The Role of Chinese Green Tea and Tourism Development in Hunan Province

Abstract

Hunan tea is a famous type of Chinese tea that grown in the mountainous regions of the province. This research examines the role of green tea to tourism development in Hunan. This study explored the impact of brand of origin toward a tea culture tourism destination. A quantitative research method, an online survey was conducted in Hunan Province, China. There were 287 respondents answered the online survey based on their perceptions toward Hunan tea tourism that comprises of five aspects such as interpretation of tea culture awareness, tea culture characteristics of tourism products, consideration to developing tourist attractions, close collaboration between stakeholders, strategic marketing planning. The findings show that the brand of origin of the products has impact on the tourism development where it influences tourists' visit intention. This research provides the relationship between country of origin and the place where it is promoted provides valuable insight into the application of image of destinations analysis. moreover, this research employing a rating system for assessing Hunan tea tourism image and this research provides recommendations for tea tourism industry in Hunan province.