TY - JOUR
T1 - Wine tourism phenomena in China
T2 - An emerging market
AU - Qiu, Hanqin Zhang
AU - Yuan, Jingxue Jessica
AU - Ye, Ben Haobin
AU - Hung, Kam
PY - 2013
Y1 - 2013
N2 - Purpose: The aims of this study were to investigate the influencing factors of wine tourism development in China, assess the marketing efforts made by the wine-tourism stakeholders, and provide constructive suggestions for the development of China's wine tourism. Design/methodology/approach: A qualitative approach was adopted for the purposes of this research. The study site is the Bohai Bay wine region in Shandong Province, the birthplace of China's modern wine industry and the largest wine-producing area in China. Chateau Changyu-Castel and Chateau Junding were visited in June 2010. Qualitative data were collected in the forms of observations of the wineries, interviews with wine tourists, focus groups with tourism practitioners, and analyses of travel blogs, document excerpts, and official web sites. Content analysis produced a thematic framework on people, promotion, and place. Findings: A number of facilitating and detrimental factors were revealed pertaining to China's wine tourism development on the three themes: people, promotion, and place. Research limitations/implications: The number of wine tourists being interviewed is relatively small, and the wineries chosen are relatively large ones. Results may not be generalized to other wine tourists and wineries in China. Practical implications: The paper includes implications for the development of wine tourism in China, such as food and wine pairing that combines wine with local (Chinese) cuisine at the wineries, positioning, and genuine government support. Originality/value: Research on wine tourism and wine tourists in China is scant. The current research fills a research gap by examining China's wine tourism phenomena from multiple perspectives, including those of tourists, tourism practitioners, and wine tourism destinations.
AB - Purpose: The aims of this study were to investigate the influencing factors of wine tourism development in China, assess the marketing efforts made by the wine-tourism stakeholders, and provide constructive suggestions for the development of China's wine tourism. Design/methodology/approach: A qualitative approach was adopted for the purposes of this research. The study site is the Bohai Bay wine region in Shandong Province, the birthplace of China's modern wine industry and the largest wine-producing area in China. Chateau Changyu-Castel and Chateau Junding were visited in June 2010. Qualitative data were collected in the forms of observations of the wineries, interviews with wine tourists, focus groups with tourism practitioners, and analyses of travel blogs, document excerpts, and official web sites. Content analysis produced a thematic framework on people, promotion, and place. Findings: A number of facilitating and detrimental factors were revealed pertaining to China's wine tourism development on the three themes: people, promotion, and place. Research limitations/implications: The number of wine tourists being interviewed is relatively small, and the wineries chosen are relatively large ones. Results may not be generalized to other wine tourists and wineries in China. Practical implications: The paper includes implications for the development of wine tourism in China, such as food and wine pairing that combines wine with local (Chinese) cuisine at the wineries, positioning, and genuine government support. Originality/value: Research on wine tourism and wine tourists in China is scant. The current research fills a research gap by examining China's wine tourism phenomena from multiple perspectives, including those of tourists, tourism practitioners, and wine tourism destinations.
KW - China
KW - Detrimental factors
KW - Facilitating factors
KW - Tourism
KW - Wine tourism development
KW - Wines
UR - http://www.scopus.com/inward/record.url?scp=84884521600&partnerID=8YFLogxK
U2 - 10.1108/IJCHM-06-2012-0087
DO - 10.1108/IJCHM-06-2012-0087
M3 - Article
AN - SCOPUS:84884521600
VL - 25
SP - 1115
EP - 1134
JO - International Journal of Contemporary Hospitality Management
JF - International Journal of Contemporary Hospitality Management
SN - 0959-6119
IS - 7
ER -