本文關(guān)鍵詞：中華茶文化旅游體驗(yàn)優(yōu)化研究　出處：《山東大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：我國(guó)是茶的故鄉(xiāng),茶文化資源豐富,擁有發(fā)展茶文化旅游的先天優(yōu)勢(shì),但其發(fā)展卻仍處于初級(jí)階段,在游客消費(fèi)從休閑觀光需求向深度體驗(yàn)需求轉(zhuǎn)變的現(xiàn)實(shí)背景下,如何優(yōu)化茶文化旅游體驗(yàn),是當(dāng)前我國(guó)茶文化旅游產(chǎn)業(yè)面臨的重要課題。茶文化旅游相較于其他旅游形式,在本質(zhì)上更突出"體驗(yàn)性"和"參與性",茶文化旅游者相對(duì)于其他游客,更偏愛小眾旅游形式,具有"自愿性"和"主動(dòng)性"。本文以旅游體驗(yàn)理論為依據(jù),闡述了茶文化旅游的歷史脈絡(luò)、體驗(yàn)本質(zhì)和暢爽體驗(yàn)實(shí)現(xiàn)的條件,以李克特六級(jí)量表為基礎(chǔ),定量研究茶文化旅游的發(fā)展現(xiàn)狀。研究中量化游客對(duì)中華茶文化的認(rèn)同度、對(duì)茶文化旅游參與度和滿意度,通過(guò)對(duì)這些變量進(jìn)行描述性分析、交叉分析、相關(guān)性分析、因子分析和非參數(shù)檢驗(yàn),發(fā)現(xiàn)我國(guó)的茶文化旅游主要存在以下三大問題:一是游客群體,尤其是青少年群體對(duì)茶文化的認(rèn)知度和認(rèn)可度偏低,二是茶文化旅游功利化開發(fā)和淺層次開發(fā)普遍存在,三是茶文化旅游者的參與度和滿意度都普遍偏低。針對(duì)這些問題,本文從文化認(rèn)同、深度開發(fā)、暢爽體驗(yàn)三方面出發(fā),結(jié)合具體案例提出了優(yōu)化中華茶文化旅游體驗(yàn)的具體方略,具體包括:教育先行、政府鋪路、媒體示范,實(shí)現(xiàn)茶文化高度的文化認(rèn)同;創(chuàng)意驅(qū)動(dòng)、需求引領(lǐng)、居民參與,促進(jìn)茶文化旅游的深度開發(fā);尋求變革、豐富體驗(yàn)、合理規(guī)劃,豐富茶文化旅游的暢爽體驗(yàn),使茶文化旅游這種小眾旅游形式得到一定程度的普及,逐漸上升為居民普遍的生活方式。
[Abstract]:China is the hometown of tea, tea culture is rich in resources, the development of tea culture tourism has inherent advantages, but its development is still in the initial stage, the realistic background of changes in demand from the leisure tourism needs to experience the depth in the tourists' consumption, how to optimize the tea culture tourism experience is an important subject in the Chinese tea culture tourism industry faces the tea culture tourism. Compared with other forms of tourism, in essence, more outstanding "experience" and "participation", tea culture tourist compared to other tourists prefer niche tourism form, has a "voluntary" and "initiative". Based on the theory of tourism experience as the basis, elaborated the history of tea culture the essence of tourism, experience and experience to achieve smooth cool conditions, with Li Kete six scale based development of quantitative research of tea culture tourism. Tourists in the study of quantitative recognition of Chinese tea culture, tea culture Tourist participation and satisfaction, through descriptive analysis, cross analysis of these variables, correlation analysis, factor analysis and non parametric test, found that the tea culture tourism in our country mainly has the following three problems: one is the tourist groups, especially young groups to the tea culture's recognition and acceptance is low, the two is widespread the tea culture tourism development of utilitarian and shallow development, three is the tea culture tourist participation and satisfaction are generally low. To solve these problems, this article from the cultural identity, the depth of development, smooth cool experience three aspects, combined with specific cases, the paper puts forward concrete strategy, optimization of the tea culture tourism experience including: education first, the government to pave the way for media demonstration, tea culture cultural identity height; innovation driven, demand led, participation of residents, promote the depth development of tea culture tourism; seek change, Feng Rich experience, rational planning, and rich experience of tea culture tourism have made tea culture tourism a popular form of tourism, and gradually increased to a common lifestyle of residents.

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F592;TS971

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