Research On The Development Of Tea Culture Tourism In Songyang,Zhejiang From The Perspective Of Tourist Perception

Now,the tea culture tourism,Zhejiang Songyang is the hometown of Chinese tea,advantageous natural environment and has a long history of tea culture history makes Songyang rich tea culture resources,but slow to develop the tea culture tourism,this article explores tea culture tourism development of Zhejiang Songyang,found problems in reality,then analyzes problems,establish the development localization,formulate development strategies and strategies to vigorously promote the development of tea culture tourism in Songyang.This paper classifies and sorts the related research on tea culture tourism and tea garden tourism through literature research,divides the definitions of tea culture,tea culture tourism and industrial integration,and summarizes and studies the basic principles of Maslow’s Needs-Hierarchy theory,experience economy theory and tourist perception theory.After fully understanding the development background and current situation of tea culture tourism in Songyang County,a questionnaire survey was conducted among local residents and foreign tourists.The field survey was mainly carried out in scenic spots and crowded tourist flow such as Damu Mountain cycling tea garden,Square,tea house,ancient street of Ming and Qing Dynasties.A total of 500 questionnaires were distributed and 483 valid ones were recovered,with an effective rate of 96.6%.Based on the data obtained from the questionnaire,the author analyzed the demographic characteristics,behavioral characteristics,tourism motivation and tourism experience perception of tourists,and compared the influence of different factors such as gender,tourist source,cultural education level and age on tourists’ preference for tourism activities.It is found that the main problems of Songyang tea culture tourism are not prominent local characteristics of tea culture,the service level of practitioners is low,the quality of tourism items is not high,the quality of tourist souvenirs is not high,and the causes of the problems are discussed: 1.The professional talents are in short supply and the management level is low;2.The tourism route and product structure are single and unattractive;3.Tourism projects lack cultural connotation and are of low quality.According to the quantitative and qualitative analysis method,the development of Songyang tea culture tourism is positioned as the best tea culture tourism destination in the Yangtze River Delta,and at this stage,it can be positioned as the first-class tea culture tourism resort in Zhejiang Province.Around the development orientation,develop strategy is county seat for ecological revitalization strategy,the government’s leading strategy,strategy of tourism products,development principles for the sustainable development principle,the principle of market-oriented,innovation principle,the principle of depth of experience,the principle of nativeness,put forward the corresponding development strategy,respectively,to cultivate professional talents,improve the quality of the tea culture tourism,strengthen the functions of the government,provide special policy guarantee,dig deep cultural connotation,build high-quality tea culture tourism routes,increase publicity,highlight the image of tea culture tourism.