Research On Promotion Strategies Of Hangzhou Tea Culture Tourism Under The Background Of Constructing Characteristic Towns

Tourism is not a not a single industry,but an industrial cluster,including sightseeing,boarding and lodging,recreation and leisure,transportation service and so on.As a specific form of culture in the industry of tourism,tea culture tourism contains a series of activities and programs concerning tea and its relevant cultures,and holds an important position in the inheritance of Chinese traditional handicraft skills.In such circumstance,it is in great need of deeply exploiting the culture resources with local characteristics,so as to make room for the sustainable development of tea culture tourism.In order to adapt to and steer the shifts of new normal,Zhejiang province has put forward an approach of developing characteristic towns with distinctive industrial features,rich cultural atmosphere and beautiful ecological environment,as well as comfortable resorts for touring and living,which creates both opportunities and challenges for the development and promotion of Hangzhou's tea culture tourism.Therefore,a further analysis of the construction of characteristic towns in Zhejiang province will help to boost tea culture tourism,as well as tea culture inheritance,and at the same time,to find effective ways for urbanization and massive economic development.In the first part,this paper,through the historical analysis of some major characteristic towns in Zhejiang province and other regions,finds out the dialectical relationship between the construction of characteristic towns and rural tourism,the promotion of tea culture tourism and the exploration of rural tourism resources,and reasonably defines its points in doing this research.In the second part,the paper picks up,and checks with economic theories,some constructive ideas for the promotion of tea culture tourism from the developing course of China's characteristic towns.In the third part,through field investigation and interviews,this paper collects opinions from local people about characteristic towns and attempts to clarify the progresses and obstacles during the development of tea culture tourism.In the fourth part,the paper describes thedevelopment,organization and operating mechanism of agritourism in Taiwan,and searches for a reliable example by comparing Zhejiang's situation with Taiwan's.In the fifth part,in accordance with the regional economic characteristics and other research findings,this paper raises some suggestions for the promotion of tea culture tourism in Hangzhou: to well establish relevant laws and regulations as well as security system;to adopt and apply some effective measures according to local conditions;to enhance the soft power of culture to promote tea culture tourism.