Tea tourism and rural revitalization: insights and evidence from Zhejiang, China

Abstract

[eng] Rural revitalization has been paid great attention in China as a result of rapid socio-economic development, and officially established as a national strategy in recent years. The study aims to identify how the potential of tea tourism, as a specific form of rural gastronomic tourism, could contribute to regional revitalization, based on the strength of rich tea resources and authentic tea culture in China. From an actor-oriented perspective, the comparative case study in Zhejiang province shows that the current tea tourism practice in case areas is shaped by environmental and personal factors. Meanwhile, the potential of tea resources has not been fully integrated in tourism activities, as practitioners' operating capability has been restricted by conceptual issues and other self-limitations. Despite that, tea tourism becomes a key source to facilitate residents' livelihood and life quality, turning the situation of rural residents' outflow to inflow, and thus achieving various aspects of rural revitalization. Finally, practical implications are also discussed to offer enlightenments to regional tea tourism practice.