Conceptualizing Contemporary Chinese Domestic Wine Tourism: From Product-level to Culture-related Values and its Effect on Winery Visitation

Abstract

Wine tourism is the dynamic interaction of the wine, tourism, and hospitality sectors. In China, wine tourism is an emerging phenomenon that has gained popularity in recent years. Predominant studies have focused on Western nations and little information is known about the Chinese market and its wine tourists' travelling motivations. This study addresses three research questions (RQ) about (1) the product offering, (2) the tourist experience in this market, and (3) the Chinese culture-related values as motivation--and their impacts on wine tourists' attitude towards wine tourism. Findings of an exploratory study used 3 phases to answer these questions. [...]