基于SWOT分析的陕西茯茶文化旅游的开发研究

发布时间：2018-05-19 06:51

本文选题：陕西茯茶 + 茶文化旅游　；参考：《浙江农林大学》2016年硕士论文

【摘要】：茶文化旅游是一种茶业与现代旅游业相结合的新型旅游方式。作为西部旅游大省,陕西省在全国和世界都享有一定的声誉。近几年陕西茶叶种植面积和产量在急速增长,茯茶作为其中的代表产品也得到了茶产业界的认可和大众消费者的推崇。合理开发和利用陕西茯茶文化旅游资源不但能加快陕西茯茶产业的发展,也将大大提升陕西旅游资源利用率和文化内涵,进而优化整体产业结构,拉动陕西经济的全面发展。论文阐述了茶文化旅游的相关理论和文献综述,归纳整理了现阶段陕西旅游和陕西茯茶产业的现状,总结出陕西茯茶产业发展迅速但是旅游产业发展不平衡、旅游产品缺乏创新等特点,指出发展茯茶文化旅游的可行性和必要性。随后运用SWOT分析法对陕西茯茶文化旅游的优势、不足以及所面临的机遇与威胁进行分析,得出优势与劣势并存,机遇与威胁同在的结论,并在此基础上提出四种发展战略。最后,笔者对陕西茯茶文化旅游进行了规划设计:1.兴建主题园区,将当地建筑、风俗、美食集中呈现,同时展示茯茶文化的历史和精髓;2.与陕南茶区茶园形成连线反应,将观光茶园建设和茶艺园建设结合;3.由政府和行业协会牵头,制定茯茶文化旅游路径,把自然和文化景点与茯茶生产点串联起来;4.“泾渭茯茶”品牌现已获“中国驰名商标”,在此基础上增强品牌的旅游扩张效应;5.旅游产品选择上要以游客体验为主,包括茶叶加工、欣赏茶艺表演以及香道、花道、佛教文化、道教文化等的延伸结合;6.在其他重点旅游景点增加茯茶文化渗入,提供茯茶旅游景点地图,在茶业博览会上进行茯茶文化旅游产品的营销。
[Abstract]:Tea culture tourism is a new type of tourism which combines tea industry with modern tourism. As a big tourist province in the west, Shaanxi Province enjoys a certain reputation in the whole country and the world. In recent years, the growing area and yield of tea in Shaanxi province are increasing rapidly. As a representative product, Fuzhuan tea has also been recognized by tea industry and praised by the masses of consumers. The rational exploitation and utilization of the tourism resources of Shaanxi zhuan tea culture can not only accelerate the development of Shaanxi zhuan tea industry, but also greatly enhance the utilization ratio of Shaanxi tourism resources and cultural connotation, and then optimize the overall industrial structure and promote the overall development of Shaanxi economy. This paper expounds the related theory and literature review of tea culture tourism, summarizes the present situation of Shaanxi tourism and Shaanxi Fu tea industry, and concludes that Shaanxi Fu tea industry is developing rapidly but the tourism industry is not balanced. This paper points out the feasibility and necessity of developing the tourism of Fu tea culture. Then, the paper analyzes the advantages, disadvantages and opportunities and threats of the cultural tourism of Fuzhuan tea in Shaanxi province by using SWOT analysis method, and draws the conclusion that the advantages and disadvantages coexist, the opportunities and threats coexist, and on the basis of this, four development strategies are put forward. Finally, the author of Shaanxi Fuzhuan tea cultural tourism planning and design of 1. 1. A theme park will be built to bring together local buildings, customs and delicacies, as well as the history and essence of the Fuzhuan tea culture. The tea garden in the south Shaanxi tea area formed the line reaction, will sightseeing tea garden construction and the tea art garden construction unifies 3. 3. Led by the government and industry associations, the tourism route of the Fu tea culture has been developed, linking natural and cultural attractions with the production sites of the Fu tea. "Jing Wei Fu tea" brand has been "well-known trademark in China", on this basis to enhance the brand's tourism expansion effect. The choice of tourism products should be based on tourist experience, including tea processing, appreciation of tea performances and the extension of Xiangdao, Flower Road, Buddhist culture, Taoist culture and so on. In other key tourist attractions, the culture of Fu tea was added, the map of the tourist spots was provided, and the tourism products of the culture of Fu tea were marketed at the tea trade fair.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：TS971;F592.7

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