Raise a Glass to Wine Tourist Diversity

April 29, 2019

Not all Chinese wine tourists are the same. Although wine tourism is becoming more popular in China according to a study published recently by a group of researchers including SHTM professors Hanqin Qiu Zhang and Brian King, there is wide variation in tourists' level of involvement in wine-based activities. Drawing on the findings of a survey measuring levels of involvement in and perceptions of wine tourism, the researchers provide useful information for marketers aiming to develop targeted trips and marketing strategies. Interest in wine tourism has increased worldwide as tourists seek "authentic and individualistic experiences" while on...