Wine Events Research Articles

I fattori di successo degli eventi enogastronomici: un'analisi causale ad equazioni strutturali

The objective of the study is to examine the complexity of the factors that determine the success of food and wine events. After surveying evidence on the authors have formulated hypotheses for a causal model and have collected data during the Frantoi Aperti (Open Oil Presses) event in the Region of Umbria. Participants were interviewed and asked to express opinions about the importance and the interest of certain aspects directly linked to the theme of the event and, ultimately, to evaluate their level of satisfaction and their likely behaviour in the future. Statistical analysis based on a structural equation model allowed the authors to demonstrate which aspects are significant in confirming the hypotheses formulated. The results provide indications for choices concerning organization and management of the food and wine event. Lo scopo dello studio e quello di individuare la complessita dei fattori che determinano il successo di un evento enogastronomico. Gli Autori, dopo richiami sullo stato dell’arte dell’event marketing, formulano le ipotesi di un modello causale ed effettuano una raccolta dati durante la manifestazione Frantoi Aperti della Regione Umbria. Attraverso interviste in profondita e stato chiesto ai partecipanti di esprimersi circa l’importanza e l’interesse attribuito ad alcuni aspetti direttamente collegati al tema dell’evento, e di indicare infine il grado di soddisfazione e la probabilita di alcuni loro comportamenti futuri. Un’analisi statistica fondata su modelli ad equazioni strutturali ha permesso agli Autori di evidenziare quali aspetti risultano significativi al fine di confermare le ipotesi formulate. I risultati forniscono indicazioni per le scelte di gestione ed organizzazione dell’evento enogastronomico.

“Saborea (Tasting) Lanzarote”: Building the Foundation of a New Food and Wine Event Through Collaborative Efforts

Apart from sun, beaches, warm weather, and volcanic landscapes, Lanzarote Island is home to very traditional foods, as well as wine growing and production methods dating centuries. Recently, collaborative efforts between different local stakeholders, including the local wine sector, hospitality businesses, and government agencies have sought to position and integrate the wines with the island's traditional food products and cuisine. In referring to and extending collaboration theory, this study examines the experiences of a recently established wine and food event, “Saborea Lanzarote” (Tasting Lanzarote) from the perspective of different actors and participating businesses. Interviews with 17 different stakeholders, including winery managers and restaurateurs, were conducted to identify potential benefits, challenges, and future opportunities related to the event. The findings strongly suggest the importance of creating synergies among local businesses, suppliers, and other entities. Further, several elements of collaboration theory, such as domain orientation, action or decision, and autonomy, are identified. The implications of the apparent sense of collaboration for the local wine, food, and tourism sectors are discussed and future research avenues are suggested.

Valladolid como destino enoturístico

Numerosas ciudades han visto ya las ventajas que reportan las actividades enológicas. Valladolid se intenta posicionar como una metrópoli ideal para el destino enoturístico, cultural y para la realización de eventos. La investigación que se muestra pretende dar a conocer el mundo del enoturismo y acercarlo a un mayor número de personas de forma llamativa e interactiva. Se trata de valorar la ciudad de Valladolid como destino enoturístico a nivel mundial, nacional, regional y provincial. Para ello se ha contactado con profesionales del sector para que ofrezcan sus opiniones y argumentaciones justificadas sobre Valladolid como ciudad festival del Vino. Los resultados afirman que por los aspectos valorados, sí es adecuada esta ciudad para albergar un importante evento sobre la temática estudiada.

Sources of Information Used by Tourists Travelling to Visit Canadian Winery Tasting Rooms

This study investigated the source(s) of information people (n = 976) used when deciding to embark on a wine tourism excursion by visiting winery tasting rooms in a Canadian wine region environment. The overall aim was to establish whether there are differences between local and international (overseas) visitors to winery tasting rooms in terms of the sources of information they use to plan their visit and how situational, tourism product, and socio-demographic variables relate to these. Specific differences exist in the types of information sources used by locally and overseas-based wine tourists. Locally based visitors use formal sources such as the winery's own website, own brochure or pamphlet, a restaurant, and attending a wine festival or event significantly more than overseas visitors. Overseas-based visitors on the other hand, use word-of-mouth (WOM) less than local visitors, but billboards or road signage while driving past significantly more, the latter signifying their relative unfamiliarity with the area and individual wineries. Across the board wine tourists did not differ much in their use of these sources by gender or age generation, but the main purpose of the visit and mode of transport used to travel to the winery were pivotal in strongly differentiating the visitor groups.

