responses to chinese wine tourists? an italian...

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)



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



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Source: ISTAT, 2014

Strong growth in overnight stays

2003 2013 +190%

1.03 million overnight stays 3.01 million overnight stays



5

Source: Osservatore Nazionale del Turismo, 2011

Veneto: 27%

Lombardia: 26%

Toscana: 26%

Lazio: 18%


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)


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)


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)


2) Food and wine tourism in Italy: Appreciation

9

“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)


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


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”


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


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)



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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



15



Raw data:


-  Chinese tourist -  Wine -  Business -  Travel motivation -  Italy

LIST OF KEYWORDS �

Complexity reduction:

Representation of the raw text in the form of keywords



Wine


16



Raw data:


-  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



“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


“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


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)



19

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


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.”


Wine as a present

Chinese w ine tourist

Increasing

Brochure in Chinese

Culture

Niche

Visiting w ineries

Luxury segment

Specif ic offers

Japanese tourists


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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.”


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


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WHO

INFLUENCE ON DESTINATION CHOICE

HOW TO PROMOTE IT IN FUTURE

Improved experience (personal development)

Normative influence

Perceived control


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


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


References

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Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.

Balestrini, P., & Gamble, P. (2006). Country-of-origin effects on Chinese wine consumers. British Food Journal, 108(5), 396-412.

Chang, R. C., Kivela, J., & Mak, A. H. (2010). Food preferences of Chinese tourists. Annals of Tourism Research, 37(4), 989-1011.

Croce, E., Perri, G. (2010). Il turismo enogastronomico: Progettare, gestire, vivere. L‘integrazione tra cibo, viaggio, territorio (2nd ed.). Milan: Franco Angeli.

EUROSTAT (2015). US and Russia account for a third of all non-EU tourism nights in the EU. News release 165/2015 - 25 September 2015.

Festa, G., Farace, S., Rossi, M., Festa, A. & Vitale, P. (2015). XII RAPPORTO SUL TURISMO DEL VINO IN ITALIA - “CITTÀ DEL VINO: CARATTERISTICHE ATTUALI E DINAMICHE EVOLUTIVE DEL TURISMO DEL VINO IN ITALIA”. Città del Vino.

Getz, D. & Brown, G. (2006). “Critical success factors for wine regions: A demand analysis”, Tourism Management, 27(1), 146-158.

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 92-101.

I numeri del vino (2015). Cina – importazioni di vino 2014. Retrieved from: http://www.inumeridelvino.it/2015/06/cina-importazioni-di-vino-2014.html#more-16557

ISTAT (2014). Anno 2013: CAPACITÀ DEGLI ESERCIZI RICETTIVI E MOVIMENTO DEI CLIENTI. 10 Dec 2014.

Lemmi, E./Siena Tangheroni, M. (2015). Food and Wine Tourism as a Pull Factor for Tuscany. AlmaTourism: Journal of Tourism, Culture and Territorial Development 11.


References

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Liu, F., & Murphy, J. (2007). A qualitative study of Chinese wine consumption and purchasing: Implications for Australian wines. International Journal of Wine Business Research, 19(2), 98-113.

Mason, M.C., & Paggiaro, A. (2012). Investigating the role of festivalscape in culinary tourism: The case of food and wine events. Tourism Management, 33, 1329--1336.

OIV (2015a). 2015 GLOBAL ECONOMIC VITIVINICULTURE DATA. Organisation Internationale de la Vigne e du Vin.

OIV (2015b). World vitiviniculture situation. 38thWorld Congress of Vine and Wine. 6th July 2015, Mainz (Germany).

Osservatore Nazionale del Turismo (2011). Schede mercato: Cina. Retrieved from http://www.ontit.it

Pechlaner, H./Volgger, M. (2012): How to promote cooperation in the hospitality industry: Generating practitioner-relevant knowledge using the GABEK qualitative research strategy. International Journal of Contemporary Hospitality Management, Vol. 24(6), S.925-945.

Sparks, B. (2007). Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions. Tourism Management, 28(5), 1180-1192.

Veblen, T.B. (1899). The Theory of the Leisure Class: An Economic Study of Institutions. New York: MacMillan.

Yu, Y., Sun, H., Goodman, S., Chen, S., & Ma, H. (2009). Chinese choices: a survey of wine consumers in Beijing. International Journal of Wine Business Research, 21(2), 155-168.

Zelger, J. (2000): Twelve Steps of GABEK WinRelan. A Procedure for Qualitative Opinion Research, Knowledge Organization and System Development. In: Buber, R/Zelger, J. (Hrsg.), GABEK II. Zur Qualitativen Forschung. Innsbruck/Wien/München, Studien-Verlag, S.205-220.

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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