Wine Tourism Research 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.

Satisfaction and Dissatisfaction in Wine Tourism: A User-Generated Content Analysis

Consumer satisfaction plays a critical role in the success and survival of tourism organizations, including wine tourism. This study aims to identify the determinants of satisfaction and dissatisfaction in wine tourism experiences using a customer-centric approach and analyzing user-generated content. The analysis reveals that satisfaction and dissatisfaction in wine tourism are influenced by different factors, supporting the two- and three-factor theories. Common themes among satisfied and dissatisfied tourists include wine, visits, and related circuits. The study validates online reviews as a valuable source of information and introduces a qualitative content analysis methodology for wine tourism research. Theoretical implications demonstrate that satisfaction in wine tourism is multidimensional, reinforcing existing theories and expanding knowledge of sensory experiences and motivating factors. Managerially, the findings highlight the critical success factors of wine and related activities, emphasizing the need for continuous improvement. Dissatisfiers, such as waiting time and employee performance, can lead to a competitive disadvantage, while satisfiers like wine tastings and aesthetics present opportunities for enhancing customer satisfaction and gaining a competitive advantage. This research contributes to the body of knowledge by shedding light on the specific determinants of satisfaction and dissatisfaction in wine tourism experiences. It underscores the importance of a customer-centric perspective, validates online reviews as a data source, and enhances understanding of the multidimensional nature of satisfaction in wine tourism. The study offers insights for researchers and managers, suggesting alternative measurement tools and encouraging further exploration of sensory aspects and motivations.

Wine Tourism and Sustainability Awareness: A Consumer Behavior Perspective

The research on tourism is constant and unending; food and wine tourism research still represents a small part inside this wider field. Wine tourism and events are critical for sustainable development of rural areas. In this context, the emotional bond between the wine tourists the regions and the producers that they visit is created, not just through the wine as a product, but also through a set of hedonic features that are present in the visit and tasting experience. To reach the research objectives, a quantitative methodology was chosen. For this research a questionnaire was used and completed by wine cellar visitors and distributed to wine tourism facilities. An online questionnaire was applied in wine and wine tourism social network groups. To test the hypothesis, a structural equation modelling (SEM) was used has well as an importance–performance matrix analysis (IPMA) was also used for further exploration of the results. Results reveal that brand love and wine involvement are positively related to emotional satisfaction, evaluative satisfaction, and word-of-mouth (WOM) intention. Regarding the two dimensions of satisfaction (emotional and evaluative), only the second revealed a direct and indirect positive effect on WOM. From an interdisciplinary point of view, this paper presents insights for niche marketing (i.e., wine tourism, segmentation and brand management) and for local and sustainable development. Lastly, the research limitations and suggestions for future research are presented.

The real Burgundy: negotiating wine tourism, relational place and the global countryside

Wine tourism is growing in importance in many European wine regions, reflecting broader trends of rural change. The past decade in the Côte d’Or in Burgundy, a traditional and highly-reputed wine region, has seen changing demand from visitors for tourism experiences, and local actors have responded in various ways. Our objective of is to consider those changes and the responses of the wine tourism stakeholders in the context of recent debates regarding rural restructuring in the ‘global countryside’, and specifically the notion of a ‘progressive sense of place’ To address these issues, 26 semi-structured interviews with stakeholders explored their activities, their rationale for involvement, and their level of engagement with the tourism industry. The research engaged with wine and tourism providers as well as public authorities, and investigated the perspectives of French natives and more recent newcomers. The findings expose tensions in their understanding of their place in the world around ‘us’ and the ‘other’ and the need to reflect a long and place-specific history. They also present a distinctive local mindset – a ‘peasant mentality’ which in turn produces contradictions between the need to remain authentic yet become increasingly professional. These varying pressures have not evolved in a uniform fashion but as a response to a series of local and non-local contingencies. The study places these stresses in a particular local context but the findings highlight a wider issue for wine tourism research; regional wine tourism occurs at the nexus of global and place-specific contingencies, meaning substantial spatial, historical, and cultural influences may preclude easy generalisations about wine tourism experiences around the world.

