温州茶文化旅游研究

发布时间：2018-08-05 14:43

【摘要】：改革开放以来,我国的旅游业迅猛发展。国家和地方都重视对旅游的扶持和开发,纷纷出台各项规章制度和意见。温州市政府在此背景下推出《温州市旅游发展“十二五”规划》,文件中明确要求促进温州旅游业转型升级,从单一的自然观光旅游产品向满足多种需求的个性化旅游产品转变。在此前提下,温州各地纷纷推出有本土特色的旅游。体验性强的文化旅游受到了大众的青睐,成为旅游者的主选项目之一。而茶文化旅游表现以当地具备的茶叶资源为前提和传承茶文化为目的,与旅游资源融合,进行观光,体验,休闲和娱购等行为的文化旅游活动。温州有很好的茶资源,几乎一县一名品。乐清有雁荡毛峰,永嘉有乌牛早,泰顺有三杯香,文成有刘基贡茶,瓯海有黄叶早,平阳有早香茶,苍南有翠龙茶等。其中,泰顺和永嘉先后获得“中国茶叶之乡”,“中国名茶之乡”,“中国乌牛早茶之乡”等称号。更难能可贵的是温州的早茶采摘要早于浙江其他地方采摘二十多天。温州茶资源的独特之处便展露无遗。温州有很好的旅游资源。境内山川秀美,资源丰富。A级旅游风景区就多大34个。还有多处国家级自然保护区,重点文保单位,森林公园等。在一些景区的周边就是遍野的茶园,甚至景区内便有名茶园分布。优秀资源不能相互利用,却还长期处于割裂的状态。对于喜欢茶文化旅游的人,不无感到惋惜。整体旅游资源的价值得不到最大化的实现。因此,本文以茶文化旅游为切入点,选取温州为研究地。一,对温州相关的茶文化文献进行梳理,了解温州茶文化的底蕴。对比省内发展情况,关注最前沿的研究成果。二,走访了乐清,永嘉,文成,泰顺,瓯海等风景区和茶产区,分发问卷,进行调研。经过对比和调研发现,温州茶文化旅游的优势在于有丰富的茶资源,有丰富的旅游资源,有悠久的茶文化历史,更重要的是地理位置优越,交通也很便捷。茶文化旅游的劣势在于茶叶品牌的知名度还不高,县区级旅游行政管理上还存在混乱,茶文化旅游项目的开发和投入的力度不强,在茶文化旅游上内涵还不够深厚。茶文化旅游的机会是人们的旅游观念发生转变,各区县地方政府越来越重视茶文化旅游,信息化技术带来了机遇,影视网络等非传统化的宣传带来的效果。茶文化旅游的威胁在于旅游动机的时刻变化,周边地区茶文化旅游竞争的激烈,茶文化旅游资源开发和保护的矛盾。通过上述四个方面,即优势、劣势、机会与威胁的分析,寻找温州茶文化旅游的策略：一,从政府角度提出策略。通过政府行为,将温州的茶文化和其他文化相结合,游客在游览温州茶文化的同时,也顺势接触了温州其他优秀的地方文化,这样就可以提高温州茶文化旅游的厚度和广度。通过政府主导,积极举办各类大型茶文化旅游相关的活动和研讨,请专家和学者把脉温州茶文化旅游,给温州茶文化指明正确的发展方向,扭转温州茶文化旅游知名度不高的劣势,提升它的知名度和美誉度。通过政府掌控的宣传部门,促销和策划温州茶文化旅游,设计温州茶文化旅游的形象标志,整体上提升其外在形象,更让其无形价值得到蜚声。通过政府主导的行政改革,扭转区县旅游管理的混乱,培养旅游专业人才。为温州茶文化旅游奠定了坚实的基础。二,从企业角度提出策略。企业要挖掘、研究和创新“茶食茶点”,来丰富温州茶文化旅游的内容,那么休闲文化就有了现实意义。企业要大力提升温州茶文化旅游商品的研发和销售,提升“购”的环节,将温州茶文化旅游市场做大做强。企业要开拓客源市场,将温州茶文化旅游介绍给更多的游客。三,从社会角度提出策略。根据温州的特点,整合和盘活温州民间闲散资金,通过个人融资,参股等多种形式注入温州茶文化旅游市场,多方合力,打造“中国茶文化旅游”的特色军。从社会领域引领教育,将茶文化知识普及给大众。积极完成对温州茶文化旅游氛围的营造。
[Abstract]:Since the reform and opening up, the tourism industry in China has developed rapidly. Both the state and the local government have attached great importance to the support and development of tourism, and have issued various rules and regulations and opinions. In this context, the Wenzhou municipal government launched the "12th Five-Year" plan for tourism development of Wenzhou, which clearly demands the promotion of the transformation and upgrading of the tourism industry in Wenzhou, from a single natural view. On the premise of this, the tourism products of the tourism products are changing to the personalized tourism products that meet the needs of various needs. On this premise, the local characteristics of tourism are introduced in various parts of Wenzhou. The cultural tourism with strong experience has been favored by the masses and became one of the main selected items for tourists. Cultural tourism activities that aim to integrate tourism resources with tourism, experience, leisure and entertainment.
Wenzhou has good tea resources, almost one county in one county. Yueqing has wild goose Dang Mao peak, Yongjia has black ox early, Taishun has three cups of fragrance, Liu Jigong tea, Ouhai has yellow leaves early, Pingyang has early fragrant tea, Cangnan has green dragon tea and so on. Among them, Taishun and Yongjia have obtained "the hometown of Chinese tea leaves", "the hometown of Chinese tea", "Chinese black cattle early tea" Wenzhou's early tea picking should be picked earlier than other places in Zhejiang for more than 20 days. The unique features of Wenzhou tea resources are revealed. Wenzhou has good tourist resources. The mountains and rivers are beautiful and rich in resources. There are 34 major tourist attractions. There are also many national nature reserves and key cultural protection. Units, Forest Park and so on. In some scenic spots around the field of tea garden, even the famous tea garden in the scenic area distribution. Excellent resources can not be used each other, but is still in a state of separation for a long time. For people who like tea culture tourism, they feel sorry. The value of the overall tourism resources can not be realized to the maximum.
