Between Novelty and Familiarity: A Content Analysis of Cross‐Cultural Sensory Experiences of Baijiu in China

ABSTRACT We examined the cross‐cultural sensory experiences of Baijiu, with a focus on the roles of novelty and familiarity in shaping these mixed, sometimes paradoxical, sensations. We considered international tourists tasting Baijiu in China, with thousands of years of history in wine‐making. Content analysis was employed to analyze 43 reviews selected from 137 TripAdvisor entries. Themes emerged from coding and interpretation, enhanced by cluster analysis. We found that drinking involvement and the atmosphere amplified the persuasive influence of acquaintances, regions, and places in creating exotic drinking adventures. Familiarity enhanced pleasurable sensory experiences more than novelty because a higher level of risk was associated with trying exotic drinks. Paradoxical discourse surrounding Baijiu was influenced by various intrinsic attributes, situated within the broader context of the regional wine cultural complex. These insights have important marketing implications for liquor manufacturers and place‐based branding challenges in the context of a rapidly globalizing marketplace.