Winery Visitors Research Articles

Do Winery Members and Retail Customers Place the Same Importance on Winery Service Attributes?

ABSTRACT This research study explores the factors that help distinguish between the winery visitors purchasing wine at the winery compared to non-buyers. Furthermore, the study investigates the factors that affect the conversion from winery visitors to wine club membership. The study’s sample consists of internal data collected from a winery located in Sonoma, California. The winery is a boutique and high-end winery producing around 12,000 cases per year. The winery’s primary revenue source is direct to consumer sales such as sales at the winery tasting room and wine club membership. The results of the study reveal that certain winery service quality attributes such as wine tastings and winery tours are the major factors that discern non-buyers from buyer groups. In addition, the quality of winery tasting and winery tour is the key contributor that helps winery visitors to join the wine club membership at the winery.

Modeling wine consumer typology, motivation, satisfaction and loyalty: Wine tourism destination visitors vs residents in Florida

Diseño/metodología/enfoque (límite 100 palabras)Se realizaron dos estudios para identificar la Tipología del Consumidor de Vino y sus influencias, uno con residentes de un destino enoturístico y otro con sus visitantes. En ambos estudios se llevó a cabo el mismo diseño de encuesta transversal. La encuesta se diseñó utilizando las herramientas de diseño de encuestas de Qualtrics.Objetivo (límite 100 palabras)El estudio identificó la tipología general del consumidor de vino tanto de los visitantes, como de los residentes, así como su tipología específica para un destino vinícola, como el de Florida, e investigó las influencias de estas tipologías en la motivación del consumidor para visitar una bodega en Florida y las influencias de sus motivaciones en su satisfacción con la visita a la bodega y la probabilidad de volver a visitarlaResultados (límite 100 palabras)Los resultados del estudio mostraron una tipología general del consumidor de vino similar tanto para los visitantes, como para los residentes, pero ligeras diferencias en la tipología del consumidor de vino específica del destino. Los resultados también revelaron diferencias en las influencias de estas tipologías sobre la motivación, con distintas influencias sobre la satisfacción y la fidelidad para los dos segmentos.Originalidad/valor (límite 100 palabras)Aunque se ha hablado de tipologías de consumidores en la toma de decisiones y la elección de destinos turísticos, la tipología de consumidores en el consumo de destinos vinícolas ha estado ausente en la literatura. Éste es el primer estudio que identifica tanto la tipología general del consumidor de vino de los visitantes y residentes como su tipología específica para un destino vinícola como el de Florida, e investiga las influencias de estas tipologías en la motivación del consumidor para visitar una bodega en Florida y las influencias de sus motivaciones en su satisfacción con la visita a la bodega y la probabilidad de volver a visitarla.

The determinants of winery visitors for local wine and non-wine products in the Northern Appalachian states

The determinants of winery visitors for local wine and non-wine products in the Northern Appalachian states

The development of wine tourist experience in Dealu Mare region, Romania

The wine tourism developed in a growing manner in the last years contributing to the economic development of the wine regions of the world. The so called wine tourists seek for an authentic experience in the wineries based on the activities they develop during their visit and given by the region attributes. This research aims to emphasize the tourists’ experience in which relates the wine region of Dealu Mare, Prahova county and identifies the main advantages that this tourist area has regarding the agrotourism potential. The data were collected by applying a questionnaire (n=600) and the results were displayed using charts that show the behavior and activities undertaken by tourists during their visit in the wineries. Hence, the tourist’ behavior in which relates wine consumption and winery visitation has been outlined, also their preferences in terms of wine regions of Romania and abroad. The paper presents also some limitations in which relates the study area and the number of the respondents.

Motivation factors of tourists in the Finger Lakes Region: Keuka and Seneca wine trails

This paper investigates the socio-demographic factors of Keuka and Seneca winery visitors and their overall motivation factors. Although the Keuka and Seneca regions are well-known as the hotspot wine regions of the northeastern United States, they tend to take less global and national attention. Drawing from online surveys with 265 respondents, including local residents and the tourists, this paper analyzes consumer demographic profiles and consumption perceptions. Both Finger Lakes and non-Finger Lakes residents view wineries as enjoyable, comfortable, friends and family socialization places. When it comes to wine-related activities, the live music is an appealing factor for the local residents, the locality and home environment are the appealing factors for the tourists, and both Finger Lakes and non- Finger Lakes residents find food, culinary, and wine education events as attractive wine-related activities. As this data is limited to pre-pandemic preferences of the wine consumers, it is important to consider the cultural and structural changes of the consumers through the global pandemic.

