A Study On The Development Of Tea Culture Tourism In Jinhua Based On The Tourist Shield Theory

With the rapid development of tourism industry in recent years, people's aesthetic taste and requirements are also rising, tourism demand structure changes, the traditional tourism products can no longer meet tourists'demand at a higher level. Since 1990s, cultural tourism emphasized on strong experience becomes more and more popular, tea culture tourism industry relying on cultural tourism has been developed rapidly, but at present,research and practice on the combination of China's tea culture and tourism is still in its primary stage. How to better promote and protect the tea cultural resources of national characteristics ,and exploit it constantly as time progresses, all are critical to its development. At the same time, it will give great reference value to the government's policy guidance and related tourist enterprises'product design and marketing.In this paper, the author selected Jinhua as the empirical study object, a profound tea culture city, but is actually shielded by the hot tea culture tourism city. Through related literature material's search and processing and the real investigation and study, the author combed the path which the Jinhua tea culture history evolves; Based on elaborating Jinhua tea culture tourism development conditions, the author analyzed the disadvantage factor of the Jinhua tea culture tourism resources development. Through the utilization of tourist shield theory, the author proposed the development path of Jinhua tea culture tourism and the related countermeasures to get rid of the shield. The paper aims to provide reference about the development of tourism market and the product for the general similar tea culture tourism resources in which shield phenomenon exists, and enable them to break through the tourist shield.This paper consists of 4 chapters.The first chapter is the introductory part.It summarizes the background and significance of the paper systematically, as well as introduces the theoretical foundation, research methods and content, combs domestic and foreign related academic research and defines the related definition. The second chapter analyzes the Jinhua tea culture tourism shield condition, elaborates the glorious history of Jinhua tea culture and its preliminary development and so on.Thoroughly using the tourist shield theory,the author analyzes five kinds of shield types: the element, the resources, the position, the image, the condition shield and its influencing factors, and points out the crux hindering the Jinhua tea culture tourism development. The third chapter takes the second chapter as the theory basis, proposes development strategy for Jinhua tea culture tourism with the utilization of tourism shield compensation principle and the correlation theories of the tea culture tourism product development. The fourth chapter puts forward countermeasures and suggestions for the Jinhua tea culture tourism development, such as the construction of convenient transport network, the industries linkage, increaseing the marketing dynamics, strengthening the government support, introducing and fostering talents.etc.