Monograph
Wine Tourism Embodied Experience in the Chinese Context: Connotation, Scale Development and the Impact on Behavioral Intention
With keen academic insight, this book precisely identifies the development opportunities and challenges of wine tourism—an ancient yet emerging field—in China. Against the backdrop of wine tourism with a long history in the West, China's wine tourism, despite its relatively late start, has emerged as a shining gem in the strategy for rural revitalization, thanks to its unique development trajectory and market potential.
Published on July 15, 2025
Format: Hardback and Online
ISBN: 978-988-71421-0-2