Heritage Tourism Development of Tea Culture Along the Wanli Tea Road in Yanshan County, China: Challenges and Sustainable Strategies
List of Authors
Jianyu Chen, Sharifah Rohayah Sheikh Dawood
Keyword
tea culture, heritage tourism, rural revitalization, Wanli Tea Road, Yanshan County, sustainable development
Abstract
Tea culture is a vital component of Chinese heritage, playing an important role in both local identity and regional economic development. As the starting point of the historic Wanli Tea Road, Yanshan County in Jiangxi Province possesses abundant tea culture resources and a rich legacy of tea-related traditions. This study adopts a qualitative approach—primarily based on document analysis and case study methods—to examine the current state and challenges of tea culture heritage tourism development in Yanshan. Findings indicate that while the region benefits from unique cultural assets, government support, and favorable natural conditions, several issues persist, including limited brand recognition, insufficient cultural integration in tourism products, and a lack of innovative experiences for visitors. The paper proposes a series of strategies for sustainable development, such as strengthening brand building, enhancing the cultural content of tourism activities, diversifying tourism products, and improving infrastructure. This research contributes to the literature on heritage tourism and provides practical insights for policymakers and practitioners seeking to revitalize rural economies through cultural tourism along the Wanli Tea Road.