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

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