Towards a Model of Wine Event Loyalty

The current research investigated factors that motivate attendance and produce loyalty to the UNLVino™ wine tasting event in Las Vegas. A model was developed to explain how attendance motivators, event satisfaction and emotional commitment contribute to wine event loyalty. Models were constructed for three behavioral loyalty indices: revisit intention, recommendation, and willingness-to-pay. Three factors were found to be primary attendance motivators: wine experience, enjoyment and social recognition. The importance of these factors did not differ between first-time and repeat visitors. The results showed that emotional commitment was the strongest predictor of behavioral loyalty, and served as a mediating variable for attendance motivated by the wine experience. Attendance motivated by enjoyment influenced loyalty directly and through its impact on satisfaction. The findings suggest that festival and event planners should seek ways to build emotional commitment and increase social capital among constituents.

Investigating the role of festivalscape in culinary tourism: The case of food and wine events

This paper analyses the importance of festivalscapes in determining emotions, satisfaction and future behavior of participants at food and wine events. The study applies a structural equation model (SEM) with latent variables to survey responses of visitors to the “Friuli DOC” Italian festival. The main results are that festivalscape and emotions have significant direct effects on satisfaction, which in turn has a significant effect on behavioral intention. The effects of the festivalscape on visitors' future behavior are only indirect and mediated by satisfaction. Thus, in order to enhance their visitors' behavioral intentions, festival organizers should monitor emotions and satisfaction deriving from the subjective perception of exogenous characteristics as food and wine quality, comfort and entertainment.

Lifestyle determinants of wine consumption and spending on wine

PurposeThe purpose of this paper is to identify the lifestyle determinants motivating wine consumption and the amount spent on it, as sales and profits depend largely on a sound knowledge of them.Design/methodology/approachData were gathered by means of a postal paper‐and‐pencil survey sent out to randomly chosen addresses from the telephone book covering the German‐speaking part of Switzerland, resulting in a final sample size of 874.FindingsLifestyle determinants proved successful in explaining a great deal of the variance in the data. For wine consumption, knowledge about wine, drinking wine to relax, and sociability were the strongest determinants; for spending on wine, they were looking for bargains, visiting wine events, and regarding wine as a healthy beverage.Research limitations/implicationsThe research was limited by being conducted for a specific geographic area, using explorative methodology.Practical implicationsThe identified determinants are of practical use to wine marketers, who can use them to target potentially profitable consumers. They can also create marketing campaigns focused directly on a specific determinant and thus increase consumption, spending or both.Originality/valueTo the best of the authors' knowledge, this is the first study to analyze a broad range of lifestyle variables to predict wine consumption and spending on wine.

Celebrating Local Products: The Role of Food Events

Visiting a food festival is an important component in the complete construct of culinary tourism. What might have motivated participants to visit such an event has become critical for tourist destinations when they attempt to use food festivals to promote regions and farmers. This article offers an integrated approach aimed at understanding event motivations. It extends the theoretical and empirical evidence on the causal relationships among the push and pull motivations, in order to determine to what extent these motivating factors contribute to the overall perception of the festival. It investigates the relevant relationships among the constructs by using a structural equation model approach. The main result is that, in the case of food and wine events, the pull factors connected with both product and territory have a considerable influence on the participants' perceptions.

Relationship Between Wine Involvement and Wine-Related Travel

This research was conducted to examine the nuances of special interest wine markets in terms of day-to-day consumption and travel-related patterns. A demographically diverse set of respondents (n = 161) were recruited from wine clubs and wine events at a western Canadian city. Based on previous involvement research a reliable and valid fifteen-item, three-faceted Wine Involvement Scale (WIS) was developed. Respondents were placed into one of four market segments based on their responses to the WIS. Although between market demographic differences were minimal, consumptive behaviours related to wine and wine tourism were consistent and profound (p < .05). Discussion focuses on marketing implications for special interest wine tourists and on conceptual challenges related to high-end market research.

The Evolution of Wine Events in Australia and New Zealand: A Proposed Model

The wine sectors in Australia and New Zealand have developed a number of regional events in order to promote wine and build regional identity. Despite the popularity and long history of these events little research has been carried out on their role in wine marketing strategy. The purpose of this paper is to examine the use and evolution of regional wine events from a strategic perspective. Findings are based upon seven case studies from Australia and New Zealand. The authors argue that over time events evolve through a series of stages from regional awareness through to brand enhancement and customer loyalty. Implications of these changes for winery management and event organisers are explored.

The Evolution of Events in the Australasian Wine Sector

The wine sector in Australasia has developed a number of regional events in order to promote wine and build regional identity. Despite the popularity and long history of these events little research has been carried out on their role for wineries and regions developing wine tourism strategies. The purpose of this project is to examine the use and evolution of regional wine events from a strategic perspective. Based upon seven case studies from Australia and New Zealand the authors argue that over time the nature and emphasis of events change. Preliminary findings indicate that events evolve through a series of stages, ranging from regional awareness through to brand enhancement and customer loyalty. Implications for event organizers and winery management are explored.