“茶+康养+旅游”品牌模式塑造研究——以清江宜昌段为例

Study on Brand Model of “Tea + Healthcare + Tourism”——A Cases Study of Ecological Health Experimentation Area in Qingjiang, Yichang

"茶+康养+旅游"品牌的塑造属于跨领域研究范畴,是个值得探讨的话题,如今也面临着重大的机遇和挑战。以清江宜昌段为例,分析了当地茶产业概况,以及茶、康养、旅游资源融合的现状,通过实地调研,提炼出"茶+康养+旅游"品牌模式塑造的有利因素和不利因素,进一步提出了品牌塑造的主要策略。同时,文章指出三者融合发展的品牌模式不仅是旅游可持续发展的需要,也是生态健康发展的需要,更是对接"一带一路"战略的积极回应,有效增强了清江(宜昌)的茶、康养、旅游资源的生命力与影响力。

＂Tea＋health＋tourism＂brand shaping belongs to the cross field research category,is a topic worthy of discussion,and now it is also facing great opportunities and challenges. Taking Qingjiang section in Yichang as an example,this paper analyzes the overview of tea industry,and the status quo of the integration of tea,healthcare,tourism resources through field research,and analyzes the favorable and unfavorable factors of ＂tea ＋healthcare＋tourism＂ brand model,and then further puts forward the main strategy of brand building. At the same time,this paper points out that the development of the three brand integration mode is not only the need for the sustainable development of tourism and ecological health development,but also a positive response to the＂Belt and Road＂ strategy,and effectively enhances the life force and influence of tea,healthcare,tourism resources in Qingjiang,Yichang.