Research On The Effects Of Winery Tourism Marketing Based On The Two-way Perspective Of Enterprises And Tourists

Now in China,wine has become much more familiar to consumer.The huge consumer markets has given birth to the development of wine manufacturing industry,such as Chang Yu,Great Wall dynasty and a large number of Chinese local wine brands in recent years and the momentum of development is strong.Although there are more than 20 wineries in China with developing wine tourism plans,only a dozen of them are equipped with full-time reception departments,professional tour guides and tasting rooms,and even fewer have catering,accommodation and reception capabilities and interactive entertainment projects.Therefore,wine estates should strengthen external marketing.As an emerging tourism mode,the development of winery tourism in China is still in its infancy,and relevant research has only been carried out for more than 10 years.I searched "winery" and "wine tourism" on CNKI and got 118 records totally.The study found that Chinese scholars had insufficient research on the marketing effect of winery tourism,so I decided to discuss this point in detail in this paper.Using text analysis,questionnaire survey,mathematical statistics and other methods,this paper takes Shaanxi chateau Changyu Rena as an example(hereinafter referred to as "chateau Rena")and studies the marketing effect of winery tourism from the perspectives of enterprises and tourists.From the perspective of enterprises,we analyzed the change of customer flow over the past four years through first-hand data,analyzed the relationship of customer flow and various activities over the past four years with the method of background trend line,and evaluated the operation status of Wechat public accounts with the method of ROST word frequency and the WCI We Chat communication index.From the perspective of tourists,the questionnaire survey method was used to evaluate the perceptions of the audience on the winery.It is found that the current functional zoning and tourism project development of the winery are reasonable,and the tourism marketing and product developing are in a stable and positive state.The festival and activity tourism products of Rena winery have positive influence on the passenger flow.Rena castle's wechat public account has weak influence to the public and need to be strengthened;The overall satisfaction rate of Rena winery reached 78.12%,and the general public was satisfied.Rena winery's popularity is acceptable,14% of tourists do not know,51.71% of tourists know a little,indicating that the promotion of Rena winery is still need to be strengthened;More than 51% of tourists would like to revisit.There are some problems in the tourism marketing,such as the problems of chateau positioning,customer management strategy,lacking of senior tourism talents,excessive promotion of tourism products,unreasonable staff structure.In the end,I put forward the some measures for the tourism development of the chateau.Innovation of this paper:Searching "wine tourism" paper on hownet: there are researches of wine tourism development,tourists behavior,wine culture,the cognition of wine tourism,participation behavior,architectural design of chateau and also has a certain case of chateau development strategy.But Rena Castle open to the public has been 4 years,no scholar has been found yet to research Rena castle from the perspective of tourism marketing.Connecting professional knowledge of tourism theory and my 5 years' working experience of marketing in Rena castle,through the scientific method,I study Rena castle's tourism marketing situation and specific operation for providing theoretical guidance for the owner of Rena caslte and also serving as a reference in order to speed up the industrialization of wine tourism development and marketing general paradigm.