SWOT analiza vinskog turizma u Sremu

The importance of wine tourism is growing, both in the world and in our country. According to the number of registered wineries, the Srem wine-growing region is the largest in Serbia. Tourists traveling for wine tourism list wine tasting and introduction to the process of wine production, bottling and storage as their main motives. In addition to the above, wine lovers have the desire to spend quality time together in a natural environment. Marketing activities, which are undertaken for the promotion of wine tourism, are different. The promotion is performed by wineries, tourist organizations and travel agencies. In order to gain insight into the ways of promoting wine tourism in Srem, a short survey was conducted on two occasions, in 2013 and 2020. The survey was conducted in tourist organizations and tourist agencies, which operate in the territory of Srem. Potential tourists most often rely on the Internet, when choosing new destinations. Wine tourism research around the world has evolved from conceptual and case studies, to more comprehensive and extensive research (Carlsen & Charters, 2006). The aim of this paper is to present through SWOT analysis the strengths and opportunities that can contribute to the development of wine tourism in Srem, and on the other hand, identify weaknesses and threats. With the help of the TOWS matrix, strategies have been defined, the application of which could improve wine tourism in Srem.

A model of tourism destination brand equity: The case of wine tourism destinations in Spain

The extant tourism literature contains few studies that have examined brand equity and its determining factors in the wine tourism research area. This paper aims to address this gap in the existing literature by proposing a model for the influence of the designation of origin (DO) brand image and the destination image on the brand equity of wine tourism destinations and examining these effects on two stakeholder groups, winery managers and winery visitors. Using a survey questionnaire that was completed by 219 managers and 598 visitors and a partial least squares-based multi-group analysis, the results demonstrate that the effects of the two influential factors varied between the stakeholder groups. The research also confirmed that overall, managers evaluate wine tourism destination brand equity, DO brand image and destination image more positively than visitors do.

Market segmentation in wine tourism: strategies for wineries and destinations in Spain

Although Spain is a traditional wine-producing area, there is little research on its wine tourism segmentation in comparison to that carried out in New World countries. The main aim of this paper is to identify the different segments of wine tourists that visit Spanish wineries. This research makes a theoretical and practical contribution to both the literature on the segmentation of wine tourists and segmentation techniques. The empirical analysis was carried out in the five Spanish denominations of origin with the largest market shares (Rioja, Ribera del Duero, Navarra, Rueda and La Mancha) and was based on a survey of 598 tourists. The latent class segmentation technique was used for the analysis, and four segments of wine tourists were obtained according to subjective and objective variables. This paper demonstrates how the a posteriori technique of segmentation can be applied in wine tourism research. The findings may provide the managers of wineries and destination management organizations with an important instrument when making strategic decisions.

Determining the Critical Success Factors of the Wine Tourism Region of Napa from a Supply Perspective

AbstractNapa is a renowned region for wine tourism and demonstrates how wine can be an instrument to develop tourism. The purpose of this research is to identify the critical success factors that have shaped the area's rise and growth, and its unique competitiveness in both the domestic and global marketplaces for wine tourism destinations. The findings from the research provide the foundation for a proposed conceptual model of success factors in wine tourism research and as insight to practitioners/suppliers. Findings reveal an aligned marketing effort and strategic partnerships among suppliers of Napa wine tourism. Copyright © 2013 John Wiley & Sons, Ltd.

