Research On The Development Of Tea Culture Tourism In Rizhao City From The Perspective Of Tourism Experience

With the continuous improvement of the living quality of Chinese residents,people's concept of tourism has also changed a lot.Tourists are no longer only satisfied with the traditional sightseeing tour,but towards the experience and participation of the way of tourism.Tourists pay more attention to tourism products with functions such as health,participation,experience,leisure,green,ecology and interaction,and pursue personalized services in exchange for physical and mental satisfaction.Under this background,tea culture tourism develops rapidly and grows stronger.Therefore,it is of great practical significance to explore the influencing factors and satisfaction evaluation of tea culture tourism from the perspective of tourism experience for improving the development of tea culture tourism.This study takes Rizhao City,the most successful experimental site of "introducting tea from the south to the north",as the research area.Combining with the development status of tea culture tourism in Rizhao City,this paper applies the tourism motivation theory,HSQM(Hierarchical Service Quality Model)theory,expectation and satisfaction theory to construct the evaluation index system of tourists' expectation and actual performance on tea culture tourism in Rizhao City.Based on the questionnaire data and factor analysis method,the paper extracts the influencing factors of the development of tea culture tourism in Rizhao City.With the help of IPA(Importance-Performance Analysis)method,the satisfaction of tourists to the tea culture tourism experience in Rizhao City was analyzed.Independent sample T test and one-way analysis of variance were used to study the differences in tourist satisfaction.Based on the evaluation results of tourism experience and tourists' satisfaction,this paper puts forward the development plan of tea culture tourism in Rizhao City.The main conclusions are as follows:(1)The five influencing factors of the development of tea culture tourism in Rizhao City are "tea culture tourism product experience","scenic spot infrastructure experience","scenic spot characteristic experience","service quality and tea culture atmosphere",and "staff image"."Tea culture tourism product experience" is the most important influencing factor,covering seven indexes including tea culture knowledge learning,tea tasting,tea brewing and drinking experience,tea art performance,tea catering experience,tea making experience and tea picking experience.The second influencing factor is "infrastructure experience of scenic spots",which covers five indicators: harmonious and unified architectural style,reasonable facility layout,safe and convenient traffic,clean and sanitary,and perfect accommodation facilities.The third influencing factor is "characteristic experience of scenic spot",which includes four indexes: special souvenirs of scenic spot,ethnic customs of scenic spot,obvious regional cultural characteristics,and more entertainment items of scenic spot.The fourth influencing factor is "service quality and tea culture atmosphere",which covers three indicators: service attitude of staff,communication with service staff and tea culture atmosphere of scenic spot.The fifth influencing factor is "staff image",which covers two indicators: security situation of scenic spots and staff dress.(2)From the perspective of tourists' satisfaction with tourism experience,the actual performance of the other 19 indicators is different from the tourists' expectation,except for the staff dress and the public security situation in the scenic spot.Among them,the seven indicators related to "tea culture tourism product experience" performed the worst,which needed to be improved.The indicators related to "scenic spot characteristic experience" and "service quality and tea culture atmosphere" are not so good and need to be improved.The indicators related to "infrastructure experience of scenic spots" performed well,but they also needed to be improved actively.Indicators related to "staff image" performed best,so just keep it up.By analyzing the difference of tourists' satisfaction with tourism experience,it is found that tourists of different genders,different ages,different educational backgrounds,different incomes and different times of visits have different influencing factors on the development of tea culture tourism in Rizhao City.(3)Based on the evaluation results of tourism experience and tourists' satisfaction,the paper puts forward the development plan of tea culture tourism in Rizhao.Three major principles have been formulated,namely,the principle of deep experience,the principle of local nature and the principle of market orientation.Six products are designed,including tea production experiential tourism products,tea art experiential tourism products,tea health experiential tourism products,sightseeing experiential tea culture tourism products,research experiential tea culture tourism products,accommodation and shopping experiential tea culture tourism products.Five types of scenic spots,namely large-scale experiential tea tourism complex,experiential tea culture tourism resort,experiential tea tourism education base for research and study,experiential tea tourism scenic spot for health and health vacation,and tea tourism town,will be built to promote the healthy development of tea culture tourism in Rizhao.