Shandong provincial tourism agency has identifed South Korea, Japan, UK, Germany and France as potential target source markets and requested UNWTO, who in turn commissioned us, to assess the potential of these markets and devise practical marketing strategies and action plans for expanding their market share in these markets. We conducted secondary and primary research in the five markets and formulated marketing strategies and a suggested marketing mix for each of the markets. The draft findings were presented for comment to wide spectrum of public and private stakeholders. Execution is now in the hands of the Shandong Tourism Development Commission
A team of two international tourism experts travelled to each of the five countries and conducted one-on-one interviews of between 10 and 15 outbound tour operators who have China in their portfolios. Specialised local tourism representation companies were appointed in each country to set up appointments, assist with gathering market intelligence and compile stakeholder databases. In addition to personal interviews online surveys were conducted in each market, using the stakeholder databases compiled by local support agents. Thorough desk-based analysis was conducted of traveller trends in each market. Based on the findings a marketing strategy and action plan was produced for each market, consisting of three sections namely market background and profile; Shandong strategic approach and direction towards the market and strategic implementation guidelines and action proposals.
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