p align = “center” resist the pressure of the epidemic and actively develop new products p align = “center” travel agencies do a fine job in the large-scale health tourism market
For healthy people who are not satisfied with “soaking medlar in a thermos cup”, the physically and mentally pleasant health tourism is no stranger. Relevant data show that in the two years before the outbreak, global health tourism has maintained an average annual growth rate of 7%. Despite the huge impact of the epidemic on the tourism market in the past two years, health care tourism products are still “hot” in China’s tourism market, which also expands the market share of health care tourism. Recently, Hainan, Guangxi, Chongqing and other places have not only aimed at the market demand and further upgraded to build healthy tourism destinations, but also as designers and marketers of tourism products, tourism enterprises are further enriching the healthy tourism product system, in order to turn it into a new force to activate the tourism market under the pressure of the epidemicP align = “center” demand changes market supply
Walking through mountains and rivers, walking through forest parks, feeling the changes of light and shadow, releasing passion on water, tasting healthy food and enjoying a leisurely and slow life… Tourists of different ages have their own interpretation of health tourism, which also expands the boundary of health tourism. “At present, health care tourism products cover a variety of themes such as cold, summer, sports and fitness, leisure and vacation, old-age health care, history and culture. Health care travelers hope to carry out experience activities related to health care in the process of tourism, so as to maintain and improve their health level.” For the definition of health tourism, a senior tourist explained to reporters.
“Affected by the covid-19 pneumonia epidemic, the tourism industry has suffered a heavy blow, but it is in danger. Under the influence of the epidemic, people’s demand for health is increasing. Small civil hyperbaric oxygen tanks are popular, the heat of hot springs and spas is not reduced, outdoor professional sports are gradually combined with the community, and the popularity of minority sports such as kayaking and surfing shows this.” According to Ma Lei, general manager of Qichuang tourism group, the development of healthy tourism first needs to grasp the leisure and vacation needs of urban people, because a large number of groups have common needs, such as decompression and relaxation, sub-health conditioning, etc.
When health tourism goes deep into the public’s vision, the specific needs of health tourists are also changing the direction of market supply.
“On the whole, the target groups of health tourism are concentrated in the elderly groups with money and leisure.” The relevant person in charge of tuniu tourism network said that its demand is mainly reflected in leisure and health preservation while taking into account the tourism experience.
Mr. Ding, who lives in Suqian, Jiangsu Province, is 70 years old. At the beginning of spring this year, he and his brother and sister booked a 30 day Hainan health package on tuniu tourism. He stayed in three health hotels via Boao, Lingshui and Sanya. “Compared with the free travel products, the health care products are more suitable for us. The daily schedule is arranged according to our needs. The health care hotel will generally be equipped with an exclusive housekeeper to provide 24-hour response service, which can save us worry about food, accommodation and travel.” Mr. Ding said.
From the recent booking data, the relevant person in charge of tuniu tourism network noted that nearly 60% of the booking users are children who “place orders” for their parents, 80% of the tourists are aged 55-65, about 40% of the tourists choose an 8-15 day trip and 60% of the tourists choose a 20-30 day trip. “Compared with before the epidemic, the elderly tourists are more looking forward to enjoying the relaxing health care services. Young people also pay more attention to high quality when booking health care projects for their parents, and prefer products with high cost performance, comfort and safety. Therefore, when providing health care travel services for elderly tourists, we should not only fully understand the actual needs of elderly tourists, but also consider the requirements of their children for their parents’ travel quality, so as to provide differentiated High quality service. ” The relevant person in charge of tuniu tourism network said.
\u3000\u3000 “After the outbreak of the epidemic, health care tourism is no longer only aimed at the elderly market. People of all ages are very concerned about health care, and parent-child families are gradually becoming the main body of health care tourism. Unlike the elderly customers who pursue products such as health care and medical treatment, family groups pursue vacation and leisure, food, parent-child interaction, etc. nowadays, women groups dominate tourism consumption, and they pay more attention to the environment for health care tourism Environmental quality, pay attention to sentiment, cultural atmosphere and sports. ” Zhang Jun, general manager of Anhui global cultural tourism group old play children’s club, said.
