Wine Festival Research Articles

Wine Festivals and Events: A Systematic Review

There has been a growing interest in wine festivals and events globally. This is due to the perceived positive benefits wine festivals and events bring to cities, towns, regional locations, and wine regions. To identify gaps in wine tourism research, a systematic literature review on wine festivals and events was undertaken to identify any research themes. The findings of the study suggest future directions for wine festivals and events research, and highlight important implications for the tourism industry, gastronomy practitioners, and policymakers regarding artificial intelligence, climatechange, and innovative entrepreneurship practices.

The role of wine festivals as catalyst for promotion of fruit wine tourism: the case of Meghalaya, India

The role of wine festivals as catalyst for promotion of fruit wine tourism: the case of Meghalaya, India

Consumers’ Motives on Wine Tourism in Greece in the Post-COVID-19 Era

Wine tourism is emerging as one of the most important forms of alternative, sustainable tourism in wine countries, such as Greece, in the post-COVID-19 era. In this paper, consumers’ motives for wine tourism in Greece today are investigated regarding (i) their consumption habits related to wine, (ii) their experience with wine tourism, (iii) the parameters that would encourage their visit to a wine region, such as wine, the winery, and general regional characteristics, and (iv) the source of information consulted for a wine tourism experience. The questionnaire was conducted from April to May 2023, with 595 participants, via the Google Forms platform. The statistical analysis was performed with basic tools, as well as cross and chi-square tests, to analyze the data. The highlights of the results indicate that consumers (the participants of the survey) consume more wine today than before the pandemic (57%) and have previous experience in wine tourism (59.8%), with the majority of them having visited a winery more than once (67.4%). The most popular activity at the winery was found to be wine tasting (46.6%), followed by open discussion about wine (35.2%), and, at the regional level, visiting the sights (46%) and doing activities in nature (30.6%). Future participants are looking for innovation in wine tourism, with trained staff (77.5%) and organized tours (74.3%), the organization of wine festivals and other events (71.9%), opportunities to explore the local community, such as the outdoors (83.5%) and its culture and history (70.9%), during their visit, and available information on wine tourism opportunities online (73%). They also are encouraging the transition of the Greek wine tourism industry to the digital world. Based on the overall results, three types of support are proposed for the successful, sustainable development of wine tourism in wine-producing countries.

MULTIVARIATE STATISTICAL ANALYSIS OF WINE FESTIVAL VISITOR EXPERIENCE

MULTIVARIATE STATISTICAL ANALYSIS OF WINE FESTIVAL VISITOR EXPERIENCE

The local feast “Young wine festival” as a marketing, tourist and cultural event

Abstract The current article focuses on the local feast "Young Wine Festival”. An attempt has been made to position the festival in comparison to other festival events as well as to wine events and tours held in our country. Based on this, its marketing, tourist and cultural-entertainment functions and the specific mix of interrelated participants are presented. In conclusion, some summaries and recommendations to the organizers have been drawn up.

Enotourism in Southern Spain: The Montilla-Moriles PDO.

The profile of tourists during the COVID-19 pandemic is changing toward those seeking health, safety and quality products. One of the modalities that best adapts to these needs is gastronomic tourism and, within this segment, wine tourism (enotourism), which can be enjoyed in many areas across the world. The great diversity of grapes, climates, terrains and winemaking processes gives rise to an enormous variety of wines that ensures that no two wines are alike. The current situation of the tourism market necessitates enhancing the uniqueness of areas that offer differentiated products, helping to position such locations as benchmarks for gastronomic tourism. Gastronomic routes provide a way to unify and benefit rural areas through the recently increased demand of tourists seeking to experience regional foods. In this study, the Montilla-Moriles Wine Route is analyzed with the objective of forecasting the demand (using autoregressive integrate moving average, ARIMA models), establishing a tourist profile and calculating the probability that a wine tourist is satisfied with the visit based on their personal characteristics (logit model). The results obtained indicate a slight increase (3.6%) in wine tourists with a high degree of satisfaction, primarily derived from the gastronomic or catering services of the area, from the number of wineries visited, from the treatment received and from the age of the tourist. Consequently, a high percentage of these tourists recommend the route. By increasing the demand for enotourism in this area and applying the results obtained, marketing initiatives could be established, particularly for wine festivals to improve this tourist segment and generate wealth in that area.

