Wine as a Dimension of City Image: Preferences of Chinese Tourists for an Old World Wine Destination

The chapter is focused on a specific aspect of the integration of two important components of the wine industry: production and tourism. They can be considered at the opposite ends of the industrial spectrum and, for this reason, the effectiveness of wine and tourism marketing also depends on the ability to understand how wine and tourism strategies can converge, in order to propose an integrated offering of experiences, shaping destination identity and image