Current Status of Research on the Relationship Between Traditional Chinese Medicine
Culture and Wellness Tourism
Since the beginning of the new century, with the improvement of China's comprehensive
national power, the Chinese national cultural industry represented by TCM has begun
to revive and a new trend of industry integration has emerged.[3] According to the trajectory of the integration development of TCM and wellness tourism
in China by relevant scholars,[4] it has shifted from a new fashion of medical and recreational tourism emerging in
the context of internationalization at the end of the last century to a stage of great
integration of related industries to meet the diversified health needs of the masses
and then to a new phase of TCM cultural tourism with digital creativity derived from
the extensive use of internet technology. And then, with the increasing practices
of wellness tourism in China, many scholars began to research the mode of TCM wellness
tourism. According to reports, four types of TCM wellness tourism modes are outlined
as health management mode, medical tourism mode, health preservation club mode as
well as health preservation and leisure mode, which provide important references for
the classification research and practice innovation of wellness tourism modes.[5]
In addition, some researchers have discussed the relationship between TCM culture
and wellness tourism from a theoretical perspective, pointing out the intrinsic relevance
and importance of both toward integration. They believed that the integration of TCM
culture and wellness tourism lies in nature and ecology. TCM culture focuses on the
“preventive treatment of disease” and emphasizes that health comes from a natural
and health-preserving lifestyle by “cultivating the body and nurturing the mind.”
The basic concept of wellness tourism is also to let people return to nature, to get
rehabilitation and self-healing in a good ecology. The organic combination of the
green healing method of TCM and the good ecology of nature is an effective way for
people to restore their health and experience a healthy lifestyle. Moreover, from
the standpoint of mutual industry coupling and mutual profitability, TCM culture opens
a new creative growth point for tourism, while the flourishing of wellness tourism
industry feeds the traditional TCM industry and promotes the inheritance and advancement
of TCM culture with the times, both of which complement each other.
Countermeasures for Zhang Zhongjing Cultural Brand Building
Launching Books or Films and Television Dramas Based on the Deeds of Zhang Zhongjing
and Other Famous Traditional Chinese Medicine Doctors
Cultural brand is the cohesion of the spiritual value, academic value, and economic
value of culture.[6] The construction of Zhang Zhongjing cultural brand is inseparable from the spiritual
and academic values of Zhang Zhongjing culture. And the spiritual and academic values
of Zhang Zhongjing culture require the collection and research of ancient TCM books
and historical materials by researchers of TCM culture and history and the joint efforts
of book planners, film and television industry planners, and publishers. To build
the Zhang Zhongjing cultural brand, we should pay attention to the collecting the
life story and deeds of the famous TCM doctors represented by Zhang Zhongjing, excavating
their pioneering spirit of dedication to the cause of TCM, and the popularizing and
narrating Zhang Zhongjing's life and deeds, noble sentiments, and medical achievements
to readers. In addition, we should also broaden the circle of readers and write some
children's books and cartoons that highlight Zhang Zhongjing culture, so that readers
can learn and understand TCM at an early age and cultivate their love for TCM culture
and appreciation of Zhang Zhongjing culture.
The creation of Zhang Zhongjing cultural brand must first pay attention to the collection
of deeds and cultural creations of TCM pioneers represented by Zhang Zhongjing. For
example, he lived in Nanyang at the end of the Eastern Han Dynasty and worked as an
official in Changsha for many years. He witnessed the plague epidemic at the end of
the Eastern Han Dynasty and the war and typhoid epidemic during the Jian'an period.
To save people, he worked hard and devoted himself to the study of typhoid fever and
finally wrote the magnificent work Treatsie on Cold Damage and Miscellaneous Diseases (Shang Han Za Bing Lun). The life stories, noble feelings, and medical achievements of Zhang Zhongjing and
other famous TCM doctors should be sorted out into books and compiled into film and
television plays, children's books, cartoons, and so on, which is of inestimable value
for the spread of TCM culture and can play an indispensable role in establishing Zhang
Zhongjing TCM cultural brand.