Гаcтpoнoмiчний туризм: європейський досвід та українська практика

Abstract. The article considers gastronomic tourism and provides its definition. The peculiarities of gastrotourism in Europe are clarified, the experience of creating gastrotourism routes is analyzed, in particular the experience of Greece, Italy, Spain and Croatia in the creation of Olive Oil Roads is determined. Popular routes to Croatian and wine festivals in Slovenia are also explored. The experience of creating a gastronomic route "The Way of Wine and Taste of Ukrainian Bessarabia" is analyzed. Its prospects through the involvement of the Mykolaiv and Kherson regions are determined. Purpose. To clarify the definition of "gastronomic tourism", to study the European experience of creating gastronomic routes for further implementation in the South of Ukraine. Result. The study of world trends in gastronomic tourism allows to use them for the practice of developing the domestic tourist market, which will help grow the tourist image of the country, promote the tourist brand of the territory and increase tourist flows. Conclusions. Gastronomic tourism is a specialized type of tourism aimed at obtaining a complete picture of the country's perception by involving in the preparation of national dishes and drinks and their tasting. Tourist routes of small farms are very popular in Europe and are divided into: wine roads, taste roads, wine and taste roads - fish, cheese, honey olive, fruit and berry, etc. Gastronomic tourism will increase the tourist flow, as wine or craft farms can receive tourists all year round. According to the practice of Odessa region, despite the quarantine, the volumes of production in small farms, which became participants in the "Wine and Taste Road of Ukrainian Bessarabia", increased by 30%. The creation of a gastronomic route "The Road of Wine and Taste of the South of Ukraine", which unites Odessa, Mykolaiv and Kherson regions, is promising for the development of the Southern region. Creating a gastro route will promote the development of crafts, infrastructure, create jobs.

Naples Winter Wine Festival Appeals to the Wealthy

Naples Winter Wine Festival Appeals to the Wealthy

Naples Winter Wine Festival Appeals to the Wealthy

Naples Winter Wine Festival Appeals to the Wealthy

ВИННИЙ ТУРИЗМ В УКРАЇНІ: ПОТЕНЦІАЛ ТА ТЕНДЕНЦІЇ РОЗВИТКУ

The article mentions that wine tourism is a specific type of tourism that involves getting to know the technology of wine production and tasting it on the territory of a winery, as well as visiting wine-growing regions in order to get acquainted with the history, technology and culture of wine consumption, and participation in special thematic events. It is noted that its main principles are authenticity, attractiveness, consumer culture, and comprehensiveness. It was established that wine tourism develops only in those regions in which viticulture and winemaking are well developed, as well as tourist infrastructure and there is a corresponding interest of tourism market subjects. The historical aspects of the origin and development of wine tourism in foreign countries and Ukraine are considered. It was noted that in Europe, increased interest in wine tourism began to be observed at the end of the 20th century, and in Ukraine – during the last decade. The importance of the development of wine tourism for individual subjects of the tourist market, as well as for the state and the world community is substantiated. Thus, wine tourism is able to positively influence the socio-economic development of territories and ensure their sustainable development, as well as popularize the cultural heritage of the region/country, promote the tourism product at the national/international level. Attention was paid to the potential of Ukraine and it was found that the south of Ukraine and Transcarpathia have the greatest opportunities for the development of wine tourism. The best wineries of Ukraine, wine festivals and holidays that take place annually in the regions of Ukraine, as well as wine routes through the main wine regions of our country, other tools for the activation of wine tourism in Ukraine are considered. In view of the existing potential, only its partial use was ascertained, and therefore the need to combine the efforts of tourism market entities and interested parties in order to bring wine tourism in Ukraine to a higher level of development, to transform Ukraine into a wine region known in Europe and the world.

Hungry for food and community: A study of visitors to food and wine festivals

The present study explored the effects of various food and wine festival experience elements (e.g. authenticity, entertainment, and spending time with others) on visitors’ sense of community, identification, and place attachment. The authors conducted survey research with 304 former visitors to food festivals. Data were analyzed using partial least square – structural equation modeling. Results revealed that food and wine festival experience elements (e.g. authenticity, entertainment, and spending time with friends and family) positively influenced visitors’ sense of community, identification with the event, and attachment to the hosting destination. Significant findings relating to the mediating effect of sense of community were also disclosed throughout this study. The present research exposes some of the expectations held by visitors to food and wine festivals. Furthermore, this study contributes to the literature by exposing the role of community and customer interactions in creating the overall food and beverage experience and forming a destination's image.

