Zhejiang Nanxun Town Tea Culture Tourism Development Research

Nowadays, the tea culture tourism is flourishing. Several ancient towns like Wuzhen of Zhejiang province and Zhouzhuang of Jiangsu province, all have formed their typical tea culture tourism. In contrast with Xitang, Wuzhen and other Jiangnan ancient town, the tourism development of Nanxun ancient town is still mainly in the form of "ancient cultural tour", or "religious culture tour", which depends much on the development of historical and cultural relics, even on the exploitation of historic buildings and relative human landscape. Nevertheless, the exploring of deep customs resources like "tea culture" is always insufficient.Faced with the new changes in the southern ancient towns’ tourist patterns, this work is to explore the local tea culture of Nanxun ancient town, to analyze the advantages and constraints of its tourism development, in order to study the developing prospects and developing countermeasures of Nanxun tea culture tourism.we draw on the experience of their tea culture tourism models, to study the characteristics and status of ancient town tea culture tourism, and use the SWOT method to carry out analysis of the advantages, inferior position, opportunities, and threats of tea culture tourism for Nanxun ancient town. Finally, a forward-looking conceive is to be proposed for future tea culture tourism of Nanxun ancient town.This thesis investigates the feasibility of the integration of tea culture tourism into the Nanxun ancient town’s tourism economy, by deep exploration and consideration of their tea culture. From the advanced experience of other ancient town, we intend to create the characteristic "Nanxun Tea Culture Tourism" as a efficient supplement for local tourism economy, strive to promote Nanxun ancient town tourism to a "pluralistic, multi-brand" development road.