Developing the Herb Planting Base of Henan Zhang Zhongjing Pharmacy Co. Ltd. into
Characteristic Tourism Parks
In Henan, for example, Henan Zhang Zhongjing Pharmacy Co. Ltd. in Zhengzhou and Henan
Wanxi Pharmaceutical Co. Ltd. in Nanyang are the two pioneers of Zhang Zhongjing TCM
industry. Henan Wanxi Pharmaceutical Co. Ltd. is located in Xixia, Nanyang City. They
adhere to the branding concept of “good herbs, good medicines” and make a solemn commitment
to society, namely, the “three kinds of reassurance” to reassure the old TCM doctors,
the common people, and their ancestors. Most of the authentic herbs used by Henan
Wanxi Pharmaceutical Co. Ltd. are produced in the hinterland of Funiu Mountain, which
is known as the “natural herb storehouse” with beautiful scenery, where there are
herb planting bases of Shanzhuyu (Corni Fructus), etc. Since 1998, Henan Wanxi Pharmaceutical
Co. Ltd. has successively established six herb planting bases in Xixia of Nanyang
City, Wenxian of Jiaozuo City, Yuexi and Nanling of Anhui Province, and Pengshan of
Sichuan City, based on the six ingredients of Liuwei Dihuang Wan, namely Shanzhuyu
(Corni Fructus), Dihuang (Rehmanniae Radix), Shanyao (Dioscoreae Rhizoma), Mudanpi
(Moutan Cortex), Fuling (Poria), and Zexie (Alismatis Rhizoma) and obtained the national
GAP certification. To popularize TCM culture, promote people's understanding of the
unique value of TCM, and deepen people's awareness of ecological environment protection,
it is necessary to establish characteristic tourism routes based on the herbal cultivation
bases of TCM. With the help of wellness tourism, people can go to the origin of precious
herbs, personally feel the charm of the original ecological and natural environment,
and realize that good herbs and good ecological environment are inseparable. Thus,
people can generate love for TCM culture, be full of confidence in the future of TCM
industry, and be full of confidence in building an international Zhang Zhongjing cultural
brand.
Establishing Traditional Chinese Medicine Cultural Research and Dissemination Bases
Based on Traditional Chinese Medicine Cultural Venues
Zhang Zhongjing cultural brand construction and emphasis on the foundation and cultivation
of TCM culture need to focus on the combing, research, and communication of Zhang
Zhongjing TCM culture. For this reason, taking the brand construction of TCM in Nanyang,
Henan Province as an example, Nanyang can rely on cultural venues such as Zhang Zhongjing
University of Chinese Medicine, Nanyang Medical Sacred Temple, and Rangdong Zhang
Zhongjing Memorial Museum, set up many research teams focusing on Zhang Zhongjing
TCM culture, extensively carry out academic TCM research. As the hometown of Zhang
Zhongjing, Nanyang is constantly enriching the comprehensive strength of TCM culture
research, constantly opening up a new world for TCM to keep pace with the times, and
further enhancing the influence of Nanyang Zhang Zhongjing cultural brand. At the
same time, it is necessary to actively carry out domestic and international dialogues
and exchanges in TCM, disseminate the latest TCM research achievement to the local
community and the international community, and in the process promote the Zhang Zhongjing
TCM cultural brand to the world.
Constructing a Zhang Zhongjing Traditional Chinese Medicine Convalescent Care Tourism
Demonstration Base with Learning, Healing, and Tourism as a Whole
To build Zhang Zhongjing TCM convalescent care tourism demonstration base with learning,
healing, and tourism as a whole and establish TCM college, academic exchange center,
and vacation park with unique Zhang Zhongjing characteristics, so that tourists can
learn the knowledge of health maintaining, feel the Zhang Zhongjing culture, deepen
their understanding of TCM, and create a social atmosphere of believing in TCM, learning
TCM, using TCM, and loving TCM. To acquire physical and mental health, study the healthy
lifestyle in TCM wellness tourism, and master the TCM health maintaining methods in
physical and mental care, to realize and be sure of the unique value of TCM culture,
and even generate love for TCM culture, and make efforts to inherit and carry on TCM.
