本文通过实地调研、访谈等形式总结了汉中茶文化旅游发展的现状,即客源市场范围狭小,宣传营销不够,品牌知名度不高,管理和服务水平还有待进一步提升。并在此基础上提了汉中茶文化旅游发展思路,即走政府主导型发展模式,然后在品牌形象战略、区域整合战略等指引下,提出促进汉中茶文化旅游发展的策略和途径。 This article summarizes the status quo of tea culture tourism development in Hanzhong through field research, interviews and other forms, that is, the tourist market is narrow, the marketing is not enough, the brand awareness is not high, and the management and service level needs to be further improved. On the basis of this, the author puts forward the train of thoughts of tea culture tourism development in Hanzhong, which takes the government-led development mode and puts forward strategies and ways to promote the tea culture tourism development in Hanzhong under the guidance of the brand image strategy and regional integration strategy.