TY - THES AU - Li, JingJing T1 - How can strategic foresight be applied to China’s domestic wine tourism to improve the viability of the wine tourism business in China? DA - 2021 CY - Chur PB - Fachhochschule Graubünden A3 - Postma, Albert AB - Wine Tourism is a complex phenomenon encompassing different domains. Growing environmental uncertainty poses challenges for wine tourism companies. The wine tourism leaders find it difficult to capitalize on changes in the long term, and tend to focus on only the short-time optimization without much effort invested in future thinking. Qualitative research is appropriate when the research question is exploratory and there is a need for a deeper description of a multifaceted phenomenon. This thesis studies the application of strategic foresight (SF) to improve the viability of the wine tourism business in China. Data are collected through expert interviews and a Netnography approach. The results will empower wine tourism companies to decide appropriate organizational responses in a more anticipatory approach. SF activities and exercises can have the potential to foster a mindset change and organizational culture shift and improve the innovation and agility for the business viability. M3 - Masterarbeit Tourism M4 - Citavi ER -