Exploring Emerging Chinese Wine Tourists: Does Gender Matter?

Stella Kladou (), Ahmet Usakli and Kyuho Lee
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Stella Kladou: Hellenic Mediterranean University
Ahmet Usakli: Boğaziçi University
Kyuho Lee: Sonoma State University

Chapter Chapter 6 in Strategic Management in the Wine Tourism Industry, 2024, pp 113-124 from Springer

Abstract: Abstract The importance of segmentation, targeting and positioning is not new in the wine marketing and tourism literature. Scholars have established various typologies in order to contribute toward this direction, yet research still falls behind in terms of incorporating Asian consumers’ behavior. This contradicts the increasing importance of Asian, and especially Chinese, consumers for the wine industry in specific. Contributing toward this direction, this chapter zooms into Chinese wine tourists’ behavior and reveals significant differences among female and male Chinese wine tourists, thereby suggesting how, in some cultural contexts, such a ‘traditional’ demographic variable as gender in fact yields some different results and may, thus, be prioritized, though with caution, during segmentation exercises.

Keywords: Wine tourism; Service quality; Satisfaction; Loyalty; Gender; Chinese wine tourists (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-54837-6_6

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DOI: 10.1007/978-3-031-54837-6_6

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