To achieve this goal, it is necessary to build a wellness tourism experience route,
which can be achieved from the following aspects. First, the experience activities
of the technology, method, and effectiveness of TCM in Henan, such as planting authentic
herbs such as chrysanthemum and moxa grass, making TCM tea drink of TCM such as Zhang
Zhongjing's San Gen Drink (roots of Wubeizi [Galla Chinensis], Cangerzi [Xanthii Fructus]
and Chunpi [Ailanthi Cortex]), processing TCM medicinal wine, and simulating production
of medicinal food, such as Danggui (Angelicae Sinensis Radix), Shengjiang (Zingiberis
Rhizoma Recens), and mutton soup, so that tourists can practice and explore the charm
of Chinese herbal medicine in nature. Second, the establishment of a communication
platform of Chinese traditional culture is based on TCM culture, such as academy culture,
Buddhist culture, Taoist culture, Confucian culture, wine culture, poetry culture,
etc. in the combination of modern technology, with the help of Songyang Academy, Huazhou
Academy, Shaolin Temple, Zhongyue Temple, Laojunshan, Hanguguan, and other prototypes,
as well as the relevant knowledge of TCM in Dukang wine making legend and ancient
poems. It is advisable to create a simulated augmented reality (AR) environment, combine
TCM culture with traditional Chinese culture, and build a unique communication center
where tourists can experience the charm of TCM culture and build cultural self-confidence.
It is necessary to build a holiday park with the theme of healthy TCM lifestyle, with
experience galleries of moxibustion, paste formula, traditional back therapy, TCM
health maintenance exercises (such as Taijiquan, Baduanjin, Daoyin, massage, etc.),
and other TCM diagnosis and treatment rooms, to enrich the connotation of tourists'
rehabilitation. In addition, it is also necessary to build a TCM vacation park with
the characteristics of Zhang Zhongjing, combining vacation with recuperation, Zhang
Zhongjing's view of health preservation runs through the whole process of prevention,
treatment, and prognosis, emphasizing that people should pay attention to health preservation
and disease prevention when not sick and pay attention to recuperation when the disease
is cured. Zhang Zhongjing attaches great importance to nourishing after an illness.
For example, in Treatsie on Cold Damage (Shang Han Lun), he discusses the prevention of disease recurrence from the aspects of excessive
sexuality, exhaustion of mind, overexertion, and improper diet, suggesting good care
can help to be healthy as soon as possible.[7] Therefore, the construction of a TCM vacation park with the academic characteristics
of Zhang Zhongjing and the combination of vacation and recreation is not only conducive
to the spread of Zhang Zhongjing theory and culture, but also beneficial to the health
of tourists. Fourth, in combination with the natural climate and the 24 solar terms
and health, it is a good idea to launch health-preserving activities with different
styles and rich contents in different seasons, such as drinking willow leaf tea at
the Ching Ming Festival, smearing realgar wine at the Dragon Boat Festival, drinking
osmanthus tea at the Mid-Autumn Festival, drinking chrysanthemum tea at the Double
Ninth Festival, eating Zhang Zhongjing dumplings at the Winter Solstice Festival,
and so on. It is also a good idea to offer suggestions on solar conditions and health
maintenance, recommend herbal diet, combine TCM with the four seasons, and integrate
it into life, making TCM lifestyle daily, interesting, and universal. In addition,
the basic health principles of “searching for the primary cause of disease in treatment,”
“expelling evil and supporting vital qi,” and “harmonizing yin and yang” can be popularized
to tourists in a simple way, and homologous prescriptions such as Danggui Shengjiang
Niurou Decoction, Gancao Dazao Decoction, and Jupi Decoction in Treatsie on Cold Damage and Miscellaneous Diseases (Shang Han Za Bing Lun) can be introduced for tourists to help them to understand the composition, function,
and use of Zhang Zhongjing's medicine and food homologous prescription, and experience
it on the spot. Eventually, tourists can use these recipes to dispel diseases and
maintain good health.
