茶旅融合与互动发展是茶产业及旅游产业发展的内在需求,对于破解茶产业利润增长瓶颈具有重要意义.本研究以浙江省为例,在产业融合理论及耦合理论指导下,构建了包含茶旅融合动因、融合路径、融合效益的机理模型,并通过构建耦合函数模型对浙江省茶旅融合情况进行实测,发现浙江省茶旅产业均处于增长阶段,但旅游产业的发展比茶产业更慢,且茶产业对旅游产业具有明显的引领作用,此外,茶旅融合程度也从失调状态发展到耦合协调状态.最后,本文针对如何进一步促进浙江省茶旅融合发展,突破茶产业的发展难题,实现茶产业转型升级,从产品创新、加强宣传、完善配套、培育一体化品牌4个方面提出相应的对策和建议.%The integration and interactive development of tea industry and tourism is the inherent need of both industries, which is of great significance to break the bottleneck of the profit growth of tea industry. This study took Zhejiang Province as an example, and constructed mechanism models based on the industrial integration theory and coupling theory. The mechanism models were tea tour integration motivation, path integration, as well as integration benefits. Coupling function model was given in this study to investigate on the integration and interactive development of tea tourism in Zhejiang Province. It turned out that tea and tourism industries in Zhejiang province was in the phase of growth, while the development of tourism industry was slower than that of tea industry, and tea industry played a leading role. Obviously, the integration of tea industry and tourism industry was evolving from a disordered state to a coupling coordination state. Finally, countermeasures as Product Innovation, Strengthen Propaganda, Perfect Infrastructure, and Foster Integration of Brand were suggested to further promote the integration of tea and tourism industry in Zhejiang Province, to solve the problems in developing tea industry, and to accomplish the transformation and upgrading of tea industry.
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