福建茶产业打造创意观光品牌模型构建——以茶庄园为例

The Research on Building Model of Fujian's Tea Industry Developing Creative Tourism Brand——Taking Tea Farm for Example

福建茶产业经过多年的发展,已取得一定的成绩。在现代人对休闲、放松生活方式的需求下,福建一些茶企开始发展创意观光产业来提升企业和产品形象,其中茶庄园是其主要形式。鉴于现有大多数研究主要采用二手资料进行分析,客观性相对不足的情况下,通过采用扎根理论法,对茶庄园分布较为集中、发展较好的泉州、漳州等地的相关政府机构、企业、媒体机构进行半开放型访谈,通过开放式编码、主轴编码和选择编码,构建了福建茶产业发展创意观光品牌的相关模型,指出福建茶产业创意观光品牌的发展包括基础设施的建设、茶资源体验性、企业组织营销能力和服务人员专业能力等4个主范畴,并提出了相应的建议,为福建茶产业发展创意观光品牌指明了方向。

After years of development,Fujian＇s tea industry has made some achievements. In the demand of the modern leisure and re-laxing way of life, some tea companies in Fujian start to develop the creative tourism industry for enhancing corporate and product image, the tea farm is the main form. Given that most of the existing research mainly adopted the secondary data for analysis, and it has the rela-tive shortage of objective circumstances.This research adopts the method of grounded theory, makes half open interviews in related govern-ment institutions, enterprises, media agencies in Quanzhou, Zhangzhou and other places which tea farms develop better and relatively con- centrate in.Through the selection of open coding, axial coding and coding, build the model of Fujian＇s tea industry developing creative tourism brand, and points out that it includes the construction of infrastructure, tea resources experience, enterprise marketing ability, and service personnel professional ability, then put forward the corresponding suggestions.lt points out the direction for Fujian＇s tea industry developing creative tourism brand.