Motivations of wine travelers in rural Northeast Iowa

Purpose – The purpose of this exploratory consumer research study was to examine demographic and behavioral characteristics and motivations of wine travelers on the recently established Iowa Wine Trail in rural Northeast Iowa. An array of data on visitor lifestyles, interests, attitudes and values can provide more powerful and actionable research information than demographics alone. Equipped with an understanding of visitor motivations, wineries and vineyards can provide their customers the experience they want and expect, and not products and services they are assumed to desire. Design/methodology/approach – Data for this study were collected using a questionnaire-based survey administered at three participating wineries over the period of April-November 2005. Findings – The demographic profile of visitors on the Iowa Wine Trail falls within a common stereotype of a wine tourist: middle aged (36-55 years old), highly educated (college or postgraduate), in the moderate to high income bracket (higher than the median household income in Iowa), living in close proximity to the Iowa Wine Trail (mostly Iowa residents). The main motives for visiting the wineries were (in order by mean scores) “to taste wine”, “to enjoy the scenery”, “to have a good time with friends and family”, “to relax”, “to support local wine producers”, and “to taste locally produced foods”. This finding supports the statement that wine tourists are often drawn by the whole “local experience package”, and not only by the wine product itself. Research limitations/implications – Findings of this study provide demographic and behavioral characteristics and motivations of wine tourists in rural Northeast Iowa only and should not be generalized to other rural areas. Practical implications – The Iowa Wine Trail attracts typical wine customers, but also younger visitors and females. Rather high incidence of repeat visitors for a trail that is still in its infancy (52 percent), with the mean number of previous visits being 2.64. Importance of word of mouth and eMarketing: over 40 percent of visitors to the Iowa Wine Trail based their choice on word of mouth (to include prior recommendations, suggestions, or reputation), and almost a third of travelers indicated utilizing web sites for information seeking – a number that is higher when compared to other specialized markets in Iowa. The Iowa Wine Trail appeals both to stereotypical wine tourists and those visitors who are not primarily involved with the wine product but nonetheless still visit wineries. Power of rural ambience and appeal of the Iowa landscape: while wine tasting appeared to be the main motive of visiting the wineries, scenery and landscape of the Upper Mississippi River, along with the opportunity to enjoy time with friends and family and taste local foods, scored similarly high. Originality/value – While demographic characteristics of wine tourists have been explored, few studies focused on visitor motivations. In addition, most of wine tourism research has focused on established and functioning wine regions/appellations. Not much is known about the emerging wine culture in rural Midwestern states embracing opportunities of wine and tourism development, en route to diversification from traditional agriculture.

Old wine region, new concept and sustainable development: winery entrepreneurs’ perceived benefits from wine tourism on Spain's Canary Islands

Much of wine tourism research underlines the many benefits of this concept for wineries, the wine sector and rural areas. Few studies, however, have taken a longitudinal approach to investigate (1) the extent to which wineries become involved in wine tourism, (2) whether they actually benefit from it over time and (3) what impediments, if any, prevent them from maximising the opportunities that wine tourism may provide. This study builds upon existing research to investigate the perspective of small winery entrepreneurs on Spain's Canary Islands. After years of planning and expectations concerning the potential of wine tourism, overall respondents indicate very little progress in wine tourism development. The majority of those involved (59%) are only marginally or not benefiting from it at all. Winery entrepreneurs believe that wine tourism's potential is yet to be exploited, but little government support, lack of organisation within the wine sector and limited resources continue to impede its adoption. Although opportunities exist to market wines among some segments of the nine million tourists who visit the Canaries annually, research, partnership creation and marketing needs to be done at stakeholder level (government, wine sector and tourism agencies) to create a sustainable business concept.

Are travellers interested in wine tourism in New Zealand?

PurposeWhile much of contemporary wine tourism research focuses on on‐site winery visitors, little is reported on the level of wine tourism participation among travellers outside the winery who may not necessarily be winery visitors or wine enthusiasts. This study investigates this dimension from the perspective of travellers.Design/methodology/approachBetween October and November of 2006, a total of 998 questionnaires were distributed among travellers from the North to the South Island of New Zealand. In all, 500 travellers participated in the study, a 50.1 percent response rate.FindingsOne critical finding of this study is that while winery visitation appears common among domestic travellers, for the majority of international visitors lack of knowledge of New Zealand wines and wineries is their main reason not to visit wineries while members of this group travel in New Zealand.Research limitations/implicationsThe potential limitations of choosing a predominantly quantitative approach, as well as choosing specific days of the week for the questionnaire distribution are acknowledged in this study.Practical implicationsThe overall results suggest that if wine tourism is to continue its present development in New Zealand, winery operators and the wine industry need to address several issues identified in this study, particularly overseas travellers' apparent lack of knowledge about New Zealand's wine and wine tourism.Originality/valueThis study examines wine tourism from a different perspective, namely, that of travellers who might not necessarily fall under the wine tourist category. This dimension has been ignored for the most part in previous wine tourism research. The study also provides avenues for future research to further explore this dimension of tourism/wine tourism.

