tourism products that integrate culture and tourism according to local conditions, rely on traditional excellent culture and socialist core values in the new era, and feature local culture to show the depth, breadth and depth of culture, enrich the spiritual world of tourists and improve the level of cultural literacy.
3. 1 project overview
The project site is located in the suburb of Laishan, Yantai City, with a distance of 10 km from Yantai Botanical Garden, Tashan Tourist Scenic Area, the municipal government and Yantai Seaside Park. Based on the beautiful ocean line, the base builds a coastal leisure and holiday brand on the coast of fairyland life. The marine climate provides unique resources for the development of leisure and holiday projects, and at the same time, it relies on the brand of "Fairyland Coast, Delicious Yantai" to develop leisure tourism.
3.2 Planning ideas and concepts
(1) Combine market orientation with problem orientation to build an international well-being town. In-depth analysis of the national economic and policy orientation, the development status and trend of consumer market and tourism market, and the development of Yantai tourism and real estate, adhere to the principle of combining policy orientation, market orientation and problem orientation, and build a holiday town in Yang Kang.
(2) Compound development mode to build a new path for sustainable development of international well-off towns. The compound model of "tourism+recreation+culture" takes tourism and recreation as the driving force, combines light assets with heavy assets, combines immortal health with cultural experience, combines international recreation with sports, and combines tourism and holiday functions with landscape environment creation to realize the comprehensive development of the project, enhance its comprehensive strength and build a new path for its sustainable development.
(3) Create selling points, five core theme selling points led by "Yang Kang+",and extend the healthy industrial chain. Relying on the superior ecological foundation of the base, taking Xiandao culture as the theme, taking "health" as the starting point and the foothold, integrating the traditional cultural health preservation theory, taking leisure and holiday industry as the supplement, and taking "Yang Kang+"as the five core theme selling points, namely, Xiandao nourishing the heart, cultural experience, international recuperation, marine physical therapy and parent-child holiday, we will form the most differentiated and competitive Yang Kang holiday product system, and create a single one through compound theme selling points and tourism image.
(4) Multi-compound product structure, establishing a new lifestyle model of Yang Kang vacation. Integrate the tourism resources of the base, form a diversified product structure such as Xiandao cultural health, international health, parent-child entertainment, sports, etc., and create a health holiday complex to meet people's demand for high-quality tourism products such as "healthy life", "cultural ecology" and "low carbon environmental protection" after the epidemic, and establish a new lifestyle model for health holiday.
(5) According to local conditions, the leisure and holiday products are laid out according to the mountain. According to the geological, topographical, vegetation, landscape and land use conditions of the base, combined with the functional requirements of Yang Kang Resort, the tourism products and service facilities are arranged according to local conditions, so as to realize the integration of urban holiday leisure, landscape functionality, entertainment and secondary consumption, and ecological products, enhance the attraction of the project with cutting-edge design, and create a new business card for Yantai tourism.
(6) High-quality landscape to create a more ecological, healthy and leisure cultural recreation space. Taking high-quality buildings as the core, taking high-quality landscape as an important breakthrough in the construction of recreational space environment, and implementing landscape functionalization, landscape culture, landscape leisure and landscape creativity with high standards to create a more ecological, healthier, more leisure and more cultural environment under the new lifestyle of recreation and vacation.
3.3 Project Industrial Structure Planning
This project divides the site into three parts: Xiandao Cultural Health Zone, Marine Cultural Resort and Taoyuan Xiangu Yang Kang Zone. The theme of each district combines different local cultural elements to create characteristic theme products, with "industry as the support, tourism as the link, culture as the feature and health as the highlight"; Rehabilitation, with health care as the service core; Medical industry, health care industry, tourism industry and ecological industry are integrated, which are relatively independent and will be integrated with each other, and are related to "health care town".
3.3. 1 Xiandao Cultural and Entertainment Zone
Taking Yantai's unique Xiandao culture as the design connotation, we should dig deep into Yantai's regional Xiandao culture, take "health" as the starting point and the end result, and design the product details in the aspects of internal repair, physical therapy, diet and puzzle education, so as to highlight the health care function and atmosphere of Xiandao. The overall layout is based on five theme products: Xiandao Culture+Wenchuang Center, Intangible Cultural Street, Xiandao Health+Daoyang Seven Disciplines, Traditional Chinese Medicine Health+Baixiang Paradise, Artistic Creativity+Fantasy Fairy Lake, Art Theater, Puzzle Education+Wizard of Oz Paradise, which integrates Xiandao Health, Chinese cultural accomplishment, creative art and puzzle.
Ocean culture resort
The design connotation of this area is Yantai marine culture, with the theme of "ocean" and the feature of "island summer vacation", which combines traditional culture with fashion creativity, follows natural ecology according to local conditions and takes light capital operation as the design principle. For urban families, parents and young urban groups, marine elements are integrated into product design to create three marine cultural theme products: "marine culture+physical therapy", "island+tent camp+cloud paradise" and "marine orchard+cute pet camp", so as to create an innovative holiday experience space of marine culture with free childlike innocence.
3.3.3 Taoyuan Xiangu Yang Kang District
This district takes the international old-age health care as the concept, aims to build a high-end health holiday and takes the international anti-aging health care as the selling point; The overall layout is "Medical Health+Community life+Healthy Apartment", "Secret Hu Tao+Sports Park" and supporting "Yinxian Mountain Residence, Yunshui Mountain Residence and Hu Tao Mercure Residence". In order to maintain the health of the greenway, the health products of the whole town are connected in series; Culture goes deep into product details, all-round health care, health care facilities and quality services.
Zhang Hui [2] believes that tourism has both industrial and spatial attributes. To fully develop tourism, we must take the matching space and industry as the carrier. Therefore, the integration of industry and tourism plays an important role in promoting the local economy and the sustainable development of the project site. At the moment when the tourism industry is increasingly high-end, connotative and diversified, the integration of industry and tourism will make all industries have more possibilities. Industry+tourism will transform local ecological resources and advantageous industries into tourism resources to continuously empower the project, and the plasticity of tourism industry will greatly broaden the development boundaries of all industries. Leisure tourism is one of the important development directions of tourism in the future, and the industries involved cover all aspects of people's lives. Industrial integration is imperative and will become one of the important drivers of economic development in the future.
The integration of domestic tourism industry in Yang Kang is still in the exploratory stage. This paper only makes a superficial discussion on it, hoping to attract more attention and provide some reference for the related research and discussion on the future development of tourism in Yang Kang.
References:
[1] Yi,. Analysis on the development mode and path of leisure tourism from the perspective of industrial integration [J]. Journal of Nanning Normal University (Philosophy and Social Sciences Edition), 2019,40 (5):126-131.
[2] Zhang Hui, Yue. Rational thinking on global tourism [J]. Journal of Tourism, 2016,31(09):15-17.