This empirical research into tourists' motivation for visiting wineries aims to understand the role of cultural value in China's domestic wine tourism. The study focuses on the motivations of tourists from the perspective of culture-related wine value and the process of consumers' psychological recognition by utilizing three-level identity theory. Xiao zi, a Chinese lifestyle, is central to this investigation. A process of semi-structured interviews was utilized. The study has identified the dimensionality of xiao zi and revealed it to be a manifestation of the individualism currently burgeoning in contemporary China which historically has been known for its collectivist nature. The findings also suggest that xiao zi does have an impact on wine tourists' cellar door visitation motivation, and it has presence in three identity levels, relating to personal, interpersonal and group-level appraisals. This article offers a richer and more comprehensive understanding of xiao zi in relation to tourism.