Research On The Promotion Path Of Hanzhong Tea Culture Tourism In Shaanxi Province

As one belt,one road,the one belt,one road,Shaanxi province has undertaken the important task of the new mode of economic cooperation and cultural exchange with the "one belt and one road" countries.Starting from his hometown Hanzhong,Zhang Qian opened up the ancient Silk Road,from which silk tea trade started.As a civilized ancient city one belt,one road with a long history and culture,Hanzhoung is planning to build a "three dimensional" transportation system in the 13 th Five-Year plan.In recent years,with the rapid development of eco-cultural tourism,the tea industry and tourism in Hanzhong region have made some progress in accordance with the requirements of the times,but there is still a big gap compared with other major tea producing areas.Tea culture tourism,formed by the integration of tea industry and tourism,is a special resource-based tourism model,and their strengths,highlighting their own characteristics and geographical advantages,has become one of the emerging cultural characteristics of the tourism industry system.Contemporary tea culture tourism is a new tourism mode based on eco-tourism,integrating leisure,folk custom,culture,health care and other functions,which is more in line with the contemporary trend and tourists’ aesthetic taste and tourism demands,and is favored by a largenumber of tourists.Hanzhong region has been one of the birthplaces of tea horse trade in China since ancient times.It is the core distribution center of tea horse trade in Southwest China,and also an important concentration area of tea ceremony culture in China.ea industry has a long history and plays an important role in the contemporary "Silk Road Economic Belt".However,compared with other regions,the absolute advantage of tea culture tourism in Hanzhong region is not obvious,and the potential of tea culture tourism in Hanzhong region has not been fully developed.This study will be one of the "one belt,one road" tea brigade integration background,based on the experience economy theory,sustainable development theory and customer perceived value theory,taking Hanzhoung tea culture tourism as the research object,from the perspective of cultural leisure experience,and comparing with the development of Wuyi Mountain Tea brigade in Fujian,and exploring the path of ascension of Hanzhoung tea culture tourism.First of all,it summarizes the general situation of tea culture tourism resources in Hanzhong area,including location,tea culture history and local characteristics.Secondly,in view of the existing tea cultural resources and development status and advantages of Hanzhong,it makes a comparative analysis with Wuyishan in Fujian Province,and studies the good experience that Hanzhong can learn from.Finally,this paper uses themethod of questionnaire survey and multiple regression data analysis to carry out empirical research on tea culture tourism in Hanzhong region,combined with the trend of tea culture tourism in China,to explore and find out the development of tea culture tourism in Hanzhong region,and put forward the promotion strategy to promote the development of tea culture tourism in Hanzhong region.