Wine tourism: Winery visitation in the wine appellations of Ontario

Abstract

This study explores various factors that encourage travel to wineries in the Ontario viticultural regions of the Niagara Peninsula, Prince Edward County, Pelee Island and Lake Erie North Shore. A convenience sample of 1309 visitors at 19 wineries revealed that the winery experience was not the primary purpose of the trip for a majority of the visitors but was a major influencer in their decision to travel to the regions. Planning typically began within three weeks of departure when friends, family and local websites provided the principal sources of information. Differences were observed among the four regions in demographic profile, motivations, influencers and consumption behavior. Proprietary tasting events and comprehensive wine tour packages including fine dining and overnight accommodation were suggested products that would attract more visitors whose on-site purchases were critical to the success of many operations.