Does Brand Equity Matter?

Abstract

This chapter examines how tourism in the hypercompetitive world can create a flexible mean to generate advantages and maintain advantages to achieve sustainable development. This chapter reflects the international wine business and global wine tourism by studying the wine tourism in the tourism industry, and studies the driving forces and factors of the sustainable development of tourism economy with wine tourism as the core. This work also reflects the demands and preferences of Chinese consumers on global wine business and wine tourism from the perspective of consumers through a Chinese case study and a questionnaire survey. After nearly 2 years of COVID-19 lockdown, the authors investigate which international wine tourism region(s) Chinese tourists most want to go after the COVID-19 lockdown and why. This study attempts to measure the wine brand equity (WBE) on travel intention based upon surveying Chinese travelers' data.