Search results

Although wine tourism in Australia and internationally is well established, marketing research efforts to date have been negligible. Estimates of visitation to wine regions by domestic and international visitors are based on secondary analysis, and these data do not conform to the accepted definition of wine tourism. Economic indicators of wine tourism at the regional level are based on industry estimates and there is no systematic collection of survey data on wine tourism. Wine Tourism marketing issues at the regional level such as market image and branding, regional identity, facilities, infrastructure, wine tourist expenditure, market research and the government promotion are explored and factors to consider when marketing wine regions are identified.

The purpose of this paper is to provide greater understanding of attractiveness of different wine region types, especially less attractive wine regions. The paper examines the different wine tourist segments’ preferences towards wine region types.

The preferences of wine tourists were analysed based on an online self-administered survey with 8,552 respondents in Hungary. The wine regions were divided into four categories based on their wine and touristic attractiveness: wine dominant, touristic attraction dominant, complex and non-dominant wine regions. Wine region types were examined based on wine travel frequency and also by subjective wine expertise.

Wine tourist groups based on wine travel frequency and subjective wine expertise have significantly different preferences towards wine region types. Less attractive wine regions are more popular among frequent travellers and wine experts.

The outcome of this research highlights the importance of designing diverse marketing strategies depending on the wine region type. Less attractive wine regions and little-known wineries should focus on frequent travellers and wine experts and provide a complex and high standard experience, as these consumers are more open and have higher expectations of a travel destination.

The study revealed the different wine tourist preferences with regard to the various types of wine regions. Wine-related and non-wine-related aspects were studied in a complex manner.

Wine is an integral part of so‐called “Old World” nations, amalgamating with the local history and landscape, and providing a powerful “origin branding”. To date, however, these dimensions have been discussed to a very limited extent in emerging “New World” wine regions, where the lack of a traditional heritage of wine making presents special challenges in terms of origin branding. The focus of most previous research has been on the viewpoints of consumers, not those of producers. This study seeks to explore these dimensions among small wine growers.

Using a qualitative approach, 42 interviews with winery operators from several emerging Western Australian wine regions were conducted.

In the absence of historical wine pioneers and traditions, winery operators in emerging wine‐producing regions use alternative means for “origin branding” that emphasise heritage and landscape characteristics centring on the wider “rural idyll”. These associations serve to forge a “vintage” identity for their industry, which essentially masks its youth for their region.

In view of the more than 200 small wineries operating in Western Australia the number of respondents in the study may not allow for making generalisations of the state's wine industry.

The current growth in the number of wineries in the regions studied and the increasingly acknowledged quality of their wine product may help towards the establishment of their history and identity, thus contributing to origin branding over time.

The study explores the importance of history and landscape among winery operators in promoting their wineries and their wine products in the context of emerging wine regions, an area for the most part ignored in contemporary research.

This paper aims to explore the nature of the cooperation–competition nexus in regional clusters by examining how wine firms in Australia engage in knowledge exchanges about a “common” strategic issue: climate change. Further, it determines if differences in climate change innovations exist based on sub-regional position.

Using a survey, data were collected from 557 firms across three wine-producing regions in Australia. Respondents were drawn from a leading wine industry database.

The findings suggest that, after accounting for all knowledge exchanges, firms across the regions appear to be generally engaging in knowledge exchanges about climate change within their own geographic sub-regions. However, paradoxically, firms in “elite” sub-regions appear to be demonstrating more of a cooperative posture via a greater level of external knowledge exchanges. The results also suggest that implementation rates differ for adaptive climate change innovations only (as opposed to mitigative innovations) to the apparent advantage of firms in elite sub-regions.

The study represents Australian wine regions and should not be taken as a general population sample. The impacts of climate change in other wine-producing regions around the world may vary, leading to different results than those found in this study.

