当前课程知识点：Beverage Culture and Management > 2 Beverage Product Knowledge > 2.3 Chinese Tea, Wine and Spirit > Article: Wine tourism involvement: a segmentation of Chinese tourists
返回《Beverage Culture and Management》慕课在线视频课程列表
This study profiles the Chinese wine tourist market based on levels of consumer involvement. Using a sample of 503 Chinese wine tourists visiting Australian wineries, the study identified four dimensions of involvement in wine tourism among Chinese tourists: Interests and Importance, Risk Importance and Possibility, Risk Avoidance, and Status Value. Based on the various levels of involvement, four clusters of Chinese wine tourists were identified: low-involvement wine tourists, highly involved wine tourists, interest-driven wine tourists, and high-risk perception wine tourists. For the group size, high-risk perception wine tourists included the highest number of people in the sample, while a relatively small number of people belonged to the interest-driven group. Significant differences were found for behavioral variables and activity participation level across the four clusters, but similarity outweighed the differences among demographic and socio-economic variables. The research proceeded to theoretical and marketing implications.
If you wish to learn more, please read the full article by following link:
返回《Beverage Culture and Management》慕课在线视频列表
-1.1 The Origin of Wine
--1.1.1 Introduction of the course
--Article: Wine tourism phenomena in China: An emerging market
--Discussion: Do you know any stories about wine culture?
--Quiz 1
-2.1 Alcoholic Drinks
--2.1.1 Factors that make wine different
-2.2 Non-alcoholic Drinks
--2.2.1 Non-alcoholic drinks (1)
--2.2.2 Non-alcoholic drinks (2)
-2.3 Chinese Tea, Wine and Spirit
--2.3.2 Chinese alcoholic drinks
--Article: Wine tourism involvement: a segmentation of Chinese tourists
--Discussion: What do you think about Chinese wine culture?
--Quiz 2
-3.1 Bars and Bar Staffs
--3.1.2 Bar staff, jobs description & uniform
-3.2 Bar Equipment and Glassware
--Article: Profiling Chinese wine tourists by wine tourism constraints
-3.3 Professional Ethics and Bar Operations Management
--3.3.2 Serving wine to a guest (1)
--3.3.3 Serving wine to a guest (2)
--3.3.5 Bartending techniques (1)
--3.3.6 Bartending techniques (2)
--3.3.7 Receiving, storing, issuing and stocktaking of beverages
--Discussion: Are there some other ways of beverage selling besides lounge service and restaurant serv
--Quiz 3
-4.1 Hygiene and Care of Glassware
--4.1.1 Hygiene and care of glassware
-4.2 Maintaining a Safe Environment and Fire Safety
--4.2.1 Maintaining a safe environment and fire safety
--Article: Intentions to Participate in Wine Tourism in an Emerging Market: Theorization and Implicati
--Discussion: Do you think robot service will be safer than staff?
--Quiz 4
-5.1 How to Order a Mixed Drink in a Bar
--5.1.1 How to order a mixed drink in a bar
-5.2 Fact and Effects of Alcohol
--5.2.1 Fact and effects of alcohol
-5.3 Bar Etiquette
--Article: Identifying facilitators, constraints of wine tourism for outbound Chinese tourists
--Discussion: Do you support contemporary adults to go to bars for drinking?
--Quiz 5
--Final test
