Keywords
wine consumption, wine tourism, consumer involvement, California
Document Type
Proceedings Abstract
Included in
Advertising and Promotion Management Commons, E-Commerce Commons, Entrepreneurial and Small Business Operations Commons, Food and Beverage Management Commons, Marketing Commons, Other Business Commons, Recreation Business Commons, Sales and Merchandising Commons
Chinese Consumers' Involvement in Wine Consumption and Their Willingness to Visit Wineries in California
This research fills a gap in wine tourism literature, taking into account the effects of consumers’ involvement in the pre-purchase stages on their willingness to visit wineries in California or in a foreign country. The theoretical framework presented in this paper provides support for a strong linkage between product involvement, consumption, and eventual propensity to visit a wine destination. As of this writing this paper constitutes the first of its kind econometric study of these effects.
