Research On The Development Strategy Of Characteristic Tourist Routes In The Context Of Personalized Travel Demand

With the development of tourism industry in the modern society and the continuous enhancement of people’s living standard, tourism is marching into a new era of great changes, transiting from purely sightseeing to multi-level cultural experience, so that various tourism modes satisfying different demands have emerged. Tea culture tourism, as an important part of cultural experience tourism, has become a new fashion and got more and more popular.Jingshan Town is located in the west part of Yuhang, Hangzhou city. It’s famous for its long history and beautiful natural views. Moreover, owing to its appropriate climate and sufficient sunshine, Jingshan tea is renowned both domestically and internationally, playing a big role in Jingshan’s culture.The emergence of Jingshan tea can be traced back to the Tang Dynasty when Law Chin Jackson tried to promote and popularize Buddhism. He planted some tea trees around the temple and found out, when spring came, Jingshan tea was even better than Longjing. Since then Jingshan tea became a huge success and a significant part in people’s life, as well as in cultural development and historical construction.However, according to our research and study on the natural resources, tourism industry and tourist resources, the government and the related departments are not developing the tourism in a systemic and organized way, whose causes mainly lie in the insufficient emphasis and focus on the tea culture. So based on such background, the aim of this paper is to provide certain guidance and enlightenment both for theory and practice.Based on the status quo of international and domestic tea culture tourism, combing the related concepts of tea culture and its tourism, we will apply the sustainable tourism development theory and economic theory and experience comparison, and use SWOT to analyses the advantages, disadvantages,the possible opportunities and challenges in the process of developing Jingshan tea culture tourism. Moreover, questionnaire is another important tool to evaluate the subject in a practical way. After getting results from both analysis tools, we will then propose four tourism modes of cultural characteristics, which are tea and eating experience tour, the experience of tea and Zen trip, shopping trip tea, tea production and tasting tour. These four modes will also be analyzed in detail from the point of views of designing ideas, necessities and highlights. And no matter what the mode is, it should always be submissive to a few marketing advice which are, taking full advantage of resources, combing and developing different modes, designing tea culture tourism brand and applying all kinds of marketing tools. In the end of this paper, the conclusion will be drawn and the shortages of researches and studies of this paper as well as the developing orientation of the possible future study will be pointed out. Hopefully, they can be an enlightenment on other researches and also our future study.