Tea Culture Tourism Perception: A Study on the Harmony of Importance and Performance

ABSTRACT

Tea culture tourism is a product of the combination of agricultural tourism and ecotourism. After the COVID-19 period, this product is more and more popular. Tourism performance is an important index for measuring the development level of tourist destinations, and research on the influencing factors of tourism performance is an important way to promote the high-quality development of tea culture tourism. Using the tea tourism town of Wushan as a case study, 452 valid questionnaires were used as research data, and exploratory factor analysis, paired sample t-test and IPA analysis were applied. The results indicate that (1) tourism performance is mainly divided into 5 dimensions and 22 specific indicators, including service quality, resource environment, tourism transportation, tourism-supporting facilities and tea tourism products;(2) there is a significant difference between the degree of importance and performance of visitors to each indicator, and the overall tourism performance of the case sites at an average level;(3) convenient service, professional service, business management, park traffic, parking conditions, environmental design, shopping environment, tea quality, and tea culture characteristics are potential advantageous factors, and 'service with a smile', accessibility, trail layout, overall image, air quality, natural scenery, landscape vignettes, network communication, public toilets, sanitation facilities, tourist service centers, tea travel activities, and tourism souvenirs are areas in need of improvement.