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南京医科大学学报（社会科学版）京医科大学学报（社会科学版）
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Journal of Nanjing Medical University（Social Sciences）of Nanjing Medical University（Social Sciences） 2025年6月
Journal
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［42］ 张广海，刘二恋，董跃蕾. 中国中医药资源空间分布、 2018，18（6）：417-420
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［43］ 庄严，庄子凡. 中医药健康旅游产业服务“健康山东” （本文编辑：姜 鑫）

Research on the influencing factors on the willingness of traditional

Chinese medicine health tourism based on the health belief model: a
case study of the“Great Huangshan”area in Anhui Province

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YUE Tingting ，WANG Ying ，FENG Zhipei ，YUAN Junli ，XU Mengya 1，2
1. School of Medical Economics and Management，2. Key Laboratory of Data Science and Innovation Development of Traditional
Chinese Medicine Philosophy and Social Sciences of Anhui Province，Anhui University of Chinese Medicine，Hefei 230012，China
Abstract：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.
Key words：traditional Chinese medicine health tourism；health belief；traditional Chinese medicine
cultural identity；intention；structural equation modeling