Wine tourism involvement: A segmentation of Chinese tourists
Document Type
Journal Article
Publication Title
Journal of Travel & Tourism Marketing
Publisher
Taylor & Francis Group
School
School of Business and Law
RAS ID
25711
Abstract
This study profiles the Chinese wine tourist market based on levels of consumer involvement. Using a sample of 503 Chinese wine tourists visiting Australian wineries, the study identified four dimensions of involvement in wine tourism among Chinese tourists: Interests and Importance, Risk Importance and Possibility, Risk Avoidance, and Status Value. Based on the various levels of involvement, four clusters of Chinese wine tourists were identified: low-involvement wine tourists, highly involved wine tourists, interest-driven wine tourists, and high-risk perception wine tourists. For the group size, high-risk perception wine tourists included the highest number of people in the sample, while a relatively small number of people belonged to the interest-driven group. Significant differences were found for behavioral variables and activity participation level across the four clusters, but similarity outweighed the differences among demographic and socio-economic variables. The research proceeded to theoretical and marketing implications.
DOI
10.1080/10548408.2017.1401031
Access Rights
subscription content
Comments
Gu, Q., Qiu Zhang, H., King, B., & Huang, S. (2018). Wine tourism involvement: A segmentation of Chinese tourists. Journal of Travel & Tourism Marketing, 35(5), 633-648. https://doi.org/10.1080/10548408.2017.1401031