ANÁLISIS EXPLORATORIO DEL POTENCIAL DE LOS ENOTURISTAS CHINOS: RETOS Y OPORTUNIDADES EXPLORATORY ANALYSIS OF THE POTENTIAL OF CHINESE WINE TOURISTS: CHALLENGES AND OPPORTUNITIES

Autores

  • Agustí Casas Romero
  • Pilar Presas
  • Merce Bernardo
  • Rubén Huertas García

Palavras-chave:

enoturismo, enoturista chino, perfil, España

Resumo

El objetivo de este trabajo es describir las principales características del perfil del enoturista chino que visita España. La metodología aplicada ha sido cualitativa, con 19 entrevistas a turistas chinos que han visitado o tenían previsto visitar una bodega. Los resultados muestran que en España, los enoturistas chinos están en una fase inicial, no solo por su reducido número sino que también porque el motivo de su visita no es el vino y prefieren complementar la visita a las bodegas con otras actividades adicionales, como la gastronomía o la cultura; pero con una previsión de crecimiento. Se han podido identificar dos perfiles en base al objetivo del viaje (por trabajo o por otros motivos) y según la edad (entre 35-45 años y entre 50-60 años). Además, se han comparado estos perfiles con los definidos en otros países sin detectar diferencias muy significativas. Este es uno de los primeros estudios que analizan, aunque de manera exploratoria, el perfil del enoturista chino en España.

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2016-04-27

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Romero, A. C., Presas, P., Bernardo, M., & García, R. H. (2016). ANÁLISIS EXPLORATORIO DEL POTENCIAL DE LOS ENOTURISTAS CHINOS: RETOS Y OPORTUNIDADES EXPLORATORY ANALYSIS OF THE POTENTIAL OF CHINESE WINE TOURISTS: CHALLENGES AND OPPORTUNITIES. Tourism and Hospitality International Journal, 6(2). Obtido de http://thijournal.isce.pt/index.php/THIJ/article/view/168