摘要
本文采用文献调查法、问卷调查法、访谈法、案例分析法等研究方法,通过展开对安徽六安茶文化旅游“屏蔽”因素分析,再从茶旅的消费者旅游动机入手,结合AISAS模型下的体验营销,探究在“互联网+”下六安茶代表六安瓜片文化旅游产品开发的路径和模式。以期为安徽省以及我国“旅游”屏蔽下的茶区茶园发展提供具有针对性地建议和发展,同时支持茶叶主产市、县打造茶旅精品线路、茶旅精品园区、茶旅特色小镇,开发“茶旅+民宿”“茶旅+研学”等茶旅融合新业态;并创造一批成长性好、竞争力强、特色突出的茶叶品牌,巩固提升产业扶贫成果,构建茶叶新发展格局。
By using the methods of literature review,questionnaire survey,interview and case analysis,this paper analyzes the“shielding”factors of Lu’an tea culture tourism in Anhui,and then starts with the travel motivation of tea consumers.Combining the experiential marketing under the AISAS model,this paper explores the path and mode of Lu’an tea’s development of Lu’an tourism products under the“Internet+”,provides targeted suggestions and countermeasures for the development of tea gardens in tea areas under the shielding of“tourism”in Anhui Province and China,at the same time,in order to support the main tea producing cities and counties to build high-quality tea tourism routes,high-quality tea tourism parks and characteristic tea tourism towns,and develop new tea tourism integration formats such as“tea tourism+home stay”and“tea tourism+research”,and create a number of tea brands with good growth,strong competitiveness and prominent characteristics,consolidate and enhance the achievements of industrial poverty alleviation,and build a new development pattern of tea.
作者
李凌峰
王杭婧
李琴
LI Lingfeng;WANG Hangjing;LI Qin(School of Business,Anhui University Hefei,Anhui 230601)
出处
《中国商论》
2022年第7期32-34,共3页
China Journal of Commerce
基金
2021年安徽省大学生创新创业训练计划(S202110357462)。
关键词
六安
茶文化
体验营销
旅游
旅游屏蔽
Lu’an
tea culture
experience marketing
travel
tourism shielding
