Examining the connection of wine tourism to wine export in china: The case of Margaret river
Newcastle Business School, The University of Newcastle
Place of Publication
School of Business and Law
China is not only becoming a valuable tourism market to Australia, it is also emerging as a valuable wine export market with Australia the second highest supplier of foreign wine into China. While more often considered separately, this study sought to investigate the connection between Australian wine exports into China and wine tourism. Interviews were undertaken with 10 wineries in the Margaret River wine region in south-western Australia. Preliminary results indicate wineries are using differing approaches for their wine export and distribution in China and how they approach Chinese wine tourists. One of the key aspects mentioned in relation to the cellar door experience was the translation of tasting notes into Cantonese or Mandarin, however not all wineries had the capacity to do so. Results will not only be applicable to the Margaret River wineries, but other key wine producing regions in Australia.