Study on Guizhou Tea Cultural Tourism Marketing from the Perspective of New Media Yang

2017 3rd International Conference on Social Science and Management (ICSSM 2017) ISBN: 978-1-60595-445-5 Study on Guizhou Tea Cultural Tourism Marketing From the Perspective of New Media Yang SUN Jilin Business and Technology College, Changchun, Jilin, China [email protected] Keywords: Guizhou, New Media, Tea Cultural Tourism, Tourism Marketing. Abstract. New media is a form of communication to provide information and recreation services by means of digital and network techniques in channels such as the Internet and terminals such as computers, cell phones, and digital televisions to users. In this article, started from the relations between new media and tourism, by analysis of the development status and the existing problems of Guizhou tea culture tourism marketing, the new and old media integrated marketing strategy and tea cultural tourism marketing strategies by utilization of Microblog, Wechat platform and in-game advertising, etc. were put up. Introduction Based on its profound tea culture connotation, Guizhou has a rich variety of tea culture resources, and it is also a prestigious tea producing province. Of its 88 towns and cities, over 50% of them take tea as the main pillar of economy. If we utilize new media to energetically promote Guizhou’s tea culture, we will certainly greatly increase the tourism economic benefit and positively facilitate the tea cultural inheritance. In this article, development status and existing problems of Guizhou tea culture tourism marketing are analyzed, and innovative strategy of cultural tourism marketing is put forward. 1. Relationship Between New Media and Tourism Industry By utilization of digital and network technique, new media is a form of communication through channels such as the Internet, broadband LAN, wireless communication network and satellite and terminals such as computers, cell phones and digital televisions and can provide users with information and recreational services. Since it sprung up, tourism industry has been keeping natural relations with the media. When one wants to obtain tourism information, he or she must rely on the platform of the media. As representatives of new media, cell phones and the Internet provide a broad platform in promoting tourism products. With the help of new media, tourists can at any time query information for tourist destination, keep communicating with travel agencies for arrangement of their journeys, make hotel reservations at any time for room and board, and they can also conduct internet invitation to look for like-minded tour pals. What’s more, when the travel is over, tourists can put what they have experienced on the Wechat, Microblog and other social medium to attract the attention of other people. Nowadays, the development of tourism industry must rely on the propaganda effect of new media, and new media also needs the support of tourism industry to realize part of its values of existence. In consideration of its magnificent culture, the vigorous development of Guizhou’s tea cultural tourism must depend on the strength of new media to conduct innovation of marketing strategy. 2. Analysis of Current Status of Guizhou’s Tea Cultural Tourism Development Guizou Province is the only original ecological tea region which possesses low latitude, high altitude and weak daylight characteristics in China, and it is also one of the most suitable domestic regions for growing tea. Guizhou Meitan County is the largest tea production base in the western 223 region of China, where China’s largest pot-shaped architecture, the First Pot Under Heaven, has been written into the Guinness World Records. Guizhou’s western route is the famous golden route of tea cultural tourism, and in the tourism scenic spots near the western route, the view of verdant tea plantations can be seen everywhere. Guizhou’s tea cultural tourism is carried out in form of trade shows, and the provincial party committee and the provincial government have always been paying high attention to the development of tea cultural tourism industry. Guizhou International Green Tea Exposition has been successfully held for many times. From 2007 up to now, each year a “Ten Thousand People Tasting Tea” activity will be held in the riverside of Nanming of Guizhou. To push ahead the development of tea cultural tourism, the 1,000,000-mu Western Tea Sea Project was forged in Zunyi. Later, with “Colorful Guizhou, Ecological Fragrance of Tea” as the theme, in Meitan County of Zunyi City the China’s Guizhou Zunyi Tea Cultural Festival and Tea Industry Exposition were successfully held for two times in 2015 and 2016 respectively. During such festivals, there is the “Tea Tourism Integrated Inspection Tour” to help raise the prestige of Guizhou tea culture and promote developing tea cultural tourism. The tea exposition of 2016 also invited Zou Shiming, Ju Ping and other 8 famous people as Tea Culture Ambassadors. And the full-length documentary film, the Tea Culture Tourism Around China · Guizhou was successfully produced in Meitan, the Tea Association and the Tea Culture Research Association of Guizhou Province also actively hold tea culture tourism activities and help provide sound atmosphere for the development of tea cultural tourism. 