Wine producers face many challenges with respect to climate change. To respond effectively to this issue, the sharing of knowledge is important to innovate around mitigative and adaptive practices. This research suggests that greater stimulation of open knowledge exchanges is likely needed so that all producers can benefit from industry-wide learning.

This paper provides insights to wine scholars, industry practitioners and peak industry bodies seeking to understand and enhance the wine industry’s response to climate change. The paper also points to areas of future research opportunity and provides policy recommendations.

The purpose of this paper is to use a new segmentation approach based on objective variables to calculate direct tourism-related sales volume and revenue by selling wine at a winery in the Rheingau region of Germany.

In the framework of a 2015 face-to-face survey in the Rheingau, 1,555 tourists were interviewed. For segmentation, two-step clustering was applied to classify survey participants into homogeneous groups. To calculate tourism-related wine sales volume and revenue, a special model based on official statistics and the survey’s results was used.

Four wine-tourist segments were identified by using cluster analysis with objective variables, such as nationality, visiting frequency and volume of wine purchased in the region: wine and Rheingau lovers who have a high interest in wine, wine-oriented tourists who do not come to the region very often, first-time tourists who came to the region mainly because of the nature and history and international tourists. With the help of calculations on tourism-related wine sales volume and revenue, it can be stated that approximately 18 per cent of total wine production will be purchased directly in the region by tourists, valued at €36m.

This paper contributes to existing wine-tourism research because a multi-dimensional segmentation model was applied using objective variables, such as nationality, visiting frequency and volume of wine purchased in the region. Using the calculation of tourism-related sales volume and revenue, winemakers in the Rheingau can gain a clear picture of tourism’s importance.

The purpose of this paper is to identify and examine key areas of the wine consumer's interaction with region of origin, specifically through access to wine information, wine knowledge, the auxiliary relationship with wine tourism involvement and the impact this has on the wine buying decision‐making process.

A conceptual research “model” was developed to set the direction for the development of the research hypotheses and questions. A highly structured questionnaire was administered at a high‐end independent wine retail shop in Sydney, Australia using a convenience sample of 100 randomly selected respondents, all of whom were in the basic wine drinker category or higher. A series of quantitative and qualitative datasets were collected during timeslots spanning 8‐15 minutes per questionnaire.

The results confirm that as wine knowledge increases together with wine involvement, it develops into a greater understanding of a wine's region of origin, impacting positively on the consumer's wine decision‐making process. A consumer's willingness to interact with wine‐related motivations through wine tourism visitation has a profound effect on the importance of a wine's region of origin, therefore attributing to greater recall of wine region in the wine buying decision‐making process.

Wine education and access to wine information have a strong relationship with increasing a consumer's awareness of wines' region of origin and offer scope to further investigate the importance of in‐store assistance and cellar door staff interaction with consumers. Although both these aspects are considered positively by a statistically significant percentage of the sample study, a relationship does not coexist with the importance of wine region as an aid or attribute for consumers when purchasing wine.

Wine marketing strategies in Australia are beginning to incorporate a complementary product brand relationship with region of origin and the use of regional branding, not only as a point of difference, but as an extension of a wine product's attributes. This study aids in further identifying information regarding regional branding and its relative importance, which could lead to subsequent comprehensive research studies. The research findings may be utilized to provide small‐ to medium‐sized wineries an overview of how they may consider closer interaction between their individual brand and regional branding.

The purpose of this paper is to discuss how a wine region should develop and position its brand using the best worst scaling (BWS) approach. A better understanding of the features that characterize a wine region is critical when raising the profile of a region and trying to capture wine consumers’ share of mind.

In this study, the degree of importance was measured of 13 features that can represent and characterize a wine region currently perceived as commodity‐based, using a questionnaire designed for the BWS approach.

The results mainly showed key similarities between the consumers and wine professionals regarding the features that can activate to raise the profile of the region. Findings also contradict the positioning recommended by industry groups and consultants.

Using an original way to assess and measure features that would support regional brand salience, these findings confirmed the importance given to geographical names as well as activating a set of features.

