基于RMP分析的池州市康养旅游发展研究

A Study on the Development of Health and Wellness Tourism in Chizhou City Based on RMP Analysis

摘要: 随着我国人口老龄化程度不断加深，银发经济已成为推动内需增长的新动力。康养旅游作为银发经济与旅游业融合发展的新兴业态，市场前景广阔。池州市生态资源丰富、文化底蕴深厚，具备发展康养旅游的良好生态基础。本文基于RMP (资源–市场–产品)理论框架，系统分析池州市康养旅游的资源禀赋、市场特征与产品现状，指出其在产品主题化程度低、产业融合不足、品牌辨识度弱等方面存在的问题，并提出构建主题IP产品体系、推动“康养+”产业协同、实施精准化营销等提升路径，以期为池州市康养旅游高质量发展提供理论参考与实践指引。

Abstract: With the deepening of population aging in China, the silver economy has become a new driving force for domestic demand growth. Health and wellness tourism, as an emerging industry integrating the silver economy and tourism, has broad market prospects. Chizhou City boasts abundant ecological resources and profound cultural heritage, providing a good ecological foundation for developing health and wellness tourism. Based on the RMP (Resource-Market-Product) theoretical framework, this paper systematically analyzes the resource endowment, market characteristics, and product status of health and wellness tourism in Chizhou City. It points out existing problems such as low product thematicization, insufficient industrial integration, and weak brand recognition. The paper proposes improvement paths such as constructing a themed IP product system, promoting “health and wellness+” industrial synergy, and implementing precise marketing, aiming to provide theoretical reference and practical guidance for the high-quality development of health and wellness tourism in Chizhou City.