What Influences Five-star Beijing Restaurants in Making Wine Lists?

Larry Lockshin · Eli Cohen · Xin‐Fu Zhou

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Wine Industry and Tourism Culinary Culture and Tourism Consumer Market Behavior and Pricing

Abstract

The purpose of this paper is to examine the most important strategies for five-star Chinese restaurants when designing their wine lists and how restaurant characteristics influence their strategies. Forty five-star restaurants participated in this research based on snowball sampling. Data were collected by face-to-face interviews. The main part of survey was designed by using the Best-Worst Scaling method. ‘Competitive price fit for the price range of food’, ‘Popular wines’ and ‘Balance of varieties’ are the three most important attributes for restaurants when making wine lists. Some differences emerged between small and large restaurants. The use of Best-Worst Scaling made it easy for the Chinese sample to respond and 40 surveys were enough to find clear differences among the items tested as well as between different types of restaurants. The outcomes show that some Western platitudes, like matching wine to the food, are not relevant for five-star Chinese restaurants in Beijing, and that wine salespeople need to focus on different factors depending on the restaurant.

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References

2006Using Best–Worst Scaling Methodology to Investigate Consumer Ethical Beliefs Across Countries 2009The role of perceived risk in wine purchase decisions in restaurants 2007A qualitative study of Chinese wine consumption and purchasing 1988Consumer Risk Perception in the UK Wine Market 2009Chinese choices: a survey of wine consumers in Beijing 2011Using product and retail choice attributes for cross‐national segmentation 1995Social and Attitudinal Influences on the Intention to Drink Wine 2008The role of the sommeliers and their influence on US restaurant wine sales

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