Abstract
Tea continues to be a popular beverage in the world. As a new niche tourism market, tea tourism has developed both in China and many other countries for decades, but academic research has lagged behind tea tourism development. This paper focuses on stakeholders' views of tourism development, their potential roles and concerns in the case of tea tourism in Xinyang prefecture of central China. Interviews and open ended questionnaires were conducted in 2007 and 2008. Qualitative analysis indicates the following: 1) According to stakeholders' view, tea tourism development in Xinyang failed despite many good tea tourism attractions, and better tea tourism planning, marketing and collaboration between stakeholders in Xinyang is required for successful tea tourism development; 2) Local government, tea garden owners, media, travel agencies and tea tourists are thought to be the principal stakeholders with different roles to develop tea tourism; 3) Collaboration between stakeholders is crucial for tea tourism development. The implications of the findings are discussed with a view to permit recommendations to be made.
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