Therefore, this article takes the tea culture tourism as the breakthrough point, selects Wenzhou as the research area. 1, combing the related tea culture literature of Wenzhou, understanding the background of Wenzhou tea culture, comparing the development in the province, and paying close attention to the most advanced research results. Two, visit the Yueqing, Yongjia, Wencheng, Taishun, Ouhai and other scenic and tea producing areas, and distribute questionnaires. Through comparison and investigation, it is found that the advantages of Wenzhou tea cultural tourism lie in rich tea resources, rich tourist resources, long history of tea culture, more important geographical position and convenient transportation. The disadvantage of tea culture tourism is that the popularity of tea brand is not high, and the administrative management of county level tourism is still stored. In the confusion, the development and investment of tea cultural tourism project is not strong, and the connotation of tea culture tourism is not deep enough. The opportunity of tea culture tourism is the change of people's tourism concept. The local governments of all districts and counties pay more and more attention to the tea culture tourism, the information technology brings the opportunity, the film and television network and other non traditional propaganda. The threat of tea cultural tourism lies in the change of the tourist motivation, the fierce competition in the tea culture and tourism in the surrounding areas, and the contradiction between the development and protection of the tea cultural tourism resources.
Through the analysis of the above four aspects, that is, superiority, inferiority, opportunity and threat, the strategy of Wenzhou tea cultural tourism is found. First, the strategy is put forward from the government's point of view. Through the government behavior, the tea culture of Wenzhou and other cultures are combined. When tourists visit Wenzhou tea culture, the other excellent local cultures of Wenzhou are also in contact with Wenzhou. It is possible to improve the thickness and breadth of Wenzhou tea culture tourism. Through the government leading, it will actively hold various kinds of activities and discussions related to the cultural tourism of large tea, and invite experts and scholars to control the Wenzhou tea culture tourism, give Wenzhou tea culture the correct direction of development, reverse the inferior popularity of Wenzhou tea culture tourism, and promote it. Popularity and reputation. Through the government controlled propaganda department, promote and plan Wenzhou tea cultural tourism, design Wenzhou tea cultural tourism image symbol, improve the overall external image, and make its intangible value more famous. Through the government led administrative reform, to reverse the chaos of Tourism Management in the district and county, to train Tourism professionals. Wenzhou tea cultural tourism has laid a solid foundation. Two, from the point of view of enterprise, enterprises should dig out, study and innovate "tea tea", to enrich the content of Wenzhou tea culture tourism, then the leisure culture has practical significance. Enterprises should vigorously promote the development and sales of Wenzhou tea culture travel goods, and improve the "purchase" link. Wenzhou tea cultural tourism market will be stronger and stronger. Enterprises should open up the tourist market and introduce Wenzhou tea cultural tourism to more tourists. Three, put forward strategies from the social point of view. According to the characteristics of Wenzhou, we should integrate and reactivate Wenzhou folk idle funds and inject Wenzhou tea cultural and tourism market through individual financing and participation in various forms. To create the characteristic army of "Chinese tea culture tourism", lead the education from the social field, popularize the tea culture knowledge to the public, and actively complete the construction of the Wenzhou tea culture tourism atmosphere.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;TS971

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