Research on Regional Tea Tourism Product Development Strategy Combined with RMP Analysis

Abstract

Tea culture tourism perfectly combines agricultural economic development and cultural tourism, a new trend in today’s tourism industry development. Based on the life cycle theory of tourist places and RMP theory, this paper comprehensively analyzes the three core dimensions of regional tea culture tourism product development: resources, market and products, using Province F as a case study. In the resource dimension, the combination assignment method containing preference information was used to determine the weights, and the fuzzy comprehensive evaluation model was applied to comprehensively evaluate the tea culture tourism resources. The market dimension analysis covers tea tourism’s development status and the characteristics of tourists’ travel behavior. For the product dimension, a quadrant diagram analysis was conducted using the IPA model by combining tourists’ perceived importance and satisfaction with the product. The study results show that Province F excels in tea tourism product development, with a comprehensive resource evaluation score of 90.756 points. Between 2010 and 2019, the tea tourism market received tourists at an average annual growth rate of 12.28%, reflecting the strong growth momentum of the market. Regarding product development, the average values of tourists’ perceived importance and satisfaction were 3.99 and 3.78, respectively, indicating that tourists’ overall satisfaction with tea tourism products is high. The study will help further enhance the attractiveness and competitiveness of tea tourism products and promote sustainable tourism development.

Keywords

• rmp theory
• combination assignment method
• fuzzy comprehensive evaluation
• ipa model
• tea tourism
• 68t01