Handbook on Tourism and China
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Handbook on Tourism and China

Edited by Songshan Huang and Ganghua Chen

Covering a wide range of current issues, this comprehensive Handbook explores the links between tourism as a dynamic tertiary industry and China as the world’s most influential tourism market and destination.
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Chapter 14: Wine tourism development in China

Joanna Fountain, Jingxue (Jessica) Yuan, Beifang Zhai, Matthew J. Bauman, Helena A. Williams and Qiushi Gu


There has been considerable research over two decades exploring the nature of the wine tourism experience from the perspective of consumers and wine industry stakeholders, but there has been little research to date exploring the emergence of wine tourism in the burgeoning Chinese wine industry. This chapter explores the current state of wine tourism in China and suggests possible future avenues for its development in coming years. The chapter begins by outlining the nature of wine tourism experiences and then discusses current knowledge about the engagement of the Chinese market in wine consumption and wine tourism. These sections are followed by a brief overview of the wine industry in China, before a more detailed overview of wine production and wine tourism in three Chinese regions: Shandong, Ningxia and Hebei. The chapter concludes with an assessment of scenarios for the future of wine tourism in China for both domestic and international markets.

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