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The purpose of this paper is to explore how gendered wine-drinker identities are constructed through stories of wine consumption in Kenya.

The data comes from a corpus of 19 in-depth semi-structured interviews collected in Nairobi, Kenya. Taking a narrative approach, this paper uses positioning theory as a fine-grained linguistic methodological tool to analyze stories of gendered wine consumption.

A key finding of the study is that wine consumption can enact, and be enacted by, wider normative societal gendered discourses of what men and women should and, should not, be drinking. In short, in some societies (Kenya being an example here) men drinking wine is subject to the normative gaze of their peers; and if men drink wine, they are not considered “real men.” This is so even when chatting up women, in which case male wine-drinkers are ascribed to the subordinate male identities of either the “new man” or the romantic man. However, male wine-drinkers can retain a real man identity if they are wealthy (and powerful) enough not to care what other men think.

The study provides new insights for targeting consumers in emerging export markets. Wine companies need to be aware that the purchase drivers in established markets may not be central to consumers in developing markets. In developing markets, wine consumption may be influenced by the normative gaze of peers which enacts, and is enacted by, societal gendered discourses. Crucially, a thorough understanding of consumer behavior leads to a more critical consideration for focused marketing strategies aimed at establishing relationships with customers in developing markets.

The study offers an original contribution to the barely existent body of knowledge on wine consumption in sub-Saharan Africa and gendered wine-drinking identity construction. Additionally, from a methodological perspective, no previous study on wine consumption has used a narrative identity approach to the fine-grained linguistic analysis of transcripts of stories elicited during research interviews.

This paper aims to explore the emerging wine market of Ukraine. Specifically, the study examines Ukrainian consumer attitudes toward local wines and provides profiles of various groups of local wine consumers.

Data were collected via an online survey of Ukrainian wine consumers (N = 325). Factor and cluster analyses were performed to assess general attitudes toward local wine. Descriptive statistics and analyses of differences (t-tests and chi-square tests) were also used for further data exploration.

The findings indicate that quality perceptions, price sensitivity and reputation play a vital role in shaping local consumers’ attitudes toward Ukrainian wine. Three distinct consumer segments were identified. Local Skeptics exhibit reserved opinions about local wine. Local ambassadors show the highest level of enthusiasm and support for local wines. Local non-connoisseurs are the least involved and knowledgeable about wine; thus, their opinions about the local wine industry are not formed yet. This is the group that merits the utmost attention from wine marketers.

To the best of the authors’ knowledge, this paper is the first research attempt to identify different types of wine consumers based on their attitudes and perceptions toward local wines in Ukraine.

This study aims to explore antecedents of supporting local food branded by a sustainable state-operated agricultural marketing program (SOAMP). Cultural values and pro-environmental attitudes were examined as well as their effect on purchase and word-of-mouth intent.

The values, attitudes and behavior model served as the framework for testing the measurement and structural models and mediation effects. A total of 259 individuals participated in the online survey.

Structural model was a good fit to the data. The values of collectivism and long-term orientation were the strongest predictors of intent to purchase and spread word of mouth about SOAMP branded products. Green consumption attitudes mediate the relationship from collectivism value to intent to support products branded by a sustainability marketing program.

This study is original in that it challenges the notion that local food consumption is primarily driven by pro-green attitudes. To the best of the authors’ knowledge, it is also the first of its kind to approach local food and pro-green consumption from a cultural perspective by using Hofstede’s cultural values scale to explore how individuals’ values affect their support of products branded by a sustainability marketing program.

The purpose of this study is to examine how consumers perceive nutrition labeling on wine and how this information impacts healthiness perceptions of wine.

A series of four experiments focused on healthiness perceptions and purchase likelihood.

Consumers who read wine labels rate wine as significantly less healthy. Sugar content affects healthiness perceptions of wine more than calories. Changing the serving size on the label moderates these effects. Consumers high in dietary restraint process this nutrition information differently.

Future research could examine actual purchase behavior using retail data.

This study has implications for consumers, manufacturers and public policy. While currently most consumers are not motivated to read a nutrition label on wine, specific nutrition information can impact consumer perceptions of wine. Consumer education is recommended.

Research on nutrition labeling of alcohol specifically has been very limited.

Wine choices are not always fully understood by academic researchers or the industry. This paper aims to outline and test a theoretical model proposing that wine consumption may be dependent on differences in consumer expertise, the hospitality situation, characteristics of the wine itself and an interaction of these variables.

Three empirical studies (total sample size = 356) tested these theoretical propositions. Consumers with varying levels of wine knowledge were presented with experimental vignettes showing videos of wine opening and pouring and were asked to pair wines with hospitality situations.

Study 1 found that consumers with low product knowledge were more sensitive to hospitality situations and extrinsic product attributes (closures) than were the experts. Study 2 found that wine hospitality situations fall into three predicted categories, namely, food, friends and formality, although contrary to prediction, the presence of food was the weakest predictors. Study 3 demonstrated the robustness of the three-dimensional structure of wine hospitality situations.

These studies provided important practical information because targeting various market segments requires the industry to know what product attributes are favored by different groups of consumers different situations.

Previous researchers have discussed the difficulty of measuring consumption situations. By limiting these studies to wine consumption within hospitality situations, the authors learned much about how consumers’ characteristics, product attributes and the situations interact to influence not only product assessments but also choices.

