杭州茶文化产业发展 - 大学论文

毕 业 论 文 开 题

题 目：Tea Culture and Hangzho

Tourism 学 号： 姓 名： 王 刚 学科专业： 旅游英语 指导教师： 楼 静

浙江旅游职业学院教务处制

2012年10月15 日

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Contents

1. Brief Introduction of Hangzhou tourism 2. Brief in Hangzhou Tea Culture 2.1 The Healthcare Value of Tea 2.2 The Tea Industry in Hangzhou 2.3 The Core of Tea Culture

3. The Influence of Tea Culture in Hangzhou Tourism Industry 3.1 The Status of Tea Culture in Hangzhou 3.1.1 The Culture of Teahouse in Hangzhou 3.1.2 The Tea Garden in Hangzhou

3.1.3 Tea-picking, Tea-making and Tea-Tasting 3.1.4 The Performance of Tea Ceremony

3.2 The Influence of Tea Culture in Hangzhou Tourism 3.2.1 An Indispensable Part of Hangzhou Tourism

3.2.2 The Promotional Function for Hangzhou Tourism 3.2.2 The Promotional Function for Hangzhou Tourism

4. The Problems and Suggestion of the Further Development 4.1 The Disordered Administration and the Weak Publicity

4.2 The Lack of Excellent Tour Schedule and Lonely Products for the Tea Culture 4.3 The Suggestion of the Development of Tea Culture: Conclusion

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Tea Culture in Hangzhou Tourism

(Wanggang Tourism College of Zhejiang Hangzhou 311231)

(王刚 浙江旅游职业学院 杭州 311231)

【Abstract】 This paper will introduce the tea culture in Hangzhou firstly, and introduce the tea

culture includes: the tea house, the tea village, tea ceremony, the skills of tea-picking and tea-making, and the status of Hangzhou tea culture, Tea culture is closely related with tourism industry, meanwhile, tea culture is also a capital tourists resource. Secondly this paper has introduced the influence of tea culture in Hangzhou tourism. Then, this paper has analyses the problems of the development of tea culture, for example, the disordered administration of tea market, and the weak publicity for tea culture, it also come up with some suggestion and solution. Finally I have improves my own idea of the further development of Hangzhou tea culture. 【Key word】 Tea Culture, Hangzhou Tourism, Problems, Suggestion

【摘要】 本文首先介绍了杭州的茶文化，详细介绍了杭州的一些茶馆，茶园，茶艺，以及采茶制茶工艺等茶文化现象，以及杭州茶文化现状，茶文化和旅游产业发展有着非常密切的关系，也是一项重要的旅游资源，作为一种重要的旅游资源，本文接着说明了杭州茶文化对杭州旅游所起的重大作用，最后，本文对杭州茶文化旅游发展中所出现的一些问题做了分析，比如，杭州茶叶市场管理不善，对茶文化宣传力度不够等，并对这些问题提出了自己的建议以及解决方案，最后，作者对如何更好的发展杭州茶文化提出了自己的见解。 【关键词】 茶文化，杭州旅游，问题，建议 1. Brief Introduction of Hangzhou tourism

Hangzhou is the capital of Zhejiang Province and one of the seven ancient capitals of China. It was described by Italian traveler Marco Polo as the finest and most luxurious city in the world. The West Lake scenic area contains over 60 cultural relic sites and several attractions of natural beauty, and a cruise on the lake is a good option to view several sites. Hangzhou is also a good place to visit a tea plantation. 2. Brief in Hangzhou Tea Culture

As the producing area of tea, Hangzhou has a long development history of tea, in the long term practice, Hangzhou has formed the deep tea culture heritage, such as the culture of teahouse, the landscape of tea village, the elegant tea ceremony, and the exquisite skills of tea-picking and

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tea-making. In addition, the healthcare value of tea has made it more popular. Meanwhile, there’re some famous tea produced in Hangzhou, such as the Jignshan tea in Jingshan Temple, the Dragon Well tea in the West Lake, Yuye tea in Qiandao Island, and Yinzhen tea in Qiandao Island. 2.1 The Healthcare Value of Tea

It has been being widely accepted in China that tea is a good drink for preserving one's health. Researched found that the catechuic acid, cholestenone, caffeine, inositol, folic acid, and pantothenic acid that tea contains can work together to prevent and restrain adiposity, and many examples have proved that drinking tea, gargling or brushing one's teeth with tea, or chewing tea-leaves are effective with problems of saprodontia and bromopnea. Also, clinical experiments discovery that people who drank three bowls of Tuo tea (a bowl-shaped compressed mass of tea leaves) had a decline of 13% in their blood fat, and their cholesterols were decreased, too. The following table is the main medical effects of green tea, black tea, white tea, and scented tea commonly accepted in China as well as some medical research results. Take green tea as example, it has health care value below:

1) Anti-aging: the antioxidant green teas contain is conducive to ageing.

