Just here for the scenery? Chinese holidaymakers and wine tourism in New Zealand

Abstract

Purpose: This paper explores the potential of wine tourism to add to the experiences of Chinese short stay holidaymakers in New Zealand, and investigate the elements of a winery visit that would be of interest to Chinese visitors. Methodology: This research is based on in-depth interviews with stakeholders with an interest in Chinese wine tourism (Chinese inbound tour operators (ITOs) and winery respondents), supported by an intercept survey conducted in Chinese with 123 Chinese holidaymakers in New Zealand. The data from these surveys was entered in SPSS and analysed using descriptive statistics, including chi-square and t tests. Findings: At this stage the general Chinese holidaymaker has limited interest in wine tourism, however a growing proportion of them are visiting wineries, either as part of a group tour or independently. The main appeal of wineries for Chinese visitors is the opportunity to relax and enjoy the scenery, although learning about wine making, or hearing stories about wine making are of interest to visitors also. Opportunities to buy wine are less important factors for Chinese visitors than may be anticipated. Practical implications: The needs of Chinese visitors to wineries may differ considerably from other winery visitors, so providing opportunities for relaxation, and highlighting the scenic appeal of the winery, are important strategies to attract Chinese visitors. Communicating to these visitors is critical also, given their interest in hearing stories and learning about wine.