On Tea Culture Tourism In Wen Zhou

Since the reform and opening up, China’s tourism industry development rapidly. For developing tourism, central and local governments introduce regulations and opinions. Wenzhou government release Tourism Development "Twelfth Five Year Plan" of Wenzhou. It claim clearly Wenzhou’s tourism industry to Upgrade and change. Change single natural tourism products to meet the diverse needs of individual tourism products. Under this context, Local tourism were Introduced around Wenzhou. Experience and strong cultural tourism received public of all ages, to become one of the main tourist projects. Premise of tea culture tourism is tea resources. Purpose of tea culture tourism is tea culture heritage. Tea culture tourism is integration with the tourism resources, sightseeing, experience, leisure and entertainment shopping.Tea resources are rich in wenzhou. One county have one good product. There are Yandang Mao Feng, WUNIU early, Three cups of fragrant, Tribute tea of Liuji, Yellow leaves early, Early tea Jade Dragon Tea and so on. Taishun and Yongjia are named Township of Chinese tea, Chinese tea, China early tea hometown. Tea picking time in wenzhou are twenty days earlier than other cities in zhejiang. Tea resources in wenzhou are special. Tourism resources in wenzhou are rich. A class tourist scenic spot are as many as34. There are many National nature reserves, key cultural protection unit, Forest Park. Around scenic areas are tea gardens. Excellent use of resources can not be mutually and be segmentation. The people who love tea culture tourism are pity. The values of tourism resources are not maximize.In this paper, tea culture tourism as an entry point, Selected the scope for the study of Wenzhou. Sort out Wenzhou relevant literature about the tea culture and Learn Wenzhou tea culture. Contrast province development; focus on the most cutting-edge research. Visit Yueqing, Yongjia, Wen Cheng, Tai-shun, Ou and other scenic areas and tea areas. Distribute questionnaires for research. After comparison and research found that the advantages of Wenzhou tea culture that is rich in tourism resources of tea, Rich tourism resources, has a long history of tea culture, more important is the strategic location, transportation is very convenient. Tea Culture Tourism disadvantage is that the tea brand awareness is not high, there is confusion on the county level tourism administration, tea culture tourism project development and investment intensity is not strong, the tea culture tourism connotation deep enough. Opportunity of tea culture tourism is a shift in people’s concept of tourism, the county local governments more attention tea culture tourism, information technology has brought opportunities, promotion of non-traditional television networks bring results. Threat tea culture tourism is constantly changing travel motivations surrounding area Tea Culture Tourism fierce competition, tea culture tourism resources development and protection of contradictions.By analyzing the strengths, weaknesses, opportunities and threats, find Wenzhou tea culture tourism strategy.1, Through government action, combine the Wenzhou tea culture with other cultures, but also take advantage of other good contact with the local culture in Wenzhou. It can increase the thickness and breadth of Wenzhou tea culture tourism. Government actively organize various large-scale tea culture tourism-related activities and seminars, inviting experts and academics pulse tea culture tourism Wenzhou, developing Wenzhou tea culture to the right direction. Enhance the visibility and reputation of tea culture tourism in wenzhou. By the government propaganda department, promote and plan of Wenzhou tea culture tourism, design Wenzhou tea culture tourism image of the logo, upgrade its external image, leave its intangible value to get famous. Government-led administrative reforms to reverse the county tourism management confusion, train tourism professionals, have laid a solid foundation for Wenzhou Tea Culture Tourism.2、Enterprises to mining, research and innovation "cakes and sweetmeats refreshments," Wenzhou rich tea culture content, then there is the practical significance of leisure and culture. Enterprises should vigorously promote the development and marketing of tourism products in Wenzhou tea culture, enhance the "Share" link level. Wenzhou tea culture tourism market will be bigger and stronger. Enterprises need to develop the tourist market, will be introduced to the tea culture tourism Wenzhou more visitors.3、According to the characteristics of Wenzhou, integrate and activate a large number of idle funds, through personal financing, equity participation and other forms of injection Wenzhou tea culture market, multi-joint efforts to create "Chinese Tea Culture Tourism" features military. Lead from the social sphere of education, the tea culture literacy to the public. And actively create the atmosphere of Wenzhou Tea Culture Tourism.