Winery Visitors Research Articles

Winery visitation sets

PurposeThe purpose of this paper is to discern the intra‐regional visitation patterns of wine tourists. Exploratory research was conducted in two branded wine regions, to conceptualise the spatial movement of wine tourists in a theoretical construct.Design/methodology/approachInformation was obtained from a random sample of 214 visitors to 25 wineries in two branded wine regions in South Australia. Data were collected by means of face‐to‐face interviews using a highly structured questionnaire at each of the winery cellar door venues.FindingsA conceptual theory regarding winery visitation sets (VSs) was developed. Discernable spatial visitation patterns to wineries result from the dynamic interaction of visitors’ needs and the incumbent winery profiles that exist in a hierarchy within a wine region. The grouping of sequentially visited wineries in the three‐tier hierarchy form specific VSs of wineries. Winery profiles are initially determined by visitation incidence: the most visited Regional Centre Point (RCP) winery is followed by sequentially less visited regional profile (RP) wineries and a third tier of regional attribute (RA) wineries. Visitation pattern trends are identifiable and differ between first‐time and repeat visitors.Research limitations/implicationsIt is possible to detail the market segmentation of wine tourists quite accurately in terms of their psychographics and demographics and favoured visitation patterns within the branded wine region. This will also provide important insights into the balance of winery and cellar door roles in the region and confirm the “optimal” number of wineries required to fulfil the needs of the ever‐increasing numbers of wine tourists.Originality/valueThis paper is of value to academic researchers, wine industry practitioners and travel and accommodation providers alike as it provides the foundation for a conceptual theory to explain the discernable intra‐regional visitation patterns of wine tourists to the cellar doors of wineries.

Wine Tourism: A Serious Leisure Approach

Today wine tourism is emerging as an important component of rural diversification in North Carolina. Using Stebbins’ (1992) model of serious leisure as a guideline, the purpose of this study is to explore how wine tourism may be viewed as a type of serious leisure and to suggest a conceptual approach to the study of wine consumers in order to develop effective wine marketing strategies for local wineries in North Carolina. In addition, this study suggests an approach that small North Carolina wineries might use to identify various types of winery visitors and better position their products.

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.

The Important Dimensions of Wine Tourism Experience from Potential Visitors' Perception

The objective of this study is to identify the salient features of wineries and wine regions, from the perspective of a potential Israeli visitor. This insight facilitates an understanding of the features that might influence the decision to visit a winery or wine region, and enables operators to develop varied wine tourism products, combined with other attractions and activities. An exploratory study has been conducted and included 373 valid questionnaires of adult Israeli residents. The questionnaires included a list of 42 winery and wine region features, based on previous literature and preliminary semi-structured interviews. Participants were asked to rate the importance of each feature with respect to their decision to visit wineries or wine regions (on a 1-5 Likert-type scale). Factor analysis technique was implemented resulting in three factors, representing different dimensions of the wine tourism experience, and explained 43.9 per cent of the total variance. Factor scores were calculated and used for comparisons between different segments. The findings indicated that different segments yielded different importance ratings for each dimension. Fundamental differences occurred among specific segment bases: winery visitation frequency, subjects having children less than 18 years and wine involvement. Results show that the motivations for choosing a wine region as a tourist destination go beyond a simple desire to experience wine. A tourist's decision to visit a specific winery is also shaped by the willingness to experience the region's features and to participate in other activities or attractions during the visit.

THE POTENTIAL OF WINE TOURISM: AN EXPLORATORY STUDY OF NEW ZEALAND

Recent published information suggests that New Zealand's wine industry continues to grow rapidly. An activity related to the wine industry, wine tourism, is developing in wineries that provide cellar door sales, tasting rooms, restaurants, tours to their vineyards, and even accommodation. These developments demonstrate the potential of wine tourism as an alternative activity for travellers to rural areas, and as a business concept for wineries. However, still today research on wine tourism in New Zealand has been limited, including the way in which winery visitors are presented in the wine tourism literature. This paper reports the results of an exploratory study that investigated potential relationships between different winery visitor groups in New Zealand, including their commercial contribution in the form of winery expenditures. The results confirm significant differences among various visitor groups when comparing their age, income, or whether they are domestic or international. These findings could have significant implications for the wine and wine tourism industries.

