Responses to Chinese wine tourists? An Italian perspective
Prof. Dr. Harald Pechlaner Mag. Michael Volgger Margaret River, February 2016 (Acknowledging Astrid Früh’s contribution to data coding)
Pechlaner/Volgger Feb 2016
1) Chinese tourists in Italy
2
21.40%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
Italy UK France Germany Spain Austria
Share of tourism nights spent by Chinese tourists in the EU, 2014 (selection)
Source: EUROSTAT, 2015
g More than 3 million overnight stays of Chinese tourists in Italy per year (2013; ISTAT, 2014)
Pechlaner/Volgger Feb 2016
1) Chinese tourists in Italy
3
Sources: EUROSTAT, 2015
15.02%
Share in tourism nights spent in Italy, 2014
Share of EU tourists share of non-EU tourists
21%
11.90%
6.10% .4,50%
Share in tourism nights of non-EU-tourists spent in Italy, 2014
USA Russia China Japan Brazil Others
Pechlaner/Volgger Feb 2016
1) Chinese tourists in Italy
4
Source: ISTAT, 2014
Strong growth in overnight stays
2003 2013 +190%
1.03 million overnight stays 3.01 million overnight stays
Pechlaner/Volgger Feb 2016
1) Chinese tourists in Italy
5
Source: Osservatore Nazionale del Turismo, 2011
Veneto: 27%
Lombardia: 26%
Toscana: 26%
Lazio: 18%
Pechlaner/Volgger Feb 2016
2) Food and wine tourism in Italy
6Image: https://flic.kr/p/9zxyHx
• Italy has become the biggest wine producer worldwide in 2015 (estimated quantity: 48.9 mhl)
• 4th country in surface (“area under vine”), 3rd in wine consumption (2014)
• 2nd in wine export (both in volumes and values)
• Fifth most important wine-export country toward China for bottled wine in volume and value (2014)
Pechlaner/Volgger Feb 2016
2) Food and wine tourism in Italy: Selected products
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Sources: Lemmi/Siena Tangheroni (2015), Croce/Perri (2010)
Wine roads
(Strade del vino e del gusto)
Farm holidays
(Agriturismi)
• Linking tourism and agriculture (hotels, restaurants, wineries etc.)
• Linking wine with the territory
• Providing accommodation directly on farms and wineries
• Consume and buy local products
• Rarely: Help in agriculture
Slow tourism, slow food, slow cities
Authentic restaurants
(osterie)
• Cultural movement that wants to limit globalized (fast) movement of: tourists, food products etc.
• Respecting tradition, producers and environment
• Branding
• Second cities
• Authentic bars and restaurants
• Long history
• Renaissance through realisation of a yearly brochure „Osterie d‘Italia“ (since 1990)
Pechlaner/Volgger Feb 2016
2) Food and wine tourism in Italy: Selected products
8
Sources: Mason/Paggiaro (2012), Croce/Perri (2010)
Food & wine events
(eventi del vino)
• Linking export with tourism
• Tasting and exhibition
Wine tasting & visits to wineries
(visite alle cantine)
• Roots: in the 1993 initiative “Cantine Aperte”, that led wineries to open their cellars for the broader public
• Starting point for a food & wine tourism in Italy in a narrow sense
• Today: Link with architecture
Role of publications
• Canonization with publications
• „Vino al vino“ (1971, Mario Soldati) – linking wine with territory, looking for small-scaled production
• „Gambero rosso“ (specialized publishing in the food & wine sector)
Pechlaner/Volgger Feb 2016
2) Food and wine tourism in Italy: Appreciation
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“10 Best Wine Travel Destinations 2016”
1) Las Vegas (USA) 2) Bordeaux (France) 3) Margaret River (Australia) 4) Südtirol / Alto Adige (Italy) 5) Paso Pobles (USA) 6) Basque Country (Spain) [Wine Enthusiast] (http://www.winemag.com/gallery/10-best-wine-travel-destinations-2016/#gallery-carousel-1
“Top 10 Wine Destinations Around the World”
1) Okanagan Valley (Canada) 2) Bordeaux (France) 3) Finger Lakes (USA) 4) Mendoza (Argentina) 5) Willamette Valley (USA) [Huffington Post] (http://www.huffingtonpost.com/viator/top-10-wine-destinations_b_3876855.html
6) Tuscany (Italy) 7) Cape Town (South Africa) 8) Napa & Sonoma (USA) 9) Barcelona (Spain) 10) Yarra Valley (Australia)
Pechlaner/Volgger Feb 2016
2) Food and wine tourism in Italy: Some weaknesses
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1) Lack of a shared wine tourism strategy & marketing approach
2) Lack of collaboration among wine producers
3) Lack of overseas’ prominence of “smaller”, high quality wine growing areas in Italy (with the exception of Tuscany - Chianti, Piedmont - Langhe, Veneto - Valpolicella)
Source: Festa et al., 2015
Image: https://flic.kr/p/egFovP
Pechlaner/Volgger Feb 2016
3) Wine tourist decision making (model)
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Source: based on Sparks, 2007; based on Ajzen, 1991 (TPB…theory of planned behavior); see also Getz/Brown, 2006
Perceived control
Normative influences
Wine experience Destination experience Personal development
“Value the experience”
“Expect the peer group to approve the behavior”
“Believe they have the resources”
Familiarity “Know it already”
Pechlaner/Volgger Feb 2016
4) Research questions
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1) How are Italian tourism supply actors currently responding to Chinese tourists’ interests for wine (food & wine)?
