Twenty years ago the Ningxia region of China was home to vast expanses of barren land, but today this area has been transformed into one of the most famous wine territories in the country, producing award winning wines. This case study from the book, Best Practices in Global Wine Tourism, describes how the region was developed by a group of visionary leaders with a goal to become a world-class wine tourism destination. Written jointly by Ms. Wenxiao Zhang, a wine marketing consultant and doctoral candidate at Kedge Business School in Bordeaux, France and Dr. Liz Thach, MW, the Distinguished Professor of Wine at Sonoma State University in California, it provides a practical overview of the challenges that the Ningxia wine region had to overcome, and their successes to date. It was translated by Mr. Xianyong Zhan and Mr. Jida Qiu, both Masters of Wine Business candidates at the Burgundy School of Wine & Spirits in Dijon, France.

Wine tourism or enotourism or oenotourism or winery tourism or vinitourism is a special interest tourism that empowers local culture and spawns business opportunities for the local community. The comprehensive Routledge Handbook of Wine Tourism offers a thorough inquiry into both regular and emerging issues of wine tourism. Modern wine tourism extends beyond the mere cultivation of grapes and the production and selling of wine. The Routledge Handbook of Wine Tourism examines the complex interplay of market profiling, sustainable regional development, and innovative experiential marketing constructs which, when successful, contribute to the growth and sustainable evolution of global wine tourism. This handbook examines how the success of various enotourism events such as vineyard visits, winery tours, wine festivals and wine trails can stimulate the development of wine-producing regions and territories. Incorporating the latest philosophies and research themes, this handbook will be an essential reference for students, researchers, academics and industry practitioners of hospitality and tourism, gastronomy, management, marketing, cultural studies, development studies, international business and for encouraging dialogue across disciplinary boundaries.

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.

The book provides a holistic approach to wine destination management and marketing by bringing together wine tourism research with research in wine and destination management. Chapters are contributed by numerous international authors offering an international and multidisciplinary perspective. The book combines fresh research approaches with international industry examples and case studies in the following key topics: understanding demand of wine destinations; New approaches and practices of wine destination marketing; innovation and design of wine destination experiences and wine routes; planning and development of wine destinations. The book analyses wine destination management and marketing issues from the perspectives of the various stakeholders of wine destinations (e.g. tourists, cellar doors, wine tourism firms, destination managers, wine associations and networks). The book is equally valuable to researchers and industry professionals alike.

Strategic Winery Tourism and Management: Building Competitive Winery Tourism and Winery Management Strategy presents cutting-edge knowledge and research related to strategic winery tourism and winery management. It highlights the major theories on strategic winery tourism and winery management and encompasses a variety of topics ranging from strate

Could China take over the wine world? Cynthia Howson and Pierre Ly explore how Chinese wine went from being ignored and ridiculed to earning gold medals and praise by famous critics in less than a decade. Wine made in… China? Until recently, for most people, at best, it didn’t exist. Or at worst, as one colorful tasting note described, it evoked: “ash tray, coffee grounds, and urinal crust.” Then, a 2009 Chinese red shocked the world when it won Best Bordeaux Blend at the Decanter World Wine Awards. Could China take over the wine world? Cynthia Howson and Pierre Ly provide a knowledgeable and exuberant exploration of how Chinese wine went from being ignored and ridiculed to earning gold medals and praise by famous critics in less than a decade. They take the reader along on their adventure on the China wine trail to meet the farmers, entrepreneurs, and teachers who are shaping this new industry. They travel to Chinese wine tourism hotspots, talk to winemakers who struggle to find good wine grapes, and visit lush mountaintops and arid deserts to see what French multinational corporations have in common with small family farms. Then, they visit a Chinese wine school to meet professors and their students eager to join the wine work force. They reveal where they bought the best local wines as they give travelers new insights on China and ideas for Chinese wine tourism. Readers interested in current affairs, economic development, and business in China will find that wine offers a clear lens for understanding the larger issues facing the country.

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.