Research on the development of Wine Tourism Product based on the analysis of the wine tourist behavioral intentions-The case of Dynasty Winery

Abstract

It is a newly-developed tourism form to open up the novel field of development for the wine industry, combine the wine culture and tourism with deep exploration. Wine tourism can not only speed up the structural adjustment for the wine industry and extend the wine industry chain, but also further improve the brand recognition for the whole industry. The Dynasty Winery in Tianjing possesses the good historical conditions and competitive advantages. In this paper, the feasibility of developing wine tourism products for Dynasty Winery is analyzed based on the characteristics of wine tourism and the wine tourists behavioral intentions. Then the approaches to the product design and suggestions on the wine tourism are discussed.