Purpose: – The purpose of this paper is to examine how the Chinese wine market can be meaningfully segmented and to explore marketing implications for the Australian wine sector. Design/methodology/approach: – The research is descriptive in nature, using an online survey to collect quantitative data on wine consumer behaviour. A total of 407 responses were obtained. Data analysis included descriptive analysis (frequency distributions) and cluster analysis. Findings: – The research identifies three clusters of wine consumers: “the extrinsic attribute-seeking customers”, “the intrinsic attribute-seeking customers” and “the alcohol level attribute-seeking customers”. These groups of consumers were categorised using a behavioural (benefit) segmentation base. Research limitations/implications: – The use of an internet survey and convenience sample limits generalisation of the findings. The adoption of a behavioural basis in conducting the segmentation is a limitation. The use of more complex segmentation bases, such as psychographics, may yield a richer understanding of the Chinese wine consumer in future studies. Practical implications: – The customer profiles provide Australian wine marketers with an insight into Chinese wine consumer behaviour. Brand positioning can be improved by ensuring that the brand emphasises certain product attributes which the segments value when choosing wine. Originality/value: – Little previous research on market segmentation has been conducted in mainland China. For Australian wine marketers, this study provides a baseline study into market segmentation and may assist with targeting and brand positioning decisions.

Seasonality in tourism brings about difficulties for consumers, business operators and the settings in which they operate. Existing tourism seasonality literature focuses on European and North American cold climate examples, thus limiting the applicability to Asian and tropical settings. The objective of this paper is to develop a comprehensive approach to defining all types of seasonality in Asian tourism. This task is addressed by examining monthly arrivals at five key Asian destinations and the four top Chinese tourist areas. From the resulting 285 patterns of visitor movements, six types of pattern were identified in Asian tourism: the ‘rolling hills’, the ‘plain’, the ‘single-peak mountain’, the ‘multi-peak mountains’, the ‘basin’ and the ‘plateau’.

One of the world’s most popular beverages, coffee is used to satisfy a wide range of consumptions, including tourism. In this article, we examined the existing concepts of coffee consumption and identified additional consumption domains that may contribute to the growing body of knowledge regarding coffee tourism. The paper used a scoping review approach and Critical Media Discourse Analysis (CMDA). The scoping review examined 152 articles on coffee consumption and coffee tourism published up to 2020. Subsequently, CMDA enabled a more in- depth textual and contextual analysis of the literature. In addition, Leximancer was used to illuminate the prominent scopes of the literature. Three prominent scopes of the literature are identified in the textual analysis: consumer behaviour, place consumption, and ethical consumption. In addition, the contextual findings indicate that coffee tourism studies have increased in recent decades. Furthermore, the social context highlights the dynamic nature of the coffee market landscape in the global North and the global South. Future research directions were suggested, and the managerial implications of these findings were discussed.