Anxi HuQiu Town Village Tea Culture Tourism Development Research

Historically, Huqiu Town is the primary production region of the four famous tea in Anxi famous for its rich tea culture, which is also the home of famous tea "Huangjingui" and the origin of Foshou tea. To date, Huqiu Town has 800 hectares of tea garden which gives enough reasons for why Huqiu is called as "tea landscape" and is also a powerful witnesses to the historical development of tea industry in this area. Based on the knowledge of research status of rural tourism and tea culture tourism in China, this study investigated and analysised tourists’cognition about rural tea culture travelling, discussed existing problems in tourism development by utilizing the methods of field survey, questionnaire and internet survey. Also, relevant strategies and suggestions for the future tourism exploitation are put forward.First, on the basis of the analysis of tea culture research, the definition of tea culture tourism is discussed. According to this research, the tea culture tourism combine the tea resources with tourism, and let tourists appreciate, study, experience tea culture, tea art and other forms of shopping, etc. In order to increase knowledge, self-cultivation, cultivate objective, it is a new type of tourism products to meet the tourists’need of seeking pleasure, and knowledge of the psychological. Based on defining the tea culture tourism, this article discusses the economy and the cultural function of tea culture tourism briefly, then talks about the relevant issues related to the research of rural tourism. Based on a discussion on the research background, this article discusses the rural tea culture tourism resources in Huqiu from two aspects of history and reality. This research suggests that the combination of the integration of natural resources, human resources and tea culture is the essence of the development of rural tea culture tourism in Huqiu.Secondly, SWOT analysis method. This paper analysis the development of present situation about the tea culture tourism and the existing problems in Huqiu, discussing the tea culture tourism resources. Through the questionnaire, we found that the population of participating the tea culture tourism is small, most people from the cities beside anxi. Accommodation level and service level is low, there is no super hotel in Huqiu. Tourist time is short, the lack of scenic spots and facilities, Tourism project is single. On the same, the quality of tourism practitioners need to improve, they are lack of professional management.Finally, according to the local practice in Huqiu county, this study puts forward ideas and proposals that aim to the existed problems on the future exploitation of country tea culture tourism in combination with the concept of "slow city"About the construction of supporting facilities, it is suggested that enriching scenic roads function, reducing the motor vehicles. Likewise, mo.re attention are required to be paid to the beautification of natural environment and improvement of the security system and also measures should be taken to strengthen the construction of environment. When it comes to the design of tourism products, "slow " concept should be attached to all aspects including food, accomdation, trip, purchase and entertainment on the premise of the protection of local culture. Sticking to the design principle of tourist routes, the creation of counrty tea-culture tour routes should combine the practical condition and change of market demanding and produce tour routes that meet tourists’satisfaction; on the exploitation of tourism market, differentiated management, regional coordination, the expansion of organic tea garden,self-owned brand building,development of tourism service network and " micro tourism" are needed; In operation and management, it is essential to attract investments and improve the qualification of farmers and employees involved in tourism, with introducing talents combining with cultivating talents in the major of tourism.Overall, this study suggests that Huqiu county is famous for its tea aroma, Buddhist Incense, flower scent, smoke incense and integrating religious pilgrimage, leisure tourism, tea plantation, Agritainment tourism, and tea culture experiencing to a whole. The rich resources of country tea culture tourism and tea cultural background qualify it as a ideal objective. We suggest attaching the tea culture to tourism,in precondition of maintaining the unique property, feature and nature of local culture, and adopting the concept of "slow city" for rational development, Also, concentration on the brand marketing and promotion, the construction of supporting facilities and so on will definitely stimulate the development of tea culture tourism industry in Huqiu and improve the economic benefits for the localityThis study holds the promise of benefiting the development of tourism to some extend in Huqiu and thereby further carrying forward Anxi tea culture, then eventually making virtuous cirle of joint prosperity in tea and tourism industry be accessible.