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8 août 2024
- ISIDORE Id: 10670/1.971c1b...
- hal: hal-04670360
- doi: 10.1108/IJWBR-12-2023-0082
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info:eu-repo/semantics/altIdentifier/doi/10.1108/IJWBR-12-2023-0082
http://creativecommons.org/licenses/by-nc-nd/ , info:eu-repo/semantics/OpenAccess
Mots-clés
China Delphi study Learning management systems Online wine tasting evaluation WSET certification Sensorial marketing China Delphi study Market study Learning management systems Online wine tasting evaluation Sensorial marketing WSET certification Sensorial marketing China Market study Sensorial marketing China Delphi study Market study Learning management systems Online wine tasting evaluation Sensorial marketing WSET certification alcohol consumption in emerging markets WSET certification alcohol consumption in emerging marketsSujets proches
Wine and wine making--Taste testing Taste testing of wine Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketing Students--Education Children--Education Education of children Schooling Pedagogy Youth--Education Instruction Education, Primitive Human resource developmentCiter ce document
Jean-Éric Pelet et al., « Adapting online wine education to China: a two-study multimethod approach », HAL SHS (Sciences de l’Homme et de la Société), ID : 10.1108/IJWBR-12-2023-0082
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Résumé
◦PurposeTeaching wine tasting online is challenging, even given the curated digital tools of the Wine & Spirit Education Trust, a highly renowned online wine certification system is used. This paper initially explores wine experts’ opinions about online wine education and subsequently examines the feasibility of customizing wine appreciation lexicons to Chinese learners.◦Design/methodology/approachA two-study multimethod approach was adopted. Study 1, a two-stage Delphi study, was conducted with seventeen wine experts representing a number of countries, using a mix of closed/open-ended questions in an online survey. Data was collected in a market study in Study 2, conducted at agricultural markets in Thailand (pilot test) and China. Dialogues with market sellers were undertaken, evoking mental imagery of wine descriptors to explore the relevance of traditional versus local aromas and flavors to describe wine.◦FindingsFindings concentrate on three main areas: general advantages/disadvantages of online wine education, reactions towards asynchronous/synchronous methods of wine tasting, and lastly, feasibility of customizing a wine appreciation lexicon for Chinese learners.◦OriginalityThe article presents novel insights into the role of online wine education in China.