2) Antibiosis: Studies shows that the catching green tea contains can restrain some

bacterium that causing diseases without harming the multiplying of beneficial bacterium.

3) Anti-atherosclerosis: Some experiments show that the catching in green tea can

restrain platelet aggregation and reduce the incidence of arteriosclerosis; besides, the flavones in green tea with ant oxidation can prevent blood coagulum and reduce the incidence of angiocardiopathy.

4) Slimming: The theophylline and caffeine in great tea can activate protein kinas and

triglyceride, which is helpful for decreasing the accumulation of adiposity. 5) Preventing saprodontia and curing bromopnea: The fluorine green tea contains can

restrain the germs that causes saprodontia and reduces the incidence of dental plaque and periodontitis; and the tannin can stop food orts from germ-breeding so that bromopnea can be treated.

6) Skin-whitening & anti- ultraviolet rays: The catchiness in green tea can resist the

UV-B which can cause skin cancer.

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7) Treating dyspepsia: Resent research reports show that green tea works well in

improving dyspepsia. For example, drinking some green tea can relieve acute diarrhea caused by bacterium.

8) Preventing cancers: Search on this effect is still in inference, but in China it is

widely accepted that green tea is useful for cancer prevention.

2.2 The Tea Industry in Hangzhou

Tea culture is defined by the way tea is made and consumed, by the way the people interact with tea, and by the aesthetics surrounding tea drinking, it includes aspects of: tea production, tea brewing, tea arts and ceremony, society, history, health, ethics, education, and communication and media issues

Hangzhou is a well-known historical and cultural tourist city with profound tea culture heritage. When it comes to Hangzhou, except for the beautiful west Lakethe famous Hangzhou tea (tea culture) will appeared in people’s mind. Besides the Westlake Hangzhou tea culture has been a unique” name card ”.in Hangzhou tea was produces in the mountains among the West Lake, when tea first produces in Hangzhou and who first painted the tea ,different people has different versions. In tea classic written by Luyu in tang dynasty it accounted that tea was planted near the Tianzhu temple and Linyin Temple. in north song dynasty, when Su Dongpo served as the governor of Hangzhou he has researched the tea in west lake, he believed that the earliest tea tree was brought from Tiantai county by a Southern Dynasties poet named Xie Lingyun when he came to Tianzhu temple to translated the Buddhist scripture, then it was planted in Xianglin cave in the foot of the peak fling from afar. The statement of Su Dongpo was consistent with the record of the tea classic. Conclude it from this point the tea in the west lake was first planted in the Northern and Southern Dynasties, up to now it has a history of over 1500 years, in Tang Dynasty people drinking tea and pay particular care to tea leaves. In South Song Dynasty Hangzhou tea culture has welcome its heyday, people brought the mew method of tea-planting, tea making and tea feast through the old on the one hand. And spread Chinese tea culture abroad by the eminent monk who came to china and study Buddhist scripture in Song government. In Qing Dynasty, the emperor Qianlong pay his inspection tour to the region South of Yangtze River and he only love the Dragon Well Green Tea deeply, as a consequence; the Dragon Well Green Tea was known to all the Chinese, and enjoy a higher status among Chinese tea, the Dragon Well Green Tea has been the representative of all the

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green tea to a certain extent, From the later Qing to the Republic of China,Hangzhou’s tea industry has been prosperous than ever, and became the famous place of tea’s producing and the tea business center.