From curious to connoisseur: a longitudinal segmentation of attendees at a Chinese wine festival

PurposeThis study aims to examine the components and evolution of the Chinese wine festival market using the Dalian International Wine and Dine Festival (DIWDF) as a case study.Design/methodology/approachAdopting a longitudinal approach, survey data were collected from attendees of the first, fifth and seventh DIWDF in 2012, 2016 and 2018, respectively. Cluster analysis segmented attendees by wine and festival experience and consumption features. Comparative analysis was conducted to examine segment differences by demography, festival motivation, satisfaction and intention. Changes in segments over time were examined across the three times.FindingsThe following three clusters were identified: “wine-novice fest-newbies,” “occasional drinker fest-goers” and “wine-lover fest-enthusiasts.” Over the study period, the proportion of “wine-lover fest-enthusiasts” increased significantly while the percentages of the other two segments decreased, demonstrating the evolution of the Chinese wine festival market and their consumer impacts.Practical implicationsThis study offers straightforward indicators of market value via consumption features for both wine businesses and festival organizers. The characteristics of the segments and their inter-linkage have important implications for developing product mix, targeting strategies, festival service design and market development.Originality/valueThis is the first known empirical research globally to investigate relationships among market segments both horizontally (differences between segments) and vertically (development over time) and to incorporate both wine- and festival-related consumption features.

The Influence of Personal Involvement on Festival Attendees’ Revisit Intention: Food and Wine Attendees’ Perspective

Research on food and wine tourism is recent and mostly attraction-based. Further, it is essential to understand how locally grown food and beverages allow culinary tourists to amplify their involvement experiences and lead to enhance their satisfaction and destination loyalty. This research attempts to explore the structural relationships between the variables of motivation, different types of involvement, physical/intangible service satisfaction, and loyalty in the context of a food and wine festival. Data were collected via intercept surveys on site, which were distributed to and collected from attendees of the Wine and Food Festival in Miami, Florida. The results show that novelty seeking is only positively related to pleasure experience, whereas socialization motivation has an impact on pleasure experience, risk probability, and risk importance. Pleasure experience, in turn, has a positive influence on both physical and intangible service satisfaction; however, risk probability is only related to physical service, and risk importance is related to intangible service satisfaction. Finally, only the satisfaction with an intangible service has a positive impact on loyalty. Findings from this study suggest that developing a marketing strategy for attendees based on the characteristic of their cognitive mode can be effective in increasing their satisfaction and willingness to revisit the festival.

Modeling hedonic motive–based segments of wine festival visitors using decision tree approach

PurposeThis study aims to identify and validate the different clusters of wine festival visitors based on their hedonic motivation. Further, this study also sought how identified clusters were different in terms of perceived value, satisfaction and loyalty to the wine festival.Design/methodology/approachA survey was conducted during the International Beach Wine Festival held in Karnataka, India, to collect primary data from 400 visitors. Data were subjected to a two-step cluster analysis. Further, cluster segmentation based on visitors’ demographics, perceived value, satisfaction and loyalty was conducted. Decision tree analysis based on recursive partitioning algorithm was used to validate the clusters.FindingsA two-step cluster analysis identified two distinct segments and named those as elite and informal visitors based on hedonic motivation. The cluster scores show that the elite group had the best ratings on social status, socialization and family harmony. On the other hand, the informal group had top scores for wine tasting, enjoyment, change from routine and the festival atmosphere. Decision tree analysis results indicate that social status enjoyment and taste motives differentiate an informal group from the elite group.Research limitations/implicationsThis study was conducted in a wine festival held in a single location. To assess the strength of the results, case studies in other regions will be of importance.Originality/valueThis study extended the knowledge of the wine festival by adapting hedonic motivation as a basis for wine festival segmentation. Besides, this study’s empirical findings would greatly benefit wine festival organizers to formulate an appropriate marketing strategy to target each wine festival visitors’ cluster based on the differentiating factors obtained from the decision tree modelling.

Exploring the Factors Affecting the Behavioral Intention of Visitors in Wine Festival: The Case of China Dalian International Wine and Dine Festival

Wine-related festivals and events have emerged as a unique tourism product bringing not only economic value but also enhancing the brand image of a destination. China being the third largest wine-consuming country in the world has been organizing wine and food focused festivals which are participated by the residents as well as international visitors. Considering the size and scope of these events in China, this study explores the motivation behind participation in the wine festivals and investigates the influence of motivation factors on the perception of festivalscape, satisfaction, and behavioral intentions. The constructs of the study were framed after a thorough review of the literature. The findings of the study revealed that while primary and secondary motivations have a positive effect on the perception of food and wine, generic features, and fun; only primary motivation has a positive effect on satisfaction, whereas secondary motivation has a negative effect on satisfaction. It was also found that the perception of wine & food and fun has a positive impact on satisfaction, while the perception of generic features has no effect on satisfaction. The behavioral intentions were also found to be positively affected by satisfaction.

