Optimization Strategies Of Chinese Tea Culture Tourism Experience

With the abundant tea culture resources,China,the homeland of tea,has inherent advantages of developing tea culture tourism.However,the tea culture tourism in our country is in the primary stage of development.With the reality that tourism shifting from sightseeing to deepening experience,the vital issues that Chinese tea culture tourism is facing is how to optimize the tea culture tourism experience to bridge the gap.Compared to other forms of tourism,tea culture tourism,with Characteristic of participatory,is a type of experience tourism essentially.Compared to other tourists,tourists of tea culture tourism,willing and active,prefer a form of minority tourism.Therefore,based on the theory of tourism experience,this research explores the following problems:what is the history of tea culture tourism,what is the essence of tea culture tourism,and how to realise flow experience.And according to the Likert's six scale system,this research quantifies the tourists' recognition of Chinese tea culture,the participation of tea tourism,and the satisfaction of tea-related experience,with descriptive analysis,cross analysis,nonparametric test,correlation analysis and factor analysis,to explore the problems in tea-related tourism development and experience.The first problem is that the tourists,especially the young people,need to increase the recognition of tea culture,the participation and the satisfaction of tea-related experience.The second one is that utilitarianism and superficiality are universal in the development of tea culture tourism.Referring to these current problems,this dissertation tries to propose concrete strategies of optimising the experience of tea culture from different parties' viewpoints with specific cases,for example,the aspects of cultural identity,depth development and flow experience.The strategies are as follows.Education in advance,foundation of government and exemplary role of media can achieve the high identification of tea culture.Boundless creativity,individual requirements and people's passion are all viewed as the driving force to promote the deep development of tea culture.The bold change,rich experience and reasonable planning which provided by tea culture tourism,are beneficial for every resident to integrate the tea culture experience into daily life,and then,enjoy.