Taking the opportunity of publishing this paper, the author Zhensen CHEN (Jexpo) gives the faithful gratitude and highest appreciation to the two co-authors Dr. Markus SCHUCKERT and Dr. Murray MACKENZIE for their insightful instructions and considerate supports during the process of study on wine tourism. In an open-styled teaching mode, the two professors have raised my interest in exploring the insights of wine tourism by their accurately comprehending the subject and extensively quoting the academic literatures.
Special thanks are also given by the author Zhensen CHEN to Dr. Neil LI Hengyun for his smart teaching technique on Research Methodology. The knowledge of research methods with tools of data collection and data analysis enable the author to run the data and draw the conclusion.
Last but not least, the author Zhensen CHEN also thanks the classmates Jacqueline CAO Yu and Francis HUI Shu Tam for their encouragements during the study on wine tourism and composing of this article.

Introduction

1Wine tourism towards the vineyard and winery brings a different experience to tourists which contains sightseeing activities indoor and outdoor, as well as drinking and shopping wines in a wide variety. As a new business, wine tourism requires some efforts in marketing to promote in order to attract the global tourists, particularly the young generation. Academic researches have been done to study the impact from digital marketing to the performance of tourism in wine region, as digital marketing plays an important role in modern business. But seldom research has been done on the how the development of social media motivates the tourism activity at the vineyard in the new world and the old world. So this is the gap for this article to research. In order to further the understanding of impact from the development of social media to the flourishing of wine tourism activity, a wine region named Barossa in Australia and an activity of cycling tourism at the vineyard were selected as the sample destination and activity respectively for academic study.

Literature review

Wine tourism and cycling tour

3Hypothesis 1: Growth of international tourist has positive effect on cycling tourism at vineyard

Social media development

6Hypothesis 2: Development of social media has positive effect on cycling tourism at vineyard

Wine region of Barossa

8In order to diversify the tourism products and provide better experience to tourists, Barossa introduced the activity of cycling tour from 2013, and acquired a steady growth in past several years.

9Therefore, based on the above elaboration, a framework for research can be drawn out as below:

Methodology

Introduction and design

Data collection

11Data of the IV and DV are collected from internet, including the portal websites, journals, books and other publications. First step, data for IV1 - growth of international tourists are collected from Tourism Australia Board who publishes the figure of tourists, including domestic and international, periodically on its website. Second step, data for IV2 - development of social media are collected from Tourism Australia Board as well. As a result of collection, number of international tourists visiting Australia per year and number of fans/followers to the social media account of Tourism Australia Board online can be captured and gather in the table below:

12Numbers of international tourists to Australia, international tourism receipt and social media fans/followers to the account of Tourism Australia Board on Facebook, Instagram and Twitter in 2014~2017.

Illustration 5: Numbers of international tourists to Australia, international tourism receipt and social media fans/followers to the account of Tourism Australia Board on Facebook, Instagram and Twitter in 2014~2017.

Year	International Tourist Number (Person)	International Tourism Receipt ($)	Fans /Followers on Facebook	Fans /Followers on Instagram	Fans /Followers on Twitter	Total Number of Fans /Followers
2014	7,100,000	3,108,000,000.00	6,200,000	1,000,000	235,0000	7,435,000
2015	7,800,000	3,660,000,000.00	7,100,000	2,200,000	503,800	9,803,800
2016	8,500,000	3,910,000,000.00	7,900,000	2,700,000	600,000	11,200,000
2017	9,100,000	4,250,000,000.00	8,850,000	3,170,000	660,000	12,680,000

Source: Tourism Australia Board (Board, 2014), (Board, 2015), (Board, 2016), (Board, 2017), numbers recorded by the author.

13The third step of data collection is for DV - Cycling tourism at vineyard. With the case study at Barossa Valley, data can be collected from the The Barossa Council who published annual report regularly in past years.

Illustration 6: Numbers of bicycle rent and rental income in the vineyards of Barossa Valley within 2014~2017.

Year	Number of bicycle rent (pc)	Revenue of bicycle rental ($)
2014	30	1,000.00
2015	374	13,070.00
2016	873	30,505.00
2017	884	32,460.00

Source: The Barossa Council (Council, 2014),(Council, 2015),(Council, 2016),(Council, 2017), numbers recorded by the author.

