Discussion On The Development Of Shaanxi Fu Tea-culture Tourism Based On SWOT Analysis

Tea culture tourism is a new type of tourism as the combination of tea industry and modern tourism industry.Shaanxi province as amajor tourismprovince in the western region,has a certain degree of reputation in China and the world.In recent years,with the rapid increase of cultivated areas and productions of Shaanxi tea,Fu tea as a representative among them has obtained industry and customer recognition.The reasonable development and utilization of Shaanxi Fu tea-culture tourism resources can not only accelerate the development of Shaanxi Fu tea industry,will also greatly enhance the utilization and the cultural connotationof tourism resources in Shaanxi,and then adjust the overall industrial structure and stimulate economic development in Shaanxi.This paper expounds the related theory and literature reviewof tea culture tourism,summarizes the present situation of Shaanxi tourism and Shaanxi Fu tea industry that Shaanxi Fu tea industry developed rapidly,but tourism industry developed unevenly,and tourism products lacked innovative characteristics.On this basis,this paper points out the necessity and possibility of developing Fu Tea-Culture tourism.Then the advantages and disadvantages,opportunities and challenges of Shaanxi Fu tea culture tourism are analyzed by SWOT analysis and four kinds of development strategy are put forward.Finally,the author puts forward the plan and design of Shaanxi Fu tea-culture tourism.1.Build a theme park which centralizes local architecture,customs,and delicacy to show the history and essence of Fu Tea Culture;2.Connect with tea plantations in south of Shaanxi and combinethe sightseeing of tea garden construction with artistic quality;3.Government and industry associations take the lead to formulatethe path of Fu Tea Culture Tourism which can combine natural and cultural scenic spots with Fu tea manufacturers;4.“Jing Wei Fu Tea” brand has won the “Famous Trademark of China”,so we can enhance the brand expansion effect;5.Add tourism products based on tourist experience,including participating intea processing and tea ceremony,enjoying incense lore,ikebana,Buddhist culture,Taoism etc;6.Increase the infiltration of tea culture and provide Fu tea-culture tourist attractions maps in other famous tourist attractions,escalate marketing of Fu Tea-culture tourism products in Tea Expo.