| Author: | Zhan, Xiaohai |
| Title: | A dual supply-demand perspective on wine tourism experiences and tourist behavioural intentions : a theoretical framework and empirical study of wine tourism in Ningxia, China |
| Advisors: | Song, Haiyan (SHTM) |
| Degree: | DHTM |
| Year: | 2023 |
| Subject: | Wine tourism -- China -- Ningxia Huizu Zizhiqu Tourism -- China -- Ningxia Huizu Zizhiqu Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | xi, 163 pages : color illustrations |
| Language: | English |
| Abstract: | This research investigates the dual supply-demand perspectives on wine tourism experiences and tourist behavioural intentions in the fast-growing wine region – Ningxia. The thesis advances the wine tourism literature by analysing the relationship from the dual perspective of demand and supply regarding the factors that influence wine tourism experiences in Ningxia, China, the impacts of wine tourism experiences on tourists’ behavioural intentions, and the mechanisms of how tourist satisfaction influences tourist loyalty, word-of-mouth, and revisit intention. First, wine tourism-related studies on the Ningxia, China wine region are rare. Second, the research design of previous studies has generally only used a single perspective, namely a supply perspective (i.e., a winery owner’s point of view) or a demand perspective (i.e., a tourist's point of view). Third, despite the consumer-centric and experiential nature of the service context, few studies have focused on combining externalities (e.g., product, service) and internalities (e.g., tourists’ mentality, motivation) to investigate how different tourist segments respond differently to product offerings. Fourth, the internal mechanisms of how supporting governmental and economic features can influence individuals’ wine tourism experiences are examined. Fifth, unlike prior studies that have only included tourist satisfaction or loyalty as an outcome variable of tourism experience. The descriptive applied positivist study with a convergent parallel mixed-methods (Creswell & Plano Clark, 2018), involves a two-stage analysis design. Mixed-methods are common in current tourism research (e.g., Cohen & Ben-Nun, 2009; Charters & Menival, 2011). The Study One conducts in-depth semi-structured interviews to examine the perceptions of winery owners and managers to obtain detailed descriptions of the current development of wine tourism in Ningxia, and wine tourist characteristics and their behaviours, thereby filling a gap in the literature. In-depth interviews enable researchers to collect a range of primary data from respondents (Sekaran & Bougie, 2016). The Study Two uses a questionnaire to identify tourist preferences and attributes of wine tourism in Ningxia, followed by partial least squares structural equation modelling (PLS-SEM) to assess whether wine tourism experiences lead to satisfaction among tourists. Triangulation analysis is applied to compare and contrast the results from the Study One and the Study Two. Implications, which use Marketing 4.0 theory (Kotler, 2010; Kotler et al., 2017), are discussed as a conclusion. The research findings provide wineries in Ningxia with meaningful and insightful guidance for tourism activities and operations, such as how to target groups of tourists and identify the behaviours of each group. This information will provide a valuable basis for formulating effective marketing strategies and will provide sellers with potentially high-demand wine marketing concepts, such as wine tourist experiences and behavioural intentions, and the moderating role of support features in wine tourism. Thus, this research may have great significance for the development of Chinese wine tourism. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7310.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.55 MB | Adobe PDF | View/Open |
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