Nowadays Hangzhou has many institution of tea, such as the department of tea in Zhejiang University, China International Tea Culture Research Association, China Tea Museum, China Tea Association, National supply and Marketing Cooperative national tea quality inspection center, all these are the rare resources and the solid foundation for Hangzhou to develop its tea industry 2.3 The Core of Tea Culture

In the process of development of tea culture, Hangzhou has become the notable region for tea producing and a variety of the phenomenon of tea culture has derived, such as the beautiful scenery of tea village, form the Longjing tea village to the Jingshan tea village, Qingding tea village in Tianmu mountain, everywhere in the tea village appears bright and beautiful. In a long term practice, the tea grower in Hangzhou has accumulated a whole set of exquisite technique of picking tea and making tea, this is the basis for dragon well green tea become the top of Chinese famous tea. Hangzhou is a good place for growing tea, in this case, the green tea in Hangzhou has gain the distinctive quality, for example, the famous dragon well green tea known to all the tourists for ” the green color, the Fragrant, the Sweetness, and the elegant shape”. The attractive anecdote and the old tradition have formed based on the close relationship between tea culture and people’s daily life, and the well-developed tea industry in Hangzhou. The diversify tea ceremony. The tea poems, tea words and the tea couplets suit both refined and popular tastes.

Meanwhile in the long term development, tea planting, tea picking, tea making, tea tasting and relevant variety tea customs, concept has become a capital part of China's cultural system, as a kind of carrier, tea has become the epitome, of china’s traditional culture. Its basically behave in: firstly with the combination of Confucianism, Buddhism, Taoism-the quintessence of traditional culture and the process of drinking tea, the spirit of the tea ceremony has formed. Secondly, Tea artistry, including tea’s Bake, Selection of water, tools, tasting and drinking, is a special process of Art, demonstrate the traditional Artistic aesthetics. Thirdly, take the process of the tea ceremony as a process of cultivate the spirit, emphasize the self-improvement in tea ceremony for the sake of the formation of elegant character.

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3. The Influence of Tea Culture in Hangzhou Tourism Industry

Hangzhou tea culture has the long development history and the deep heritage, nowadays, with the development of Hangzhou tourism, tea culture has been a important tourist resource, and played a indispensable role of Hangzhou tourism, 3.1 The Status of Tea Culture in Hangzhou

Hangzhou tea culture has a long history, of long standing and well-established, and it sis fantastic. There are lots of tea culture tourism program, such as, the famous historic and cultural sites, the producing area of famous tea, The Tea Museum, leisure teahouse, the performance of tea ceremony and so on, are of great future potential and unique tourism program. Since ancient times, Hangzhou has been the producing area of noted tea, tea culture in Hangzhou has a long history and a solid foundation, in china, Hangzhou has the great resource of tea culture tourism, such as the old, appealing legend and anecdotes, exquisite technology of tea’s picking and tea’s making. The teahouse in Hangzhou has a long history, with a Large number, is one of the foundation of develop tea culture and leisure tourism. at the moment Hangzhou tea culture tourism mainly including several type as Sightseeing tour, Leisure tour, Tea culture exhibition tourism, the tourism related with tea culture.

As a representative, dragon Well tea plantation, Dream of the tiger spring, Meijiawu tea village, china tea museum, Jingshan temple, they combined with sightseeing, leisure, resort, and themed tourism. The ever-increasing Hangzhou tea culture tourism is based on the unique and great resource of tea culture tourism. Now this is going to introduce the tea culture from teahouse culture, tea garden, tea’s making, and tea ceremony. 3.1.1 The Culture of Teahouse in Hangzhou

If you're an avid tea drinker you've probably had at least a few cups of Longjing - or Dragon Well - tea, a variety known for its smooth leaves, fragrant scent and subtle taste. Hangzhou is famous for its historical sites and natural beauty - and not surprisingly, for its teahouses, which are more than simply places to drink tea. They are scattered across the city, particularly in the West Lake area, and most popular in springtime when the best Longjing is harvested、

Teahouses in Hangzhou can be traced back to at least the Southern Song Dynasty (1127-1279). According to Meng-liang-lu, a book describing the dynasty's capital Lin'an - the ancient name for Hangzhou - the city then had many diverse and well-appointed teahouses lining its main

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thoroughfares. Before the \revolution\(1966-1976), Hang Zhou’s teahouses also had information centers and rooms for social gatherings, said Zhu Jiaji, chairman of Hangzhou Teahouse Association, and general manager of Hu Pan Ju Teahouse.

