Title

Wine tourism involvement: a segmentation of Chinese tourists

Document Type

Journal Article

Publisher

Taylor & Francis Group

School

School of Business and Law

RAS ID

25711

Comments

Originally published as:

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.doi:10.1080/10548408.2017.1401031

Original article available here.

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

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