Abstract
Wine can be an intimidating and confusing product for consumers. To dispel this confusion and to develop knowledge about wine, wine education courses are conducted across the globe. For this study, 131 participants in a wine appreciation course were surveyed to understand what motivated them to attend the course. The findings were different than what has been found in other studies of what motivated people to take other continuing education courses and were different than the motivations to go to a wine festival. The main motivation for the participants was that they were motivated to become better wine consumers.
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