摘要
"一带一路"倡议的提出,作为海上丝绸之路核心区的福建,茶旅产业发展迎来新机遇,茶旅产业进入深度融合阶段,茶旅产业融合促进消费新业态产生,由民间贸易交流发展为"一带一路"倡议推进重要组成部分。从产业链角度出发,以资源开发、产品生产、产品销售、产品消费四个节点为主线,以资源、产品、市场为切入点,构建茶产业与旅游产业融合机制,并提出十条具体融合路径。在旅游资源规划与开发方面,融合茶村和美丽乡村建设,赋予茶园旅游景观的作用;在旅游产品设计方面,将茶道融入旅游养生产品,旅游演艺产品加入茶事内涵,旅游餐饮加入茶食,旅游节庆融合茶俗内容、茶产品与旅游商品设计开发相结合;在旅游市场营销方面,将品牌会展与茶旅产品展销相融合,采用主流商业模式即O2O(Online To Offline)开展茶旅电子商务。
The proposal of "The belt and road Initiative" has brought Fujian, the core area of the maritime Silk Road, a new opportunity for the development of tea tourism industry. The tea tourism industry has thus entered the stage of deep integration. The integration of tea tourism industry has promoted the emergence of new consumption formats, and it has been an important part of "The belt and road initiative" promoted by the development of private trade exchanges. Taking resource development, product production, product sales and product consumption as the main line, and taking resources, products and market as the entry point, the integration mechanism of tea industry and tourism is built from the perspective of industrial chain, and ten specific integration paths are put forward in this paper. In the aspect of tourism resource planning and development, the construction of tea village and beautiful countryside is integrated, endowing tea garden with the function of tourism landscape;in the aspect of tourism product design, tea ceremony is integrated into tourism health preservation product, tourism performance product into tea affair connotation, tourism catering into tea food, tourism festival into the content of tea custom, tea product and tourism commodity design and development;in terms of tourism marketing, brand exhibition is integrated with tea tourism product exhibition and sales, and o2 o(online to offline) is adopted as the mainstream business model to carry out tea tourism e-commerce.
作者
杨萍芳
罗金华
YANG Pingfang;LUO Jinhua(School of Economic and Management,Sanming University,Sanming 365004,China)
出处
《三明学院学报》
2019年第5期26-33,共8页
Journal of Sanming University
基金
三明市统一战线与农村科学发展三明研究基地课题(JDY201703)
三明学院校级课题(A201414/Q)
关键词
“一带一路”
茶产业
旅游业
福建
"The Belt and Road Initiative"
tea industry
tourism
Fujian