Motivation factors of tourists in the Finger Lakes Region: Keuka and Seneca wine trails

This paper investigates the socio-demographic factors of Keuka and Seneca winery visitors and their overall motivation factors. Although the Keuka and Seneca regions are well-known as the hotspot wine regions of the northeastern United States, they tend to take less global and national attention. Drawing from online surveys with 265 respondents, including local residents and the tourists, this paper analyzes consumer demographic profiles and consumption perceptions. Both Finger Lakes and non-Finger Lakes residents view wineries as enjoyable, comfortable, friends and family socialization places. When it comes to wine-related activities, the live music is an appealing factor for the local residents, the locality and home environment are the appealing factors for the tourists, and both Finger Lakes and non- Finger Lakes residents find food, culinary, and wine education events as attractive wine-related activities. As this data is limited to pre-pandemic preferences of the wine consumers, it is important to consider the cultural and structural changes of the consumers through the global pandemic.

MULTIVARIATE STATISTICAL ANALYSIS OF WINE FESTIVAL VISITOR EXPERIENCE

MULTIVARIATE STATISTICAL ANALYSIS OF WINE FESTIVAL VISITOR EXPERIENCE

Exploring rural winery loyalty: The effect of visitors’ experience in Taiwan rural winery tourism

Wine tourism has the potential to make a significant impact on rural tourism in Taiwan. The aim of this study is to examine the impact of rural winery visitors' motivation on experience associations such as emotion, trust, and loyalty. Samples were collected from 320 rural winery visitors using a systematic sample method. AMOS16 was used to conduct confirmatory factor analysis, verify the reliability and validity of measurement items to test the structural equation, and verify the proposed hypotheses. The results evidence that rural winery visitors' motivation significantly positively impacts their winery visit experience. The visitors' experience then significantly influences winery visitors' emotion, trust toward rural winery, and loyalty. Moreover, trust toward rural winery also has a significantly positive impact on loyalty. This study's contribution is the recognition of tourist motivation as a predicate variable of wine tourism experiences, as well as the relationship between wine tourism experiences, and winery trust and loyalty. Rural wineries should employ a holistic evaluation of visitors' motivation, which would enhance the strategic value of the winery visit experience. Additionally, this research proposes insights into novel visit experiences for the wine tourism industry. Winery owners benefit from this research by gaining the required knowledge to target winery experiences to the diverse range of visitors' motivations. The findings also have managerial implications for visit motivation and visit experience management in the wine tourism sector.

Developing a Wine Event Portfolio by Wine Stakeholders at Individual Wineries in Victoria, Australia

This exploratory study identifies the economic benefits for wine regions, but specifically where wine stakeholders invest in their own event portfolio creating fun and social occasions. There is little empirical research about the utility of an event portfolio in regional areas and even less in relation to their application to Victorian wine events making the study innovative in nature. It is the first attempt to represent the viewpoint of wine stakeholders. A qualitative geographical bounded case study approach was applied to explore the rational and benefits of developing a wine event portfolio in two Victorian wine regions from a wine stakeholders' perspective. The findings suggest that while destination marketing organizations were familiar with the term 'event portfolio' the concept was quite new for event organizers at individual wineries. Nonetheless, they were planning for multiple events across the year and aimed to capture a range of benefits by holding more than one annual event. These benefits for wine stakeholders' representing individual wineries are an increase in wine sales, diverse demographics of winery visitors and repeat visitation throughout the calendar year. This is despite the increase in financial risk and time commitments by wine stakeholders' hosting wine events at their winery. The paper concludes by suggesting the future research should focus on other viewpoints and replicating this study in other wine regions highlighting the importance and greater benefits of investing in regional development focusing on wine event tourism.

