Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/79739
Title: Wine tourism involvement : a segmentation of Chinese tourists
Authors: Gu, QS
Zhang, HQQ 
King, B 
Huang, SS
Keywords: Consumer involvement
Segmentation
Wine tourism
Outbound Chinese tourists
Wine
Winery service
Consumer behavior
Chinese value
Wine tourism marketing
Australian wine tourism
Issue Date: 2018
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2018, v. 35, no. 5, p. 633-648 How to cite?
Journal: Journal of travel & tourism marketing 
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.
URI: http://hdl.handle.net/10397/79739
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548408.2017.1401031
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