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Consumption of muscadine grapes and their by‐products (e.g. skins, seeds, wine and juice) is often discussed in terms of their alleged health‐ related properties (e.g. high content of resveratrol, phenolics and antioxidants). Almost no information, however, is available from an academic perspective on consumers' association with this food, including their knowledge, actual consumption of muscadines or by‐products they associate with muscadine grapes. This study seeks to add to the limited existing knowledge on muscadine grapes and their by‐products exploring these areas.

A sample of consumers from a Southern US town, where muscadine grapes are native, was chosen. A total of 189 participated completing a questionnaire.

Overall, respondents indicated familiarity with muscadine grapes and by‐products (e.g. wine, jams, juice), but predominantly the more mature respondents related much more to those by‐products than the younger consumer groups. Concerning muscadine wines, while 56.6 per cent of respondents were familiar with this product, and 45.5 per cent considered their consumption experience satisfying to very satisfying, 67.7 per cent either never buy them or seldom do so, suggesting very limited attachment with muscadine grapes.

Choosing one single geographic location (a Southern US town) and the number of participants are two limitations of this study.

Given the importance of muscadine grapes and their by‐products for the Southern region, particularly culturally, traditionally and for consumers in general in terms of beneficial health‐related properties, an argument is made concerning the need to promote this ancient food. The role of the hospitality and tourism sector, government, agricultural and consumer groups is therefore suggested in promoting, marketing and other forms conducive to raising the profile of muscadine by‐products.

The study focuses on a food (muscadines) and environment (the Southern US region) that despite their cultural importance continue to be under‐researched – even ignored – by much of the contemporary consumer behaviour, hospitality and other literature.

Muscadines grapes, the fruit of a vine native to the South East of the USA have been studied extensively, including their alleged beneficial health properties. To date, however, very little is known about the business side of muscadine growing. For instance, very limited information exists on whether wineries growing muscadines are currently processing their grapes into other value‐added products. The present study seeks to explore these aspects from winery operators' points‐of‐view.

Telephone interviews, coupled with two face‐to‐face on‐site interviews were conducted among 31 winery owners located in different states in the South East of the USA.

Overall, winery operators acknowledge the potential for the diversification and development of muscadine value‐added products, including juice, jellies, fortified wines or those for pharmaceutical purposes. However, the limited supply of muscadine grapes or muscadine juice to satisfy demand for value‐added products is an area of concern that several muscadine growers acknowledged. Also of concern are laws and regulations that are preventing winery operators from capitalizing on some muscadine products with alcohol content.

The low number of participants in comparison with the much larger number of existing muscadine wineries limits the generalisability of the findings.

With potentially greater demand for muscadine‐related products in the future, industry support and the development of new initiatives are needed to facilitate the process of value‐added muscadine product development for the benefit of operators, the industry and consumers.

The study focuses on the business‐side of muscadine production, an area that to a great extent has been neglected in contemporary research.

This paper aims to identify factors influencing the likelihood of consumers trying muscadine wines and among those who have tried them, willingness to pay (WTP) for an in-state produced muscadine wine.

The study uses a 2015 survey of wine consumers residing in Tennessee (TN). The survey presented respondents with a referendum choice experiment between a ‘base’ wine (represented by a North Carolina (NC) muscadine wine) and a TN muscadine wine. The study uses probit regressions to estimate factors influencing the probability of trying muscadine, and those influencing TN muscadine wine choice. Estimates of WTP for TN muscadine wine are derived from the model coefficients.

Older age, living in non-metro households being a weekly wine consumer, preferring red wines, and having visited a winery in the past year positively influence trying muscadines. Older age, liking muscadines and lower product price positively influence TN muscadine choice. Greater importance of wines being local and premiums paid for local foods have positive influences on trying muscadines and WTP for TN muscadine wine. A premium WTP for a TN muscadine over a NC muscadine exists among TN consumers. Among the most influential reasons why consumers chose the TN muscadine were beliefs that purchasing local wines helps local wine grape growers and local economies.

This study provides the muscadine wine industry with estimates of WTP for locally produced muscadines and demonstrates that attitudes toward local wines and premium paid for local foods positively influence trying muscadine wine and WTP for locally produced muscadine.

This paper aims to analyze the current wine consumption situation with special attention being paid to the habits and preferences of young consumers.

The study was carried out on a sample of 318 consumers; 50 per cent of the sample were under the age of 35 and 50 per cent were older. The information gathered was then subjected to the appropriate statistical tests. The lifestyles and images of wine consumption of those surveyed was first looked at, followed by the results obtained related to consumption of drinks such as water, fruit juice, soft drinks, beer and, of course, wine.

