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A Study of Characteristics of Female Chinese Tourists Who Participate in New Zealand Wine Tourism

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A Study of Characteristics of Female Chinese Tourists Who Participate in New Zealand Wine Tourism A Study of Characteristics of Female Chinese Tourists Who Participate in New Zealand Wine Tourism Lin Huang A DISSERATION SUBMITED TO AUCKLAND UNIVERITY OF TECHNOLOGY IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF INTERNATIONAL HOSPITALITY MANAGEMENT (MIHM) 2014 FACULTY OF CULTURE AND SOCIETY SCHOOL OF HOSPITALITY AND TOURISM PRIMARY SUPERVISOR: DR CHARLES JOHNSTON Table of Contents List of Figures .......................................................................................................................................... v List of Tables ........................................................................................................................................... v Attestation of Authorship ...................................................................................................................... vi Ethics Approval ..................................................................................................................................... vii Acknowledgements .............................................................................................................................. viii Confidential Material ............................................................................................................................. ix Abstract ................................................................................................................................................... x 1 Introduction .................................................................................................................................... 1 1.1 Opening remarks ..................................................................................................................... 1 1.2 Research significance .............................................................................................................. 2 1.3 Study aims and objectives....................................................................................................... 3 1.4 Methodology ........................................................................................................................... 4 1.5 Overview of this dissertation .................................................................................................. 4 2 Literature Review ............................................................................................................................ 6 2.1 Introduction ............................................................................................................................ 6 2.2 Wine and wine tourism ........................................................................................................... 6 2.2.1 What is wine? .................................................................................................................. 6 2.2.2 Benefits of wine .............................................................................................................. 7 2.2.3 What is wine tourism? .................................................................................................... 8 2.3 Wine tourists ........................................................................................................................... 9 2.3.1 Who is a wine tourist? .................................................................................................... 9 2.3.2 What do wine tourists want? ........................................................................................ 11 2.4 The Experience Economy model analysis in wine tourism ................................................... 12 2.5 Summary ............................................................................................................................... 14 3 Background ................................................................................................................................... 16 3.1 Introduction .......................................................................................................................... 16 3.2 Wines in New Zealand .......................................................................................................... 16 3.2.1 New Zealand wine industry........................................................................................... 16 3.2.2 Wine tourism in New Zealand ....................................................................................... 17 3.3 Wine in China ........................................................................................................................ 21 3.3.1 Wine history in China .................................................................................................... 21 ii 3.3.2 Wine development in China .......................................................................................... 23 3.3.3 Wine culture and wine behaviour in China ................................................................... 25 3.4 Summary ............................................................................................................................... 27 4 Research Method .......................................................................................................................... 28 4.1 Introduction .......................................................................................................................... 28 4.2 Research methodology ......................................................................................................... 28 4.2.1 Grounded theory ........................................................................................................... 28 4.2.2 Qualitative methodology .............................................................................................. 29 4.2.3 Interview design and wineries selection ....................................................................... 29 4.3 Data analysis ......................................................................................................................... 33 4.4 Limitations............................................................................................................................. 33 4.4.1 Limitations related to research methods ...................................................................... 33 4.4.2 Limitations related to data collection ........................................................................... 34 4.4.3 Limitation of data analysis ............................................................................................ 34 4.5 Summary ............................................................................................................................... 35 5 Analysis ......................................................................................................................................... 36 5.1 Introduction .......................................................................................................................... 36 5.2 Data sources analysis ............................................................................................................ 36 5.2.1 Demographic profile ..................................................................................................... 36 5.2.2 Wine knowledge ........................................................................................................... 40 5.2.3 Wine appreciation ......................................................................................................... 43 5.2.4 Wine behaviour ............................................................................................................. 45 5.2.5 Perceptions of New Zealand wine and wine-related tourism ...................................... 47 5.3 What is the female Chinese tourists’ perception of wine experience? ................................ 51 5.4 What can help improve the wine experience of female Chinese tourists? .......................... 52 5.5 What can help develop the New Zealand wine-tourism industry in the Chinese market? .. 53 5.6 Implications of Experience Economy .................................................................................... 54 5.7 Summary ............................................................................................................................... 55 6 Conclusion ..................................................................................................................................... 57 6.1 Introduction .......................................................................................................................... 57 6.2 Limitations............................................................................................................................. 57 6.3 Implication for theory ........................................................................................................... 58 6.4 Future research ..................................................................................................................... 59 6.5 Final thoughts ....................................................................................................................... 60 iii References ............................................................................................................................................ 61 Appendix A: Consent Form ................................................................................................................... 68 Appendix B: Consent Form Chinese Version........................................................................................
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