The relevant person in charge of Ctrip group observed that when the post-90s began to fall in love with health care tourism, they preferred to directly Book Health Care hotels and start a healthy life of “moving” and “slow” under the guidance of professional housekeepersP align = “center” the more targeted, the more “favored”
When combing the health tourism products launched by OTAs and traditional travel agencies, the reporter found that the products with diversified themes and stronger pertinence are more favored by consumers.
On the Ctrip platform, the South’s residential and health care products are hot. The “favored” products mostly take the form of package, that is, health care experience + local tourism. Guests can not only experience in the health care center, but also swim between mountains and rivers. In addition, some more regional health care products are popular. For example, some health care hotels in Baoting, Sanya can not only soak in hot springs, but also enjoy healthy food under the parami tree and experience the comfort of the tropical rain forest.
Since the outbreak, Anhui global culture and Tourism Group has developed a series of “health + health” tourism products, such as health + culture, health + medical treatment, health + sports, health + research and learning, health + agriculture, etc. Customized health care products, such as selenium enriched tour in Xianyu mountain, Shitai, Anhui, longevity tour in Bama, Guangxi, hot spring tour in Maoming, Guangdong, and cultural tour in Hotan Kashgar, Xinjiang, are becoming more and more popular with customers. “During the National Day holiday last year, we organized a team of nearly 70 people from more than a dozen families to drive to Wuli Village in Wuhu. This village has just started to do health care tourism, surrounded by mountains on three sides, and the natural environment is very good. Although the facilities and reception services are not perfect, the folk customs are simple, the locals are very enthusiastic about tourists, and the local government also supports the development of health care tourism. After several field visits, we designed and launched the national day family self driving health care tourism Tourism products. In the early morning, the elderly can take a walk in the village’s Forest Park, drink tea in the farmhouse and buy local products. Children can participate in football matches and other activities organized by the village under the leadership of their parents; In the evening, the family taste healthy food together. Although they only stayed for two nights, the tourists had a good time. ” Zhang Jun said.
Zhang Weiwei, general manager of Hainan tourism pinhui international travel agency, said that the epidemic is a watershed in the development of health tourism market. Before the outbreak, the design of many health care tourism products was relatively rough. It was nothing more than that the schedule was slower and the stay time at the destination was longer. It can only be regarded as the primary form of health care tourism products. Under the normalization of epidemic prevention and control, especially the completion and opening of Boao Lecheng medical tourism pilot zone and the completion of many health care bases on the island such as Sanya traditional Chinese medicine sanatorium, health care tourism is developing towards a more professional and subdivided direction. The relationship between tourism and health care has changed. Health care has become the main body and tourism is the carrier.
“For example, we go to Wuzhishan to take oxygen, participate in aerobic exercise, listen to health lectures and do health monitoring in Boao music city. The health care products of Xikang Yunshe health care in Chengmai County are very popular with guests.” Zhang Weiwei said.
Last year, Shandong Jiahua Culture International Tourism Group launched Penglai hot spring health three-day tour and Dong-E-E-Jiao Co.Ltd(000423) health two-day tour, with tourist satisfaction close to 100%. “We strive to improve the service standards of health care tourism products. Taking catering as an example, the traditional group tour products are basically one table for ten people, eight dishes and one soup, and the staple food is free to eat. However, the health care tourism team is equipped with one staff member at each table, one table for eight people, ten dishes and one soup, and all the service standards have been improved. The new product ‘ Dong-E-E-Jiao Co.Ltd(000423) famous doctor health two-day tour’ launched this spring has enabled tourists to learn more health care knowledge Before, we only knew that donkey hide gelatin was good, but we didn’t know how good it was and how to take it. During the trip, visitors can feel the breadth and depth of traditional Chinese medicine and the specific effect of donkey hide gelatin through watching, smelling and asking about the pulse of traditional Chinese medicine. ” Said Zhang Ming, chairman of Shandong Jiahua culture international tourism groupP align = “center” enterprises value base construction
In the interview, several respondents mentioned the importance of the construction of health care base. At present, there are many health care bases under construction in the market.
Jiangsu Kanghui Travel Agency has selected three home stay in Wuxi as the health care base, and is also preparing to expand three health care bases in Yixing. In the future, it plans to expand to the Yangtze River Delta and use the strength of the Yangtze River Delta Integrated Tourism Alliance to find good health care bases locally by Alliance members for destination interaction and source interaction.
