The impact of New Zealand visitation on Chinese perceptions of New Zealand wine
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Date
2016-02
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Conference Contribution - published
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Abstract
Purpose: The aim of this paper is to explore the effect of tourism to a destination, in this case, New Zealand, on the perception of Chinese visitors to New Zealand wines. In particular, we are interested in the wine tourism behaviour of these visitors, and the effect this has on brand awareness of New Zealand wine.
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Copyright © 2016 Ehrenberg-Bass Institute for Marketing Science