On the Marketing Mix of Fujian Tea Tourism

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.