Analysis of the Wine Experience Tourism Based on Experience Economy: A Case for Changyu Wine Tourism in China

Abstract

The characteristics embodied in the experience economy are that production and consumption is a twin process and experience is the process “products”. Wine tourism to a way of life we pursue and increasingly becoming a way of forming personal development and lifestyle. It is precisely these factors prompted the inevitable link between tourism and wine. In this context, world wine production capacity is relative to the spending power of the high-speed development, promoting wines Chamber of very great importance to the tourism promotion of the wine-producing areas and carrying flowers making strenuous efforts to tour around the world tour organized by exquisite wine show and tasting sessions. The promotion will let the wine-loving remember winery brand, therefore, tourists and media publicity personnel witnessed and taste product features publicize the beauty of food and wine; domestic wine market outlook was generally optimistic, but imports, domestic size winemakers a hot consumer incremental slow; buyout distribution, counterfeiting and other vicious competition impaired contradiction significant the wine market prospects and survival status quo, wine tourism is based on success on the international wine marketing experience, to seek a broader and more practical form of publicity and sales the channels proposed a new way of life. Combined with the development of the situation on the ground and research, this study describes the content and features of the wine tourism experience on the base of experience economy of wine tourism. Finally this study combines with a detailed analysis of Changyu wine tourism in Yantai and discussed issues related to the wine tourism experience.