An Investigation into Tourists' Intentions to Participate in Traditional Chinese Medicine (TCM) Wellness and Rehabilitation Tourism: Insights from In-Depth Interviews at the Luofu Mountain Tourist Area

Abstract

This study aims to explore the flourishing of TCM (Traditional Chinese Medicine) health and rehabilitation tourism in Chinese tourist attractions and the driving factors behind tourists' participation intentions, with a specific focus on Luofu Mountain. Firstly, by elucidating the background and value of TCM health tourism and the rationale for choosing Luofu Mountain as a case study, the core objective of this research is established: to identify the key factors that drive tourists to engage in this unique tourism experience, providing strategic references for scenic area management and industry upgrades. The research covers a wide range of topics, including tourist demand analysis and tourism product innovation, employing a combination of theoretical construction and empirical research. Multiple methods, such as in-depth interviews and quantitative surveys, are used to gain insights into tourists' motivations and experiences. The article is well-structured, with a highlight on using in-depth interviews to reveal the deep psychological factors influencing tourists' participation intentions and the seamless integration of theory and practice. In the literature review section, this paper systematically discusses the theoretical foundations of TCM health and rehabilitation tourism and the theoretical framework of tourists' participation intentions. It also compares domestic and international research progress to identify research gaps. By comparing Luofu Mountain with international cases, this study assesses its strengths and weaknesses, providing policy insights and improvement suggestions. Methodologically, the paper details a carefully designed sampling strategy and data collection and analysis processes, with particular attention to the data analysis and thematic analysis of in-depth interviews. Based on the case of Luofu Mountain, it reveals the behavioral patterns of tourists participating in TCM health tourism and extracts key strategies for product design and service enhancement. In the policy analysis chapter, the paper deconstructs the effects of current policies on Luofu Mountain, identifies areas for improvement, and proposes a tailored set of policy recommendations. Finally, it summarizes the main research findings, including key factors influencing tourist behavior and optimization measures, while reflecting on the study's limitations and suggesting future research paths.