Nowadays, there’re currently 778 registered teahouses in the city and more than 400 household teahouses surrounding Longjing village. The Hangzhou teahouses have several features. They emphasize making tea with famous water, and tasting it in an excellent environment, thus achieving the true objective of tea art. In Hangzhou, most tearooms are elegant, simple and unsophisticated. Hangzhou teahouses are called tearooms because of their elegant, quiet and beautiful artistic conception. Small shops attached to the tearooms sell handiworks such as Hangzhou fans, bamboo carvings, small images of Ji Gong, or West Lake lotus root starch. People feel that the lake and sky, and they themselves and the tea are at one when they drink tea in the tearooms along the Su and Bai causeways; when they appreciate the gurgling Running Tiger Spring and its folk stories, they can sense the wonderful Taoist celestial atmosphere. When they drink Longjing tea while listening to the gurgling spring and the clear and melodious sound of bells, watching the wreaths of incense smoke and the devoted Buddhists chanting in the Temple of Inspired Seclusion, visitors will realize the truth of Buddhist allegorical words or gestures even if they themselves are not Buddhists. Decorated with paintings, calligraphy and poetic prose works, the Association of Tea Connoisseurs beside the Xileng Printing Office has a learned and refined style. Thus people can feel tea's cultural flavor in Hangzhou tearooms not only because of the methods of brewing and making tea, but also because of the historic atmosphere. Tea is full of celestial airs, for it is produced in the area where the remains of holy hermits and immortals lay

There’re some famous teahouses as below: English mane Chinese mane Average Cost CNY63 CNY62 CNY100 Qingteng Teahouse 青藤茶馆 (qīng téng chá guǎn) Xinyuan Teahouse Hu Pan Ju Wen Ying Ge

3.1.2 The Tea Garden in Hangzhou

心源茶楼 (xīn yuán chá lóu) 湖畔居茶楼 (hú pàn jū chá lóu) 闻莺阁茶楼(wén yīng gé chá lóu) CNY60 7

Tea tree is of the characteristic of thermophilic, hygrophilous; its plantation environment required a certain height, diffused light and proper Vegetation condition and Temperature and humidity conditions. As the consequence, the place where has the tea tree growing is a beautiful place with the natural environment and beautiful version, some of them becomes the popular tourist attraction that people dreamed of. In essence, the course of tourism is a process for people who are free to back to nature and to experience the nature life and appreciate the beauty from different versions.

Touring in Hangzhou, there are lots of tea gardens in a chain of mountains, you can also find teahouse everywhere when you walking in the streets. People usually have a chat with a cup of tea to understand the human history of Hangzhou and the experience or the skills of tea’s planting and tea’s making. The tea gardens in Hangzhou usually located near the green hills and the streams with beautiful country scene, such as Meijiawu tea village, Longjing tea village, both them are the producing area of green tea as well as the famous tourist attraction.

Take Meijiawu tea village foe example. Meijiawu Tea Village is nestled in the hinterland of West Lake District, and it is renowned as one of the most important tea production bases. It is a must to visit Meijiawu if you would like to learn something about the brilliant past and equally bright future of tea in China. Meijiawu Village in particular is reputed for its history of serving exquisite tea. Here elaborate tea taking ceremonies are held, you will be able to understand why partaking in tea ceremonies is of such importance for Chinese. This picturesque village will enable you to experience the pleasure of a perfect cup of tea, watch several tea ceremonies and most interesting selected tea under professional supervision. Chinese tea can be of different varieties, and you might require some advice or help in selecting a particular type or brand for your own taste buds.

3.1.3 Tea-picking, Tea-making and Tea-Tasting Tea-picking

The words \days of tea cultivation people might have climbed up the tea trees and chopped off the tips of the branches. As tea plants in certain southern areas are trees of rather tall stature, some locals trained monkeys to pick tea leaves for them. Nowadays, tea leaves can be picked by machine; nevertheless, hand-picking is still preferred in many places, as it is felt that this is the only way to

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meet the special tea-picking requirement for preserving the traditional varieties of tea. in the long term practice, the farmers in Hangzhou has fund a exquisite skills for tea’s picking and tea’s making, based on this, caicha opera and Tea-picking Dance ahs formed, and become a indispensable part of tea culture tourism.

