安溪茶文化旅游提升策略研究

发布时间：2018-04-14 05:24

本文选题：安溪县 + 茶文化　；参考：《福建农林大学》2014年硕士论文

【摘要】：随着旅游业的迅速发展和人民生活水平的提高,旅游活动已经开始从传统的观光旅游向深层次的文化体验旅游过渡。茶文化旅游作为文化体验旅游的重要成份,已成为一种旅游新时尚,并得到了快速发展。安溪茶文化旅游是名列全国三大茶文化黄金旅游的重要线路之一,以“山水福地·茶韵安溪”为特色的茶文化旅游品牌已初步形成。它既有比较明显的内部优势,也面临良好的外部发展机遇。但是安溪茶文化旅游还存在一些亟待解决的问题如茶文化景区少、基础配套设施相对薄弱、茶文化氛围不足、旅游网站内容不完善等。因此,本文就安溪茶文化旅游提升策略进行了研究。本文在研究国内外有关的茶文化旅游现状,界定茶文化、茶文化旅游等相关概念的基础上,利用体验经济理论、可持续旅游发展理论以及需求层次理论,结合安溪茶文化旅游产业的资源现状,通过SWOT方法对安溪茶文化旅游的优劣形势以及发展所面临的机遇与挑战进行分析,再利用问卷调查的方式对安溪茶文化旅游开展实证研究,进而提出安溪茶文化旅游的提升策略：第一,加大宣传力度,建立安溪茶文化旅游网站,利用各种网络媒介和电子商务拓展茶文化旅游市场；第二,加强人才培养,深度开发茶文化旅游人力资源,引进文化创意机构和管理型人才,提高茶文化旅游品质；第三,深化文化内涵,发挥安溪铁观音品牌优势,深入挖掘茶文化的传统内涵和时代特性,凸显茶文化旅游文化品位；第四,关注游客需求,开发出不同档次、多功能的不同茶文化旅游产品,以满足不同游客的需求。
[Abstract]:With the rapid development of tourism and the improvement of people's living standards, tourism activities have begun to transition from traditional tourism to deep-level cultural experience tourism.As an important component of cultural experience tourism, tea culture tourism has become a new fashion of tourism and has developed rapidly.The tea culture tourism of Anxi is one of the important routes of gold tourism of tea culture in China, and the brand of tea culture tourism with the characteristic of "tea rhyme in the mountains and rivers" has been initially formed.It not only has obvious internal advantages, but also faces good external development opportunities.However, there are still some problems to be solved in Anxi tea culture tourism, such as less tea culture scenic spots, relatively weak basic facilities, insufficient tea culture atmosphere, imperfect content of tourism websites, and so on.Therefore, this paper studies the promotion strategy of Anxi tea culture tourism.On the basis of studying the present situation of tea culture tourism at home and abroad and defining the related concepts such as tea culture and tea culture tourism, this paper uses the theory of experience economy, the theory of sustainable tourism development and the theory of hierarchy of demand.Combined with the present resource situation of Anxi tea culture tourism industry, this paper analyzes the advantages and disadvantages of Anxi tea culture tourism and the opportunities and challenges to its development by means of SWOT.Then using the questionnaire to carry out an empirical study on Anxi tea culture tourism, and then put forward the promotion strategy of Anxi tea culture tourism: first, increase publicity, establish Anxi tea culture tourism website,To develop the tea culture tourism market by using various network media and electronic commerce; second, to strengthen the cultivation of talents, to develop the human resources of tea culture tourism in depth, to introduce cultural creative institutions and managerial talents, and to improve the quality of tea culture tourism.Deepen the cultural connotation, give play to Anxi Tieguanyin Tea's brand advantages, dig into the traditional connotation and the characteristics of the times of tea culture, highlight the taste of tea culture tourism culture; fourth, pay attention to the needs of tourists and develop different grades.Multi-functional tourism products of different tea culture to meet the needs of different tourists.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TS971;F592

【参考文献】