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中医药文旅融合是中医药文化传播和健康服务拓展的重要形式。针对当前研究与实践中概念泛化、学理阐释不足、体验活动短时化和评价导向流量化等问题，从文化转译视角分析中医药文旅“知识-实践-价值”的转化过程，认为文化转译应以中医学术本体为基础，通过知识转译、实践转译与价值转译，使中医药由专业话语转化为公众能够理解、参与并形成认同的文化表达。以文化解释、空间嵌入和叙事建构为实现路径，并以“认知-体验-认同”作为观察文化转译成效的基本线索，分析中医药文旅融合中文化转译在本体性、生活化、时尚化与国际化方面的不足，提出完善学理阐释、拓展生活实践场景、更新媒介表达和加强跨文化阐释等优化路径，以推动中医药文旅由知识展示走向生活实践，由短时体验走向稳定认同。
Abstract：Traditional Chinese medicine(TCM) cultural tourism integration is an important form of TCM culture dissemination and health service expansion. To address conceptual generalization, insufficient theoretical interpretation, short-term experiential activities, and traffic-oriented evaluation in current research and practice of TCM cultural tourism, this paper analyzes the conversion process of "knowledge-practice-value" in TCM cultural tourism from the perspective of cultural translation. It is argued that cultural translation should be based on the academic ontology of TCM, utilizing knowledge, practice, and value translation to transform professional TCM discourse into cultural expressions that the public can understand, participate in, and identify with. Cultural explanation, spatial embedding, and narrative construction are treated as the main implementation paths, while "cognition-experience-identification" is introduced as the basic analytical framework to evaluate the effectiveness of cultural translation. Accordingly, this paper examines the deficiencies of cultural translation in TCM cultural tourism integration regarding ontological integrity, daily life integration, fashionability, and internationalization. Furthermore, it proposes optimization paths such as improving academic interpretation, expanding daily practice scenarios, updating media expressions, and strengthening cross-cultural interpretation, thereby promoting the shift of TCM cultural tourism from static knowledge display to living practice, and from short-term experience to stable identification.
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基本信息:
DOI：10.13288/j.11-2166/r.2026.16.001
中图分类号:F592;R2-03;G122
引用信息:
[1]韩梓逸,张其成.中医药文旅融合中文化转译的问题与优化路径[J].中医杂志,2026,67(16):1697-1701.DOI:10.13288/j.11-2166/r.2026.16.001.
基金信息:
国家社会科学基金（16ZDA234）; 北京中医药大学横向课题（BUCM-2025-JS-FW-160）; 中国人民大学横向课题（2026K20041）
2026-08-16
2026-08-16