Author's Bibliography

Xia Wei was born in Xiantao, Hubei Province, in 1981 and currently resides in Guangzhou. She obtained her master's degree from the School of Management at Sun Yat-sen University and her doctoral degree from the School of Hotel and Tourism Management at The Hong Kong Polytechnic University. Since 2010, she has been engaged in vocational education in the wine industry and continues to do so to this day. She pays particular attention to the development of China's wine-producing regions and the Chinese wine consumption market. Her doctoral dissertation focused on the embodied experiences of Chinese wine tourists. Currently, she is dedicated to promoting Chinese wine-producing regions and Chinese wines to the world, hoping to enable more people to learn about the stories of Chinese winemakers and Chinese wines.

夏薇于1981年出生于湖北省仙桃市，现居广州。她先后于中山大学管理学院获得硕士学位，于香港理工大学酒店及旅游业管理学院获得博士学位。自2010年起，她投身于葡萄酒行业的职业教育工作，幷持续至今。她尤为关注中国葡萄酒产区的发展以及中国葡萄酒消费市场的动态。其博士论文聚焦于中国葡萄酒游客的具身体验。目前，她致力于向世界推广中国葡萄酒产区及中国葡萄酒，期望能让更多人了解中国酿酒师的故事以及中国葡萄酒的魅力。

Xia Wei est née à Xiantao, dans la province du Hubei, en 1981 et réside actuellement à Guangzhou. Elle a obtenu sa maîtrise à l'École de Gestion de l'Université Sun Yat-sen et son doctorat à l'École de Gestion Hôtelière et Touristique de l'Université Polytechnique de Hong Kong. Depuis 2010, elle s'est engagée dans l'éducation professionnelle dans l'industrie viticole et poursuit son activité dans ce domaine à ce jour. Elle accorde une attention particulière au développement des régions viticoles chinoises et au marché de consommation de vin en Chine. Sa thèse de doctorat était axée sur les expériences incarnées des touristes oenologues chinois. Actuellement, elle se consacre à la promotion des régions viticoles chinoises et des vins chinois dans le monde, dans l'espoir de permettre à davantage de personnes de découvrir les histoires des vignerons chinois et des vins chinois.

夏薇（シャ・ウェイ）は1981年、湖北省仙桃市に生まれ、現在広州に住んでいる。彼女は中山大学管理学院で修士号を、香港理工大学ホテル・ツーリズムマネジメント学部で博士号を取得した。2010年から、ワイン業界の職業教育に携わり、現在もその活動を続けている。彼女は特に中国のワイン産地の発展と中国のワイン消費市場に注目している。博士論文では、中国のワインツアー参加者の体験的な経験に焦点を当てた。現在、彼女は中国のワイン産地と中国ワインを世界に向けて発信することに専念し、より多くの人に中国のワインメーカーや中国ワインの物語を知ってもらうことを願っている。

Citation

APA (7th Edition)

Xia, W. (2025). Wine Tourism Embodied Experience in the Chinese Context: Connotation, Scale Development and the Impact on Behavioral Intention. Hong Kong: EduTech Press.

Chicago (17th Edition)

Xia, W. 2025. Wine Tourism Embodied Experience in the Chinese Context: Connotation, Scale Development and the Impact on Behavioral Intention. Hong Kong: EduTechPress.

MLA (9th Edition)

Xia, W. Wine Tourism Embodied Experience in the Chinese Context: Connotation, Scale Development and the Impact on Behavioral Intention. Hong Kong: EduTechPress, 2025.

Abstract

As an ancient form of rural tourism, wine tourism has a long history in the West and plays an important role in promoting the development of the wine industry and regional economic growth. It is a growing and lucrative field. As a member of the New World wine countries, China has formed production areas such as Ningxia Helan Mountain and Shandong Peninsula after more than 20 years of rapid development. At the same time, the number of domestic wine consumers has surged, and China has entered the ranks of the top ten wine importers in the world. The development of production areas and the maturity of consumer markets have given rise to the emergence of Chinese wine tourists. In addition, as one of the few tourism industries that are truly concentrated outside traditional metropolises, as rural revitalization becomes a national strategy, wine tourism is regarded as one of the realistic paths to achieve rural revitalization. These factors have strongly promoted the rise of wine tourism in China. However, limited by the short development history and the lack of in-depth understanding of the wine tourist experience by wineries, China’s current wine tourism has the problem of lack of characteristics, homogeneity and low-end tourism projects, which has led to poor tourist experience, low revisit rate and weak industrial economic benefits, which has seriously affected the high quality and sustainable development of the industry. Based on this, it is of great practical significance to study the embodied experience of wine tourists in the Chinese context, to create products or services on the supply side by understanding tourists on the demand side, and thus to provide tourists with high-quality experience and promote the development of China’s wine tourism industry.

