They came, they like and they buy: turning tourists into long-term customers

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

Download PDF


Now available as an eBook exclusively to Apple iBooks


The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.