Research On Tea Culture Tourism Developmentin Zhangpu County Based On The Perspective Of Experiential Tourism

With the improvement of the living standards and literacy level of the Chinese people,their cultural needs have gradually increased.Cultural tourism is now receiving increasing attention.With the advent of the so called “Experience Economy”,people have switched their attention towards meeting the needs on both physical and mental level,pursuing unique experience during the travel.Among many products available of cultural tourism,tea cultural experience,with its unique charm and long history,is closely related to tourism,enjoying its own place among the industry.Tea culture has a strong experiential nature and can play an important role in tourism development.Many tea cultural scenic spots have initially developed their experiential nature and become important projects for attracting tourists.Through tea culture experience activities,tourists get to hear more about tea and legends related to famous teas,learn the basic knowledge related to tea tasting and evaluation.Through some training,they can also master brewing methods for various teas.These experiences also help with self-improvement and the understanding of the philosophy underneath tea culture and its relationship with life.Therefore,tea cultural experiential tourism is well-worth exploring.China is rich in cultural tourism resources.As an important tea production province,Fujian provides the world with various famous teas with distinctive regional features from its vast tea production areas.Da Hong Pao,Tie Guan Yin,the Silver Needle white tea,and Jasmine tea are among the famous teas from this region.A unique and rich tea culture was created and nurtured over the centuries with the practices of tea growing,tea making and tea drinking activities in this region.The county of Zhangpu in Fujian especially,has a long history of tea and tea culture cultivation,offers abundant resources in tea culture experiential tourism.The shift of the need of the tourists in China from pure sight-seeing to having deeper and richer cultural experience has become an obviously important topic for the tea cultural tourism industry.The purpose of this paper is to provide development ideas and optimized strategy for tea culture experiential tourism in Zhangpu.It takes the practice by the tea culture experiential tourism in Zhangpu as the research subject.The study learns about the current situation and available resources for the subject,and carries out in-depth analysis on its environment,the current development status and its development value,as well as the necessary conditions needed for its development.The methods applied include field research,questionnaire,and empirical analysis based on the actual need of experiential tourism of the consumers.The finding for the research is the solution to create a comprehensive tourism destination for the tea cultural experience.Tea cultural tourism has important merits in terms of its ecological,cultural,and economic value.The solution proposed by this research shall be carried out for the development of the tea culture experiential tourism in Zhangpu.It will boost health and development for the industry as a whole.