Lifestyles are changing and the results found here indicate that the under‐35s are concerned about their health and to maintain a healthy lifestyle. This is reflected in a certain negative view of wine with its consumption being reserved for special occasions. With regard to knowledge of Denominacion de Origen, the results are pointing out that a small sector of the under‐35 group had only a vague notion of its meaning. This situation suggests a need for promotional activity by business and institutions aimed at increasing the knowledge of young people have of wine.

This study offers information to the wine industry for the improvement of young consumers' knowledge of the meaning of Denominacion de Origen as a guarantee of the origin of a product and of its quality.

Muscadines (Vitis Rotundifolia Michx.), a vine native to the southern USA, is processed into different products, including wines. Today, many wineries in the southern USA offer an experience that combines muscadine wine tastings, tours, education, and in some cases food. However, apart from offering on‐site sales and a tourist experience related to the hospitality industry, to what extent are wineries engaged in relationships with local or state restaurants? Also, what, if any, challenges do wine operators face in the process of seeking to market their wines to hospitality operations? The present study aims to explore these areas from a winery operator's perspective.

Data were collected from 31 winery owners located in different southern states, including Alabama, Florida and North Carolina, predominantly via telephone interviews.

Almost half of the respondents (15, 48.4 per cent) acknowledge synergies between their wineries and hospitality businesses; however, the other 16 (51.6 per cent) are not involved in such relationships. Such absence of networks and relationships is to a great extent due to concerns of surrendering control of their wines to wholesalers and distributors (in many cases winery operators are not allowed to sell directly to restaurateurs), and the apparent lack of appreciation of muscadine wines by many hospitality businesses.

While the findings of this study may provide useful information to the muscadine wine industry, particularly as a foundation for future research, the low number of participating wineries presents a limitation.

Muscadine wines have the potential to enhance not only winery visitors' experience when travelling to areas where muscadine grapes are grown, but also their restaurant/dining experience. However, support in the form of promotion, education and legislation, allowing more direct winery‐hospitality industry relationship, is critical for the long‐term sustainability of the muscadine‐wine industry.

The present study examines an area that, despite its clear links to hospitality and tourism, to date has been overlooked in contemporary research.

Muscadine (Vitis Rotundifolia Michx.) is a native vine that grows wild and that is also cultivated in the Southern USA. Today, many wineries located in this region produce and sell wines made of muscadine grapes. While much of contemporary research focuses on the many health properties of muscadine grapes, very little is known of muscadine wines from an entrepreneurial or operational perspective, including muscadine wines' marketing potential. This paper aims to investigate these areas, examining some of the challenges that Southern winery operators face in successfully marketing muscadine wines.

Using telephone interviews (29), coupled with two face‐to‐face interviews, data were collected among 31 winery owners located in different Southern states.

More than one‐third of respondents (11) considered dealing with consumer snobbery as the main challenge their wineries faced. Operators of this group argued that there appears to be a stigma attached to muscadine wines, particularly among many consumers who consider muscadine wines as inferior to Vitis Vinifera wines. In addition, eight participants mentioned consumers' lack of knowledge of muscadine wines as their main challenge. The prevalence of these two main challenges clearly suggests the need for consumer education if any images of inferiority in muscadine wines are to be dispelled.

The number of this study's participants (33) is limited and may not allow for making generalisations about muscadine winery operators.

The study explores a distinctive sector, namely, that of grapes and wines native to the Southern region. With growing interest in local products that, as in the case of muscadine grapes, also have a close association to healthy components (e.g. resveratrol, nutraceutical products), the study's findings may have important implications for the future marketing of muscadine wines and grapes.

To date muscadine wine entrepreneurship has received almost no attention from academic research, particularly as it relates to the areas of marketing, hospitality and tourism.

This paper aims to discuss methodological issues with the measurement of subjective wine knowledge (SWK). The current study offers deeper insights into the relationship between SWK and consumer perceptions of benefits and purchase/consumption habits.

An empirical study of US winery visitors was conducted, comprising surveys using a structured self-administered written questionnaire and trained field researchers. A sample of 734 surveys was used in subsequent exploratory and confirmatory analysis of the relationships between SWK and an array of consumer perceptions and wine consumption behaviors.

The majority of respondents were older, female, more highly educated, of the professional or executive class and possessing higher incomes. Slightly over half of the sample professed no or basic knowledge of wine and grape types or wine regions and geography. In general, respondents rated personal benefits of wine consumption higher than they did symbolic or social benefits. The level of SWK, from novice to advanced, was significantly and positively associated with the frequency of visits to wineries (experience), with wine-focused published external information sources and with a majority of perceived benefits.

The primary value of the study is to support marketing strategy by addressing the measurement of SWK. Knowledgeable consumers recognize more types of benefits, i.e. personal, symbolic and social and, thus, can more readily attest to value in a wine offering.

