杜晓蒙顶山茶文化及其观光旅游价值.docVIP

蒙顶山茶文化及其观光旅游茶业价值 杜 晓,1、 2 ，陈书谦2 （1四川农业大学茶学系，四川雅安，625014，2蒙顶山茶业研究所，四川雅安，625014） 中图分类号：S571.1 文献标识码: A ea Culture of Meng-ding Mountain and the Value of Sightseeing on Tea Industry Du Xiao1,2※, Chen shu-qian2 (1. College of Horticulture, Sichuan Agricultural University, Yaan 625014, Sichuan China; 2.?Institute of tea industry in Meng-ding Mountain, Yaan 625014, Sichuan China) Abstract: In this paper, the relationship between tea culture, sightseeing tea industry and tea industry was elaborated based on the concept of tea culture connotation and extension meaning. The rich connotation of Meng-ding tea culture tourism was analyzed , from the aspect of tourism resources and tea cultural resources . The Meng-ding tea culture and its tourist value was evaluated with tourism resources discipline method. On this basis, a strategic thinking which was developing Meng-ding tea culture and tourism travel tea industry was put forward. And then, the development of strategic positioning analysis and ideas on related development were made. The authors put forward their own academic point of view of the Meng-ding tea culture heritage, the tea product marketing as well as building the Meng-ding tea brand, which made a reference difference. Key words: Meng-ding Mountain; tea culture ; cultural tourism; tourism tea industry; tea industry; Meng-ding tea; Meng-ding tea brand “茶文化”的广义概念是指人们在长期社会实践中所创造的与茶相关的物质财富和精神财富的总和；而狭义“茶文化”着重研究与茶相关的精神和社会功能[1]。“茶文化”的物质与精神财富的二重性赋予茶叶产品同时具备“饮料属性”和“文化属性”提升了茶叶价值；也赋予茶产业同时具备“物质财富”和“精神财富”生产的二重性，使现代茶产业有了更大的拓展空间。 文化旅游以“寻求文化享受”为目的，为当前旅游业的新时尚。文化旅游的过程就是旅游者对旅游资源文化进行体验的过程。茶文化旅游是以茶为载体和观赏对象，“寻求茶文化享受”大致包括以茶史遗迹、茶馆建筑、茶艺茶道和茶俗、茶与宗教等为主要内容；茶文化体验属于现代“观光农业”与“休闲农业”范畴，包括感知种茶、采茶、制茶，体验各种茶事活动的文化旅游活动。 发展茶文化旅游，需要评价资源价值。蒙顶山茶文化旅游价值首先是通过优美的茶园自然景观与厚重的茶文化遗产来反映的；其次，蒙顶山景区具备开展茶文化旅游所需的区位优势、交通与食宿等硬件条件，还具备旅游所需的配套旅游服务、吸引游客资源及旅游营销等软件条件；因此，蒙顶山具备发展茶文化旅游的巨大潜力与优势。 将茶文化旅游与观光茶业“联动开发”是一种富有成效、极具潜力的开发策略。在“联动开发”的具体实施过程中，必须要“充分明确”与“始终把握”好两者不同的开发重心与目标。显然，茶文化旅游应以茶文化为载体，高度重视茶文化遗产保护，优化设计茶文化旅游项目，并以经营旅游作