The adoption of smart industry 4.0 app technology and harnessing e-WOM in the wine industry caused by a global pandemic: a case study of the Yarra Valley in Australia

PurposeThis exploratory study aims to examine how wine stakeholders' are adopting innovative advancements in smart industry 4.0 application technology (SI4.0AT) coupled with electronic word-of-mouth (e-WOM) techniques to increase winery visitation and wine sales, prior to and during a global pandemic in the Yarra Valley in Victoria, Australia.Design/methodology/approachA qualitative interpretivist geographical bounded case study approach was used to collect data from fifteen Victorian wine stakeholder's prior to and during the global pandemic COVID-19. A thematic analysis was applied to interpret participant responses and how they viewed, reacted to and harnessed S14.0AT and e-WOM to continue and increase wine sales.FindingsThe findings suggest few wine stakeholders' were actively implementing SI4.0AT prior to the global pandemic, COVID -19. With the forced closure of wineries to visitors across Australia, most small to medium-sized wineries immediately changed their business models to concentrate on domestic e-commerce wine sales and home delivery. To support these new business models, e-WOM techniques were quickly adopted or increased whereas other S14.0AT technologies were not, due to financial restraints.Research limitations/implicationsThe number of participants used in this study is a limitation, however, this can be overcome by replicating this study in other wine regions. This research focused on the wine stakeholders' viewpoint only and may not be easily generalised. Future studies may examine the “what” aspect of SI4.0AT is being used and e-WOM content such as investigating what consumers are saying about these wineries, the method of communication and the motivations for consumers to engage with a winery.Practical implicationsThe implications for the wine industry and overall results offer insight into the wine stakeholders' perceptions of SI4.0AT and e-WOM and consequent marketing strategy of wineries in the Yarra Valley, Victoria, both pre- and during forced face-to-face winery closures due to a global pandemic. Wineries need to continue to harness and leverage the benefits of e-WOM wine marketing in their marketing strategies and continue to explore the affordability of 4.0 app technology and Tourism 4.0 options.Originality/valueThis study is the first attempt at investigating how wine stakeholders' view; react to and harness SI4.0AT and e-WOM through formalised online marketing strategies which should continue to be investigated in the future.

Diverse socialising patterns in wine tourist experiences: A segmentation‐based analysis of visitors to the wineries in South Australia

AbstractWine tourism is a social phenomenon influenced by the presence and the dynamics of many individuals (e.g. service personnel, travel companions, and other tourists). This study, carried out in South Australia on 394 winery visitors, attempts to confirm, and further explore, the important role of social interaction as part of the winescape experience, its multidimensionality and its impact on wine tourist decision‐making behaviour. Results of the factor‐cluster analysis demonstrate that different clusters exist based on wine tourists' perceptions of their social interactions (i.e. ‘social interaction enthusiasts’ and ‘travel companion‐oriented interactors’), thus supporting the idea that social interaction can be considered a valid market segmentation variable. The findings also show that segments differ in terms of their overall wine tourism experience and behaviour. Moreover, the two groups show significant differences also regarding several socio‐demographic characteristics, as well as travel patterns. Contributions to the body of knowledge and managerial implications are discussed, and suggestions for further research are given.

Winery Word of Mouth: the Role of Brand Prestige, Brand Credibility and Wine Experience

Although tourism has been heavily affected by the COVID-19 pandemic crisis, its potential as an economic activity that enables the economic and social development of the regions is recognized. As a result of concerns caused by the COVID-19 pandemic, tourist agents seek to diversify their offers. In this situation, whether because of the knowledge and interest of tourists in the wine sector or because of the credibility and prestige of some brands with greater notoriety in the sector, wine tourism can be an essential stimulus for the attractiveness of tourists and international investors.
 Wine is a product of a highly differentiated experience, and tourists who visit wineries that produce wine seek to know the wine production process and have a unique experience with wine brands. These tourists who visit wine cellars seek information through specialized websites, blogs or magazines and highlight the role of word-of-mouth recommendations.
 Thus, this study aimed to investigate the influence of brand prestige, brand credibility, and brand experience on wine and wineries' word of mouth (WOM). It was carried out a cross-sectional study using a quantitative methodology. Data collected from a sample of 207 individuals were analyzed using PLS structural equation modeling using SMART PLS software. The main results obtained confirm that the credibility and prestige of the brands have a crucial role in the word of mouth of wine cellars.