By participating in TCM wellness tourism activities, tourists cannot only rely on
the power of nature to restore physical functions and eliminate unhealthy or subhealthy
conditions, but also experience the healthy lifestyle advocated by the health-preserving
culture of TCM. Tourists can learn the practical exercises of health care such as
Taijiquan and Baduanjin, and also try the physical and mental conditioning methods
of daily health care of TCM such as diet therapy, bath therapy, movement cure, acupuncture,
massage, etc.[8] Through this special experiential wellness tourism research activity, TCM has been
wholeheartedly recognized by the majority of tourists, and the local advantages of
TCM resources can be transformed into economic advantages, and the national brand
of TCM culture marked by Zhang Zhongjing and other famous Chinese doctors can be fundamentally
enhanced.[9]
Using Network Cultural Communication Platforms to Introduce Zhang Zhongjing Culture
to the World
The ultimate goal of establishing Zhang Zhongjing cultural brand of TCM is still to
guide people to learn the knowledge of TCM and the characteristic recuperation and
health-preserving methods of TCM, so that people can take good control of their body
and have the ability to maintain better health to enjoy a free, healthy, and happy
life. Therefore, Zhang Zhongjing's concept of TCM health preservation, Zhang Zhongjing's
TCM methods of diagnosis and treatment, and the prevention and treatment techniques
of different diseases all need to be popularized and promoted safely and reliably
in society after scientific research. For example, it is advisable to invite excellent
scholars of TCM regularly to give lectures and exchanges, to explain their research
achievement and apply to the public, especially the systematic research achievement
of TCM classics such as the Treatise on Cold Damage and Miscellaneous Diseases (Shang Han Za Bing Lun), so that the TCM culture can benefit people and the construction project of Zhang
Zhongjing TCM culture can be truly implemented. TCM can get a reputation only when
ordinary people get real benefits, and Zhang Zhongjing cultural brand can be fundamentally
built and win lasting support and respect. Only in this way can we inspire generations
of young people who are interested in TCM to devote themselves to the study, research,
and innovation of TCM and thus realize the intergenerational inheritance of Zhang
Zhongjing cultural brand. Especially in the information age, with the help of internet
technology, TCM culture can be spread faster, more timely, and more accurately.[10]
Prospect
During the outbreak of coronavirus disease 2019 (COVID-19), Chinese medicine has shown
its advantages, especially Qingfei Paidu Decoction in treatment. Qingfei Paidu Decoction
is composed of four modified formulas, namely, Ma Xing Shi Gan Tang (Ephedra, Apricot
Kernel, Gypsum, and Licorice Decoction), Shegan Mahuang Tang (Belamcanda and Ephedra
Decoction), Xiao Chaihu Tang (Minor Bupleurum Decoction), and Wuling San (Poria Five
Powder) in Zhang Zhongjing's Treatise on Cold Damage and Miscellaneous Diseases (Shang Han Za Bing Lun). It can clear the lung and calm panting, dissolve phlegm and suppress cough, dissipate
cold and dissolve phlegm, reconcile cardinal, warm yang and promote qi transformation,
disinhibit dampness and move water, and promote the flow of dampness and urine, and
is suitable for patients with mild, moderate, and severe pneumonia infected by a novel
coronavirus. According to a related study,[11] the recurrence rate of COVID-19 patients cured by TCM is extremely low, and this
finding has attracted TCM much attention at home and abroad and provided a good opportunity
for the development of TCM industry and the promotion of cultural brand of Zhang Zhongjing
in the postepidemic era. However, it should also be noticed that the development of
TCM-related industries is still in the exploration and decentralization stage. No
unified standard has been formed in various aspects, and the industrial chain after
the industry gathering and integration also needs to be further optimized and integrated.
Therefore, entering the new era, the cultural brand building of Zhang Zhongjing still
has a long way to go and needs to seize the opportunity and stick to the road of innovation
and development.
