Food, Wine and China: A Tourism Perspective

The growth of the Chinese economy and the emergence of the Chinese middle class have driven the rapid expansion of China's outbound tourism market. This book explores the demand for food and wine tourism experiences by Chinese tourists and how destinations have responded to this demand to attract visitors from China. It provides a novel contribution to the body of knowledge on China outbound tourism and will be of interest to upper-level students, researchers, and academics in Tourism and Hospitality.

Format: Paperback / softback
Length: 316 pages
Publication date: 13 June 2022
Publisher: Taylor & Francis Ltd

The remarkable expansion of China's outbound tourism market has been propelled by the remarkable growth of its economy and the emergence of a prosperous middle class. This surge in international travel has attracted a multitude of destinations worldwide, eager to capitalize on the opportunities presented by the growing number of Chinese visitors. In this comprehensive book, we delve into the growing demand for food and wine tourism experiences among Chinese tourists, recognizing its pivotal role in enhancing destination competitiveness.

By examining the diverse strategies employed by individual destinations to cater to this expanding market, we gain a deeper understanding of the preferences, motivations, and perceptions that shape Chinese tourists' food and wine consumption. Moreover, this book showcases how food and wine tourism experiences have been strategically integrated into the marketing strategies of various international destinations, aimed at attracting Chinese visitors.

Featuring a diverse range of case studies from the Asia-Pacific region and Europe, this book explores the strategic directions adopted to guide destination development and marketing initiatives. It offers a fresh perspective on China outbound tourism, which is currently limited in its academic literature. This book is of utmost interest to upper-level students, researchers, and academics in the fields of Tourism and Hospitality, seeking to expand their knowledge and understanding of this rapidly evolving market.

Weight: 580g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032339115