溫州茶文化旅游研究
發(fā)布時間：2018-08-05 14:43
【摘要】：改革開放以來,我國的旅游業(yè)迅猛發(fā)展。國家和地方都重視對旅游的扶持和開發(fā),紛紛出臺各項規(guī)章制度和意見。溫州市政府在此背景下推出《溫州市旅游發(fā)展“十二五”規(guī)劃》,文件中明確要求促進(jìn)溫州旅游業(yè)轉(zhuǎn)型升級,從單一的自然觀光旅游產(chǎn)品向滿足多種需求的個性化旅游產(chǎn)品轉(zhuǎn)變。在此前提下,溫州各地紛紛推出有本土特色的旅游。體驗性強(qiáng)的文化旅游受到了大眾的青睞,成為旅游者的主選項目之一。而茶文化旅游表現(xiàn)以當(dāng)?shù)鼐邆涞牟枞~資源為前提和傳承茶文化為目的,與旅游資源融合,進(jìn)行觀光,體驗,休閑和娛購等行為的文化旅游活動。 溫州有很好的茶資源,幾乎一縣一名品。樂清有雁蕩毛峰,永嘉有烏牛早,泰順有三杯香,文成有劉基貢茶,甌海有黃葉早,平陽有早香茶,蒼南有翠龍茶等。其中,泰順和永嘉先后獲得“中國茶葉之鄉(xiāng)”,“中國名茶之鄉(xiāng)”,“中國烏牛早茶之鄉(xiāng)”等稱號。更難能可貴的是溫州的早茶采摘要早于浙江其他地方采摘二十多天。溫州茶資源的獨特之處便展露無遺。溫州有很好的旅游資源。境內(nèi)山川秀美,資源豐富。A級旅游風(fēng)景區(qū)就多大34個。還有多處國家級自然保護(hù)區(qū),重點文保單位,森林公園等。在一些景區(qū)的周邊就是遍野的茶園,甚至景區(qū)內(nèi)便有名茶園分布。優(yōu)秀資源不能相互利用,卻還長期處于割裂的狀態(tài)。對于喜歡茶文化旅游的人,不無感到惋惜。整體旅游資源的價值得不到最大化的實現(xiàn)。 因此,本文以茶文化旅游為切入點,選取溫州為研究地。一,對溫州相關(guān)的茶文化文獻(xiàn)進(jìn)行梳理,了解溫州茶文化的底蘊(yùn)。對比省內(nèi)發(fā)展情況,關(guān)注最前沿的研究成果。二,走訪了樂清,永嘉,文成,泰順,甌海等風(fēng)景區(qū)和茶產(chǎn)區(qū),分發(fā)問卷,進(jìn)行調(diào)研。經(jīng)過對比和調(diào)研發(fā)現(xiàn),溫州茶文化旅游的優(yōu)勢在于有豐富的茶資源,有豐富的旅游資源,有悠久的茶文化歷史,更重要的是地理位置優(yōu)越,交通也很便捷。茶文化旅游的劣勢在于茶葉品牌的知名度還不高,縣區(qū)級旅游行政管理上還存在混亂,茶文化旅游項目的開發(fā)和投入的力度不強(qiáng),在茶文化旅游上內(nèi)涵還不夠深厚。茶文化旅游的機(jī)會是人們的旅游觀念發(fā)生轉(zhuǎn)變,各區(qū)縣地方政府越來越重視茶文化旅游,信息化技術(shù)帶來了機(jī)遇,影視網(wǎng)絡(luò)等非傳統(tǒng)化的宣傳帶來的效果。茶文化旅游的威脅在于旅游動機(jī)的時刻變化,周邊地區(qū)茶文化旅游競爭的激烈,茶文化旅游資源開發(fā)和保護(hù)的矛盾。 通過上述四個方面,即優(yōu)勢、劣勢、機(jī)會與威脅的分析,尋找溫州茶文化旅游的策略：一,從政府角度提出策略。通過政府行為,將溫州的茶文化和其他文化相結(jié)合,游客在游覽溫州茶文化的同時,也順勢接觸了溫州其他優(yōu)秀的地方文化,這樣就可以提高溫州茶文化旅游的厚度和廣度。通過政府主導(dǎo),積極舉辦各類大型茶文化旅游相關(guān)的活動和研討,請專家和學(xué)者把脈溫州茶文化旅游,給溫州茶文化指明正確的發(fā)展方向,扭轉(zhuǎn)溫州茶文化旅游知名度不高的劣勢,提升它的知名度和美譽(yù)度。通過政府掌控的宣傳部門,促銷和策劃溫州茶文化旅游,設(shè)計溫州茶文化旅游的形象標(biāo)志,整體上提升其外在形象,更讓其無形價值得到蜚聲。通過政府主導(dǎo)的行政改革,扭轉(zhuǎn)區(qū)縣旅游管理的混亂,培養(yǎng)旅游專業(yè)人才。為溫州茶文化旅游奠定了堅實的基礎(chǔ)。二,從企業(yè)角度提出策略。企業(yè)要挖掘、研究和創(chuàng)新“茶食茶點”,來豐富溫州茶文化旅游的內(nèi)容,那么休閑文化就有了現(xiàn)實意義。企業(yè)要大力提升溫州茶文化旅游商品的研發(fā)和銷售,提升“購”的環(huán)節(jié),將溫州茶文化旅游市場做大做強(qiáng)。企業(yè)要開拓客源市場,將溫州茶文化旅游介紹給更多的游客。三,從社會角度提出策略。根據(jù)溫州的特點,整合和盤活溫州民間閑散資金,通過個人融資,參股等多種形式注入溫州茶文化旅游市場,多方合力,打造“中國茶文化旅游”的特色軍。從社會領(lǐng)域引領(lǐng)教育,將茶文化知識普及給大眾。積極完成對溫州茶文化旅游氛圍的營造。
[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.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7;TS971
本文編號：2166107
[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.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7;TS971
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