Marketing Research
Table 1: Marketing Research Programs of Tourism Jiangsu (2001-2006)
| Year |
Marketing Programs |
| 2001 |
Tourism Jiangsu launched a market and marketing research program in 2001 in both the international and domestic markets. The results showed that in the domestic markets, three provinces in north-east China had significant growth in out-of-province travel by their residents. |
| 2002 |
Tourism Jiangsu developed a questionnaire in 2002 on the market recognition of Jiangsu tourism resources and image and used this at the domestic travel fair. |
| 2004 |
In 2004, Tourism Jiangsu launched a research study on tourists’ interest in the industrial and agricultural tours in Wuxi, Suzhou, and Yangzhou. Also, Tourism Jiangsu invited tourism experts to do research on the “tourism destination marketing and management system.” Additionally, a market survey on forest eco-tourism in Jiangsu was started in 2004. |
| 2005 |
An annual tourism forum was initiated in 2005 on behalf of the Yangtze Delta Region. At these events, Jiangsu, Zhejiang and Shanghai got together for rounds of discussion on tourism marketing and market issues. Additionally, a combined market research program was initiated in 2005 at the Seoul International Tourism Exhibition by Jiangsu, Zhejiang and Shanghai, with wide coverage on tourism marketing and market issues. |
| 2006 |
Tourism Jiangsu officially invited a foreign marketing expert in 2006 to prepare tourism marketing strategies and action plans for the whole province. In addition, Tourism Jiangsu held events inviting media people and tour operators from foreign countries in order to collect more comments and suggestions that could be used as additional materials for market research. |
Marketing Activities and Promotions
Table 2: Marketing Activities and Promotions of Tourism Jiangsu (2001)
| Regions/Countries |
Marketing Activities and Promotions |
| Asia |
- Participation in Singapore Travel Fair
- Participation in Malaysia International Travel Fair
- Korean Tourism Briefing organized by Tour2Korea was held in Nanjing. New Korean tour itineraries were developed, and airline from Seoul to Nanjing was launched.
- During the World Chinese Entrepreneurs Convention, Malacca Government representatives led by Vice Minister of Tourism Malaysia, Ms. Huang Yanyan organized a tourism promotion event.
|
| North America |
- Participation in a big promotion event held in the east coast of the U.S.A., organized by CNTA.
- Prompt adjustment of tourism marketing strategy, aiming at the minimization of 9-11 effects on inbound tourism and promoting Jiangsu as one of the safest tourism destination worldwide.
- Participation in the China International Travel Mart held in Kunming.
|
| Western Europe |
- Promotion of major tour operators of Jiangsu Province to targeted markets in Western Europe, focusing on the safe and secure services that tour operators can provide in Jiangsu.
|
Table 3: Marketing Activities and Promotions of Tourism Jiangsu (2002)
| Regions/Countries |
Marketing Activities and Promotions |
| Asia |
- (May, Japan) Participation in the Japan visit led by CNTA as Jiangsu Tourism Promotion Group composed of 108 members from the tourism industry in the province. Additionally, a Jiangsu Tourism Briefing was held in the sister city of Nagoya, which created great public interest in traveling to Jiangsu.
- (November, Japan) In the 10th celebration of the Signing of Sister-City Ties between Jiangsu Province and Fukuoka Prefecture, Tourism Jiangsu led a group of 74 members from eight tourism cities in the province to hold three tourism briefings and two exhibitions in Fukuoka, Kagoshima, and Nagasaki.
- (April to May, South Korea) Participation in a large promotion activity in South Korea, organized by CNTA. For participation in the Korea World Travel Fair, Tourism Jiangsu made brochures in Korean, distributing over 10,000 reading materials and contacting over 100 Korean tour operators and airline companies.
- Participation in the Hong Kong International Travel Expo.
- (November, Shanghai) Participation in the China International Travel Mart held in Shanghai.
|
Table 4: Marketing Activities and Promotions of Tourism Jiangsu (2003)
| Regions/Countries |
Marketing Activities and Promotions |
| Asia |
- (January, Taiwan) Two promotional activities were held in Kaohsiung (Gaoxiong) and Taipei, introducing Jiangsu tourism resources including tourism facilities and catering services.
- (February, Hainan) Participation in the Sixth Association across the Taiwan Straits. Tourism Jiangsu discussed further cooperation with Mook Publications, Inc. of Taiwan.
- (March, Japan) Participation in the Excursion Trip Group organized by CNTA to hold promotional activities in Tokyo, Osaka, Fukuoka, Saga, Nagasaki and Wakayama.
