Research On The Theory And Strategy Of Integration Development Of Tea And Tourism

With the emergence of a series of new social dynamics,such as health-concept trend,experience economy,industrial integration and rural revitalization,the Chinese tea industry is accelerating its self-breakthrough and innovation thoroughly under the era's change and policy's advancement.From a vertical perspective,the trend of tea industry spreading from primary industry to secondary and tertiary industry is more obvious,and the industrial chain of the traditional tea industry is constantly being updated and extended.In the horizontal dimension,it is trying to cross-border integration with other industry sectors and actively expanding the existing industry in the attempt to move from a single to a diversified business.Tea culture tourism,the characteristic practice of the integration of tea industry and tourism industry,has far-reaching effects on optimizing industrial structure,promoting the transformation of tea market,stimulating the consumption of tea products,applying the aesthetic education function of tea culture,and facilitating the construction of beautiful countryside.In this paper,the traditional high-quality tea-producing area,the wider West of Hunan province,is taken as the research object.According to the research idea of combining theoretical study,empirical application and strategic planning,the basic theory of integration of tea and tourism is summarized and advanced,and the index system used to evaluate the feasibility on a project above integration of tea and tourism is innovated by reasonably utilizing various methods,including literature research,investigation,content analysis and expert consultation(Delphi method).Finally,based on the index system application and evaluation results aiming at wider-western Hunan,it puts forward the strategic planning to integration development of tea and tourism in the wider western region of Hunan.The content of this paper is divided into four parts on the structure:The first part is the combing of theories research,consisting of the first chapter,which is mainly about the research summary,research significance and research methods,etc.,and the second chapter is filled with the related concepts definition and theoretical elaboration.The second part(Chapters 3,4,and 5),as the sublimation of theories research,innovatively proposes the concept and system composition of tea theme value chain,and explores the dynamic mechanism of the integration tea and tourism("six-six in one" dynamic mechanism)from the perspective of tea theme value chain,correspondingly breeding two integration paths(the tourism six-element guiding path and the tea theme value chain orientation one)and four integration strategies(multi-dimensional,objectivity,differentiation,creativity).Moreover four value application directions(the development of experience-styled tea cultural tourism product with strong sense of participation,the development of leisure-styled tea cultural tourism product with healthcare and entertainment functions,the development of science-popularization-styled tea cultural tourism product with activation and interaction,and the development of originality-styled tea cultural tourism product with technology and creativity)are presented via deeply excavating the tourist value of the tea theme value chain,and the evaluation system on integration development of tea and tourism for two types of integration model are constructed under the pattern-inspiration of the evaluation system of the National Agricultural Park declaration and theoretical guidance of the dynamic mechanism of the integration tea and tourism.The third part(Chapter 6)takes the empirical application and strategy research based upon the second substance.The evaluation system is applied to score the feasibility on integration development of tea and tourism over different research sites of wider western Hunan,the comprehensive evaluation results of which are analyzed to clear development problem.Based on this,it gives the overall stream of thought concluded “point-line-plane” three-step strategy on the integration development of tea and tourism in wider western Hunan,and puts the planning concept of building “Wu Ling-Xue Feng” tea culture tourism ecological economic zone,the “6 trunks and 5 branches” development layout,and some implementation suggestions for the advancement of process.The fourth(Chapter 7)summarizes the innovations and inadequacies of the paper,and looks forward to four research trends of tea culture tourism in the future: research content will move from broad general research to deeper quality research;research scope will move from personality research to common research;research methods from qualitative research to quantitative research;and research perspective from the single visual angle to the multi-dimensional.