Sustainable Wine Tourism from a Multi-Stakeholder Perspective: Conflict, Cooperation, and Transformation : A Case Study of Yantai, China

Sammanfattning

Amid China’s rapid push toward cultural revitalization and rural transformation, wine tourism has emerged as a strategic bridge between local heritage and global markets. this thesis aims to critically examine the evolution of sustainable wine tourism in Yantai—a historically significant yet newly internationalized wine region. The focus is on how cooperation, conflict, and power asymmetries among diverse stakeholders shape the trajectory of wine tourism development. The research is grounded in stakeholder theory, the discourse of terroir and authenticity, and rural development literature. A qualitative case study approach was adopted, combining semi-structured interviews, participant observation, and document analysis. Key stakeholders were engaged to capture diverse perspectives on sustainability, heritage, and commercialization in the context of wine tourism. Findings reveal that sustainability in Yantai’s wine tourism is not a neutral or technical goal, but a contested and negotiated process. Power dynamics, competing interests, and different understandings of authenticity influence how local identity and global market pressures interact. While some actors promote cooperation and innovation, others resist forms of commercialization that threaten cultural integrity or marginalize local voices. The study highlights the potential for transformative practices rooted in place-based knowledge and inclusive governance.