- (June, Indonesia, Malaysia) Promotional activities held in Indonesia and Malaysia under the leadership of government officials in Jiangsu. As the first big tourism promotion group after SARS to the two countries, the visit aroused significant public interest and achieved success.
- (March, Germany) Participation in ITB Berlin.
- (September, U.K.) Cooperation with major tour operators in Scotland.
- (November, Spain) A visit paid to the Vice Secretary of WTO Asia. Common ground was reached between Jiangsu and WTO, regarding further cooperation in tourism marketing and promotion.
- (November, U.K.) Participation in the World Travel Mart, London. A tourism briefing co-organized with authorities from Zhejiang and Shanghai achieved great success.
|
| Western Europe |
- (March, Germany) Participation in ITB Berlin.
- (September, U.K.) Cooperation with major tour operators in Scotland.
- (November, Spain) A visit paid to the Vice Secretary of WTO Asia. Common ground was reached between Jiangsu and WTO, regarding further cooperation in tourism marketing and promotion.(November, U.K.) Participation in the World Travel Mart, London. A tourism briefing co-organized with authorities from Zhejiang and Shanghai achieved great success.
|
| North America |
- (September, Iceland) Familiarization trip to Iceland. Tourism Jiangsu established sound cooperation with Icelandic major tour operators to market Jiangsu tourism in Iceland.
|
Table 5: Marketing Activities and Promotions of Tourism Jiangsu (2004)
| Regions/Countries |
Marketing Activities and Promotions |
| Asia |
- (February, Shandong) Tourism Association Across the Straits.
- (May, Japan) Aichi World Expo Jiangsu session preparation.
- (June, Jiangsu) Promotion Week of Jiangsu-Hong Kong Tourism Cooperation.
- (June, Hong Kong) International Travel Expo.
- (June, Japan) Tourism Briefings held in Ehime.
- (November, Japan) Jiangsu Tourism Ambassador visit to Japan.
- (December, Japan) Aichi World Expo Jiangsu session negotiation in Japan.
|
| Western Europe |
- (March, Germany) Participation in ITB Berlin.
- (November, the U.K.) Participation in WTM London.
|
| Others |
- (May, Australia, New Zealand) Tourism promotion activities organized by CNTA
- June, Australia, New Zealand, South America) Familiarization trip.
|
Table 6: Marketing Activities and Promotions of Tourism Jiangsu (2005)
| Regions/Countries |
Marketing Activities and Promotions |
| Asia |
- (February, India) Outbound Tourism Exhibition.
- (February) Eighth Tourism Association Across the Straits.
- (March to April, Japan) 2005 Aichi World Expo, Jiangsu Week. Exchange with Japanese and Korean tourism counterparts.
- (August, Japan) CNTA organized travel promotion group to visit Japan.
- (September, Fujian) First Travel Expo Across the Straits.
- (October, Guangxi) China-ASEAN Expo.
- (December, Hangzhou) Sino-Japan Tourism Resource Exhibition.(December, South Korea) Exchange with Tourism Chungnam, South Korea.
|
| North America |
- (September, the U.S.) Conference and Incentive Travel Expo, Chicago.
|
| Western Europe |
- (March, Germany) ITB, Berlin.
- (November, the U.K.) WTM, London.
|
Table 7: Marketing Activities and Promotions of Tourism Jiangsu (2006)
| Regions/Countries |
Marketing Activities and Promotions |
| Asia |
- Participation in the Taiwan Tourism Expo organized CNTA.
- articipation in the cooperative tourism briefing of Zhejiang, Jiangsu and Shanghai, held at the Korea Travel Expo.
|
| North America |
- The cooperative travel promotion of Zhejiang, Jiangsu and Shanghai.
|
| Western Europe |
- Participation in ITB, Berlin.
|
| Middle and East Europe |
- Jiangsu Tourism Week held in Krakow, Poland.
- Moscow International Travel and Tourism Exhibition, Russia.
|
Table 8: Marketing Activities and Promotions of Tourism Jiangsu (2007)
| Regions/Countries |
Marketing Activities and Promotions |
| Asia |
- (March, India) Jiangsu tourism promotion in India.
- Invitation of tour operator and journalist group from Japan, Taiwan and Korea.
|
| North America |
- Invitation of the U.S. tour operator group.
|
| Western Europe |
- Invitation of Switzerland tour operator group.
- Invitation of BBC journalist familiarization group.
|
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Tourism Jiangsu