The purpose of the study is to investigate the relationship between consumers’ attitudes toward hotel Twitter accounts and attitudes toward hotel brands, booking intentions and electronic word-of-mouth. The study focuses on Saudi Arabia owing to the widespread use of Twitter in that market.

Modifying a previously developed theoretical model on marketing effectiveness of social media, this study empirically tests consumers’ attitudes toward hotel Twitter accounts. Data have been collected via a structured online survey. A confirmatory factor analysis and a structural equation model fit have been used to test the model.

When consumers have positive attitudes toward hotel tweets, they have positive attitudes toward the hotel’s Twitter account, which, in turn, improves their attitudes toward the hotel’s brand and results in intent to book and spread electronic word of mouth.

The study contributes to the body of knowledge about social media marketing effectiveness in the hospitality industry.

本研究旨在于探索酒店消费者对于酒店Twitter营销的态度以及酒店Twitter营销对打造酒店品牌、消费者预订酒店行为、和电子口碑营销的影响。由于Twitter在沙特阿拉伯地区的广泛流行，本研究将沙特阿拉伯为案例进行调研。

本研究在前人建立的社交媒体营销有效性模型的基础上，进行改进创新，并且实地调研了消费者对于酒店Twitter营销账户的态度。本研究采用网上问卷采样的方式，样本经过验证性因子分析法和结构方程模型的分析，来进行模型的测试。

本研究表明，当消费者对于酒店Tweets持有积极态度的时候，他们对于酒店Twitter账户也同样保持积极态度，同时这种积极态度也会增进他们对于酒店品牌的认知，消费者更加愿意预订酒店房间，以及为酒店电子口碑营销。

本研究结果对于酒店行业中社交媒体的营销有效性的探索有着积极贡献。

Practitioners and researchers are persistently trying to identify critical product/service attributes that generate greater customer satisfaction, which in turn yields multiple positive outcomes for the business. However, traditional measuring of attribute performance does not account for a non-linear nature of the relationship between attribute performance and customer satisfaction. The purpose of this paper is to apply an alternative method – penalty-reward contrast analysis (PRCA) grounded in Kano model – to a wine festival setting and to estimate the effects of each attribute on the overall satisfaction.

The aim of the study is to use a self-administered survey distributed to attendees of a large wine festival in the USA, resulting in a sample of 250 festival attendees.

Personnel and entertainment were considered “must-be” or basic factors for wine festivals. Failing to deliver on these dimensions will lead to attendees’ frustration and is likely to outweigh positive impact of other factors. Wine was considered to be a linear, or performance, factor with symmetrical positive and negative impact on satisfaction. Food and facilities were non-significant in predicting customer satisfaction.

Given that most wine festivals operate with rather scarce resources in a competitive environment, using an approach that helps determine how limited resources are best deployed to achieve the highest levels of customer satisfaction is beneficial for the industry. The study provides new insights to wine festivals managers as to how drivers of satisfaction may vary according to attributes of both the festival and the attendees.

The study adopts the novel approach of the PRCA in its application to wine festivals, making the study unique and noteworthy. It brings new knowledge about quality components of wine festivals and adds support to the new evaluation tool.

The purpose of this study is to examine generational differences in consumer Web 2.0 information source adoption for wine purchasing decisions, particularly social media and internet-based sources.

An online survey resulted in 276 responses from wine consumers residing in Texas, USA. Information source usage was tested in two common purchasing situations: for casual and formal consumption. Chi-square analyses and ANOVA were used to examine differences among the generational cohorts in their use of information sources, levels of objective and subjective wine knowledge, wine involvement and risk perception for the two purchasing situations.

Younger consumers were found to be significantly more inclined to use Web 2.0 information sources, such as wine blogs, wine applications, their contacts’ recommendations on social media and wine experts on social media. Older consumers were more likely to use their own wine knowledge. Of greater interest is that in terms of their reliance on various wine information sources, Generation X behaves as the bridge between Generation Y and Baby Boomers. Generational differences regarding wine involvement, wine knowledge and risk perception also support this notion.

The results of this study reinforce the need for wineries to adopt or create strategic initiatives using Web 2.0 elements. This study also suggests that depending on the purchasing context, consumers use certain information sources more than others.

This research extends the understanding of the information acquisition process by expanding the types of information sources, and also yields valuable insights for consumers’ off-premise wine purchasing decisions.

Wine is an important profit center for restaurants. The purpose of this paper is to address some of the challenges and opportunities at the nexus of wine and hospitality, with an eye on relationship building between smaller wineries and dining establishments.

The paper is essay style with acknowledgments made to extant literature, as well as US industry-based intelligence.

Primary challenges facing small wineries trying to enter the restaurant market revolve around constraints imposed by the traditional distribution system mindset, as well as pricing issues affecting procurement and markup of wine for restaurant use, limited abilities to provide sufficient inventory and the lack of time and people resources. Counterpoint discussion reveals opportunities related to increased focus on experience-based wine sales in restaurants, the importance of the story and the value of co-branding.

Partnerships with restaurants can be a delicate yet desirable part of a small winery’s strategy. The key is to develop a mutually beneficial relationship, while fulfilling the objectives and missions of both winery and restaurant. When wineries and restaurants carve out the time and invest the people resources to successfully and purposefully co-brand, optimum symmetry is formed which leads to mutually valued dining and special gastronomic experiences for the winery/restaurant partners and their customers.

In a viewpoint format, the paper outlines and discusses the key elements of relationship building between small wineries and restaurants.