绍兴市上虞区茶文旅融合发展策略刍议

Discussion on the Development Strategy of Tea Culture Tourism Integration in Shangyu District,Shaoxing City

近年来,茶文旅融合发展成为推进茶产业振兴的新路径,受到政府和业界的广泛关注。绍兴市上虞区是中国茶文化之乡、“当代茶圣”吴觉农的故乡,茶树种植历史悠久,茶文化积淀深厚,茶业是上虞农业的五大主导产业之一。文章简述上虞区茶产业的优势资源和茶文旅融合发展的现状,分析产业融合中存在的缺乏深度文化挖掘、茶园景区建设不规范、缺乏特色茶文创产品等短板,进而提出建设美丽茶园、挖掘历史底蕴、延长茶产业链、打响茶文旅品牌、彰显上虞翠茗茶特色等促进产业融合发展的提升路径与建议,以期促进上虞茶产业的转型升级,为茶旅融合发展提供新的思路和参考。

In recent years,tea culture and tourism integration development has become a new path to promote the revitalization of the tea industry,which has received wide attention from the government and industry.Shangyu district of Shaoxing city is the hometown of Chinese tea culture and the hometown of"contemporary tea sage"Wu Juenong.Shangyu district has a long history of tea planting and profound tea culture.Tea industry is one of the five leading industries of Shangyu agriculture.This paper briefly described the current situation of tea industry resources and tea tourism integration development in Shangyu district,and analyzed the shortcomings in the industrial integration,such as the lack of deep cultural exploration,irregular construction of tea garden scenic spots and the lack of characteristic tea cultural and creative products.Furthermore,the paper put forward some upgrading paths and suggestions to promote industrial integration and development,such as building beautiful tea gardens,exploring historical heritage,extending the tea industry chain,establishing a tea tourism brand,highlighting the characteristics of Shangyu Cuiming tea,in order to promote the transformation and upgrading of Shangyu tea industry,and provide new ideas and references for the integrated development of tea tourism.