Proceedings of the International Conference on Social Science, Public Health and Education (SSPHE 2017)

On the Marketing Mix of Fujian Tea Tourism

Authors
Yanling Chen, Rana Muhammad Sohail Jafar, Michael Morley-Bunker, Chang Lin, Lingcheng Chen, Ruyan Wu, Peifen Zhuang
Corresponding Author
Yanling Chen
Available Online May 2017.
DOI
https://doi.org/10.2991/ssphe-17.2017.22How to use a DOI?
Keywords
tea tourism; marketing mix; marketing strategy; tourism issues; Fujian
Abstract
Based on the data from a questionnaire survey of scholars in the tea industry and the tourism industry and by using the 4Ps Theory on marketing strategy, the authors analyze the development and existing issues for the marketing of Fujian tea tourism. The results show that major problems of Fujian tea tourism marketing included inadequate participation of tea tourism companies, and limited involvement of traditional promotion channels. The authors suggest that it is important to improve product positioning, to set prices scientifically, and to enhance the effectiveness of marketing channels and promotion.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Yanling Chen
AU  - Rana Muhammad Sohail Jafar
AU  - Michael Morley-Bunker
AU  - Chang Lin
AU  - Lingcheng Chen
AU  - Ruyan Wu
AU  - Peifen Zhuang
PY  - 2017/05
DA  - 2017/05
TI  - On the Marketing Mix of Fujian Tea Tourism
BT  - Proceedings of the International Conference on Social Science, Public Health and Education (SSPHE 2017)
PB  - Atlantis Press
SP  - 127
EP  - 137
SN  - 2352-5398
UR  - https://doi.org/10.2991/ssphe-17.2017.22
DO  - https://doi.org/10.2991/ssphe-17.2017.22
ID  - Chen2017/05
ER  -