Download PDF
CC BY 4.0 · Chinese medicine and natural products 2023; 03(02): e51-e55
DOI: 10.1055/s-0043-1770073
Editorial

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

Erping Xu
1   Academy of Chinese Medical Sciences, Henan University of Chinese Medicine, Zhengzhou, Henan, China
2   Henan Collaborative Innovation Center for Research and Development on the Whole Industry Chain of Yu-Yao, Zhengzhou, Henan, China
,
Baoguang Liu
1   Academy of Chinese Medical Sciences, Henan University of Chinese Medicine, Zhengzhou, Henan, China
2   Henan Collaborative Innovation Center for Research and Development on the Whole Industry Chain of Yu-Yao, Zhengzhou, Henan, China
,
Ming Bai
1   Academy of Chinese Medical Sciences, Henan University of Chinese Medicine, Zhengzhou, Henan, China
2   Henan Collaborative Innovation Center for Research and Development on the Whole Industry Chain of Yu-Yao, Zhengzhou, Henan, China
,
Yalin Liu
3   College of Pharmacy, Henan University of Chinese Medicine, Zhengzhou, Henan, China
,
Yucheng Li
1   Academy of Chinese Medical Sciences, Henan University of Chinese Medicine, Zhengzhou, Henan, China
2   Henan Collaborative Innovation Center for Research and Development on the Whole Industry Chain of Yu-Yao, Zhengzhou, Henan, China
,
Baoying Wang
1   Academy of Chinese Medical Sciences, Henan University of Chinese Medicine, Zhengzhou, Henan, China
2   Henan Collaborative Innovation Center for Research and Development on the Whole Industry Chain of Yu-Yao, Zhengzhou, Henan, China
,
Yiheng Chen
4   College of Chinese Medicine, Henan University of Chinese Medicine, Zhengzhou, Henan, China
,
Miao Xie
4   College of Chinese Medicine, Henan University of Chinese Medicine, Zhengzhou, Henan, China
,
Ying Dong
1   Academy of Chinese Medical Sciences, Henan University of Chinese Medicine, Zhengzhou, Henan, China
2   Henan Collaborative Innovation Center for Research and Development on the Whole Industry Chain of Yu-Yao, Zhengzhou, Henan, China
› Author Affiliations Funding This study was funded by the Henan Provincial Traditional Chinese Medicine Culture and Management Research Project (TCM2022004).
› Further Information
Also available at
   Permissions and Reprints

Abstract

Nowadays, 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.

Keywords

TCM culture - wellness tourism - brand building - famous doctor's deeds - TCM - Zhang Zhongjing

CRediT Authorship Contribution Statement

E.X.: Conceptualization; project administration, writing—original draft. B.L.: Methodology and writing—original draft. M.B., Y.L., Y.L., B.W. and Y.D.: Supervision and investigation. Y.C. and M.X.: Writing—review and editing.




Publication History

Received: 24 October 2022

Accepted: 15 December 2022

Article published online:
28 June 2023

© 2023. The Author(s). This is an open access article published by Thieme under the terms of the Creative Commons Attribution License, permitting unrestricted use, distribution, and reproduction so long as the original work is properly cited. (https://creativecommons.org/licenses/by/4.0/)

Georg Thieme Verlag KG
Rüdigerstraße 14, 70469 Stuttgart, Germany

 

  • References

  • 1 Speed up the development of traditional Chinese medicine. People's Daily Overseas Edition, 2022-05-26(10)
  • 2 Opinions on strengthening the supervision and administration of traditional Chinese medicine. China News of Traditional Chinese Medicine, 2016-02-24(3)
  • 3 Tian GZ. Analysis on the development of traditional Chinese medicine tourism. Areal Res Dev 2005; 24 (06) 82-85
    Google Scholar
  • 4 Shi HY, Guan Y, Chen L. et al. Summary of research on the development of traditional Chinese medicine cultural tourism. Jiangxi Zhongyiyao Daxue Xuebao 2022; 34 (01) 92-96
    Google Scholar
  • 5 Li MY, Hua YQ, Chen G. Research on the development status of traditional Chinese medicine wellness tourism. Mark Mod 2016; 837 (30) 241-242
    Google Scholar
  • 6 Liao YY, Wang LJ, Li N. Discussion on the connotation and extension of traditional Chinese medicine cultural brand. Zhongguo Zhongyao Zazhi 2019; 60 (24) 2079-2082
    Google Scholar
  • 7 Tan YY, Sun LJ, Li YJ. et al. Zhang Zhongjing's view of health and wellness. J Tradit Chin Med Manag 2022; 30 (20) 196-198
    Google Scholar
  • 8 Liu WJ. On brand construction of provincial culture. J Beijing Adm Coll 2010; 68 (04) 1-5
    Google Scholar
  • 9 Yang J, Man LH. Study on the development strategy of health-preserving tourism of traditional Chinese medicine in Guizhou–a case study of Tongren City. Tourism Overview 2015; 207 (18) 143-144
    Google Scholar
  • 10 Wang LJ, Wang KY. Analysis of Chinese medicine tourism industry based on mobile Internet. E Bus J 2017; 209 (05) 1-2
    Google Scholar
  • 11 Zhang W. Analysis on the development of cooperation between Heilongjiang Province and Russia in the field of traditional Chinese medicine. Nor Econ Trad 2021; 436 (03) 35-37
    Google Scholar