This study aimed to identify both visitors’ and residents’ general wine consumer typology as well as their typology specific to a wine destination, Florida, and investigated the influences of these typologies on consumer motivation to visit a winery in Florida and their motivations’ influences on their satisfaction with the winery visit and loyalty in the way of likelihood to revisit.

Two studies were conducted to identify the wine consumer typology and its influences, one with residents of a wine destination and one with its visitors. In both studies, the same cross-sectional survey design was conducted. The survey was designed using the survey design tools of Qualtrics.

Study results showed similar general wine consumer typology for both visitors and residents but slight differences in the destination-specific wine consumer typology. Results also revealed differences in the influences of these typologies on motivation, with different influences on satisfaction and loyalty for the two segments.

Even though consumer typologies have been discussed in tourism destination decision-making and choice, consumer typology in wine destination consumption has been lacking in the literature. To the best of the authors’ knowledge, this is the first study to identify both visitors’ and residents’ general wine consumer typology as well as their typology specific to a wine destination, Florida, and to investigate the influences of these typologies on consumer motivation to visit a winery in Florida and their motivations’ influences on their satisfaction with the winery visit and likelihood to revisit.

此文章通过两项研究来探讨葡萄酒消费者类型及其影响, 一项针对葡萄酒目的地的居民, 另一项针对其游客。这两项研究采用了设计相同的调查问卷, 该调查问卷的设计使用了 Qualtrics 的调查设计工具。

该研究旨在归纳游客和居民的葡萄酒消费者类型以及他们在佛罗里达州葡萄酒目的地的特定类型, 并调查了这些类型对消费者参观佛罗里达州酒庄的动机的影响以及他们的动机对其满意度和再次参观酒庄意愿的影响。

研究结果显示, 游客和居民的葡萄酒消费者类型相似, 但特定目的地的葡萄酒消费者类型略有不同。 结果还揭示了这些类型对动机的影响存在差异, 对游客和居民的满意度和忠诚度的影响也不同。

尽管文献已经讨论了旅游目的地决策和选择背景下的消费者类型, 有关葡萄酒目的地消费的消费者类型的研究却相对缺乏。此文章旨在发掘游客和居民的葡萄酒消费者类型以及佛罗里达州葡萄酒目的地特有的消费者类型, 并调查这些类型对消费者参观佛罗里达州酒庄动机的影响以及此动机对酒庄参观的满意度和再次参观的可能性的影响。

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.

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 visitarla

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.

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.

This study aims to determine whether consumers are willing to pay a premium for locally produced hard apple cider and examine the factors influencing this premium. This study examines the influence of hard apple cider attributes and consumer characteristics on consumer preferences for local hard apple cider.

Data from a 2019 survey of 875 Tennessee consumers regarding their preferences for a local hard apple cider were obtained. Probit estimates were used to calculate the premium consumers were willing to pay for a locally made hard apple cider and factors influencing this premium. A multivariate probit was used to ascertain factors influencing the importance of attributes (e.g. heirloom apples, sweetness/dryness, sparking/still and no preservatives added) on local hard apple cider preference.

Consumers would pay a $3.22 premium for local hard apple cider compared with a $6.99 reference product. Local foods preferences, urbanization, weekly purchases of other alcoholic beverages and shopping venues influenced premium amounts. Other important attributes were sweetness/dryness and no preservatives. Influence of consumer demographics suggests targeted marketing of local ciders could be successful.

Few studies examine consumer preferences for hard apple ciders. This study represents a cross-sectional analysis of the premium consumers would pay for local hard apple ciders and the importance of other hard apple cider attributes.

The purpose of the current study is to profile Orlando and Florida culinary fans and compare them to culinary critics on several factors, including sociodemographics, psychographics, and travel behavior characteristics, and to identify potential factors that explain visitors' tendency to promote or criticize the cuisine of a destination. The study also seeks to identify the image attributes that explain the likelihood to visit for culinary fans and critics.

Online survey responses from 4,082 participants were analyzed using Qualtrics for survey design and Amazon's Mechanical Turk for data collection.

Demographic differences between culinary fans and critics were identified and significant relationships between perceptions of a destination's cuisine and various elements of the visitor experience were found.

The current study extends the literature on the characteristics of culinary tourists by showing a significant relationship between perceptions of a destination's cuisine and various elements of the visitor experience, such as destination image, satisfaction, number of past trips, and revisit intentions. Future studies should look at a greater number of distinct and geographically diverse destinations to test the generalizability of the current study's findings.

The results of this study provide implication for destination marketers in general and for those of Orlando and Florida in particular, especially in using cuisine as a potential core offering rather than a peripheral tourism product.

This study is believed to be the first to compare culinary fans and culinary critics, thereby extending the literature and demonstrating several differences between the two groups.