In this chapter, the authors explore social media as a tool for promoting products and services. The industry of application is wine tourism in which the authors investigate whether and how digital methods can help local businesses in Australia in the wine tourism sector gain a better perspective among Chinese tourists. They analyze the characteristics of different wine tourism regions in Australia and assess how these regions are competing against each other and shaping their social media strategies to promote the hospitality and tourism of said region to Chinese tourists. The main goal is to explore how social media is influencing the travel decisions, choice of destination, and wine consumption of Chinese tourists and empowering the tourists on the Australia's wine heritage is going to convey meaning, culture, and traditions to aid them in these decisions. Recommendations will be provided on using digital social media to promote wine tourism to different stakeholders.
TopIntroduction
With the rapid phase of development across the globe, the business environment has become hyper competitive across industries. Over the last decade, maintaining and improving the world’s ecological environment has become an important issue (Perkumienė et al., 2020). Sustainable development has become more than a trend, it is one of the key focus areas across industries. With clear sustainable development goals enterprises can survive the ever-growing global competition. Though sustainable development has been a highly discussed and practiced topic, sustainable tourism is a new arena. Today there are many trending topics in tourism like ecotourism, agrotourism, culture tourism, volunteer tourism, food tourism and so on. Irrespective of the type of tourism that is being explored the sustainability aspect of it is becoming a hot topic for both researchers and tourists.
Post the COVID-19 pandemic, travel has become more of a luxury, imposing global travel restrictions. The tourism industry is trying to reshape and redefine itself to recover from the crisis. The internet and social media-based channels have been playing a significant role in the development of tourism industry and has helped to establish and grow the e-tourism space. The promotion and development of online tourism have become the choice of tourism lovers (Vázquez et al., 2021). Social media has become the digital carrier of sustainable tourism. The main idea is to explore how social media is influencing the travel decisions, choice of destination and wine consumption of Chinese tourists and how the Australia’s wine heritage empowered is going to convey meaning, culture, and traditions to aide them in these decisions. It will use social media as digital methods to analyze the situation and publicity methods of Australian wine tourism and culture. While conducting a study for online publicity, we will also discuss the current situation and future situation of offline publicity.
In this chapter, we will investigate the different wine regions of Australia and explore the distinctive tourism experience and travel itineraries according to the environmental characteristics of each city. We will also see how each of these regions promote themselves to Chinese tourists. Among them, the wine culture of each region is the focus of discussion, and the wine characteristics of different regions are also different (Lacorde, 2019). While promoting wine culture, the characteristics of different wines and representative wineries in various regions are worth understanding.
This chapter analyzes the tourism and cultural characteristics of Australian States and discusses how to formulate strategies to attract tourists and give full play to their respective advantages. It focuses on tourism, wine, culture, and information regarding entertainment in each region using digital tools to collect and summarize the literature about social media, cultural heritage, wine tourism, and entertainment. It describes the different forms of offline publicity that is leveraged and showcases the main contents on promoting offline and the needs that cannot be met by online (digital) methods.
After summarizing the key information of the literature, this chapter discusses the relationship between the aforementioned and the publicity effect after mutual influence of said methodologies. It also explores, how to display relevant content on social media to attract Chinese tourists by using different formats. Using the CiteSpace tool to cross analyze the literature data on Australian wine tourism and social media content and display similar data of the overall content through data visualization. After developing the relevant content, we issue an online questionnaire for a survey which targeted Chinese tourists to understand the current situation and future development of Australian wine tourism culture, and Chinese social media content are counted and analyzed (Gu & Huang, 2018). We explore how to use these publicity methods to effectively show Australian wine tourism and culture to Chinese tourists. Finally, the chapter analyzes the promotion effect and current situation, and suggests how to improve opinions of social media in Australian wine tourism and culture.