2) How could Italian supply actors improve their presentation of the Italian wine (food & wine) offer to Chinese tourists in future?
Ø Exploratory study based on qualitative interviews
Pechlaner/Volgger Feb 2016
5) Method: Data collection & analysis
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Study design§ Exploratory approach§ Snowball-sampling starting with the mayor of San Gimignano (UNESCO) in Tuscany and the ex-director of
ENIT
Qualitative interviews• Data collection:
- 5 semi-structured interviews with destination managers, politicians, tour guides, tour operators
§ Data analysis: GABEK toolset (qualitative analysis technique) (Zelger, 2000; Pechlaner/Volgger, 2012)
Pechlaner/Volgger Feb 2016
5) Method: Data collection & analysis
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“The Chinese wine tourist exists, yes. Very often they are business men who come to Italy to make business.”
INTERVIEW STATEMENT �
Raw data:
Transcribed qualitative interviews
Source: Pechlaner/Volgger, 2012
Pechlaner/Volgger Feb 2016
5) Method: Data collection & analysis
15
“The Chinese wine tourist exists, yes. Very often they are business men who come to Italy to make business.”
INTERVIEW STATEMENT �
Raw data:
Transcribed qualitative interviews
- Chinese tourist - Wine - Business - Travel motivation - Italy
LIST OF KEYWORDS �
Complexity reduction:
Representation of the raw text in the form of keywords
Source: Pechlaner/Volgger, 2012
Pechlaner/Volgger Feb 2016
Wine
5) Method: Data collection & analysis
16
“The Chinese wine tourist exists, yes. Very often they are business men who come to Italy to make business.”
INTERVIEW STATEMENT �
Raw data:
Transcribed qualitative interviews
- Chinese tourist - Wine - Business - Travel motivation - Italy
LIST OF KEYWORDS �
Complexity reduction:
Representation of the raw text in the form of keywords
� ASSOCIATION GRAPH
Chinese tourist
Business
Italy
Restructuring of the system:
Graphical representation of the raw text in the form of inter-connected keywords
Travel motivation
Source: Pechlaner/Volgger, 2012
Pechlaner/Volgger Feb 2016
“The middle-class Chinese tourist comes to Italy because
some cities in Italy are regarded as fundamental
stages to elevate the status of the middle-class Chinese. So
a Chinese who has the economic capacity to afford a trip abroad visits Italy exactly because of its cities that are
known worldwide for their symbolic value.”
Chinese tourists
Linguistic barriers
Italian fashion
Arts
Bring home souvenirs
Limited time
Organized tours
Shopping
Famous brands
Seeking Chinese things
Stabilizing the stomach
Adapting to Italian food
Chinese restaurants
Wine
Italian cities
Second visit
Superficial visit
6) Results: Current situation
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(all relations supported by at least one sentence)
Context factors & barriers
Status consumption
Wine & food: Importance of Chinese food
Familiarity
Pechlaner/Volgger Feb 2016
“The middle-class Chinese tourist comes to Italy because
some cities in Italy are regarded as fundamental
stages to elevate the status of the middle-class Chinese. So
a Chinese who has the economic capacity to afford a trip abroad visits Italy exactly because of its cities that are
known worldwide for their symbolic value.”
