They came, they liked, and they buy when they go home: harnessing inbound tourists for wine export : final report to Australian grape and wine authority
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2015
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Lee, R.
Lockshin, L.
Corsi, A.
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Report
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Australian wine exporters have little direct influence over Chinese consumers because the wines are sold through distributors and retailers. Direct mass advertising is expensive as China’s media landscape is highly fragmented. This project demonstrates that targeting Chinese tourists in Australia can enhance exports by converting the tourists into long-term Australian wine fans and word-of-mouth ambassadors. Chinese tourists used their positive tourism experience to imbue their image of Australian wine, especially at wine-congruent locations such as vineyards and restaurants. However, upon returning to China, the effects decayed over time. Hence, follow-up marketing efforts are needed to stop or slow the decay.
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Copyright 2015 University of South Australia