CAJ | 학술논문

武夷山茶文化历史悠久，在中国茶文化长河中占有非常重要的地位。武夷山地区还存在大量的武夷茶历史遗迹，为武夷山茶文化旅游的发展提供了坚实的基础，尤其是武夷山在双世界遗产申请成功、金骏眉的全国热卖和“印象大红袍”等一系列的成功营销宣传下，茶文化旅游发展迅速，但同时还存在劣势和风险。本文运用 SWOT 分析方法，从竞争的优势、劣势、机遇和风险角度，全面分析了武夷山茶文化旅游发展的影响因素，最后提出了具有针对性的发展策略。
무이산다문화역사유구，재중국다문화장하중점유비상중요적지위。무이산지구환존재대량적무이다역사유적，위무이산다문화여유적발전제공료견실적기출，우기시무이산재쌍세계유산신청성공、금준미적전국열매화“인상대홍포”등일계렬적성공영소선전하，다문화여유발전신속，단동시환존재열세화풍험。본문운용 SWOT 분석방법，종경쟁적우세、열세、궤우화풍험각도，전면분석료무이산다문화여유발전적영향인소，최후제출료구유침대성적발전책략。
Mount Wuyi tea culture has a long history and plays a very important role in chinese tea culture.As there remain lots of his-torical sites of Mount Wuyi tea culture, they provide a sound foundation for its tea-culture tourism.In recent years,Mount Wuyi tea culture tourism prospers quickly after a series of successful marketing campaigns like Jin Junmei and “Dahongpao Tea impression”.This paper u-seing the method of SWOT, analyzes the impacts of internal and external environmental factors of Mount Wuyi tea-culture tourism from such aspects as its strength, Weakness,Opportunity and Threats in order for its healthy development,and lastly some development strategies have been suggested.