“According to the characteristics of each health care base, we have designed some activities with strong participation of tourists. For example, in the pufanbieyuan in Mashan, we have set up a chess and card room for the middle-aged and elderly. Young and middle-aged or family tourists can climb the top of Shengzi mountain and overlook the Taihu Lake. In short, all ages can find their favorite activities here.” Said Zhang Xinzhong, general manager of Jiangsu Kanghui International Travel Agency Co., Ltd.
To develop the health care tourism market, the construction of health care base is very important. Zhang Ming said that the early construction of the health care base needs to invest a lot of human, material and financial resources. At the same time, the requirements for the base managers are very high. They should not only understand the operation law of the base, but also understand the tourism operation.
Qichuang Tourism Group has operated more than ten scenic spots in China. In the process of project construction, the enterprise consciously integrates health care products into it. For example, in the phase II Planning of Jingdezhen Gaoling China Village project, Qichuang Tourism Group has built a mountain forest sports health base and a medium and high-end elderly care community based on the natural oxygen bar of mountains, forests and lakes, forming a full-age outdoor paradise led by the health care industry and integrating sports, leisure and vacation and residential quarters. Among them, the six seven health Valley project has launched local characteristic green catering by hiring nutritionists and dietary regulators, and provided personalized healthy catering services according to the physique, health level and dietary needs of tourists.
“From the perspective of the whole tourism market, the customer group traveling on a family basis is still the mainstream. Therefore, the health care destination should fully combine local experience, parent-child vacation and health care and elderly care for the purpose of creating a family type one-stop health care experience.” Ma Lei said.
Zhang Xinzhong introduced that Jiangsu Kanghui takes the health care base as the starting point to increase “direct customers”. After the number of “direct customers” reaches a certain scale, Jiangsu Kanghui will carry out remote alliance around the “slow travel home” health care brand of Jiangsu Kanghui. On the one hand, it can promote the members of the Yangtze River Delta Integrated Tourism Alliance to find good health care bases locally and enrich brand franchisees. On the other hand, it can also be under the normalization of epidemic prevention and control, Focus on the development of local health care sources. “If we have a certain number of consumer groups and health care bases, when the epidemic situation improves and the inter provincial tourism recovers, the source of tourists can flow in the Yangtze River Delta immediately. Moreover, the repurchase rate of health care tourism products by middle-aged and elderly tourists is very high. When the epidemic situation is still repeated, on the basis of doing a good job in base construction, expanding the micro health care market in combination with micro vacation and micro city tourism will help reduce the loss of enterprises. We can take advantage of this opportunity to quickly expand ‘direct customers’ members, cultivate potential customers and wait for the recovery of the tourism market. This is what we can do at this stage. ” He saidP align = “center” fully improve the project level
With the continuous upgrading and iteration of market demand, many operators judge that health tourism will become a new outlet for the development of tourism and a “new highland” for all parties to seize.
Zhang Ming said that under the normalization of epidemic prevention and control, the development momentum of the health care tourism market is very optimistic. The scale of the health care market is expanding, the number of tourists is increasing, the health care bases are gradually increasing, and there are more and more self driving health care tourists.
Xie Xiaoqing, senior researcher of Ctrip Research Institute, believes that in the future, healthy tourism will be further integrated into public life. Compared with traditional tourism forms, health tourism has the characteristics of long journey time, strong consumption ability, prominent leisure attribute and experience first. It is the concrete embodiment of the “tourism + health” model advocated at present. Tourism enterprises should change from resource orientation to innovation driven, subdivide customer groups and build corresponding health care projects.
“At present, most of the health care projects in China are not professional enough, and the contents available are not very rich. Most of them are hot springs, hiking, etc., and the quality is uneven. Under the influence of the epidemic, we pay more and more attention to healthy life, and we hope to learn more interesting and healthy lifestyles through health care tourism.” Health tourism enthusiast Ms. Zhang said.
“The rapid development of health tourism is inseparable from the top-level design of the destination.” In Ma Lei’s view, the development of healthy tourism is far from enough to rely only on the investment of tourism enterprises and social capital. It also needs the guidance of relevant government departments to promote it from the floor area of the destination.
