乡村振兴战略背景下茶旅融合发展探析——以湘乡市毛田镇为例

Analysis on the Integrated Development of Tea and Tourism under the Background of Rural Revitalization Strategy:A Case Study of Maotian Town of Xiangxiang City

推动农村三产深度融合是加快产业转型升级、转变农业发展方式、夯实乡村振兴经济的基础。堪称娄底市后花园的湘乡市毛田镇有着发展茶业和旅游业的得天独厚的条件,在乡村振兴战略背景下,发展茶旅融合,对当地经济和社会发展具有十分重要的意义。在分析两大产业融合发展现状的基础上,剖析茶旅融合发展对该地茶业转型升级、茶叶品牌知名度提升、农民增收创收等具有重要的意义,同时分析在茶旅融合过程中当地存在宣传投入不到位、定位不精准、发展后劲不足等问题,提出因地制宜、鼓励创新、强化宣传等促进茶旅融合发展的建议。

To promote the deep integration of the three industries in rural areas is to accelerate industrial transformation and upgrading and consolidate the foundation for rural economic revitalization.Maotian Town in Xiangxiang City can be called the back garden of Loudi City.Maotian Town has unique conditions for the development of tea industry and tourism.In the context of the rural revitalization strategy,the integrated development of tea and tourism is of great significance to the local economic and social development.Based on the analysis of the status quo of the development of the integration of the two major industries,this paper argues that the integration is of great significance to the transformation and upgrading of the tea industry,to the promotion of tea brand awareness,and to the increase of farmers’income.Furthermore,this paper points out that in the process of integrating tea industry and tourism,there are problems such as insufficient publicity investment,inaccurate positioning,and inadequate development stamina,and accordingly it puts forward suggestions to promote integrated development,such as adjusting measures to local conditions,encouraging innovation,and strengthening publicity.