Data analysis

Findings

The first pair of IV-DV is International Tourist Number - Bicycle Rental

15After applying the numbers of these two variables into SPSS system or MicroSoft Excel, the result presents as below:

Figure 7: Regression analysis result

Regression Statistics
Multiple R	0.972726951
R Square	0.946197721
Adjusted R Square	0.919296581
Standard Error	4253.143943
Observations	4

ANOVA
	Df	SS	MS	F	Significance F
Regression	1	636255252	636255252	35.17314625	0.027273049
Residual	2	36178466.8	18089233.4
Total	3	672433718.8

	Coefficients	Standard Error	t Stat	P-value
Intercept	-117447.7642	23148.5596	-5.07365323	0.036720688
Tourist number	0.016825417	0.002837006	5.930695259	0.027273049

Source: SPSS or MicroSoft Excel, results worked out by the author

16Result of analysis:
P value = 0.027, less than 0.05; it means the data used are valid for analysis.
R² value = 0.946, quite high; it means the analysis is reliable.
Coefficient = 0.017, it means every increasing of tourist number by 1 unit will lead to an increasing of bicycle rental by 0.017 unit.

The second pair of IV-DV is Fans on Social Media - Bicycle Rental

17Run the regression analysis as above, and the result presents as below:

Figure 8: Regression analysis result

Regression Statistics
Multiple R	0.967413312
R Square	0.935888516
Adjusted R Square	0.903832775
Standard Error	4642.775209
Observations	4

ANOVA
	df	SS	MS	F	Significance F
Regression	1	629322995.5	629322995.5	29.19565935	0.032586688
Residual	2	43110723.28	21555361.64
Total	3	672433718.8

	Coefficients	Standard Error	t Stat	P-value
Intercept	-47487.70352	12569.13151	-3.778121302	0.063460573
Fans on Social Media	0.006493035	0.001201679	5.403300782	0.032586688

Source: SPSS or MicroSoft Excel, results worked out by the author

18Result of analysis:
P value = 0.033, less than 0.05; it means the data used are valid for analysis.
R² value = 0.935, quite high; it means the analysis is reliable.
Coefficient = 0.006, it means every increasing of fans on social media by 1 unit will lead to an increasing of bicycle rental by 0.006 unit.

19Through the data collection and analysis run by SPSS or MicroSoft Excel, both IVs, namely the number of international tourists to Australia and number of fans/followers on social media to the account of Tourism Australia Board on Facebook/Instagram/Twitter, have positive effect on the DV, namely the revenue of bicycle rental. The data collected from the sample destination are valid enough to work out the findings and draw the conclusion as below.

Conclusion

20Since both the IVs have positive effect on the DV, this means both the two hypothesis are proved to be accepted, that growth of international tourist has positive effect on cycling tourism at vineyard, and development of social media has positive effect on cycling tourism at vineyard. Therefore, the conclusion can be drawn as: the development of social media and growth of international tourists motivate the cycling tourism at vineyard. As a sustainable activity at vineyard, cycling tour is warmly introduced by the vineyard at the wine region, and it’s welcomed by wine tourists as proved above. This will be meaningful for consideration of further expansion to other sustainable activities thus to diversify the service at the vineyard, which will bring more experience to wine tourists and more revenues to the wine region. Furthermore, the study can also be applied to other factors which effecting the sustainable activities at the wine region, internally or externally. In addition, this study can also accumulate the experiences for further study to other wine regions, especially the New World like New Zealand, South Africa, etc. Some new coming articles have been published online which are focusing on Chinese wine regions, named as Third World of Wine. This study also can be a good tool for some trial study to the wine regions in China and other country belonging to the Third World.

21Due to the time limit in a tight schedule and budget, data are collected in a small size, covering four years from 2014 to 2017. Since the wine tourism has emerged for dozens of years, and social media has emerged for roughly ten years, the data collected for 4 years is quite limited. Another limit lies in the number of sample - Barossa Wine Region only in this study, which may lead to some bias. One of the big limits lies in shortage of data about major social media used among Chinese, which may also lead to some bias, due to China becomes No. 1 in the world in terms of social media users; another important reason is due to China becomes the major origin of international tourists for Australia in the recent years. Therefore, the behavior of Chinese tourists shall be studied in order to work out the full picture of relationship among the IVs and DV. Further research may be conducted to expand the horizons multiple perspectives e.g. wider timing span from 2010 when the social media appeared until 2018 when relevant data can be collected from the tourism boards and other authorities or wine associations; broader regions in wine world like Napa Valley which is another hot destination for global wine tourists, and also the Old World like Italy or France to provide the comparison with the New World, even the Third World like China; research may also be conducted on other activities e.g. hiking, swimming, etc., even golf which is an newly emerging activity in fond of many millionaires in worldwide. Topics related to golf activity in vineyard may attract broad attentions in the society due to the change of lifestyle especially among the young tourists who eager to experience a brand-new lifestyle and the culture of wine, which can bring a good integration for this group of people in interest.