The growth of the Chinese economy and the emergence of the Chinese middle class have fuelled the rapid expansion of China's outbound tourism market, with many destinations around the world trying to capitalise on the opportunities created by the growing number of Chinese visitors. This book specifically focuses on the demand for food and wine tourism experiences by Chinese tourists, which in recent years has become an important constituent of destination competitiveness.
Looking at the different ways in which individual destinations have responded to this increasing demand, this book provides a better understanding of the preferences, motivations and perceptions that underlie food and wine consumption by Chinese tourists. It also illustrates how food and wine tourism experiences have been used in a range of international destinations to specifically attract visitors from China. Including a range of case examples from the Asia-Pacific region and Europe, this book ultimately investigates the strategic directions adopted to guide destination development and marketing initiatives. Such a perspective provides a novel contribution to the still limited body of knowledge on China outbound tourism and will be of interest to upper level students, researchers and academics in Tourism and Hospitality.
Christof Pforr is Discipline Leader (Tourism, Hospitality and Events), School of Marketing, Curtin University, Western Australia.
Ian Phau is the Head of School of the School of Marketing at Curtin University, Western Australia.
1. Food, Wine & China: A Tourism Perspective; 2. Food and wine tourism: Challenges, issues and opportunities; 3. Chinese "Second Wave" outbound Travellers becoming interested in food and wine; 4. Food and wine tourism Research within China; 5. Motivations Underlying Tourist Food Consumption: The Case of Mainland Chinese and Taiwanese Tourists; 6. Dining trajectories Of the Chinese tourists in Australia; 7. China outbound travel to Australian Wineries; 8. The potential of wine tourism to enhance the Chinese visitor experience In New Zealand: a visitor and stakeholders' perspective; 9. Developing Australia's Food and Wine tourism resources towards the Chinese visitor market; 10. Responses To Chinese wine tourists: An Italian perspective; 11. Are we China ready? Food For Thought; 12. Food Glorious Food: an examination of the potential of Food Events In attracting Chinese visitors to destinations; 13. The Winescape and Perspectives From New World Wine Economies: Australia, USA and Taiwan; 14. Food, Wine And China: A tourism perspective from Western Australia; 15. Building and Maintaining Regional Brands for Prestige Products: The Case of Prestige Wines from Margaret River; 16. At a crossroad: A Study of Nyonya Cuisine as Intangible Cultural Heritage; 17. Great Wall or Red Carpet? Challenges and Opportunities for Australian Wines in China; 18. Western Australia Wine Production and Exports: A Focus on China; 19. Conclusion