Innovative Management Strategy of Wine Tourism in the COVID-19 Era: A Case Study of China

Innovative Management Strategy of Wine Tourism in the COVID-19 Era: A Case Study of China

Poshan Yu, YuHan Wang, Emanuela Hanes
Copyright: © 2022 |Pages: 31
DOI: 10.4018/978-1-6684-3504-5.ch004
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Abstract

This chapter aims to study operation mode of wine tourism and coping strategies of major wine producing regions in the context of COVID-19. This study uses Citespace to analyze the changes of research hotspots in wine tourism industry before and after COVID-19. Through the comparison between the global wine industry management strategy and the Chinese wine industry management strategy, the similarities and differences between the two are analyzed through specific cases. This chapter investigates the driving force and factors of sustainable development of tourism economy with wine tourism as the core sector. It also studies innovative strategies such as the promotional effects of digital tourism in response to COVID-19 on wine tourism, thereby extending the protection and utilization of intellectual property rights of each wine producer. Case studies of China will be used for discussion. Finally, this chapter provides suggestions for policymakers to build a sustainable wine tourism for enterprises.
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Literature Review

This section first reviews the literature on the definition of wine tourism. Hall et al. (2000) describe wine tourism as a category of special interest tourism. Byrd, Canziani, Hsieh, Debbage, and Sonmez (2016) go further and place the visitor and the visitor experience at the core of their definition, presenting it in terms of someone “who travels to wineries” and “what the wine tourists are experiencing at these destinations”.

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