Traditional Chinese medicine health tourism，as an important practice in promoting the strategic plan of Healthy China，functions as a new business model that deeply integrates the traditional Chinese medicine health service industry with the tourism industry. With the intensification of population aging and the growth of people’s well-being，the traditional Chinese medicine health tourism has received great attention from the government and the general public，bringing new opportunity for development. Based on the questionnaire data，the study reveals that perceived susceptibility，perceived severity，perceived benefits，self-efficacy，action prompts，and traditional Chinese medicine cultural identity all have a significant positive impact on tourists’ willingness to participate in the traditional Chinese medicine health tourism. In turn，perceived barriers have a negative impact on tourists’willingness to engage in traditional Chinese medicine health tourism. On this basis， it is necessary for the government，industry and individuals to adopt appropriate measures to encourage public engagement in traditional Chinese medicine health tourism，thereby promoting the high -quality development of traditional Chinese medicine health tourism.