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With the rapid economic growth that has occurred in recent decades in China, engaging in wine tourism has emerged as a new phenomenon. This study aims to examine factors that may influence Chinese people’s intentions to visit local wineries. We have employed a theoretical model based on the self-determination theory to holistically explore the effects of travel motivation, attitudes toward domestic wine, subjective norm, past experiences, and perceived travel barriers. An online questionnaire was conducted in three tier-one cities, resulting in 500 respondents in the sample. The survey revealed that subjective norm influences visit intentions through the mediating role of travel motivation and so do attitudes toward domestic wine when mediated by the wine-specific travel motivation. Past experiences positively affected visit intentions. A lack of wine knowledge and low confidence in domestic wine inhibited visit intentions. We have discussed practical implications of effective measures to enhance marketing efforts by wine/tourism practitioners in China.
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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