In addition, Ma Lei believes that the development of China’s health care tourism projects should take the road of characteristics, be good at drawing inspiration from traditional culture, find the connotation of China’s health care culture, and integrate it into the project construction. At the same time, we should also analyze Lbx Pharmacy Chain Joint Stock Company(603883) ‘s lifestyle and tourism mode, find the combination form of health tourism products, and establish a business model based on the needs of tourists, which is more in line with the needs of multi-level diversification. In particular, it should be noted that the development of healthy tourism should start from the project planning, have the thinking of operation in advance, avoid the disconnection of all links in the development, and lay the foundation for the success of the whole project from the early stage of construction.
In the interview, Zhang Weiwei expressed the same view. “Affected by the epidemic, it is very difficult for travel agencies to deeply cultivate the health care tourism market. The development of the health care market needs to solve a series of problems such as the construction of the overall environment and the training of relevant talents. Relying on the strength of travel agencies alone, there are many difficulties in the R & D and promotion of product lines.” She said that at present, there is a lack of standardization in the development of the health care market. For example, the basic problems such as what kind of routes are health care routes and what kind of tourism resources belong to health care resources have not been solved. “The health care tourism project is highly professional. It needs a special person to study how to combine health care with tourism. Just like research tourism, which focuses on research and tourism, the curriculum design of research and learning is completed by professional institutions. However, the current health care tourism market lacks such professionals.”
How to train healthy tourism professionals? Zhang Jun believes that healthy tourism professionals should better understand the needs of customers, abandon the design idea of sightseeing tourism products, and operate the design of each project as an activity planning plan. First of all, we should refine the core value of the project and disseminate it to the target customers. Secondly, the support and cooperation of tourism destinations is also very important. The key to healthy tourism lies in experience. At this stage, many destinations that are used to receiving conventional tour groups still need to be improved in terms of service differentiation and specialization.
Finally, as the price of health care tourism projects is generally higher than that of conventional tourism projects, if the marketing is not in place, tourists may not recognize it, resulting in a low group rate. Therefore, healthy tourism professionals also need to understand marketing.
Therefore, how to make healthy tourism better add weight to people’s happy life still needs many efforts in order to have good market resultsP align = “center” related reading
China Travel Agency Association promotes healthy tourism
How to develop health tourism market? How to cultivate healthy tourism professionals? Recently, China Travel Agency Association has launched a series of measures to promote the development of health tourism market.
On March 8, the China Travel Agency Association issued a notice to carry out the selection of health care tourism housekeeper training base for National Excellent Tourism Colleges and social organizations.
Tourism housekeeper is a staff member who meets the personalized tourism needs of tourists, has one or more aspects of professional knowledge and skills, and provides tourists with specific professional services based on the needs of tourism activities, such as information, knowledge explanation, guidance and on-the-way services. The health care service Tourism housekeeper is a professional who provides services for tourists for the purpose of health care tourism.
The notice said that the tourism colleges and Universities Participating in the evaluation need to have seven conditions: first, they have a certain influence in the cultivation of healthy tourism talents; Second, participated in the formulation of national, industrial, local and group standards in the field of health tourism; Third, it has rich vocational training experience and outstanding training scale, and the training enterprises have high recognition and rich training resources; Fourth, have the ability to scientifically set up training courses and allocate excellent teachers, and the curriculum should meet the corresponding requirements; Fifth, have the ability to set up a scientific assessment system; Sixth, it has the ability to establish and improve the base management organization, allocate special personnel, formulate the base operation methods and undertake the daily work of the base; Seventh, we should have the venues, facilities and equipment required for training. We should make full use of modern technical means, actively develop online learning platform and expand online distance training. There is no deadline for this selection, and the selection results will be published batch by batch.
In addition, on March 15, the China Travel Agency Association issued the announcement on agreeing to establish the provincial health care tourism base recognition Committee, agreeing to establish the Shandong health care tourism base recognition Committee and the Xinjiang Uygur Autonomous Region Health Care tourism base recognition Committee. On March 11, the office of the national health care tourism base recognition Committee established by the China Association of travel agencies confirmed that Shunan Bamboo Sea tourism resort in Yibin City, Sichuan Province is qualified to apply for the national health care tourism base, and will be publicized from now on. The publicity period ends on March 17.
