Factors Explaining Resident Stakeholders’ Perception and Support for Wineries and Wine Tourism in Florida

Abstract

Although resident support for tourism is accepted as an important determinant of tourism success, knowledge of resident support for wineries/wine tourism has not been substantiated with academic research. This study investigates resident stakeholders’ support towards wineries/wine tourism in a non-traditional wine tourism destination, more popular for its theme parks, and identifies determinants of support. Online survey data from Florida residents living close to wineries were analyzed using a two-step analysis procedure. T-tests and one-way ANOVA were used to test the categorical variables’ relationship with resident support, followed by OLS multiple regression analysis to identify the relative influence of all relevant variables. Results did not support the influence of personal benefits from tourism based on Social Exchange Theory; instead, they indicated that the wine consumer typology identified as Loyal Florida Wine Consumer Type and Occasional Wine Consumer Type had a positive influence on resident stakeholders’ support for wineries/wine tourism in Florida.