<p> The
purpose of this study was twofold: Part 1, to empirically develop and
statistically analyze a new model that measures the culture-based motivators to
consume luxury wine by business travelers that identify as culturally-Chinese;
and Part 2, to validate the new model. Luxury wine stakeholders may often have
issues accessing luxury wine and providing the ideal choices that appeal to the
business traveler from China, and yet there is a larger concern. </p>
<p>In a field with a significant lack of research,
it is a challenge for global stakeholders to gather information, acquire and
implement cross-cultural competence, and remain knowledgeable of the most
important motivators for Chinese consumers to pursue luxury wine in an
environment of accelerated consumption. The intent of developing and validating
this model was so that the resulting developmental process might be adopted by
other researchers who wish to explore the psychological, culture-based
motivators to consume luxury products by those that identify as
culturally-Chinese, including, but not limited to, wine. The model provides
stakeholders with culture-based knowledge to meet, or transcend, their
consumers’ luxury wine purchasing, tasting, and presenting needs. It also
addresses gaps in research literature surrounding luxury product consumption,
such as emerging markets, global affairs, Chinese (Eastern) versus
Euro-American (Western) perspectives, and consumer sociodemographics.
Interdisciplinary scale development and inventory tests followed by
hospitality-specific, culture-based scale development and item development
literature were reviewed and deduced for model development. The scale underwent
validity and reliability tests; through a rigorous scale development procedure
that tested theory, the scale became a model. The findings and implications are
discussed and recommendations for future research are offered.</p>
| Identifer | oai:union.ndltd.org:purdue.edu/oai:figshare.com:article/7439003 |
| Date | 16 January 2019 |
| Creators | Mark Mark Keene (5929880) |
| Source Sets | Purdue University |
| Detected Language | English |
| Type | Text, Thesis |
| Rights | CC BY 4.0 |
| Relation | https://figshare.com/articles/Modeling_Luxury_Wine_Preference_A_Study_of_Business_Travelers_from_China/7439003 |
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