Abstract: Tea Manor is the new mode of production and operation during tea industrial upgrading, and its popularization and improvement are largely dependent on the participation of farmers. In this paper, the willingness and behavior of farmers to participate in the production of tea manor from three dimensions: individual characteristics, social and economic characteristics and the functional cognition of tea manor were discussed by surveying 438 farmers in Fujian province. At the same time, the farmers′ cognition of the management model of tea manor and the theoretical framework for participation were constructed. The results showed that the age of tea farmers, income, tea revenue compared with expectations, tea manor brand, tea tourism cognition had significantly positive effects on their participation in tea manor. However, the production of tea manor to attract young people to return and start business, and the adoption of new technologies had no significant effect. Therefore, improving the service functions of local government and farmers′ cognition on tea manor are important for the development of tea manor. The government should increase the financial subsidies for farmers′ participation and breed model household of tea manors.

Key words: tea manor, farmers′ cognition, willingness to participate, participation model