Wine Festival Research Articles

The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival

This study examines how festivals can promote wine products and wineries and influence customer behavioral intentions. Specifically, this research proposes a theoretical model, focusing on the relationships among (1) perceived festival quality, (2) satisfaction with the wine festival, (3) subsequent awareness of local wines and wineries, and (4) future intentions to buy local wine products and to visit wineries. A structural equation modeling analysis reveals that attendee evaluation of festival quality positively influences satisfaction with the festival, and that satisfaction exerts a positive and direct influence on awareness of local wines and wineries. Festival quality appears not to directly affect behavioral intentions, whereas satisfaction and awareness have positive and direct relationships with intentions. Mediator functions of satisfaction and awareness are also discussed. This study extends previous research by specifically considering ways in which service quality and satisfaction with a wine festival bring about product awareness and behavioral intentions.

Gastronomía y turismo en Argentina. Polo gastronómico Tomás Jofré

Culinary Tourism in Argentina. The Case of Tomas Jofre. The importance of culinary tourism is growing steadily both in developing and industrialized societies. Argentina has a long tradition regard- ing this kind of tourism, mainly wine tourism, reflected in the National Wine Festival held since 1936 en the province of Mendoza. By the end of the 20th century culinary tourism was brought into the national tourism plan and it was the start for the private sector to develop own initiatives in order to develop small towns into culinary attractions for visitors. This article presents the results of a study undertaken in order to get acquainted with the visitor profile and motivations for visitors to Tomas Jofre during Sun- days.

High Desert Wine

This paper uses data collected via a consumer intercept survey at the annual Harvest Wine Festival in Southern New Mexico to determine the impact wine attributes on consumer preferences. The hypothesis that price, reputation, and origin significantly affect the demand for New Mexico wines is evaluated using discrete choice methods. Results indicate that consumers' preferences and resulting wine choices are affected by wine attributes including wine price, winery reputation, and the origin of the wine.

Motivations of Young People for Visiting Wine Festivals

This article investigates the motivations of young visitors (35 years old and under) at two wine festivals in Texas and Indiana. Fourteen motivational items were identified in which tasting wine, being entertained, and being with friends were perceived to be important motives for young visitors. In addition, differences were compared between the young and older visitors. Young people were found to attach more importance to enjoying entertainment, finding thrills and excitement, and being with friends. Interestingly, young visitors also viewed tasting wine more importantly than their older counterparts. The findings are discussed in comparison with those of the extant literature on event motivations and young visitors to wineries. Practical implications of the study's findings are presented.

Wine tourism development and marketing strategies in Southwest Michigan

PurposeThis research investigated wine tourism development and marketing in southwest Michigan, a longtime viticultural, but emerging wine tourism region. The aims involved discovering the motivations, expectations, and successes of Southwest Michigan Wine Trail member wineries in developing horizontal and vertical alliances.Design/methodology/approachSemi‐structured, in‐depth interviews were conducted with individuals in charge of the wineries’ marketing activities (i.e. marketing directors and members of the marketing departments, winery owners). These interviews were recorded and transcribed. Activities fostered through the horizontal and vertical alliances were identified.FindingsAlliances along the Southwest Michigan Wine Trail have furthered the development and marketing of wine tourism. The trail's member wineries have formed strong horizontal relationships, which include joint advertising, promotion, and production. They have also built vertical relationships with tour operators, lodging businesses, and restaurants that promote individual wineries as well as the wine region. Wine tourism has provided wineries with another sales outlet and established the wine region as a destination.Originality/valveThis study contributed to the limited literature on the development and marketing of wine tourism in Michigan and in other emerging wine regions in the United States. For those working to further such rural/agri‐tourism, this research indicated that there is considerable growth potential through an increased presence in restaurants and in packaging with accommodations. Adding new specialized wine tours, wine festivals,geographical target markets, and a focus on wine education on‐site and at educational institutions can expand wine tourism and sales.

An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?

As special-interest tourism, wine tourism is becoming increasingly important for wine-growing regions. But wine marketers are faced with a paucity of empirical data when examining wine tourists’ characteristics and behaviour. This issue needs to be addressed if marketers want to implement more effective strategies to target the market. Visiting wine festivals is an important component in the complete construct of wine tourism. What might have motivated the participants to visit such an event has become critical for wine-growing destinations when they attempt to use wine festivals to promote the wineries and regions. This research study used a survey instrument specially designed to test participants’ motivations to attend a regional wine festival in a Midwestern state in the USA. Both festival and wine tourism motivations were integrated in the measurement scale. The findings showed that attendees were motivated by a variety of factors which were associated with the focus on the different elements incorporated in the theme of the festival — a synergy of wine, travel and special event. Wine festivals can be used as a vehicle to attract younger people to become more interested in wine. They create a good venue to tap into future target markets for wine tourism development.

Attributes for Staging Successful Wine Festivals

Attributes for Staging Successful Wine Festivals

The Propensity of Wine Festivals to Encourage Subsequent Winery Visitation

For many wineries and wine regions the annual wine festival is a strategic tool for encouraging cellar door visitation. Wine festivals offer the opportunity to socialise, possibly with friends and family, whilst learning about and enjoying a natural, agricultural setting and product. Revenue and recognition is generated for the participating wineries, awareness of the area and its resources is enhanced, and the community at large and outside providers find a new source of customers. Whilst this is a worthy list of benefits for all stakeholders, is there a longer‐term direct benefit to wineries? This study of wine festival participants looks at the propensity of wine festival attendees to be persuaded to revisit the participating wineries as a consequence of their attendance at a wine festival. The paper concludes that there are positive future visitation benefits not just for the wineries staging the festival but also the influence extends and benefits the wider industry.