Research On The Construction Of Creative Design System Of "Tea Culture +" From The Perspective Of Cultural And Tourism Integration

Under the background of cultural and tourism integration,the integrated development of cultural and tourism industry drives the rapid development of cultural and tourism industry.Tea is one of the basic industries of Chinese agriculture,and tea culture is an excellent traditional culture of the Chinese nation.Under the contemporary tourism consumption concept of both material basis and spiritual value,tea culture tourism for leisure purposes is gradually favored and pursued by people.As the largest tea producing region,tea culture in different regions is greatly different due to regional human nature,customs and other factors.However,due to the pursuit of consumers and the stimulation of market consumption,tea culture tourism and product creative development are faced with many problems and challenges.First,the excavation of tea culture only stays on the surface features,and the connotation spirit and core value of tea culture have not been fully expressed and demonstrated.Secondly,tea culture creative products,tea culture tourism and services have not been systematically developed and innovatively,making tourists fail to feel the experience and humanized service of tea culture tourism.Third,the brand concept is not strong,the development experience is insufficient,the local resources are not used,the homogenization is serious,become the same scene,can not play the regional tea culture characteristics,so that the tea culture industry can not be sustainable development.This paper takes tea culture as the entry point,conducts in-depth research on tea culture industry,takes tea culture tourism as the core industry,conducts in-depth research on the creative design system of tea culture tourism,improves the influence of regional tea culture and the integrity of the industrial chain,and finally achieves economic prosperity and people’s happiness.Firstly,the theory of tea culture,tea culture tourism and cultural creative industry was studied in the early stage.Based on the previous research,this paper conducted in-depth research on tea culture through literature research,case analysis,questionnaire survey and other methods,and summarized the methods and experience for the development of regional tea culture creative industry in view of the existing domestic development mode of tea culture tourism.Secondly,through the construction of the "tea culture +" creative design system,the construction principles,construction needs and construction strategies are proposed,and the systematic construction methods and paths are given.Finally,by taking Kochun green tea as the design practice object,with the help of brand design,service design,digital media and other creative design,the construction theory and practical projects are combined to verify the "tea culture +" creative design system,and finally show the results of theory and practice.The innovation points of this project are mainly reflected in the following aspects:(1)Establish the "tea culture +" creative design system,provide more design methods for the creative design of tea culture,provide creative development paths for local tea culture,and establish a systematic tea culture industry.(2)Through theory and design practice,the combination of local culture and tea culture is deeply explored to create more added value for the industry.(3)Under the background of cultural and tourism integration,it lays the foundation for inheriting tea culture and going global,increases the vitality of rural tourism,provides guarantee for local economic development,and finally realizes rural revitalization.