Wine Tourism in China: Resource Development and Tourist Perception

doi:10.5814/j.issn.1674-764x.2023.02.009

Abstract

Abstract:

With the rise of wine consumption in China, wine tourism is becoming increasingly popular. Research shows that wine resource development is profoundly impacted by tourist perception and satisfaction. To precisely understand the process and mechanism of tourists’ attitudes and preferences toward wine tourism resources in China, this paper employed a questionnaire survey to explore tourists’ perceptions of local wine tourism and resources from five dimensions by analyzing feedback from wine tourists in the east foothill of the Helan Mountain Wine Region of Ningxia. The main findings are threefold. (1) As emerging experiential tourism, wine tourism has distinct demographic characteristics in terms of income, age and the methods of travel. (2) Wine tourism resources are the most important factors influencing tourist satisfaction, while functional comfort is also highlighted for its charm and value. In addition, the quality of services has a significant impact on tourists’ support for wine tourism. (3) Remarkably, the findings show that the facilities condition, ecological environment and resource conservation exert little influence on tourist perception of wine tourism. However, these factors also deserve to be stressed for their important roles in establishing a positive atmosphere of wine tourism development. The results of this study have enriched our knowledge of wine tourism resource development and tourist perception.

Key words: wine tourism, resource development, tourist perception, Helan Mountain Wine Region

WANG Lei, LI Tao. Wine Tourism in China: Resource Development and Tourist Perception[J]. Journal of Resources and Ecology, 2023, 14(2): 309-320.

Figures/Tables 9

References 42

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Variable		Scale (%)
Gender	Male	173 (44.2)
Gender	Female	218 (55.8)
Age	18-35	228 (58.3)
	36-45	122 (31.2)
	46-55	31 (7.9)
	56-64	10 (2.6)
Educational background	Junior school	5 (1.3)
	High school	17 (4.3)
	Junior college	92 (23.5)
	Bachelor’s degree	154 (39.4)
	Postgraduate degree	123 (31.5)
Monthly disposable income (yuan)	Under 2000	74 (18.9)
	2000-4000	70 (17.9)
	4001-6000	81 (20.7)
	6001-8000	47 (12.0)
	8001-10000	39 (10.0)
	Above 10000	80 (20.5)
Travel mode	Self-guided	122 (31.2)
	Self-driving	152 (38.9)
	Group tour	60 (15.3)
	Backpacker	18 (4.6)
	Others	39 (10.0)

Variable		Scale (%)
Gender	Male	173 (44.2)
Gender	Female	218 (55.8)
Age	18-35	228 (58.3)
	36-45	122 (31.2)
	46-55	31 (7.9)
	56-64	10 (2.6)
Educational background	Junior school	5 (1.3)
	High school	17 (4.3)
	Junior college	92 (23.5)
	Bachelor’s degree	154 (39.4)
	Postgraduate degree	123 (31.5)
Monthly disposable income (yuan)	Under 2000	74 (18.9)
	2000-4000	70 (17.9)
	4001-6000	81 (20.7)
	6001-8000	47 (12.0)
	8001-10000	39 (10.0)
	Above 10000	80 (20.5)
Travel mode	Self-guided	122 (31.2)
	Self-driving	152 (38.9)
	Group tour	60 (15.3)
	Backpacker	18 (4.6)
	Others	39 (10.0)

Variable	Frequency (%)	Variable	Frequency (%)	Variable	Frequency (%)
Motivation		Information access		Consumption (yuan)
Vacation	80 (20.5)	Television	108 (12.4)	Under 300	108 (27.6)
Family or friends visiting	17 (4.3)	Radio	34 (3.9)	300-600	109 (27.9)
Business	30 (7.7)	Internet	166 (19.1)	600-800	64 (16.4)
Visiting winery	181 (46.3)	Weibo	84 (9.7)	800-1000	59 (15.1)
Party	14 (3.6)	WeChat	199 (22.9)	1000-1500	20 (5.1)
Shopping	3 (0.8)	Newspapers or Magazines	51 (5.9)	Above 1500	31 (7.9)
Drop-by visit	41 (10.5)	Travel agency	36 (4.1)	Duration
Winery activities	11 (2.8)	Recommendation	161 (18.5)	One day	277 (70.8)
Others	14 (3.6)	Others	31 (3.6)	Two days	58 (14.8)
Others	14 (3.6)	Others	31 (3.6)	Three days or over	56 (14.3)

Variable	Frequency (%)	Variable	Frequency (%)	Variable	Frequency (%)
Motivation		Information access		Consumption (yuan)
Vacation	80 (20.5)	Television	108 (12.4)	Under 300	108 (27.6)
Family or friends visiting	17 (4.3)	Radio	34 (3.9)	300-600	109 (27.9)
Business	30 (7.7)	Internet	166 (19.1)	600-800	64 (16.4)
Visiting winery	181 (46.3)	Weibo	84 (9.7)	800-1000	59 (15.1)
Party	14 (3.6)	WeChat	199 (22.9)	1000-1500	20 (5.1)
Shopping	3 (0.8)	Newspapers or Magazines	51 (5.9)	Above 1500	31 (7.9)
Drop-by visit	41 (10.5)	Travel agency	36 (4.1)	Duration
Winery activities	11 (2.8)	Recommendation	161 (18.5)	One day	277 (70.8)
Others	14 (3.6)	Others	31 (3.6)	Two days	58 (14.8)
Others	14 (3.6)	Others	31 (3.6)	Three days or over	56 (14.3)

Index		Result
KMO measure of sampling adequacy		0.924
Bartlett’s test of sphericity	Previous square value	4628.847
	Freedom degree	0.325
	Significance	<0.001