“药都”樟树的“新药香叙事”

Core Viewpoint - Zhangshu, a city with over 1800 years of history in traditional Chinese medicine (TCM), is undergoing a significant transformation from a "medicine capital" to a "health and wellness capital" by integrating TCM culture with tourism, creating a new narrative of "TCM + cultural tourism" [1][4][5] Group 1: Historical Significance and Transformation - The saying "Without Zhangshu, medicine is not complete" highlights Zhangshu's unique position in the history of Chinese medicine [5] - Zhangshu has evolved from merely selling medicinal materials to offering scenic views, cultural experiences, and health services, reflecting a deep exploration of its cultural roots [4][5] - The city aims to break free from traditional industrial constraints and explore a new path where TCM culture and tourism coexist [4][5] Group 2: Cultural and Tourism Integration - The integration of TCM and tourism is not just an optional enhancement but a necessity for sustainable urban development and cultural transmission [7][8] - The newly developed Sanhuangli tourism and leisure district, which opened in October 2020, has been designed to reflect historical architecture while incorporating TCM cultural elements [10] - The district has attracted significant tourist traffic, with 198.3 million visitors in the first half of the year, leading to a 21.66% increase in hotel occupancy and a 15.38% rise in restaurant revenue [14] Group 3: Community Engagement and Experience - The city encourages immersive experiences where visitors can learn about TCM practices, such as acupuncture and herbal medicine, fostering emotional connections and cultural appreciation [8][22] - Educational initiatives, including hands-on workshops for children, are being implemented to deepen understanding and appreciation of TCM culture [20][25] - Local farmers are transitioning to cultivate both medicinal and ornamental herbs, significantly increasing their income [20] Group 4: Future Development and Challenges - The city is focused on avoiding homogenization in its tourism offerings by emphasizing its unique "Zhangbang" cultural heritage [24] - There is a strong demand for professionals who understand both TCM and tourism management, leading to increased enrollment in relevant educational programs [23] - The city aims to transform from a "medicinal material distribution center" to a "health lifestyle destination," enhancing its cultural and economic significance [30]