武夷山茶文化旅游SWOT分析及发展战略

A SWOT Analysis of Mount Wuyi Tea-Culture Tourism and the Development Strategies

武夷山茶文化历史悠久,在中国茶文化长河中占有非常重要的地位。武夷山地区还存在大量的武夷茶历史遗迹,为武夷山茶文化旅游的发展提供了坚实的基础,尤其是武夷山在双世界遗产申请成功、金骏眉的全国热卖和"印象大红袍"等一系列的成功营销宣传下,茶文化旅游发展迅速,但同时还存在劣势和风险。本文运用SWOT分析方法,从竞争的优势、劣势、机遇和风险角度,全面分析了武夷山茶文化旅游发展的影响因素,最后提出了具有针对性的发展策略。

Mount Wuyi tea culture has a long history and plays a very important role in chinese tea culture.As there remain lots of his-torical sites of Mount Wuyi tea culture, they provide a sound foundation for its tea-culture tourism.In recent years,Mount Wuyi tea culture tourism prospers quickly after a series of successful marketing campaigns like Jin Junmei and “Dahongpao Tea impression”.This paper u-seing the method of SWOT, analyzes the impacts of internal and external environmental factors of Mount Wuyi tea-culture tourism from such aspects as its strength, Weakness,Opportunity and Threats in order for its healthy development,and lastly some development strategies have been suggested.