| Author: | Li, Jie |
| Title: | A comparative study of motivations, perceptions and behaviors of Chinese wine consumers on domestic and overseas wine tourism |
| Advisors: | Song, Haiyan (SHTM) Schuckert, Markus (SHTM) |
| Degree: | DHTM |
| Year: | 2024 |
| Subject: | Wine tourism Consumer behavior -- China Wine industry Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | ix, 194 pages : color illustrations |
| Language: | English |
| Abstract: | This research investigated and compared Chinese wine consumers' motivations, perceptions and behaviors for participating in wine tourism in China and other wine regions including both the New World (NW) and the Old World (OW) wine regions with an aim to provide wine-tourism stakeholders and scholars with a thorough understanding of this increasingly important market for the global wine tourism industry. In order to achieve research objectives and address research questions, the experience economy theory was utilized in the research. Meanwhile, a constructionist grounded theory was applied and a semi-structured in-depth interview method was implemented for this research. This research verified a new dimension of ‘Enrichment’ based on the experience economy theory, which is a sublimation of the ‘Sweet spot’, mainly resulting from the gains and influences by wine tourism experiences. Therefore, an enhanced experience economy model was developed accordingly. In the ‘Enrichment’ dimension, wine tourism becomes much more meaningful and valuable to Chinese wine consumers both in the real world and in their inner/spiritual world, leading them to achieve optimal wine tourism experiences. Therefore, the ‘Enrichment’ dimension can offer a deeper perspective to analyze wine tourism experiences. The main findings of the research also suggested that there are no obvious differences in the majority of motivations and behaviors for Chinese wine tourists in China and abroad. Regarding ‘Motivation’, the dimensions of ‘Education’ and ‘Enrichment’ are two main motivational trends over trips and over time for Chinese wine tourists. This research also found a conspicuously new motivation of ‘National pride’ for Chinese wine tourists. Regarding ‘Behavior’, the behaviors of the Chinese wine tourists are closely associated with their motivations and perceptions. Over trips, although their behaviors remain unchanged, most of them have a more professional attitude for the same behavior in the themes of ‘Education’ and ‘Sweet spot’. The ‘Enrichment’ dimension is reflected in the behaviors in the different themes. Regarding ‘Perception’, it is sacred for Chinese wine consumers to participate in wine tourism in the OW. They perceive wine tourism in the other NW as mature, while the wine tourism in China is still at a growth stage with a bright future. Overseas wine tourism is preferred. Chinese wine consumers perceive that wine-tourism participation can bring lots of benefits to them, which are mainly reflected in the dimensions of ‘Education’ and ‘Enrichment’. Recommendations based on the research findings were provided for improving the weaknesses of the wine tourism industry in China. Other NW and OW wine regions could also benefit from these research findings. All these can help market wine tourism to the Chinese wine consumers more effectively by better managing their demands with a view to facilitating development of the global wine tourism industry. In addition to the aforementioned theoretical and practical contributions, this research also has important academic contributions, as the study addressed the limitations in the published studies and filled in the research gaps. Lastly, this research pointed out several possibilities for future research to further understand Chinese wine consumers within the wine tourism context. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7925.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 6.76 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/13498