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    2021年中国旅居康养业态分析报告

    摘要

    随着疫情影响逐渐减弱,中国国内旅游市场逐渐回暖,旅居康养市场也在慢慢恢复。加之人们对生命质量的追求不断提高,全生命周期各个阶段的人群都有潜在或者已经显现出的旅居康养需求。本调研报告首先明确了旅居康养的概念内涵,通过“网络大数据检索”“专家评估”“实地调研”等方法进行数据资料收集。本报告指出旅居康养的发展经历了三个阶段,第一阶段(2002年以前是被动发展阶段),是在历史发展中形成的传统的避暑避寒地,第二阶段(2002~2015)是由被动发展向主动发展的过渡阶段,是资源依托型的旅居目的地,第三阶段(2015年以后)目前初具雏形,是主动发展阶段,主要是以康养项目为核心的旅居地。在发展过程中逐渐形成了康养型目的地酒店、演艺和会展服务、圣地型目的地和复合型康养目的地这四大旅居康养产品。旅居康养内涵丰富,其中资源依托型的旅居康养目的地发展最为成熟,并且已经形成了“林旅融合”、“农旅融合”、“体旅融合”、“医旅融合”、“文旅融合”五大发展模式。通过市场分析发现,旅居养老仍然是目前旅居康养的主流市场,并已经形成了候鸟式旅居养老、疗养式旅居养老、社区式旅居养老和特色旅居养老四大发展类型。同时报告发现,旅居康养在发展中存在三大误区,即房地产误区(空心化误区)、景区误区、养老误区,需要开发主体和运营主体实事求是,具体问题具体分析,对症下药。未来旅居康养市场还需持续下沉,细分主体,抓住旅居康养的核心“居”,营造良好的旅居氛围。

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    Abstract

    As the impact of the epidemic has gradually weakened,China’s domestic tourism market has gradually recovered,and the sojourn Kangyang market has also slowly recovered. Coupled with the continuous improvement of people’s pursuit of quality of life,people at all stages of the life cycle have potential or already emerging needs for living and health. This research report first clarifies the concept and connotation of sojourn Kangyang. Then collecting data through methods such as “Internet Big Data Retrieval”,“Expert Evaluation”,and “Field Investigation”. This report points out that the development of sojourn Kangyang has gone through three stages. The first stage (from ancient times to the present) is a traditional summer and cold retreat,the second stage (2002 to present) is a resource-based sojourn destination,and the third stage (after 2015),it is currently taking shape,mainly based on residential areas with health care projects as the core. In the process of development,four major products,namely destination hotels,performing arts exhibitions,sacred scenic spots,and compound kangyang destination have gradually formed. Although the connotation of residence and wellness is rich,resource-based residence and wellness destinations are the most mature development. Five development models have been formed:“forestry and tourism integration”,“agricultural tourism integration”,“sports tourism integration”,“medical tourism integration”,and “cultural tourism integration”. Through market analysis,it is found that Senior Residents is still the mainstream market for sojourn Kangyang. Four major development types have been formed:migratory bird-style residence for the elderly,convalescent residence for the elderly,community-style residence for the elderly,and characteristic residence for the elderly. At the same time,the report found that there are three major misunderstandings in the development of sojourn Kangyang,namely real estate misunderstandings hollowing misunderstandings,scenic misunderstandings,and elderly care misunderstandings. Development entities and operation entities need to seek truth from facts,analyze specific issues and prescribe the right medicine. In the future,the sojourn Kangyang market needs to continue to sink,subdivide the main body,and grasp the core “housing” of residential and health care,so that the sojourn Kangyang will shine.

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    作者简介
    尹祥锐:尹祥锐,中山大学旅游学院科研助理,研究方向:康养旅游。
    邢璐:邢璐,广东白云学院建筑工程学院讲师,中山大学旅游学院访问学者,研究方向:乡村规划、康养旅游。
    杜洁:杜洁,全国中老年网总编,研究方向:积极老龄化、康养旅游。
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