Spatial Production in Brand Generation of Tea Culture Tourism:A Case Study of Jingmai Mountain Tea Area in Lancang County of Yunnan Province
With the attention of tea culture tourism,the corresponding brand generation has also increasingly being paid at-tention to.This paper takes the construction of tea culture tourism brand in Jingmai Mountain Tea Area in Lancang County,Yun-nan Province as a case study,and uses Lefebvre's spatial production theory and Edward W.Soja's spatial dialectics theory to build a theoretical analysis framework.It is found that the generation of tea culture tourism brand space follows the trinity princi-ple of spatial representation based on material space,making good use of resources and capital to promote spatial practice,and relying on multi-subject participation in isomorphic representation of space.Brand space generation logic is a process of re-source integration innovation,collective memory shaping,and brand value production.The value orientation and action strategy of government and capital are the key influencing factors for the generation of leading brand,while villagers and tourists are the key influencing factors for the coupling of leading brand value.The revelation is that there needs to be key actors with vision and innovation during brand generation,co-construction and sharing is the key to do a good job in all-for-one tourism,and value coupling is the ultimate goal of brand space production.
spatial productiontea culture tourismtea area in the Jingmai Mountainbrand generation
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