JointTea-culture and Tourism Business in Guangdong Province

Byintegrating or coupling tea-culture and tourism businesses, significantbenefits could be realized for both operations from the marketing standpoint.This article uses the cases practiced in Guangdong province from 2007 to 2017to illustrate the involved process, operations, evaluation methodology, andindexing system. The combined tea culture and tourist activities in Guangdongevolved rapidly in the period. Nonetheless, there were inevitable glitchesencountered in management coordination between the participating parties. Therewas also a concern regarding the development of the tea-culture segment beinglag that of the tourism. To fully capitalize the advantage brought by the jointventure, organizational restructuring and governmental assistance are suggestedfor the tea-culture industry.