Chinese tourists
Linguistic barriers
Italian fashion
Arts
Bring home souvenirs
Limited time
Organized tours
Shopping
Famous brands
Seeking Chinese things
Stabilizing the stomach
Adapting to Italian food
Chinese restaurants
Wine
Italian cities
Second visit
Superficial visit
6) Results: Current situation
18
(all relations supported by at least one sentence)
Context factors & barriers
Status consumption
Wine & food: Importance of Chinese food
Familiarity
Familiarity
Perceived control Normative influence
Limited experience (personal development)
Pechlaner/Volgger Feb 2016
6) Results: Current situation
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Chinese tourist in Italy
Status symbol
Authentic Italian offers (food & wine)
Chinese food
Italian destination Tour operator
“supports”
(fast & cheap)
Chinese restaurants in Italy
Familiarity
Perceived control / limited experience
Normative influence
Pechlaner/Volgger Feb 2016
Wine as a present
Chinese w ine tourist
Increasing
Brochure in Chinese
Culture
Niche
Visiting w ineries
Luxury segment
Specif ic offers
Japanese tourists
6) Results: Potential
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WHAT
WHO
WHERE
HOW
“The Chinese wine tourist exists, there is interest. Chinese people use wine less for everyday use, as we do, but rather as a gift for friends. They come to visit the wineries for winetasting. They also appreciate the process and the culture behind it.”
Pechlaner/Volgger Feb 2016
Wine as a present
Chinese w ine tourist
Increasing
Brochure in Chinese
Culture
Niche
Visiting w ineries
Luxury segment
Specif ic offers
Japanese tourists
6) Results: Potential
21
WHAT
WHO
WHERE
HOW
Normative influence
Perceived control Familiarity
Improved experience (personal development)
“The Chinese wine tourist exists, there is interest. Chinese people use wine less for everyday use, as we do, but rather as a gift for friends. They come to visit the wineries for winetasting. They also appreciate the process and the culture behind it.”
Pechlaner/Volgger Feb 2016
Italian food & w ine
Destination choice
Opening Italian restaurants in China
Export
Wine export
Luxury segment
Promote
American tourists
Chinese tourists
Scandinavian tourists
German tourists
Travel motives
Educate Chinese guestsTouring guides
Create understanding Transform tourists into travellers
6) Results: Potential
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WHO
INFLUENCE ON DESTINATION CHOICE
HOW TO PROMOTE IT IN FUTURE
Improved experience (personal development)
Normative influence
Perceived control
Pechlaner/Volgger Feb 2016
6) Results: Suggested options for intervention
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Chinese tourist in Italy
Status symbol
Authentic Italian offers (food & wine)
Chinese food
Italian destination Tour operator
Chinese restaurants in Italy
Tour guides
1) “educate tourists” (personal development)
Wineries
Italian restaurants in China
2) “position Italian wine as a status symbol” (normative influence) 3) “mitigate novelty and unfamiliar taste” (familiarity)
Italian restaurants in Italy
Pechlaner/Volgger Feb 2016
7) Discussion, conclusion & implications
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• Current situation: Limited interest of Chinese tourists in Italian wine offers, but increasing • Model: The presented model of wine tourist decision making seems suitable to (1) understand the limited
attractiveness and (2) to propose possible lines of action • Future promotion as a social challenge: Promoting Chinese wine tourism to Italy is a social challenge that can only
be achieved by proactively working with the Chinese market, in China and in Italy:
• Demonstrative consumption (“1st wave”): Indicating membership through consumption (see Veblen, 1899) Ø Agency: Defining a status symbol
• Hedonic consumption (“2nd wave”, see Hirschman/Holbrooke, 1982) Ø Agency: Educating the tourist about the authentic Italian food & wine segment
Pechlaner/Volgger Feb 2016
References
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Pechlaner/Volgger Feb 2016
References
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Pechlaner/Volgger Feb 2016 27
Prof. Dr. Harald Pechlaner Mag. Michael Volgger Catholic University Eichstätt-Ingolstadt European Academy Bozen/Bolzano
Pater-Philipp-Jeningen-Platz 2 Drususallee 185072 Eichstätt (GER) 39100 Bozen (ITA)
p +49 842193-1185 p + 39 0471-055325
f +49 842193-2185 f +39 0471-055429 [email protected] [email protected]
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