武夷山茶文化旅游开发研究——基于游客的视角

Promoting Tea Culture Tourism at Mt.Wuyi——Viewed from Visitor's Perspective

以武夷山茶文化游客为对象,通过统计学和相关性分析,研究了游客对武夷山茶文化旅游的认知度、满意度、期望和体验等。研究发现,游客对武夷山茶文化旅游的认知度和满意度整体较好,这有助于游客向其他人推荐武夷山茶文化旅游。因此,武夷山茶文化旅游的推广渠道要多多依赖于口碑相传,并通过改进现有旅游内容提升游客满意度,进一步拓展潜在市场客源。相对应的建议包括多渠道宣传推广武夷山茶文化旅游、多领域提升武夷山茶文化旅游服务质量和加快武夷山茶文化旅游由虚到实的转变。

Statistical and correlation analyses were conducted on the degrees of name recognition,satisfaction,expectation and experience of the tourists who visited Mt.Wuyi in the past.Based on the results,this article discusses and makes recommendations relating to the tourism promotion on tea culture for the area.In general,the visitors displayed a high degree of name recognition and satisfaction on the current tourism program.Thus,word of mouth should be a valuable venue to generate new comers to Mt.Wuyi.To further enhance tourist's satisfaction,improved services and added attractions would help to expand the existing market and entice potential customers.Without a doubt,extensive multi-media advertisement and information dissemination could transform the tourism onto a new level.