Based on the embodied theory, this paper takes Chinese wine tourists as the research object, follows the research path of “connotation-measurement-influence”, and gradually promotes the cognition of the concept of embodied experience in wine tourism, so as to provide practical inspiration for the development of China’s wine tourism industry. Specifically, there are three research objectives: (1) to summarize the connotation of embodied experience in wine tourism, whether this reflects the special features of wine tourism compared with other forms of tourism; (2) to develop a scientific measurement tool for embodied experience in wine tourism in the Chinese context, laying the foundation for the next step of empirical research; (3) to explore the influence path and effect of tourism ritual sense, objective knowledge of wine, and satisfaction on the embodied experience of wine tourism and tourists’ behavioral intention, and to construct a model of the influence mechanism of embodied experience of wine tourism on behavioral intention.

Focusing on the above research objectives, this paper has carried out three substudies. (1) Sub-study 1 is a qualitative study, using 22 online travelogues and 7 indepth interviews as analytical data, and using grounded theory to conduct coding analysis, focusing on the connotation of embodied experience in wine tourism. (2) Substudy 2 is a mixed study, following the classic scale development process, using 446 valid questionnaires to develop and test a scale for embodied experience and tourism ritual in the Chinese context. (3) Sub-study 3 is a quantitative study, using an online questionnaire to collect 463 valid data, using structural equation modeling and other analytical methods to test the empirical model and further verify the applicability of the developed scale.

The theoretical contributions of this study are mainly three points: first, from the perspective of the main research, based on the embodiment theory, the essence of the embodied experience of wine tourism is explored, which helps to deepen the understanding of the particularity of wine tourism as a tourism form; second, the wine tourism embodied experience scale in the Chinese context is developed, which provides a scientific and effective measurement tool for future local wine tourism experience research; third, the influence mechanism model of wine tourism embodied experience on behavioral intention is constructed and empirically tested, and the important value and related influence path of the concept of wine tourism embodied experience are clarified, which enriches the local wine tourism experience research in China.

The practical inspiration of this study is mainly two points: first, the connotation of wine tourism embodied experience in the Chinese context is deeply analyzed, which helps wineries and tourism enterprises develop related products and services; second, the study reveals the relationship between daily wine consumption and wine tourism behavior, and finds that tourists’ embodied experience will positively affect their willingness to buy wine in the future, which provides support for the joint marketing between the wine industry and the tourism industry.

Keyword: Wine tourism, embodied theory, travel experience, Chinese context, behavioral intention.

Research Mehtod

The key issues to be explored in this paper mainly encompass three aspects: (1) dissecting the connotation of embodied experience in wine tourism within the Chinese context; (2) developing and validating a scale for measuring the embodied experience of wine tourism in China from the perspective of tourists; (3) constructing and testing a model of the impact mechanism of embodied experience in wine tourism on behavioral intentions. As a study that combines exploratory and empirical approaches, this paper endeavors to scientifically describe, explain, and measure the embodied experience in wine tourism. The entire research follows a "connotation-measurement-impact" pathway to advance step by step, aiming to deepen the scientific understanding of the embodied experience in wine tourism progressively. Based on these research questions and objectives, this paper will employ a mixed-methods approach that integrates qualitative and quantitative research. This method leverages the complementary strengths of different research methodologies to enhance the overall research quality. Specifically, qualitative research, grounded in constructivism, employs extensive empirical data to deduce individual viewpoints, emphasizing the description of problem contexts, individual behaviors, and their meanings. In contrast, quantitative research, rooted in positivism, relies on the collection of objective data and underscores the reproducibility and generalizability of research findings.

Given that the core research content of this paper is to develop and validate a scale for measuring the embodied experience in wine tourism within the Chinese context, an exploratory mixed-method design is deemed most appropriate. According to the specific research content, this paper proposes to conduct three studies: (1) Qualitative Study 1 aims to define the connotation of embodied experience in wine tourism, laying the foundation for subsequent scale development and validation. Utilizing data from online travel notes and in-depth interview transcripts, grounded theory is applied for coding to explore the connotation and extension of embodied experience in wine tourism and determine the definition of this construct in the present study. (2) Mixed Study 2 focuses on developing and validating scales for measuring the embodied experience in wine tourism and the sense of ritual in tourism, consisting of two parts. Initially, primary data are collected through in-depth interviews and analyzed using grounded theory to extract initial items for the scales of embodied experience in wine tourism and the sense of ritual in tourism within the Chinese context. Subsequently, following a rigorous scale development procedure, primary data are gathered through questionnaires to develop and validate these scales. (3) Quantitative Study 3 aims to test the model of the impact mechanism of embodied experience in wine tourism on tourists' behavioral intentions to clarify the influence pathways of various factors. Primary data are primarily collected through questionnaires, and quantitative research methods such as structural equation modeling are employed to test the empirical model and further validate the applicability of the two developed scales in this process.