Positioning the Current Development of China’s Wine Tourism Destinations: A Netnography Approach

Bob Duan (), Charles Arcodia () and Emily Ma ()
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Bob Duan: Griffith University
Charles Arcodia: Griffith University
Emily Ma: University of Massachusetts

Chapter Chapter 33 in Wine Tourism Destination Management and Marketing, 2019, pp 537-550 from Springer

Abstract: Abstract Wine tourism in China, an emerging aspect of a new lifestyle, is offering great leisure and educational experiences. It is attracting both academic interest and industry investment, and is becoming an important part of the world wine tourism map. Currently, the Chinese wine tourism industry lacks solid frameworks and theories for examining both the product offered by wine destinations and the experiences of wine tourists, so information about the market is still unclear. This research has used netnography (an adapted version of ethnographic research techniques) in its exploratory research design. Both SWOT and experience economy model analyses were undertaken to assess the current status of China’s wine tourism. Industry professionals can use these frameworks in a more strategic way to address the key issues that current Chinese wine tourism encounters. Suggestions for further research are also made.

Keywords: China; Wine tourism; Current status; Netnography; SWOT (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-00437-8_33

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DOI: 10.1007/978-3-030-00437-8_33

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