Tea-making

Generally speaking, the modern tea making methods include ten steps: picking, sun withering, pan firing, rolling, group of kneading, pile fermenting, dry, coarct, Autoclave expansion. With traditional tea-making processes, the daily weather — including humidity and temperature — must be taken into account during every step of the process. Sight, smell, and touch are also used during the process to determine the tealeaves’ level of oxidization and when to proceed to the next step, which is how you get rid of weed-like odors, and unwanted flavors, and ensure that the fragrant aromas and abundant nutrients of the tealeaves are preserved.

The Roasting technology of dragon well green tea is of exquisite workmanship. When roasting tea, the roaster changes the method now and then, very clever. It's known in English as Dragon Well tea, and is praised for its clarity and depth of flavor as well as the technique of its production. It is one of the few teas remaining that is processed exclusively by hand - resulting in a leaf that is completely unbroken. All of that man-powered labor is reflected in its price. Tea-Tasting

The order of tea-tasting is not to quench one's thirst; it emphasizes the spiritual enjoyment, and regard tea-tasting as a appreciation of art and the appreciation of life. When tasting tea, people should pay particular care to the process of tasting, appreciate tea deeply. People should choose a quiet and elegant environment with fresh air, use clean tea cups and tea sets, and use mineral water of a high quality.

Since the ancient times, the common people in the Dragon Well tea region have not only planted and made tea, but also appreciate and drink tea as well. Hangzhou people are very particular about the water used for making tea. Making West Lake Dragon Well tea with Tiger Spring water can not only make tea water clear and bright, but can fully reveal the fragrance of the tea and improve the diffusion rate of substances in the tea leaves as well. Therefore, “Dragon Well Tea and Tiger Spring” are called “two treasures in the West Lake region”.

But if you are traveling in Hangzhou, you must try a cup of West Lake Longjing tea made of

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Hupao Spring water.

3.1.4 The Performance of Tea Ceremony

As for tea ceremony, not only indicate the skills of tea’s Brewing, but also including the Artistic aesthetics through the whole process of tasting tea. In Chinese history, people usually pay particular care to the selection of tea, the selection of water, the tools, the process of brewing tea and tasting tea when they tasting tea. Tea, should be produced in the famous producing area, tea has the good name for it’s shape: 莲蕊(pinyin lianxin, means Lotus pistil), 旗枪(pinyin qiqiang, means the Flag guns or pennon), 雀舌(pinyin queshe, means Sparrow Tongue). Water, should be the water from the springs, rivers, well, the natural drops is considered as the” the water without root”. Tea things, should have the character of Exquisite workmanship, and have the cultural connation at the sane time. The brewing of tea, should balance water with fire, and require the Coordination of the five elements. Offer tea, should pay attention to the manners. The environment of tasting should be elegant and quite, emphasize the coordination of nature and spirit.

When tasting tea, people usually has the pursuit of beauty at the first place, and cultivate their spirit and morality, harmonize the interpersonal relationships, to show the elegant, respect, to others, in long term practice, people have performed this mental process through the certain, this is the tea ceremony, tea ceremony is the form of tea culture as well as the core of it, the tea customs has developed as the ceremony, as the rules of operation, it has the function of spread tea culture and easy to learn, meanwhile the core spirit is inside, this is whet it has conveyed.

Hangzhou tea ceremony usually combined with the Characteristic teahouse. Generally speaking, the custom of drinking tea is originated from Han Dynasty (202B.C~220AD), with the popularity of drinking tea, teahouse has appeared. In terms of the way of drinking tea of Hangzhou citizens, in song dynasty(960AD~1279AD) and Ming dynasty(1368AD~1644AD) it has been detailed recorded, it is a kind of tea room closely related with the art, tourism, and leisure, for example, in song dynasty, Hangzhou has the Huacha tearoom, means the place where the beauty met the hero, this kind of tearoom is decorated in high-level, and equipped with lyre-playing, chess, calligraphy and painting, Tea and art has closely combined, and developed as today’s teahouse in Hangzhou.

