On the Marketing Mix of Fujian Tea Tourism
Yanling Chen, Rana Muhammad Sohail Jafar, Michael Morley-Bunker, Chang Lin, Lingcheng Chen, Ruyan Wu, Peifen Zhuang
Available Online May 2017.
- https://doi.org/10.2991/ssphe-17.2017.22How to use a DOI?
- tea tourism; marketing mix; marketing strategy; tourism issues; Fujian
- 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.
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 -