Reconfiguring an Established Wine Tourism Destination: A Dynamic Capabilities Approach

ABSTRACT This study examines how an established wine tourism subarea continues to adapt to an increasingly competitive wine tourism destination market from the perspective of wineries in Spain’s Rioja Alta subarea. Furthermore, aligned with the chosen inductive approach, the study develops a reflective model through considering the dynamic capabilities approach as a theoretical foundation to examine the various dimensions affecting wine tourism. Semi-structured, face-to-face interviews with predominantly winery managers, on-site observations were conducted. In addition, wineries’ archival information was examined. Strong alignment between wineries’ strategies and reconfiguration/transformation were revealed. This dynamic capabilities-related cluster was manifested through “customisation,” where wineries offered unique product/service elements, thereby adding value to the winery visitation. The developed model highlights important implications for the long-term competitiveness of a region’s wine tourism.

The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries

This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers’ intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in brand image development in the context of wine tourism industry. Data was collected through a structured and self-administered questionnaire from 486 visitors to wineries in Spain. Partial least squares regression was used to evaluate the measurement model and the hypotheses. The empirical analysis shows that brand communication and brand image have similar positive effects on brand preference, and that brand image mediates the relationship between brand communication and brand preference. This research suggests implications for theory and practice relative to brand management in terms of communication and image; and it proposes insights into novel communication tools and marketing activities for the winery tourism industry. Firms should employ a holistic evaluation of brand communication to involve the whole organization, which would enhance the strategic role that brand communication plays.

Regulating regional wine quality through smart expansion and leadership

The wine industry in North Carolina (NC) has grown from 12 wineries in 2000 to nearly 200 wineries in 2019, with 10 new wineries opening annually. The biggest concerns for fast growing industries is ensuring product quality and sustainable markets. Businesses that occupy dominant positions in the region have much at stake and also have responsibility for ensuring that newcomer wineries uphold the goals of quality wine and experiences for winery visitors. This paper reports on qualitative interviews with winery leaders in North Carolina to comprehend their influence and their strategies for facilitating wine quality and sharing knowledge among wineries across the state. The paper provides insights to any emerging wine region that is focused on wine quality and strengthening regional wine economies.

How do sparkling wine producers adopt a sub-appellation? Evidence from an exploratory study on heroic Prosecco Superiore Rive

This paper investigates why wineries producing Conegliano Valdobbiadene Prosecco Protected Denomination of Origin (CVPP) wines decided to adopt the sub-appellation (SA) “Rive” as a way to increase the value of their wines.
 We estimated both a logistic and a linear regression to explain Rive SA firms’ choices and market growth drivers, respectively. By using data gathered from CVPP producers, we divided wineries into two groups, those that have adopted the Rive SA and those that have not. By means of a stepwise procedure, we categorized factors that were likely to explain the Rive SA choice within a set of structural, marketing and wine tourism-related variables.
 The results showed that structural drivers such as the human capital of younger producers, pressure tank sizes, competitive positioning in the market and in the field of wine tourism hospitality, and involvement in ad hoc promotional activities (i.e., Primavera del Prosecco) have the greatest effects on the choice of the Rive SA. The synergistic effects of cellar door sales, small firm sizes and specific foreign markets (i.e., the United Kingdom and the United States) have emerged, on the other hand, as vital factors in the growth of the Rive SA in terms of market share.
 The adoption of the Rive SA may play an important role in supporting and valuing the heroic viticulture-based economy and may help the CVPP Tutelary Consortium to appropriately undertake promotional strategies to differentiate wines and improve competitiveness. This could have positive effects on wine tourism, hospitality and winery visits in light of the recent recognition of the CVPP as the 55th Italian UNESCO World Heritage site.

