Abstract: In order to promote the development of leisure agriculture tourism and wine culture tourism industry in Yantai and fill the blank of the relevant research. Based on questionnaires survey and point rating method, the consumer′ recognition and participation behavior were studied. The results suggested that there was low awareness of the Yantai wine culture tourism, the composite score 8.74. There was the highest awareness of Yantai Changyu. The consumers from two channel understand Yantai wine culture and tourism, 47.8% of consumers participated in Yantai wine cultural tourism, 31.52% of consumer choose to travel with the family, the purpose of showing the diversity of tourism, including ornamental wineyard scenery proportion of 59.69%.Consumers" awareness of cultural tourism in Yantai should be improved.