茅台酒の伝統的蒸溜所ツーリズムモデルの現状改善に関する研究

Research on Improving the Current Situation of Tourism Model of Traditional Distillery of Moutai
Liquor梁柱LIANG ZHU
1. Introduction(1) Background Introduction
Liquor tourism related to Moutai has developed rapidly
in recent years.
The main definition of liquor tourism is the product of
the integration of the liquor industry and tourism.
The development of liquor tourism in Renhuai City, theproduction area of Moutai, can be roughly divided into
the budding period from the 1990s to 2003. The
small-scale trial development period from 2004 to 2011.
The period of diversified exploration and rapid growthfrom 2012 to 2019.
(2) Reason and purpose of the research
Traditional Distillery of Moutai Liquor was registered asa Chinese national industrial heritage in 2017. As thephysical evidence of the production history of Moutai,
this area has problems of not attracting tourists andunclear tourist routes.
The purpose of this research is to explore ways toimprove the current situation.
(3) Research methodology
This research mainly uses the method of fieldwork in theMaotai area, Yoichi wine tourism, and Nikka whiskey
Yoichi, Miyagikyo distillery. A literature survey ofBordeaux wine tourism, Scotch whiskey tourism inFrance. Then through the comparison and analysis ofthese objects, find the key elements in alcohol tourism.
2. Analysis of the Liquor Tourism Project of theTraditional Distillery of Moutai Liquor(1) Geographical information and composition
The Traditional Distillery of Moutai Liquor is in Maotai
Town, Renhuai City, Guizhou Province, Southwest China.
It takes 28 minutes by car or 1 hour by bus from Moutai
Airport.
It is mainly composed of three parts: industrial heritage,
residential buildings, and production plants. Among them,
the industrial heritage consists of three distilleries,Chengyi, Ronghe, and Hengxing.

学位論文梗概集 2022

(2) About the history
This is the most important value point of this area, as thephysical evidence of Moutai. In 1863, Chengyi Distillery
was established (Hua Moutai). In 1879, Ronghe
Distillery was established (Wang Moutai ）. In 1915, thegovernment of the Republic of China unified Hua Moutai
and Wang Moutai under the name of Moutai Liquor
Company to participate in the Panama–PacificInternational Exposition and won a gold medal. Later,Hengxing Distillery was established in 1929. (LaiMoutai)
After the People's Republic of China's founding in 1951
and 1952, the local government combined Hua, Wang,and Lai into the state-owned Moutai Liquor Distillery.
(3) Analysis of the position of the Traditional Distillery in
the liquor tourism system of Renhuai City

The position of the distillery in the liquor tourism systemof Renhuai City is close to the central area.
3. Analysis of the Alcohol-centered Tourism
Development Model in Japan and Europe

(1) Reasons for choosing
Alcohol production and alcohol tourism in these areas are
the main core of the local area.
(2) Alcohol tourism efforts in Yoichi, Hokkaido
Yoichi Distillery uses a reservation-based guided tour.
The tour route is roughly the same as the production flowline. During the one-hour journey, it mainly shows
tourists its history and the world's only Coal direct fire
distillation skill.
Yoichi wine tourism is based on “wine tourism + food +landscape + activities,” and feeling the local “terroir” isthe core. Tourism resources have been cooperated andused in this project.

(3) Nikka Whiskey Miyagikyo Distillery Sendai Factory
The tour highlights the concept of respecting nature andthe different skills of the Yoichi Distillery.
(4) Wine Experience Tourism in Bordeaux
Two world heritage sites in the Bordeaux region arepresented to visitors in one day. Tourists can experiencethe local "terroir" through activities such as visiting theold city, cycling in the vineyard, eating food, anddrinking wine.
(5) Whisky tourism in Scotland
Visitors take a one-hour guided tour of the whiskey
production process, followed by a whiskey tasting afterthe tour.
(6) Summary of Attractive Elements in Alcohol Tourismin Japan and Europe
Clear tour routes and times under guided tours. Resourcecooperation. Tourism displays the design of unique value
points. Activities that stimulate the interest of tourists.
These are very important elements to attract tourists.
4. Research on Improving the Current Situation of Liquor

Tourism in Traditional Distillery of Moutai Liquor(1) Tourism Model Design of Maotai Town

The design is based on a one-day tour of Maotai Town.
Select the liquor tourism project that is convenient for
public tourists to travel and carry out the conception oftravel route + time + content.
(2) Tourism Model of Traditional Distillery of Moutai
LiquorFocusing on telling the historical story of Moutai liquor
production, by adding elements such as local specialty
food, the possibility of tourists coming will be expanded.
Some tour item details are designed.
5. Summary
Through this research I learned the difference between
alcohol tourism. Vineyards are also included in theprogram of wine tourism. The food and wine pairing, thehistory of the place of production, the landscape andother elements are integrated into the tourism to create an
attractive model of wine tourism. Whiskey tourism, as a
distilled alcohol, is more inclined to show the production
process of whiskey through the factory. Moutai's liquor
tourism project should start from its own value, refer tothe advantages of these alcohol tourism projects, and add
more elements to build a tourism model.

Abstract: With the popularity of Liquor in China, Liquor tourism is gradually heating up. Moutai is the most famous
among them, and its related liquor tourism projects have developed rapidly in recent years. Among these tourism projects,
there are not only liquor town tourism but also liquor industry heritage tourism, liquor castle tourism, and other modes.
However, there is a lack of research on these differentiated liquor tourism models. As a result, some special liquor tourism
projects are less attractive to tourists. Understanding the difference between alcohol tourism through this research.
Referring to and studying alcohol tourism in different countries and understanding their development models will help tofind solutions to the current problems of liquor tourism.

Summaries of Academic Theses 2022