ABSTRACT
This chapter describes a serious account of Chinese food and wine tourism should offer more than a chronicle of epicurean indulgence and go beyond promotional images to examine the advantages and disadvantages of the Chinese market to stakeholders in food and wine tourism. It discusses the advantages and disadvantages of food and wine tourism. The chapter also discusses a contextualisation of Chinese food and wine culture and consumption practices to wine and food within Chinese tourism. One of the most significant issues for understanding Chinese food and wine culture, as well as geographic market segmentation, is the problem of generalisation. As China's economy has internationalised its social connectivity to the world has also changed, including its sourcing of food and food tastes. The Chinese wine market and wine tourism has become a significant focus for many wine regions but especially their associated tourism and hospitality sectors. The chapter concludes the Chinese market though highlighting its long-term nature and significance.
