This book analyses the growing demand for food and wine tourism experiences by Chinese visitors. Presenting case examples from the Asia-Pacific region and also Europe, the volume investigates the strategic directions adopted to guide destination development and marketing initiatives.

Christof Pforr is Discipline Leader (Tourism, Hospitality and Events), School of Marketing, Curtin University, Western Australia.

Ian Phau is the Head of School of the School of Marketing at Curtin University, Western Australia.

1. Food, wine and China: opportunities and challenges for tourism 2. Food and wine tourism: challenges, issues and opportunities in the Chinese market 3. Food and wine tourism in China 4. Chinese outbound tourists: food and beverages 5. Motivations underlying tourist food consumption 6. Dining trajectories of Chinese tourists in Australia 7. Developing Australia's food and wine tourism towards the Chinese visitor market 8. Food, wine and China: a tourism perspective from Western Australia 9. Are we China ready? A study of Western Australian hotels and Chinese tourists' appetites 10. Building consumer cultural capital in the premium wine domain in China through tourism 11. China as an export market: The case of Western Australian wine 12. Great Wall or red carpet? Challenges and opportunities for Australian wines in China 13. Responses to Chinese tourists' interest in wine and food: an Italian perspective 14. Wine tourists' perspectives of 'New World' winescapes: Australia, USA and China 15. The potential of wine tourism to enhance Chinese holidaymakers' experiences in New Zealand: Insights from Chinese ITOs 16. At a crossroad: a study of Nyonya cuisine as intangible cultural heritage 17. Moving forward: Think 'dine and wine' with the Chinese tourists