Wine tourism involvement: a segmentation of Chinese tourists

Qiushi Gu, Hanqin Qiu, Brian King, Songshan (Sam) Huang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

44 Citations (Scopus)


This study profiles the Chinese wine tourist market based on levels of consumer involvement. Using a sample of 503 Chinese wine tourists visiting Australian wineries, the study identified four dimensions of involvement in wine tourism among Chinese tourists: Interests and Importance, Risk Importance and Possibility, Risk Avoidance, and Status Value. Based on the various levels of involvement, four clusters of Chinese wine tourists were identified: low-involvement wine tourists, highly involved wine tourists, interest-driven wine tourists, and high-risk perception wine tourists. For the group size, high-risk perception wine tourists included the highest number of people in the sample, while a relatively small number of people belonged to the interest-driven group. Significant differences were found for behavioral variables and activity participation level across the four clusters, but similarity outweighed the differences among demographic and socio-economic variables. The research proceeded to theoretical and marketing implications.
Original languageEnglish
Pages (from-to)633-648
Number of pages16
JournalJournal of Travel and Tourism Marketing
Issue number5
Publication statusPublished - 13 Jun 2018


  • Australian wine tourism
  • Chinese value
  • consumer behavior
  • Consumer involvement
  • outbound Chinese tourists
  • segmentation
  • wine
  • wine tourism
  • wine tourism marketing
  • winery service

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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