Integrating a Local Asset/Resource into Tourism and Leisure Offering: The Case of Tea Resources in Longwu Town, Zhejiang Province, China

Abstract

The purpose of this article is to report on a research project in the field of tea tourism. The project’s aim was to identify the prerequisites and critical success factors for and to suggest the adequate strategies to achieve an effective pairing/partnership between the tea industry and tourism/leisure activities. Drawing on the blended theoretical foundations of sustainable tourism development, community-based tourism, and strategic marketing planning, this study first analyzed the tea offering as a tourism asset. It then suggested the appropriate pairing between tea offering and tourism/leisure activities. The suggested framework for managing the partnership was empirically tested and validated within the Chinese context. Findings allowed one to form a comprehensive and integrated set of key issues and elements to take into account. Clear and specific development aims along with the necessary conditions are leading to the determination of suitable strategies and adequate actions. The study also indicates the key elements for the successful integration, effective pairing, and sustainable operation of tea tourism offering. The study is completed by summarizing management implications and guidelines for involved stakeholders to attain expected outcomes from sustainable action plans.