A Study On The Impact Of Tea Experience On Tourists' Purchasing Intention

Tea culture is the quintessence of China,extensive and profound.With the advent of the experience era,the consumption patterns of culture and leisure,such as tourism,participation in ornamental activities,are more and more respected by the people.In tea culture tourism,the decision whether tourists want to revisit lies not only in the tea products themselves,but also in the comprehensive experience of the whole tea house.In order to occupy a favorable position in the fierce competition environment,the tea house should not only pay attention to the characteristics and quality of the tea products,but also enhance the experience and participation of the tea house.Because a good tea experience can make visitors have a strong psychological resonance in the process of participation,and bring huge social influence and rich profits to the enterprise.However,in the course of the operation of the tea house,there are still problems such as insufficient tea experience and weak interaction.How teahouses meet the growing spiritual and cultural needs of tourists and provide visitors with a wonderful experience is a question worth pondering for teahouse managers.Starting from the relationship between experiential economy and consumer behavior theory and tea art experience,based on the previous "experiential realm" model and "general model of consumer behavior",this paper analyses tea art experience from four dimensions: sensory experience,emotional experience,thinking experience and action experience on the basis of defining concepts.According to the survey results of Xiamen and Zhangzhou,the evaluation model of tea art experience was constructed.On this basis,we use the method of combining quantitative analysis with qualitative analysis to investigate consumers' purchase intention,and then put forward hypotheses.Through questionnaire survey and interviews,we can understand customers' and practitioners' satisfaction and relevant opinions on tea art exhibition and experience,verify hypotheses,and realize that there is a great correlation between tea art experience and tourists' purchase intention.Based on this,we put forward some suggestions and opinions on the management of tea art houses.The results show that:(1)The reception conditions,entertainmentactivities and tea culture in the tea experience have a significant positive impact on the purchase intention of tourists.Among them,the etiquette of tea art,the language of service personnel,and the skill of tea-making are the willingness of tourists to purchase.The correlation is more significant,but the relationship between tea ceremony learning and tourists' willingness to purchase is less significant.(2)There is a great correlationbetween the value of tea experience and the willingness of tourists to purchase.Among them,there is a significant positive correlation between the reception condition experience,the entertainment experience,the tea culture experience and the purchase intention of tourists.Performance is tea culture experience>recreation experience>reception condition experience.Through the conclusions of the research,the following feasibility suggestions and suggestions are proposed for the teahouse operators:(1)The cultural teahouse should pay attention to the tea culture connotation experience,enhance the participation of tourists and create an attractive sensory experience.(2)Sales teahouses should cooperate with travel agencies and local governments to carry out in-depth development of existing tourism resources,fill gaps in the current market where interaction is not strong,and promote the sustainable development of teahouses.