Author: Lee, Richard
Abstract: The article reports on turning tourists into long-term customers in the Australian wine sector. Topics discussed include the critical role China plays for Australian wine export. The method involved surveying Chinese tourists while they were holidaying in Australia and compared them with Chinese wine consumers, who have never been in Australia. The idea of targeting tourists to sharpen country competitiveness in the tourists’ home country should be considered as part of an Australian wine brand’s overall marketing strategy.
Co-author(s): Corsi, Armando; Lockshin, Larry; Cohen, Justin
Publication: Wine and Viticulture Journal, Vol. 30, no. 6 (2015), pp. 64-65