3. Problems Existing in Tea Cultural Tourism Marketing of Guizhou Province 3.1 Need of utilization of new media in marketing and publicity Generally speaking, the publicity of Guizhou’s tea cultural tourism still relies on books, televisions, exhibitions, expositions and other traditional old media. Although nowadays new media is developing rapidly as cell phones and the Internet have become fresh force in tourism publicity and marketing, the reading amount of traditional medium such as newspapers an books sharply drops off, and people are no longer as enthusiastic as before in watching television, the tourism marketing of Guizhou apparently does not have a good use of new media, there is no persistent effect of publicity and no guarantee in the updating of tourism websites. Moreover, there exists much randomness in its new media publicity. For example, in the tourism website of Zunyi, the publicity for the Sea View Hall of Meitan County is not successful, because the hall in the promotional photo is not completed in construction, and what comes into view is all scaffolding. 3.2 Tea industry lacking pillar brand Guizhou tea industry is lacking in pillar brand. The tea enterprises in Guizhou are competing for launching their brands, resulting in a miscellaneous variety of products. Despite the fact that in recent years Guizhou tea won prizes for many times in domestic appraisals, and that in June 2016 Qianxi Nanzhou Pu’an County Hongxin Company achieved a sales order up to 20 million Yuan with the Xinjiang Zhimei Rensheng Cultural Transmission Co., Ltd in the tourism publicity introduction meeting, on the whole, the tea enterprises that have grabbed the share of market are all from Fujian, Henan, Zhejiang, Yunnan, Jiangsu and Beijing, etc. And the brand name value of tea industry of Rizhao in Shandong has reached 1,187 million Yuan since it has conducted the “Southern Tea Plantation in the North” project. Compared with the old brands such as Tieguanyin, Longing and Biluochun, the tea enterprises of Guizhou do not possess much competitive force, resulting in their low market share. If Guizhou’s tea industry owns pillar brands, it will seize the initiative in developing tea cultural tourism, and there is necessity for energetically promoting the pillar brands of Guizhou’s tea industry by means of new media as soon as possible. 3.3 Insufficient characteristics development of tea cultural tourism resource Although having the “Top Ten Tea Plantations”, Guizhou does not give clear-cut referentiality of its tourism resorts, and the specific scenic areas carrying cultural meanings are not definitely 224 indicated; as there are not outstanding cultural tourism resource characteristics, tourists can not form direct perception of the tea cultural tourism in Guizhou. When inspecting all the tea enterprises in Guizhou, we can find that the enterprises exert little influence on Guizhou’s tea culture in that they do not put strong power of promotion on their brands and the products are thus lacking in unique selling point. Hence, it is feasible to vigorously promote the tea brands which possess certain popularity and features. 4. Tea Cultural Tourism Development Strategy of Guizhou Province 4.1 Dissemination strategy of new and old medium integrated marketing By utilization of new and old medium characteristics, we can conduct integrated marketing of tea cultural tourism. In the light of the tourism marketing demands and variation of media market of Guizhou tea culture, it is necessary to analyze and master the dissemination characteristics of each media, timely adjust the key in tea cultural tourism marketing, pay attention to excavate the diffusion effect and marketing potential of new media platform, and adjust at the right time the proportion of the new and old media in integrated marketing. When tourists come to Guizhou, the tourism marketing personnel should make corresponding strategies based on the different characteristics of the new and old media by means of the promotion power of both newspapers and books and cell phones and the Internet. The new media and old media must be used simultaneously. Therefore, by utilization of the new media and old media in integrated marketing of tea cultural tourism resource, we can expand the coverage of promotion, and targeting

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