Intentions to Participate in Wine Tourism in an Emerging Market: Theorization and Implications

With the rapid economic growth that has occurred in recent decades in China, engaging in wine tourism has emerged as a new phenomenon. This study aims to examine factors that may influence Chinese people’s intentions to visit local wineries. We have employed a theoretical model based on the self-determination theory to holistically explore the effects of travel motivation, attitudes toward domestic wine, subjective norm, past experiences, and...