Building consumer cultural capital in the premium wine domain in China through tourism

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Building consumer cultural capital in the premium wine domain in China through tourism

Getting novice consumers of premium wine, in new markets, to consider brands outside of the most recognised, dominant wine regions is a challenge for premium wine marketers. This is particularly the case for premium Australian wine brands competing in the China market where French wines dominate (Co...

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Bibliographic Details
Main Authors:	Ferguson, Graham, Cheah, Isaac, Lee, S.
Format:	Book Chapter
Published:	Routledge 2018
Online Access:	http://hdl.handle.net/20.500.11937/67048

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