Based On The Winery's Wine Tourist Behavior

As a new type of special tourism, wine tourism has rapidly developed around the world. In the recent years, wine tourism also has been focused in China. Although wine tourism is becoming more and more popular, the research of it is just on the entry level.The purpose of this study is to examine the behavior characteristics of wine tourists and to classify the tpye of wine tourists, as well as to contribute to the literature on wine tourism in China. Definitions about wine tourism, wine tourist and so on are gave in this paper. The paper also introduces the situation, characterristics and issues about wine tourism both on abroad and in China. Taking Chateau Changyu AFIP Global Beijing and Longhui Wine Museum as research targets and adopting questionnaire and interview way to get data, the behavior characteristics of wine tourists have been researched. The decision behavior was summarized through demographic characteristics, motivation for visiting the winery and the tourist information sources. Using the results of time and space analysis, consumption characteristics analysis as well as item preference of wine tourists'analysis, the behavior characteristics during the travel is concluded. The analysis of last process of travel, the judgment of travel, is carried out by sensorial impression analysis, satisfaction analysis and loyalty analysis.Based on the results of wine interest calculation by SPSS software, 9 factors were got from 25 indicators by using an exploratory factor analysis.The study findings revealed that there are three distinct wine tourist segments in the two wineries and got the characteristics of each segment. They are wine curious, wine interested and wine lvoers. The segments were determined using a K-means cluster analysis.A marketing strategy of wine brought forward by using the results of former analysis. This strategy can be divided into three parts ---- product and its overall image, target markets and marketing which is following on 4P principle. At last of this paper, the practical strategies for those two wineries are concluded by using the former strategy and two wineries' management situation.