Classifying wine festival customers

PurposeTo provide a better understanding of the relationship between wine festivals, winery visitation and wineries in order to determine whether wine festivals are an effective promotional tool.Design/methodology/approachPrimary data identifying the characteristics of festival patrons was gathered from regional wine festivals in Australia, then compared with Hall's stratified, New Zealand wine tourist market segments to ascertain whether the “right type” of consumer is attracted to wine festivals.FindingsThe study concludes that wine festivals are successful promotional strategies that attract a diverse mix of consumers including the preferred consumer type, namely those with a high predilection to purchase wine.Research limitations/implicationsThe study was conducted in a wine growing area of south eastern Australia. Case studies of other regions would be of interest to determine the reliability of the findings.Originality/valuePrevious studies of wineries and events approach from a wine tourist's perspective. From a winery's perspective however, successful wine festivals are those that not only attract consumers wishing to trial and buy wine products but ultimately lead to ongoing brand recognition and loyalty. This study specifically considers the juxtaposition of wine festivals and their patrons and therefore the effectiveness of this promotional strategy.

A model and exploratory study for promoting professional sales in winery visitor centers

PurposeThe purpose of this paper is to present a model for promoting professional sales in winery visitor centers, as well as the results of an exploratory study to test the model.Design/methodology/approachA survey methodology was used to evaluate the sales behavior of winery personnel in three popular wine tourist regions of California, USA. In total, 284 mystery shopper evaluations were completed and analyzed. In addition, a professional sales model for winery visitor centers was developed based on secondary sources drawn from the literature.FindingsResults indicate that some of the winery visitor centers have adopted professional sales techniques and trained their staff to perform these tasks, but there is still ample opportunity to improve. Sales presentations could become more interactive in many cases, and relationship and trust building actions could be emphasized more.Research limitations/implicationsThe study was limited to three wine regions in California, and only provides descriptive statistics of service and sales in the tasting room. Further testing of the model in new locations with expanded statistics would be useful.Practical implicationsThe study highlight effective professional selling tactics used in winery visitor centers which could be adopted by managers. It also identifies areas for improvement.Originality/valueThis paper introduces a new model on professional sales in winery visitor centers. This is the first of its type to be applied to the wine industry for direct to consumer sales.

Exploring Wine Tourism in New Zealand: The Visitors' Points of Views

With the remarkable growth of New Zealand's wine industry in the last decade, the concept of wine tourism has been gaining in popularity among different groups of travelers to rural areas. Numerous factors can impact individuals' decision to visit wineries. Many consumer-related studies emphasize the consumers' perceived value of the consumption experience, as well as how to deliver a satisfying experience to consumers. This also applies to wineries seeking to attract visitors and benefit commercially in the process in the form of wine and food sales. This study conducted among New Zealand wineries explores several aspects related to visitors' winery experience. These aspects include the most relevant factors impacting on visitors' decision to travel to wineries, how visitors discover their chosen winery, the value they place on elements of their winery experience, and their overall satisfaction. The findings suggest the critical importance of word-of-mouth advertising in influencing winery choice. The results also indicate that a rather large number of visitors travel to wineries for reasons other than the wine, including their proximity of the winery, passing by, or on route to another destination. The overall results could have important implications for wineries, particularly in their efforts to market their businesses.

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.

Effects of Winery Visitor Group Size on Gratitude and Obligation

Building on reciprocity theory, the current study explores whether wine tourists feel a need to buy wine at tasting rooms due to a perceived need to reciprocate for services received. In this research, wine and souvenirs bought fully or partly out of the desire to repay hospitality and services received are identified as gratuity purchasing . Specifically, the study investigates the role of gratitude and obligation in wine tourist purchasing behavior. The results indicate that the higher visitor feelings of gratitude and obligation while at a winery, the bigger the expenditures. In addition, the research examines the effect of visitor group size on purchasing. It appears that visitors who travel to wineries in smaller groups experience higher levels of gratitude and obligation than visitors of larger groups. Consequently, visitors who come to wineries in smaller groups tend to spend more money on wine and/or souvenirs than larger groups. Managerial implications are discussed.

