乡村振兴战略背景下浙江茶文化旅游发展模式与提升路径——以浙江临安为例

Zhejiang Tea Culture Tourism Development Mode and Promotion Path under the Background of Rural Revitalization Strategy——Take Lin’an as an Example

乡村振兴是国家社会主义现代化建设的重大历史任务,是新时代“三农”工作的总抓手,茶文化旅游是浙江乡村振兴的重要实践。文章以浙江临安为例,论述了茶文化底蕴、吴越文化与茶、茶俗文化旅游节的品牌效应等,分析了临安茶文化旅游存在规模小、品牌竞争力弱等发展瓶颈,总结了临安“生态观光茶园+民宿+农家乐”“茶品牌+茶旅游”等实践模式,提出了产业优化升级、品牌营销、科技赋能等提升路径。

Rural revitalization is a major historical task of China’s socialist modernization drive,and is the general grasp of the "agriculture,rural areas and farmers" work in the new era.Tea culture tourism is an important practice of rural revitalization in Zhejiang.Taking Lin’an as an example,this paper discussed the tea culture,Wuyue culture and tea,and the brand effect of the tea custom culture tourism festival,analyzed the development bottlenecks of the tea culture tourism in Lin’an,such as small scale,weak brand competitiveness,summarized the practice models of "ecological sightseeing tea garden+ homestay + farmhouse","tea brand+tea tourism" in Lin’an,and puts forward the promotion paths of industrial optimization and upgrading,brand marketing,and technology empowerment.