Wine Tourism Research: The State of Play

Research on wine tourism has expanded rapidly since the early 1990s with approximately two thirds of the literature coming from Australia and New Zealand, countries with not only substantial wine tourism but also a long record of wine marketing research. Of the remaining literature the dominant source countries for research are Canada and the US. Seven themes are identified from the literature and are discussed in turn: the wine tourism product and its development; wine tourism and regional development; the size of the winery visitation market; winery visitor segments; the behavior of the winery visitor; the nature of the visitor experience; and emerging area of research on the biosecurity risks posed by visitors. For each of the themes future research challenges and issues are identified. The review concludes by noting that although there is now a significant catalogue of research in the field, methods are still relatively crude and studies still tend to be regionally focused and quite generic in nature. There is therefore a need not only to improve the means by which results from different locations and populations can be compared but also to employ greater sophistication in the employment of qualitative and quantitative techniques in their examination.

A Review of Global Wine Tourism Research

Wine tourism as a discrete field of research is inchoate, yet there has been rapid development in this field since the mid 1990s. The hosting of the first Australian Wine Tourism Conference in 1998 was the first forum in which wine tourism researchers from the public and private sector were able to present their work to their colleagues. Importantly, much of the wine and tourism industry were involved in that conference and served to guide the direction of wine tourism research from that point on. Hence much of the research that is presently available is applied and practical and includes a body of work on wine tourism conceptualisation, wine tourists and wine tourism destinations. Initially most of this work took the form of case studies and cross‐sectional ‘snapshots’ of wine tourism, with a noted absence of any theoretical underpinnings or conceptual framework to set the context of the research. This article reviews existing attempts to frame wine tourism research and suggests an approach that recognises that wine production and tourism are located at opposite ends of the industrial spectrum, with very different economic conditions applying in the wine and tourism industries. Within this framework, the key research questions that confront all wineries and wine regions seeking to develop wine tourism can be addressed in a more pragmatic and strategic way.

Wine Tourism Behaviour in the Context of a Motivational Framework for Wine Regions and Cellar Doors

Most wine tourists and visitors to wine regions can be viewed as actual or potential consumers of a lifestyle beverage, who visit wine regions in order to have wine‐related experiences. An exploratory wine tourism research study in the Coonawarra and McLaren Vale wine regions in South Australia measured the motivations for engaging in wine tourism and specific behaviours related thereto. The results of the study are exposited by means of a suggested conceptual motivational framework for wine tourism. The framework is a simple construct consisting of three main dimensions: the Visitor, Wine Region and Visit Dynamic (viewed in terms of first‐time or repeat visitation). As an adjunct to these, there are multivariate evolving sub‐dimensions of motivation and behaviour related to geographic location of wine region, purpose of visit, etc., which augment the main dimensions. The results revealed that in the Wine Region dimension motivation is affected in terms of geographic location in relation to the permanent home origin of the visitors. The Visit Dynamic dimension revealed that there are similarities and marked differences between the motivations of first‐time and repeat visitors and subsequent behaviours in the different wine regions. The sub‐dimension of visitation motivations indicated that to taste and buy wine are the most prevalent motivations, with emphasis on enjoyable tasting experiences and finding interesting and special wines. Motivations are significantly affected by knowledge of the wine region, the products and wineries through previous visits. The framework construct makes it possible to identify the relative significance of certain wine tourism behaviours. Wine regions and individual cellar doors need this information to plan for and meet the wine tourists' needs and expectations within the scope of their own resources.