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.

"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 which 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"--

In this exuberant book, the authors share their adventures on the China wine trail, meeting the farmers, entrepreneurs, and teachers who are changing the wine world. They explore wine tourism hot spots, talk to winemakers searching for good grapes, and take us to lush mountains and arid deserts, all in the search for the future of Chinese wine.

Chinese Wine explores the history and traditions of wine production and consumption in China, and its place in China today.

The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market presents information on China and its role as a relevant player in the international wine industry, both as supplier and consumer. The book provides new insights into the global dynamics of the wine industry, expanding the knowledge of academics, practitioners, and students on the growing demand for wine in China. Special attention is paid to the supply and demand changes, their impacts on Western wine supply chains, and new market opportunities. The book contributes the latest research findings to increase the understanding of the context of wine consumption in China and the most suitable marketing and communication approaches. The book aims to provide academics with the most adequate methodological tools to study a novice market, with both conceptual and empirical chapters included. The book covers a range of topics, including the behavior of Chinese consumers and their attitudes towards wine, the cultural context of wine in China, the characteristics of the wine supply chain in China and its development, the impact of China on Western wine supply chains, wine marketing and communication in China, wine branding in China, including counterfeiting, wine education in China, the links between wine, food, luxury, and Western products in China, and wine tourism.

Looks at the role of food in Chinese government policy, religious rituals, and health practices, traces the evolution of Chinese cuisine, and discusses the absence of food taboos

Akademische Arbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule für Wirtschaft und Recht Berlin, Sprache: Deutsch, Abstract: China is turning into one of the world’s largest, most lucrative food and beverage markets. With a growing middle class, the demand for premium lifestyle products is constantly increasing. A new generation of consumers, typically located in urban areas, is emerging, with more disposable income and a greater awareness and willingness to pay for high quality, often imported products – including wine. Wine has become “fashionable” as a symbol of social status and this trend is likely to continue. Further, the health benefits associated with red wine in particular, have convinced some consumers to switch from traditional Chinese alcoholic beverages to grape wine. Although China traditionally is a rice-wine-consuming country and unlike in many Western countries, grape wine is considered a luxury product, the grape wine market has grown rapidly since its emergence in the mid 1990s, with still wine being the most lucrative. According to a recent survey, in 2009 the Chinese wine market generated total revenues of US$ 7,2 billion which constitutes a compound annual growth rate of 5,3% for the period from 2005 to 2009 . As wine consumption in China is closely related to income, there is no end in sight to this positive trend.