Evaluation And Influnencing Factors Of Tourism Resourse Value In Tea Manor

The central government has payed higher attention to the reform of agriculture in recent years.Supply-side Structural Reform of agriculture is proposed in 2015.To ensure sufficient food production,increase farmers' income and stable in rural society.At the same time,develpoing characteristic agriculture industry was proposed by the central-government rural work conference on agricultural structure adjustment.Acordingly,tea industry as one of characteristic industry is also facing surplus.Poor quality tea products can not well match the consumer demand.The sustainable development of green tea industry do need new innovation.The development model of tea manor is learnt by foreign gibbston valley vineyards.And also it is a new mode of innovation for tea idusty.With the rapid development of tourism,the research on the development of tourism resources of tea Manor has been widely concerned by experts and scholars.This paper takes Huaxiangyuan tea manor(located in Anxi County of Fujian Province)as the research example.The research content is divided into two parts.The first part is to calculate the tourism resources value of tea manor.According to the theory of natural resource value,tourism resources value includes use value and intrinsic value.The value of tourism resources of tea manor will be calculated according to the principle of tourism resource value evaluation.The paper combined travel costs interval analysis method(ITCM)and contingent valuation method(CVM)to evaluate the tea farm tourism resources value.Research results show that:The number of tourists in Huaxiangyuan tea manor is 67300 peryear.Tea manor sample tourists travel spending is 290711 yuan,Tea manor sample total consumer surplus is 52212.1 yuan,Tea manor tourism resources of the general use value of 87.4194 million yuan.The customers will pay 202.2 yuan per capita to protect the huaxiangyuan tea manor.Tea manor of intrinsic value is RMB 13.608 million.Overall,Huaxiangyuan tea manor tourism resources value is 101.0274 million yuan,and teh tourism development potential is tremendous.The second part analyzes the influencing factors of the tea manor tourism value by the Logistic multiple linear regression.This paper aims to make up a index system about influencing factors of tourism resources value,combining personal economical characteristic with the four aspects products,prices,promotion and channel of consumer behavior by marketing theory.Through analyzing the influencing factors,the outcome find that the model fits well with the results which Cox&snell's R-square is 0.432 and Nagelkerke's R-square is 0.604.Therefore,this model can explain these index well.The results show that the distance,cultural and monthly income are remarkable at 1%sig.The infrastructure construction like parking public latrine,the advertisement input and the manners to get tea manor tourism information are remarkable at 10%sig.Therefore,in order to improve the efficiency of the production and operation of the tea manor,the tea manor should increase the tea manor culture mining,improve the tea manor infrastructure,widen the channel of the tea manor tourism publicity.