Identifying facilitators, constraints of wine tourism for outbound Chinese tourists

Purpose - The proportion of the international wine tourists, particularly from Greater China is expanding, compelling many wineries to attach importance to this market and enlarge their potential purchasing power. The aim of this research is to identify the facilitators and constraints from the perspective of outbound Chinese wine tourists and potential wine tourists.||Methodology - The overall approach of this paper is qualitative exploratory. Using in-depth interview, this study investigated the existing facilitators and constraints that wine tourists encountered. Then a preliminary content analysis was performed so as to develop an analytical framework.||Findings - Results will show a wide range of facilitating and constraint factors. They will also reveal how different the perspectives of winery owners and wine tourists are.||Practical implications - the results can serve as a starting point to understand outbound Chinese wine tourists. Implications of the factors that contribute to successful winery operations and local wineries cooperation will be put forward.