Sensation seeking and the prediction of attitudes and behaviours of wine tourists

Although socio-economic variables are commonly used for market segmentation and are widely applied in describing winery visitors, increasing awareness is evident in the literature that personality might also be useful for that purpose. The present study examined whether, compared with socio-economic variables (age, gender, education level, personal income, and household income), the personality variable sensation seeking adds to the ability to predict differences in various attitudes and behaviours of wine tourists. With the effects of the former controlled, sensation seeking was observed to be significantly related to spending on wine, and wine drinking, as well as to the frequency of visits to wineries and the number of activities engaged in at wineries, the use of the internet as a source of information about wineries, venturing off the beaten track during a visit to a wine region, and the strength of opportunity for learning, stimulation, or indulgence as incentives to visit a wine region. Sensation seeking was also observed to be significantly related to all but one of those variables when the effects of another variable which is receiving increasing attention as a means by which to characterize wine tourists, “involvement”, were controlled. The practical significance of the results for winery and wine region marketing and management is discussed, and several requirements for further research are identified.

Problems, Policies, and Marketing Practices of Virginia Wineries

The wine industry has had rapid growth worldwide over the last couple of decades. This growth has been particularly rapid in the State of Virginia over the last few years. While the impact of revenue and employment generated from the sale of wine is of obvious benefit to an area's economy, the potential generation of dollars from tourists whose major or secondary purpose for visiting an area is to visit wineries is also of great importance for many wine-producing areas. With the wine industry consisting of products with over 100,000 different brands, it is difficult for smaller wineries, particularly in wine areas less popular than California or Bordeaux, to gain market exposure and access. Therefore, many wineries rely on cellar door sales generated primarily from tasting rooms and tours, and on localized distribution. Winery tourism thus serves an important role not only in generating tourism revenue, but also in building brand recognition and consummating on-the-spot sales. This article reports the distribution methods and tasting room policies of Virginia wineries and provides a summary of what Virginia wineries consider to be their biggest problems.

Does age matter? How age influences the winery experience

PurposeTo investigate differences among winery visitors of different age groups in New Zealand, as well as the commercial potential of these groups.Design/methodology/approachA questionnaire was designed to obtain information of winery visitors, including demographic characteristics and their expenditure at the winery. A total of 43 wineries located in all wine regions of New Zealand accepted the invitation to participate in this study by distributing questionnaires in their facilities. In all, 609 usable responses were obtained.FindingsThe study provides information about winery visitors in New Zealand, and confirms clear differences among different age groups in several dimensions, including their winery expenditures.Research limitations/implicationsOne potential limitation is that because several participating wineries were much larger in physical size and restaurant seating, the percentage of responses obtained in this study might have been disproportionately large, or unrepresentatively small.Practical implicationsThe overall findings may have significant implications for the wine and wine tourism industries, and might be beneficial for wineries in their efforts of providing a more valuable experience for wine tourists.Originality/valueThis exploratory study provides new and practical insights of the winery experience in the New Zealand context, an area where very limited research has been conducted.

Investigating differences between domestic and international winery visitors in New Zealand

Purpose – Since the early 1990s, New Zealand's wine industry has experienced significant growth, including the much larger volume of grapes being produced, more wineries being open to the public and more wines being exported. However, this growth has not been accompanied by published academic research on topics related to the wine industry, such as wine tourism. This paper aims to report the findings of a study conducted in New Zealand wineries that investigated differences between domestic and international winery visitors on characteristics related to their winery experience.Design/methodology/approach – The study focuses on the ways in which different winery visitor groups may differ, or whether relationships exist between these.Findings – The results indicate that there may well be differences between these two groups in several dimensions, including their winery expenditures.Originality/value – While some sampling aspects reduce the generalisability of the results, the findings may have useful implic...

