Research on Quality Improvement and Upgrading for Tradition Chinese Medicine Tourism Industry in Shandong Province Based on RMP Analysis

Abstract

In the post-pandemic era, Chinese tourism industry is faced with unprecedented and profound adjustments. Traditional Chinese Medicine (TCM) has not only played a vital role in treatment, and prevention and control of COVID-19, but also played a significant role in the development of TCM health tourism industry. Although Shandong has advantaged resources of traditional medicine materials, there are still problems and shortcomings in the development of TCM tourism industry. In this paper, based on RMP Analysis (Resource Analysis; Market Analysis; Product Analysis), the author analyzes the development status of TCM tourism products by questionnaire survey, and on this basis, puts forward questions and countermeasures to promote the upgrading and transformation of TCM health tourism in Shandong Province.