A Holistic Investigation of Special Event Volunteer Motivation

Over 1,400 food, wine, and beer festivals are held in the US annually, many of which are dependent on volunteers to provide the labor necessary once the event starts, so as to keep costs manageable. The purpose of this study was to obtain a holistic understanding of special event festival volunteer motivation. Specifically, this study utilized a survey with closed and open-ended questions to address student motivation for participating in the 2018 Food Network & Cooking Channel South Beach Wine & Food Festival (SOBEWFF®). The results demonstrated that students were motivated by three factors: Purposive, External Traditions/Commitments, and Solidary. Moreover, the findings revealed that there were issues of obligation and convenience that served to demotivate individuals from participating as a volunteer for this event.

Identifying motivating factors among college students that influence repeat participation among special event volunteers: the moderating role of class standing

PurposeThe purpose of this study is to identify the motivating factors that influence repeat participation among university student volunteers at a world-renowned food festival. The direct and indirection relationship (through attitude toward volunteering) was tested. Additionally, the moderating role of class standing between student volunteers' motivations, attitudes and repeat volunteer intention was assessed.Design/methodology/approachResearchers applied a quantitative methodology to data collected after the festival volunteering experience. The research team collected 205 useable surveys from university student volunteers at the Food Network and Cooking Channel South Beach Wine and Food Festival (SOBEWFF®). Structural equation modeling was used to test the relationships among volunteer motivations, attitude toward volunteering and intention to continue volunteering. Lastly, a multiple-group analysis was applied to test the moderating role of class standing.FindingsThe results showed the motivating factors purposive, personal enrichment and family traditions were significant in predicting attitude toward volunteering. These motivations did not significantly affect intention to continue volunteering; thus researchers found only an indirect relationship (through attitude toward volunteering) between volunteering motivations and intention to continue volunteering. Additionally, a positive attitude toward volunteering resulted in an intention to continue volunteering. Lastly, testing the moderating role of class standing revealed significant results on three pathways, indicating that students are motivated to volunteer differently based upon class standing (freshman through junior vs. senior, graduate).Research limitations/implicationsThe data were collected prior to COVID-19, and the ways in which COVID-19 has impacted the events industry and the scape of future events are yet to be determined.Practical implicationsFestival organizers and managers should appeal to different motivations of potential student volunteers depending on their class standing. For example, results of the moderator “class standing” indicated that the relationship between personal enrichment motivation and attitude toward volunteering was strongest and significant among freshmen, sophomores and juniors, but insignificant among seniors and graduate students. Thus, freshmen through juniors are more highly motivated to obtain practical experiences, and this motivation results in a positive attitude toward volunteering.Originality/valueThis study tests the moderating role of class standing to help predict intention to continue volunteering at a special event. The research is further unique by extending an understanding of the validity and reliability of the special events volunteer motivations scale.

Visitor spending at wine festivals: perspectives on stakeholder benefits

Economic benefit is a motivator for communities and wineries to participate in events (Byrd et al., 2016; Kim et al., 2008). Two primary stakeholders have a vested interest in the success of wine f...

Фестивалі вуличної їжі як елемент туристичної дестинації

For many world economies, the field of tourism is one of the main priorities, because budget revenues from it are at a fairly high level. Gastronomic tourism in the world and in Ukraine, in particular, is gaining popularity among various categories of tourists. The article investigates and analyzes the features of street food festivals as an element of a tourist destination in modern conditions of economic development. The necessity of scientific research of the declared subject is substantiated. We consider destinations as location objects that have tourist and recreational resources available due to the availability of the necessary infrastructure, which are delivered to the consumer in the form of a tourist product formed and prepared for sale by modern means of marketing communications in the system of integrated business management. Gastronomic tourism is positioned by us as a factor of socio-economic development of territories. The development and peculiarities of functioning of world famous food festivals are trace: Bacon Fest (Sacramento, USA), Food and Wine Festival (Melbourne, Australia), Peixe em Lisboa (Portugal), Brussels Food Truck Festival (Brussels, Belgium), Pizzafest (Naples, Italy), Taste of Chicago (Chicago, USA), Fiesta del Marisco (O-Grove, Spain), Salon du chocolat (Paris, France), Ribfest Toronto (Canada), Foodies Festival Brighton, (UK). The influence of gastronomic tourism on the brand formation of the tourist place within the spatial boundaries of which it takes place is emphasized. The main characteristics of the life cycle are identified and the factors influencing the stage of development of street food festivals in the context of a tourist destination are identified. Thus, street food festivals not only involve tourists in the gastronomic heritage of the region, but also contribute to the acquaintance with the cultural, historical, social, economic, archaeological features of the region.

Online Marketing and Electronic Commerce Integration: A Case Study Examining an International Wine Festival

Online Marketing and Electronic Commerce Integration: A Case Study Examining an International Wine Festival