国内葡萄酒旅游研究现状分析

Domestic Wine Tourism Research Actuality Analysis

梳理了国内葡萄酒旅游文献概况及其主要研究内容。综合分析结论如下:一是社会人口学特征可作为细分葡萄酒教育市场的依据,实现消费者精准化培育。二是葡萄酒旅游开发中,葡萄酒庄(旅游目的地)、消费者、旅游资源和旅游产品这四个要素密切相关,葡萄酒产品的设计应以消费者需求为导向,充分整合旅游资源,塑造旅游目的地形象,通过独特的目的地形象和个性化旅游产品满足消费者的多样化需求。建议:一是未来相关研究应由理论型分析更多转向实证型研究,注重研究内容的深度、多研究方法的结合及样本代表性和广度,以保证研究结果的严谨性、合理性。二是未来的研究可拓展到葡萄酒旅游的数字化、葡萄酒旅游的融合化发展、葡萄酒旅游品牌打造及推广等方面,助力葡萄酒旅游产业发展。

This paper combed the domestic wine tourism literature summary and the main research content.Comprehensive analysis and conclusions are as follows:One is the social demographic characteristics can be taken as the basis for segmenting wine education market,to realize the precision of consumer cultivation.Second,in wine tourism exploitation,these four elements include the winery(destination),consumers,tourism resources and tourism product are closely related.Wine product design should be guided by the demands of consumers,the full integration of tourism resources,shaping tourism destination image,through a unique destination image and individualized tourism products to meet the diverse needs of the consumers.Advice:One is the future related research should be more analyzed from theory to empirical research,wine tourism research should focus on the depth of the research content,the combination of more research methods and the sample representativeness and breadth,to ensure rigor,rationality of the study results.Second,future studies can be extended to the digitization of wine tourism,wine tourism integration development,wine tourism brand building and promotion,etc.,to help to promote the development of wine tourism industry.