ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book highlights the increasing importance of food and wine as a new tourism niche market, in particular in a rural context. It explores drivers of gastronomy tourism in the specific context of Chinese visitors to Australia and highlights a range of practical implications for its tourism industry and destination marketers. The book discusses potential strategies to develop Australia's food and wine resources toward the Chinese tourist market. It explores the interrelationship between Chinese visitors and wine tourism in the specific context of Western Australia. The book also explores the effects of country of origin, domain specific cultural capital and brand cues on brand choices in the premium Chinese wine consumer segment. It looks at tourists' perceptions of wineries in emerging wine producing countries and thus by extension also newer wine tourism destinations.