The Role of Service Quality in Influencing Brand Attachments at Winery Visitor Centers

ABSTRACT This study was conducted to investigate the relationships between brand attachment and selected service quality variables in winery visitor centers. Brand Attachment was hypothesized to be a function of Customer Service, Visitor Education, Brand Differentiation, Appearance and Purchase Assistance. Data for the empirical study came from a mystery shopper program and the sample had 144 evaluations from 26 different wineries. Scales to measure the constructs were tested for reliability, and correlation and regression analysis on factor loadings were used to test the relationships between variables. All of the 5 factors correlate highly with Brand Attachment, with the most important factors appearing to be Visitor Education, Brand Differentiation and Customer Service.

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.

Understanding the Wine Tourism Experience for Winery Visitors in the Niagara Region, Ontario, Canada

This paper focuses on the intersection between agriculture and tourism in which production and consumption come together in the form of wine tourism. Wine tourism is an experience which can be conceptualized at different geographical scales and which involves visitor perceptions of physical landscapes and built environment, as well as human interactions. Survey research in Niagara, Ontario wineries is used to provide a general profile of visitors to the winery region and to examine visitor assessment of the wine tourism experience from both a human service quality and an environmental contextual perspective. Overall, the rural landscape is found to be highly important in visitor enjoyment of the wine tourism experience. Niagara is a region of rapid wine tourism growth and this study raises issues in terms of the symbiosis between wineries and tourists and the quality of the wine tourism experience.

Lifestyle Market Segmentation, Small Business Entrepreneurs, and the New Zealand Wine Tourism Industry

ABSTRACT Wine tourism is an important niche activity for which participant needs and motivations have been somewhat under-researched. This paper describes a case study investigation to evaluate the nature of buyer/seller relationships that evolve in a wine tourism setting. Visitors to three small New Zealand wineries were interviewed to gather data relating to their lifestyle behaviors and their attitudes towards the wine tourism experience, and factor analysis used to categorize these visitors in terms of the List of Values typology of lifestyle characteristics. Results indicate that the 'achiever' and 'funlover' segments are well represented amongst winery visitors, but that there is an appreciably lower incidence of 'belonger' personalities. Implications of these findings for the wine tourism industry are considered.

The Post‐visit Consumer Behaviour of New Zealand Winery Visitors

Visitation to wineries has often been cited as an important way in which a winery can establish and/or reinforce loyalty amongst its consumers. However, to date few studies have explored the consumer behaviour of winery visitors beyond the cellar door. A study by King and Morris (n.d.) concluded that just 13% of visitors to Margaret River wineries made a purchase of wine from the winery of survey in the 18 months following their visit. In contrast, this paper reports that more than 46% of visitors to New Zealand wineries made a post visit purchase in a period of just six to eight months following their visit. This paper presents some of the results of the second phase of a two‐phase tracking survey of New Zealand winery visitors. The study found a higher propensity for brand loyalty was apparent amongst visitors to certain regions and to medium and large‐sized wineries, domestic visitors, females, those with intermediate or advanced wine knowledge, those that drink wine more frequently and purchase more wine. More importantly however, it found brand loyal behaviour (post‐visit purchase and repeat visitation) amongst repeat visitors to wineries and those that purchased wine during their visit. The study further found that there is a high degree of positive word of mouth (a by‐product of brand loyalty) amongst all winery visitors.

Seasonality in New Zealand Winery Visitation

Summary Seasonality is a major issue in tourism management; however, the implications of seasonality for wine tourism have only received limited attention. Arguably, because of the interaction between seasonal patterns of consumer demand with the inherent seasonality of vineyard work and wine supply means that seasonality issues may be even more problematic for wine tourism than other forms of tourism. The article provides the results of a national study on wine tourism in New Zealand. The article highlights the seasonal nature of visitation and suggests a number of marketing strategies by which some of the effects of seasonality may be overcome in terms of both target markets and the improved management of human resources.