RÉSUMÉ
Traditional Chinese medicine (TCM) cultural tourism, with the trait of health and unique features, is based on rich resources of medicine and profound TCM culture. TCM cultural tourism focuses on making tourists get TCM knowledge and enjoy TCM tourism activities. Mawangdui Han Dynasty Tomb, a key scenic spot to develop TCM cultural tourism in Changsha, has advantages of high TCM cultural value with a good geographical position, and superior geographic and tourist viewing conditions. It has a great value in TCM cultural tourism.
RÉSUMÉ
Dendrobii Officinalis Caulis is considered as one kind of rare and precious Chinese medicinal herb with the efficacy of nourishing yin fluid, enhancing physique, benefiting and tonifying spleen and stomach, protecting liver and cholagogue, strengthening gluten, lowering lipid and blood sugar, inhibiting tumor, brightening eyes, nourishing skin, and prolonging life. This article used SWOT method to analyze the strength, weakness, opportunity, and threat of Dendrobii Officinalis Caulis respectively so as to analyze its marketing prospects in Hunan Province comprehensively. On the basis of the analysis, the early stage and late stage strategies of development of Dendrobii Officinalis Caulis in Hunan Province was carried out, which played a role in its medicinal value, economic value, and social value.