Zhang Zhongjing Cultural Brand Construction from the Perspective of Traditional Chinese Medicine Culture and Wellness Tourism

Abstract

AbstractNowadays, traditional Chinese medicine (TCM) culture and wellness tourism are developing toward integration with an inherent and inevitable basis. A new business mode of TCM wellness tourism bred has emerged, injecting new vitality into the development of TCM culture and innovation of tourism. As the cultural representative of TCM industry, Zhang Zhongjing culture should seize the opportunity to make a breakthrough in its brand construction with the help of wellness tourism. The main construction strategies include actively launching books or films and television dramas based on the deeds of Zhang Zhongjing and other famous TCM doctors, turning herbs cultivation bases into special tourism and sightseeing parks, establishing research and dissemination bases of TCM culture, and building TCM wellness tourism bases that integrate learning, rehabilitation, and tourism, using information technology and cultural media platforms to introduce Zhang Zhongjing culture to the world.