ABSTRACT
This chapter looks in to the role food and beverages play for the different market segments of the Chinese outbound travel market. Online Travel Agencies in China like Tuniu and Ctrip already offer simple ways to book all tourism services required on an individual basis. As a young digital marketing manager from Shanghai, independent travellers wrote in an article about Chinese Free Independent Travellers: Granted, Chinese travellers often prefer Chinese food when they travel. Chinese food was seen by the participants in the Australian-focused study as offering the right kind of eating situation as well as familiar flavour and the certainty that the food would be appetising. The changes in the development of Chinese consumption patterns of beverages are reflected in the development of wine consumption. The London-based Wine and Spirit Education Trust, the largest institution for teaching skills in the wine and spirits field in the UK, has been teaching mainland Chinese customers since 2006.