Hangzhou, as the “the capital of tea and silk”, has rich tea culture atmosphere, tourists are

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very interested in it, especially for the tourists from Japan, Korea, Malaysia, Singapore, and some western countries. Hangzhou as “the capital of tea and silk” has attracted a vast number of travelers for its rich tea culture, especially the traveler form Japan, Korea, Singapore, Malaysia, and some western countries. Tea ceremony is the art performance of drinking tea, combined with philosophy, history, music, dance, calligraphy, painting, poem, tea things, art, is the epitome of rich Chinese tea culture resource, when drinking tea, people can experience the extensive knowledge and profound scholarship of tea culture. 3.2 The Influence of Tea Culture in Hangzhou Tourism

As the important tourist resource, tea culture has been an indispensable part of Hangzhou tourism. Tea culture is helpful to the development of Hangzhou tourism. The social function of tea culture is getting clear, and it will helpful to the formation of ideal environment and atmosphere of tea culture tourism.

3.2.1 An Indispensable Part of Hangzhou Tourism

With the deep development of reform and opening policy, as a costal city with abundant tourism resource, Hangzhou is uniquely positioned to develop tourism industry; more and more people come to visit Hangzhou. Nowadays, Hangzhou, as “the capital of tea” and well-known tourist city, has Enjoy high reputation among china and abroad. The dragon well green tea, is at the top of Chinese green tea, and also enjoyed a high reputation among Chinese. Since ancient time, Hangzhou was the main producing area of the dragon well green tea, therefore, it is a must for travelers in Hangzhou to buy，on this case, Hangzhou tourism industry has pushed directly. Meanwhile, tea is a kind of goods, and a special tourism program, it is a necessary tourist program for tourist agency when they design the tourist route in Hangzhou, more and more people believed that touring in Hangzhou, it is a must to buy some dragon well green tea. On one hand, it has created enormous economic benefits, on the other hand, it give a effective publicity to Hangzhou tourism. Tea culture is helpful to the development of Hangzhou tourism, and become a indispensable part of Hangzhou tourism.

3.2.2 The Promotional Function for Hangzhou Tourism

As the representative of the famous, high-quality tea, the dragon well green tea is become more and more important in tea industry. Meanwhile the Dragon Well Green Tea is one of the green tea in the world which has the largest production and share the most share in the world

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market. Nowadays, tea industry has provide many opportunities for the farmers in mountain area to increase their in come on one hand, tea culture industry is also the important method for Hangzhou to make itself become a cultural city and international leisure center. In recent years, the Hangzhou municipal government attaches more importance to the tea culture industry, develop natural attractions of beauty and peacefulness and Rich cultural and historical resources, propose “tea is the national drinking; Hangzhou is the capital of tea”. Now Hangzhou has more than 1000 teahouse, the volume of business of teahouse is at the forefront of our country, Hangzhou also has 8 high-level tea institutions with the superior strength and Enormous influence. Every year, the nationwide tea Exposition and tea trade fair, was held in Hangzhou, West Lake International Tea fair was held in Hangzhou, which has greatly promote the development of Hangzhou tea industry, what’s more it has pushed the development of Hangzhou tourism industry.

The social function of tea culture is getting clear, main show is in: Carry forward the traditional virtues, show the Arts and culture, Engage in self-cultivation, cultivate one’s spirit, advance the improvement of social civilization and promoting development of trade and economy. Meanwhile tea culture has the function of improve people’s quality of life, and enrich people’s cultural life. Tea culture has infotainment, interesting, recreational characteristic, people can enjoy a sense of beauty when they drinking tea or enjoying the tea customs or tea ceremony the tea culture can promotes the openness to others and advance the international cultural communication. With the frequent communication of international tea culture, tea culture has gone over the border and became the common spiritual wealth of human civilization. Since tea culture turns in the direction of tourism market, tea culture play a leading role to combine the tea culture with the tourism facts—the route of the tea culture tourism, the landscape and attractions of tea, the selling of tea, tea Restaurant, the party Entertainment of tea, all this things are linked up. Enrich the Tourism content, and it will helpful to the formation of ideal environment and atmosphere of tea culture tourism.

4. The Problems and Suggestion of the Further Development

The beautiful mountain and the water around the west lake has breeds the Dragon well tea, Hangzhou, as a famous historical and cultural city, has attract a vast number of man of insight, and lots of articles and poems has left.