The paper's findings suggest that the Riverland or any commodity‐based wine region would benefit from using a set of features in order to build their brand salience than relying on one single feature.

This paper provides preliminary findings showing the relevance of using the BWS approach when developing the key positioning messages for a wine region, or for other brands.

This exploratory study aims to investigate the national adoption of international wine industry trends in Germany. Specifically, the paper consider this adoption as perceived by luxury German wine producers in three wine regions. This study addresses two main questions: what impact do regional German traditions have on techniques used by small wine producers in the super‐premium + segment? Are these traditions balanced with the adoption of New World techniques and trends in viticulture and viniculture?

Due to the complex nature of the research questions and to provide rich, meaningful descriptions, this study adopted a qualitative method. The researchers did semi‐structured interviews with five highly respected German winemakers in the Rheingau, Württemberg and Baden regions.

This study shows that German wine producers are heavily influenced by Old World philosophy and traditions as well as New World concepts and technology. Successful wine producers appear to create a balance between the gastronomic identity of the region with advantages of new technologies, business models and trends. Research limitations/implications – The study has been conducted in only three wine regions in Germany. In addition, this study employed the case study approach. Future research could use large sample proposition testing to investigate if the findings from this study can be statistically confirmed and are applicable to other countries.

German wine producers can learn much from New World business models. In particular, revised organizational forms that allow wine producers increased access to travel and promotion of products can assist in increasing demand for quality products as well as on‐going learning through interaction with others in the industry.

German wine is an important subject for academic study, however, it is under‐researched. This exploratory study provides several implications for small to medium‐sized wine producers in Germany.

The purpose of this paper is to examine the importance of wine's region of origin in the consumer wine‐buying decision‐making process in the Australian domestic market.

Data collection takes place by means of a self‐administered and online approach in tandem utilising a highly structured questionnaire completed by wine consumers. The sample is limited to three groups of wine consumers – patrons of a wine bar in Sydney and two online wine communities unlocking access to a cross‐section of on‐premise trade and online consumers. The active memberships of the online communities amount to 3,600. In total, 352 usable surveys are obtained.

Region of origin is an important choice factor in the wine‐buying decision making process of consumers, but particularly so in terms of its multi‐dimensional nature (region name, wine type and grape variety). The most important choice factors in consumers' wine‐buying decisions are quality, price, grape variety, wine style and region of origin. Region of origin varies in degree of influence within different segments. Higher ratings for region of origin are given by female wine consumers, high involvement wine consumers and consumers who have participated in wine tourism to a greater degree.

The findings of this research suggest that wine's region of origin is a significant choice factor in the Australian consumer's wine‐buying decision making process. More than half of the respondents are residents of Sydney and the findings are therefore tentative due to the geographical limitation.

This study is of value to academic researchers, wine industry practitioners, and on‐ and off‐premise operators alike as it furthers the understanding of the importance of various choice factors in the consumer's wine‐buying decision‐making process and in particular the relative importance of region of origin within the main choice factors. It also highlights the specific market segments (geodemographic, behavioural and involvement level) and conditions under which the relative importance of region of origin varies.

This paper aims to analyse how the economic impact of wine in producing regions can be measured. It also seeks to show the relationship between wine cluster performance and regional economic development, through the study of Rioja's recent success in both wine market and distribution of wealth.

The paper uses the input‐output analyses to estimate the economic impact of the wine cluster and its role in regional economy. The case of Rioja is taken as example of regions where wine is the driving economic force.

The paper finds that Rioja wine cluster specificities may be the cause of the recent outperformance of Riojan economy, in which the wine cluster accounts for a fifth of regional GDP. The increase in wine sales in this region is simultaneous to the spread of welfare among the local population.

The paper shows the extremely deep impact that changes in wine market may arise in wine producing regions' welfare, thus enabling wine sector's main actors to measure wine impact on regional economy.