Prior literature identifies destination image as an important factor for destination choice of potential tourists and a key concept in tourism marketing. Although tourism destination image (TDI) has been studied in a wide range of tourism contexts in tourism literature, few studies have concentrated on wine destination image, especially in the emerging wine tourism destinations. While Chinese researchers have begun to investigate the growth of wine tourism in China, research on the image of China as an emerging wine tourism destination is still in its early stages and lacks a comprehensive theoretical explanation. To address this research gap, the current study employs an exploratory research method to investigate China's image as an emerging wine tourism destination based on destination image theory. Qualitative data of TripAdvisor reviews and semi-structured interviews are collected. Taking an interpretive approach, data are analyzed by a content analysis technique assisted by ROST CM6 and NVivo 12 based on the framework of Echtner and Richie's (1991; 1993) and Gartner's (1993) models. Echtner and Richie used a generic structural framework to present destination image, which includes three continuums: (1) functional-psychological dimension (2) attribute-holistic dimension and (3) common-unique dimension. The framework of cognitive-affective-conative proposed by Gartner (1993) consists of three interrelated components: cognitive component refers to an individual’s belief and knowledge about the attributes of a destination, while affective component means individual’s evaluative feelings associated with a destination. The conative component comprises action or behavioral intention to revisit or recommend a destination. Furthermore, the three dimensions contribute to the formation of a global/overall image that is considered to be greater than the sum of its parts, and it is used by the consumer to simplify the task of decision making. Highlighting wine tourists’ cultural and social values, research findings reveale an overall positive affective image of China as a comprehensive wine tourism destination (WTD). It is filled with good-quality wine tasting, experienceing winemaking, museum visiting and the view of winery landscape as the common image. The unique image lies in an appreciation for European-style winery landscapes and the pursuit of special Chinese entertainments by Chinese wine tourists. This study also finds that aesthetics plays an important role in the authentic perception formation of the wine tourism experience. Moreover, the formation of cognitive image, affective image, and unique image of the destination perceived by tourists is based on tourist's experience, and on this basis, the overall destination image is formed, while the overall image is affected by tourist motivation and involvement. Last, an integrative conceptual framework of image of China as a wine tourism destination is constructed based on research findings. This study is one of the first to illustrate China’s image as an emerging wine toruism destination, which provides insight into the Chinese wine tourism industry, augments the application of Echtner and Ritchie and Garter’s model, enriches the literature on wine tourism and destination image, offering important practical implications for stakeholders in Chinese wine tourism industry.