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    Building consumer cultural capital in the premium wine domain in China through tourism

    Access Status
    Fulltext not available
    Authors
    Ferguson, Graham
    Cheah, Isaac
    Lee, S.
    Date
    2018
    Type
    Book Chapter
    
    Metadata
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    Citation
    Ferguson, G. and Cheah, I. and Lee, S. 2018. Building consumer cultural capital in the premium wine domain in China through tourism. In Food, Wine and China: A Tourism Perspective, 200-215. Milton Park, Abingdon: Routledge.
    Source Title
    Food, Wine and China: A Tourism Perspective
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/67048
    Collection
    • Curtin Research Publications
    Abstract

    Getting novice consumers of premium wine, in new markets, to consider brands outside of the most recognised, dominant wine regions is a challenge for premium wine marketers. This is particularly the case for premium Australian wine brands competing in the China market where French wines dominate (Cohen et al., 2017; Lee et al., 2015; Wu, 2017). The China market represents a tantalising opportunity for Australian premium wine exporters (Cohen et al., 2017; Cohen, Corsi & Lockshin, 2015; Maguire and Lim, 2015) because of market potential but the challenge of being accepted by novice wine consumers may dissuade some brands from entering when they can enter much more advanced wine markets in Europe or the USA (Galbraith and Gao, 2016).

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