In a long time, tea is closely connected with people’s daily life just like firewood, rice, oil salt,

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sauce, vinegar. In a long time, expect for tasting tea, people also has the pursuit of tea:” elegant, respect, harmonious”. In west lake area, the experience of Bai Jvyi and Buddhist master Taoguang taste tea tighter is still fresh in people’s minds. During the tang and song dynasty, there are so many famous people love tea and had lots of poems about tea left, such as Bai Jvyi, Fanzhongyan, Sushi, Luyou,, has made an ever lasting contribution to the development of Hangzhou tea culture. In 2005,10 authentic institution including China Tea Association and China International Tea Culture Research Association gang up to give Hangzhou the title of “the capital of tea”. As tea capital, tea culture in Hangzhou has revealed the brighter future, Hangzhou tea culture tourism as a new tourism program, based on the natural resources. West Lake Longjing Tea Festival and West Lake Tea Culture Expo have attracted more travelers both domestic and abroad, and created good economic benefits and social benefit; however, there are some problem existed. 4.1 The Disordered Administration and the Weak Publicity

Some unique Festival activities such as: West Lake Longjing Tea Festival, China Tea Expo, International tea town fair could have served as the excellent forum for tea culture tourism, but didn’t work as we imagined. The disorder of market administration and administrative setup, have a negative impact on the development of the west lake dragon well green tea. In the next place, some tourism resources in Hangzhou has not used fully, On the other hand, in order to make more profits, so many travel agents put emphasis on the shopping in tea shop; the publicity of tea culture is just server to the sale of the tea. As the consequence, people can find pinchbeck tea everywhere in Hangzhou, and more and more people have the guided mind. A vast number of tourists don’t want buy tea in tourist area, not only the development of the tourism industry, but also had some vicious circle created.

Overall, the propagandist strength of Hangzhou tea culture tourism should be enhanced, for Hangzhou citizens and the tourists, they can get a further understand of the tea culture through the West Lake Longjing Tea Festival or other tea festivals, a favorable environment for tourists experiencing tea culture could be created, for example, to attract tourists via some song and dance on the subject of tea culture and some Folk Lore Performance is a good way for the propaganda of tea culture, it will be helpful to the improvement of the popularity of the Hangzhou tea culture tourism. We should have emphasis when we spreading the tea culture, pay more attention to the introduction and the excavation of the connotation and the characteristic of tea culture. Some

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relevant departments should enhance the administration of Hangzhou tourism market, must guard against intent on nothing but profit, to create a atmosphere of tea culture and unique Tourism Environment, improve and perfect the local Tourism management method

4.2 The Lack of Excellent Tour Schedule and Lonely Products for the Tea Culture

Hangzhou tea culture has composed unique tourism resources of humanity and history and Hangzhou tea culture has the advantage superiority to develop tea culture tourism. It is a pity for Chinese tourism that we lacking the exclusive tourism route themed on the tea culture, and the structure of tourism product are very simple. The form of the tea culture tourism is just picking tea leaves in tea garden, shopping and enjoy the performance of tea ceremony, in stead of the individualized activities which attach more importance to personalized demands of consumers. Even though Hangzhou has rich tea culture tourist resource, the distinctive and high-quality tourist route is unwonted. Expect for some place such as the Meijiawu tea plantation, Longjing tea village has stable source of tourist, most place can’t reach its largest value in tourism.

Importance should be given to the mental experience of tourist of tea culture tourism. Conductors should not pay more attention to the Material content; consideration must be given to the culture and social values at the same time. the development of the tea culture tourism products should attach more importance to personalized demands of consumers, and the mental characteristic, lifestyle, attitude toward life, behavioral patterns of consumers should be carefully studied, sensory experience of human being should be fully developed, so as to strike a chord in the heart of tourist and make them fall in love with tea culture tourism. For most people they care more about health care, when they are touring them put emphasis on the function of health care of tea. Meanwhile the form should be diversified; the structure and the connotation should be enriched. Set up a new image of “tea capital” in china, after the beautiful west lake, the “tea capital “will be another tourism name card of Hangzhou. 4.3 The Suggestion of the Development of Tea Culture:

Spread Hangzhou Tea Culture

Since 1980s, the tourism industry in our country is on the upgrade. China’s natural scenery is very splendid compared with many countries all over the worlds, and attracted so many foreign travelers. But we must point that, at that time china tourism industry is lacking high-level tourism program to reveal our national culture. Foreign travelers came to china wants to visit and get more

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