Satisfaction and Expenditure in Wineries: A Prospect Theory Approach

Visitor satisfaction has been shown to be a critical determinant of visitor expenditure in wineries. Although the relationship between visitor satisfaction and expenditure in wineries has been investigated in previous literature, we have unearthed potential intricacies that emerge when this relationship is analyzed within the reference dependence framework of prospect theory. To fill this gap, we use segment-based reference points to capture the singularity of winery visitors, and results show that demographics and psychographics confirm reference dependence. When reference points are based on psychographics, loss aversion is confirmed (lowering visitor satisfaction has a greater negative impact on expenditure than the positive impact derived from increasing visitor satisfaction), while diminishing sensitivity is observed for losses (the effect of the variations in visitor satisfaction shifts depending on the distance from the individual’s reference point). Interestingly, when the reference points are obtained through demographics, loss aversion is reversed. Relevant managerial implications are outlined.

Market segmentation for wine tourism: Identifying sub-groups of winery visitors

Notwithstanding the steady development of the international wine tourism industry, accurate relevant information and comparative surveys focusing on primary research appear inadequate in various wine-producing countries. Understanding the wine tourism market is vital for sustaining its further development. In addition to existing typologies for wine tourists, distinctions of winery visitors may provide a valuable tool to help wineries design and implement appropriate marketing tools. Accordingly, the aim of this study was to identify segment characteristics and variations among international and inland wine tourists based on a multinational sample of winery visitors in Greece; differences between experienced and inexperienced visitors, first-time and repeat visitors at a specific winery, individual and group visitors, and men and women were also examined. The empirical study was conducted at 18 wineries in the most significant wine-making areas in Greece, through 1,400 questionnaires forwarded to wineries for distribution among their customers through self-completion. The results confirm the existence of significant dissimilarities between domestic and international visitors in relation to pre-visit behaviour, primary knowledge and loyalty levels towards the winery’s brands, visitation motives, spending attitudes, income, age distribution, perception of the winery experience and future behavioural intentions. Differences among these groups were also identified. The practical implications of the findings are discussed to assist winery managers and other wine tourism stakeholders implement a more customer-centric approach and improve strategic planning.

Increasing Sustainability through Wine Tourism in Mass Tourism Destinations. The Case of the Balearic Islands

This study explores the potential contribution to economic and cultural sustainability of fostering wine tourism activity in a Mediterranean mature mass tourism destination like the Balearic Islands. A causal model was designed linking winery visitors’ satisfaction with both the local wines and the visit to the winery and future purchasing intentions as well as the interest in the destination cultural offer, global satisfaction with the trip, and image of the destination. Field research was carried out within the wineries where a questionnaire was administered personally to a sample of 200 winery visitors. The managers of the wineries were contacted previously to ensure their cooperation in the research. The statistical method used for the analysis of the exploratory causal model was the Partial Least Squares (PLS) regression. Results indicate that there is a great growth potential for wine tourism activity in the islands with important positive externalities on gastronomic tourism and the overall image of the Islands. Results show that wine tourism might boost the sales and exports of wine in the medium and long term. Finally, it can be concluded that there are important synergies between rural tourism, mass tourism, and wine tourism in the islands which are still not sufficiently optimized, and that greater support to wine tourism development could contribute not only to a more sustainable rural development but also to a more sustainable tourist activity overall within a more diversified economy.

The xiao zi effect on motivation to visit wineries from an identity perspective: The case of China

This empirical research into tourists' motivation for visiting wineries aims to understand the role of cultural value in China's domestic wine tourism. The study focuses on the motivations of tourists from the perspective of culture-related wine value and the process of consumers' psychological recognition by utilizing three-level identity theory. Xiao zi, a Chinese lifestyle, is central to this investigation. A process of semi-structured interviews was utilized. The study has identified the dimensionality of xiao zi and revealed it to be a manifestation of the individualism currently burgeoning in contemporary China which historically has been known for its collectivist nature. The findings also suggest that xiao zi does have an impact on wine tourists' cellar door visitation motivation, and it has presence in three identity levels, relating to personal, interpersonal and group-level appraisals. This article offers a richer and more comprehensive understanding of xiao zi in relation to tourism.