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Chinese visitors at Australia wineries: Preferences, motivations, and barriers

Emily (Jintao) Ma, University of Massachusetts Amherst, USA
Bob Duan,
Griffith University, Australia
Lavender (Mengya) Shu,
University of Queensland, Australia
Charles Arcodia,
Griffith University, Australia
Published online: 27 March 2017, JTHSM, 3(1), pp. 3-8

URN: urn:nbn:de:0168-ssoar-67075-7, DOI: 10.5281/zenodo.401062

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China has become Australia’s most important source market and there are growing number of visitors participated in wine tourism. Using in-depth interviews, the study looked into Chinese tourists’ preferences, motivations and barriers to participate in wineries tours in Australia. The study enriched to literature on wine tourism. It offered practical implications for wineries and destinations to better understand and accommodate Chinese wine tourists’ needs and preferences.


Wine Tourism, Chinese Visitors, Preferences, Motivations, Barriers

JEL Classification:

L83, M1, O1

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