A Case Study on the Integrated Development of Tea Tourism Industry in Ethnic Areas – Talking Fengqing Black Tea Production Area in Yunnan As An Example

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Title: A Case Study on the Integrated Development of Tea Tourism Industry in Ethnic Areas – Talking Fengqing Black Tea Production Area in Yunnan As An Example
Author: Lu GuangMao
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: Graduate School
Academic year: 2566 (2023)
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Published:

Proceedings
PDF
The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021, pp.1189-1197

Abstract

China’s tourism industry has emerged as a significant sector. Tea culture, as one of China’s notable cultural elements, has endured for thousands of years. Presently, the Yunnan Fengqing Yunnan black tea industry is undergoing a transitional phase of development. The promotion of integrated development between the tea industry and tourism has consistently remained a pivotal subject for scholars to explore. This paper aims to examine the existing state of integration and develop ment within the tea tourism industry in China’s ethnic regions and to offer recommendations for advancing the tea tourism sector. Currently, there is limited research on the fusion of tea and tourism development, and empirical analyses of the factors influencing this integration are lacking.

The research objective of this paper is to employ the Yunnan Fengqing Yunnan black tea production area as a case study to analyze its developmental status and challenges. Subsequently, effective suggestions are formulated to enhance the economic amalgamation of the tea and tourism industries in ethnic regions. Therefore, this paper has the following research objectives: 1)To analyze the development status of Yunnan Fengqing Yunnan black tea production area; 2)To analyze the problems in the development of Yunnan Fengqing Yunnan black tea production area; 3)To provide effective suggestions for the integrated development of tea tourism industry in ethnic regions. The research methodology employed in this study is the documentary method. The paper takes the Yunnan Fengqing Yunnan black tea production area as a case study to investigate how the tea industry propels tourism evelopment and how tourism reciprocally stimulates tea sales. In order to achieve a symbiotic and coordinated advancement of the tea tourism industry in ethnic regions, this paper proposes recommendations for the integrated development of the Yunnan black tea industry and the tourism sector.

The research has disclosed that the initial step toward the integrated development of the tea tourism industry involves enhancing the synergy between the tea industry and the tourism sector. This entails mutual resource provision and value integration, which stands as the crux of integrated development within ethnic regions’ tea tourism industry. Furthermore, cultural promotion plays a pivotal role in fostering integrated development within the tea tourism industry. This necessitates the propagation of regional national and Tea culture to harness the distinct attributes of ethnic regions and effectively showcase the unique aspects of Tea culture and regional characteristics. Lastly, emphasis must be placed on the establishment of tea brands and the marketing of tourism products. Elevating brand recognition can underscore the distinctive advantages of ethnic minorities’ Tea culture in Yunnan. Consequently, the resulting synergy can facilitate the integrated development of the tea tourism industry in ethnic areas.

Keywords: tea tourism industry, integrated development, industrial chain


A Case Study on The Integrated Development of Tea Tourism Industry in Ethnic Areas – Talking Fengqing Black Tea Production Area in Yunnan As An Example

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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