Wine tourism involvement: A segmentation of Chinese tourists

What is it about?

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 socioeconomic variables. The research proceeded to theoretical and marketing implications.

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