茶旅游发展中的茶农角色参与:南糯山、老班章案例  

The Development of Pu'er Tea Tourism Development in the Perspective of Tea Farmer Participation:Case Studies of Nannuoshan and Laobanzhang

作　　者：林清清[1] 保继刚[2] 

机构地区：[1]华南师范大学旅游管理学院,广东广州510631 [2]中山大学旅游发展与规划研究中心,广东广州510275

出　　处：《旅游论坛》2015年第4期1-8,共8页Tourism Forum

基　　金：国家自然科学基金(41171111);广东省自然科学基金项目(10451063101006300)资助

摘　　要：云南普洱茶旅游近年发展较为迅速,以云南普洱茶的重要产地西双版纳的南糯山和老班章为案例进行研究,运用参与式观察、深入访谈等方法收集资料,认为茶农在普洱茶旅游发展过程中起到了重要作用,主要体现在经济方面,通过提供旅游吸引物、提供旅游支持系统、直接提供旅游服务及配合上游旅游机构等起到旅游供给重要力量的作用;体现在文化方面,通过保护品牌行动、主客互动促游客体验及诚信推进形象塑造等行动成为目的地形象的主动维护者,并与作为供给的重要组成作用合力共同促进目的地的可持续发展。茶旅游与葡萄酒旅游一样涉及三大产业,茶农通过三大产业的不同形式参与到茶旅游中来,且不同类型和阶层茶农发挥的作用也不同,当然,茶产业的迅速发展也使茶产地面临一些挑战,如茶乡出现了阶层分化,茶农在物质财富增长的同时也出现一些新的困惑等。In recent years, Pu＇er tea tourism development in Yunnan is developing rapidly. Based on participant observation and in-depth interviews, this paper tries to explore the roles tea farmers play in the development of tea tourism by the case study of Xishuangbanna. The research shows that in perspective of economy, tea farmers play an important role as provider of tourism supply as well as tourist attractions, tourism supporting system, tourism service and collaboration with the upstream tourism or- ganization, and in the perspective of culture, tea farmers play an important role as creator and vindicator of destination image by taking actions in protecting local brands, creating friendly host-guest interactive experience and establishing credibility and integri ty in promoting destination image. The above two roles by tea farmers are helpful to keep the sustainable development of tea des- tination. What＇s more, tea farmers participate in tea tourism in approach of three main industries and different roles are played by tea farmers from different levels. While with the development of tea industry, tea producing regions are facing some challenges, such as the class differentiation among tea farmers and new confusions faced by tea farmers with the growth of wealth.

关 键 词：普洱茶旅游 茶农 南糯山 老班章 

分 类 号：F592.7[经济管理—旅游管理] F327[经济管理—产业经济]