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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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dc.contributor.authorLee, R.
dc.contributor.authorLockshin, L.
dc.contributor.authorCorsi, A.
dc.date.issued2015
dc.description.abstractAustralian 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.
dc.identifier.urihttps://hdl.handle.net/11541.2/111404
dc.language.isoen
dc.publisherUniversity of South Australia
dc.publisher.placeAustralia
dc.relation.fundingAustralian Grape and Wine Authority USA 1203
dc.rightsCopyright 2015 University of South Australia
dc.source.urihttps://www.wineaustralia.com/getmedia/a030b942-50d7-438b-82b2-6b63774fde4b/Final-Report-USA-1203
dc.subjectAustralian wine
dc.subjectChinese tourists
dc.subjectbrand perceptions
dc.titleThey came, they liked, and they buy when they go home: harnessing inbound tourists for wine export : final report to Australian grape and wine authority
dc.typeReport
pubs.publication-statusPublished
ror.fileinfo12143160810001831 13143249590001831 9915963108201831_53113086420001831.pdf
ror.mmsid9915963108201831

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