乡村振兴视域下茶旅融合发展路径研究——以磐安玉峰村为例

Research on the Development Paths of Tea-Tourism Integration from the Perspective of Rural Revitalization—A Case Study of Yufeng Village in Pan’an

摘要: 在乡村振兴背景下，茶旅融合是充分挖掘乡村特色资源，培育乡村新业态的重要抓手。浙江磐安玉峰村正是以此为基础推进产业联动升级，推进乡村产业振兴，但在茶旅融合发展过程中还面临着品牌辨识度不高、茶旅体验场景单一、产业深度融合度不足等问题。基于该背景下笔者从“地域文化赋能 + 用户需求导向”的思路出发，为磐安玉峰村进行文化形象符号(IP)设计，打造了具有地区特色的“玉茗仙”“茗溪子”两大IP，并运用IP形象场景营造、文创开发和品牌传播等多方面打造体系化应用路径。通过田野调查可以看出，扎根于地域文化中的特色人物IP可以起到连接茶文化旅游的作用，一方面能串联起茶文化资源与旅游要素，提升茶旅品牌的识别度，赋予更多的沉浸式体验场景；另一方面，依托区域性的IP能延伸茶旅品牌价值链，延长茶产业链条，促进当地乡村非遗文化的活态传承与发展，在新时代乡村振兴视域下提供有关茶旅融合高质量发展的实践借鉴。

Abstract: Against the backdrop of rural revitalization, the integration of tea industry and tourism is a crucial means to explore rural characteristic resources and cultivate new rural business forms. Yufeng Village in Pan’an, Zhejiang has promoted industrial integrated upgrading and rural industrial revitalization relying on this integration, yet it faces problems such as low brand recognition, monotonous tea-tourism experience scenarios and insufficient in-depth industrial integration. Based on this background, the author designed two regional characteristic IPs Yumingxian and Mingxizi for the village from the perspective of “geographical culture empowerment + user demand orientation”, and constructed a systematic application path through IP scenario construction, cultural and creative product development and brand communication. Field investigations show that geographical culture-rooted characteristic character IPs can connect tea culture and tourism: they link tea cultural resources with tourism elements to enhance brand recognition and create more immersive experience scenarios; they also extend the tea-tourism brand value chain and tea industry chain, promote the dynamic inheritance and development of local rural intangible cultural heritage, and provide practical reference for the high-quality development of tea-tourism integration under the rural revitalization strategy in the new era.