The Integrated Development Of Tea Culture Industry And Rural Tourism In Mingshan With SWOT Analysis Method

With economic development,the process of agricultural modernization is accelerating,and rural industrial structure is constantly optimized and shows industrial integration development.In 2015,the No.1 Document of the Central Government first proposed the integration of rural industries.The integration of agriculture and other industries generally refers to the development of agriculture,processing,sales,leisure,tourism,etc.This model will promote the integration and development of the three major rural industries,improve the rural industrial structure,promote the return of funds and talents,improve the level of rural modernization development and farmers’ income,and benefit the construction of new rural areas.Underthis trend,the phenomenon of the integration of the tea culture industry and the rural tourism industry has appeared in Mingshan.This paper takes the fusion development of Mingshan’s culture industry and rural tourism as the research object.I believethat this connotation of development is the cross-development of the tea culture industry and the rural tourism industry,which integrates the services of tea planting,cultivation,picking,deep processing,sales and leisure tourism.The industrial integration development has a major impact on regional economic development.Therefore,this paper is based on the theory of agricultural industry chain,sustainable development theory and SWOT analysis theory.fully analyze the development of tea culture industry,rural tourism development and tea culture industry and rural tourism integration in the region,and use SWOT strategy analysis based on questionnaires and interview information data to summarize The advantages,disadvantages,opportunities and threats of the integration of tea culture industry and rural tourism industry,and select the most suitable development strategy according to SWOT analysis matrix.The research conclusions are as follows:Mingshan County ownedsuperior ecological and environmental conditions,convenient transportation and obvious location advantages.Tea culture has a long history and profound cultural diversity.Tea planting on a large scale,with high technology content,good industrial base,increasing tea popularityand high brand value.Rich in tourism resources about tea culture,advanced concept of integration,space layout is reasonable,tea culture eco-tourism corridor has been basically connected into pieces.The four types of model areas on which theintegration of tea culture industry and rural tourism industry are both common and more distinctive,with high social recognition,overall economic benefits,social benefits and ecological benefits.However,leading enterprises are still not strong enough,and the development and utilization of tea resources is relatively large.The public service facilities in the built scenic spots are not perfect,and the public management is not enough.The cultural level of employees is generally low,the management ability is not strong,the management and service concept is backward and the level is not high.The ecological health care industry system has not yet been fully formed,and the comprehensive functional benefits have not yet been fully realized.The market is fiercely competitive and there are fewer tourists outside the city.Combining the advantages of the integration of tea tourism in this area is greater than the disadvantage,and the opportunity is stronger than the threat.Under the guidance of the theory of sustainable development,we should focus on growth-oriented strategies,supplemented by partial strategies of reversing strategies and competitive strategies,taking the initiative to attack and foster strengths and avoid weaknesses.Based on the analysis and the conclusions obtained,the following suggestions are proposed:(1)Strengthen government support and increase fiscal expenditure;(2)Using abundant resources to focus on creating special tea tours and ecological well-being;(3)Optimizing publicity platform to enhance brand image;(4)Improve infrastructure and improve service quality;(5)adhere to industrial integration and expand industrial chain;(6)introduce and cultivate talents to create new business entities;(7)protect ecological environment and promote sustainable development.