摘要
茶旅消费的兴起对茶产业和旅游产业高质量发展以及城市品牌提升具有十分重要的作用,能否发展和如何发展茶旅消费,成为当下研究焦点.文章从营销学的视角,分析外部环境状况并判断茶旅消费走向大众的可能性,认为因地制宜,发展茶旅消费正当时.同时,也发现当前茶旅消费促进尚存在缺乏核心吸引力、内容建设不足、产业链有待延伸、附加值不足、溢出效应发挥不够等问题,并借助ISMAS模型,围绕兴趣、搜索、口碑、行动、分享五大关键点提出了相应的路径对策,供茶旅经营者参考.
Abstract
The rise of tea tourism consumption plays a crucial role in the high-quality development of the tea industry and tourism industry,and in enhancing city branding.Whether and how to develop tea tourism consumption has become a current research focus.From a marketing perspective,this article analyzes the external environment and assesses the potential for tea tourism consumption to become mainstream,suggesting that it is an opportune time to develop tea tourism consumption tailored to local conditions.At the same time,it identifies existing issues in promoting tea tourism consumption,such as lack of core attractions,insufficient content construction,incomplete industrial chain,low added value,and inadequate spillover effect.Using the ISMAS model,the article proposes corresponding strategies focusing on five key points:interest,search,word-of-mouth,action,and sharing,for tea tourism operators'reference.
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