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Article
Publication date: 28 August 2020

Coralie Haller, Isabelle Hess-Misslin and Jean-Paul Mereaux

Several studies in management science have called for a better understanding of the experience economy approach to develop wine tourism. Few studies, however, have…

Abstract

Purpose

Several studies in management science have called for a better understanding of the experience economy approach to develop wine tourism. Few studies, however, have analysed experiential dimensions in the context of French wine-growing regions. The purpose of this paper is to focus on the difference between what wine tourism providers consider relevant in their market offer and what customers expect from their wine tourism experience. A new categorisation of wine tourists’ expectations based on Pine and Gilmore’s (1998) four realms model and Quadri-Felliti and Fiore’s model (2012) are developed.

Design/methodology/approach

A mixed methodology, qualitatively analysing 17 semi-structural interviews with the main wine tourism stakeholders in the Alsace region in north-east France and quantitatively analysing 233 questionnaires on wine tourists’ expectations and behaviours are adopted.

Findings

The study reveals a difference between experiential offers predicated on an educational approach and the explicit expectations of wine tourists (combining aesthetics, conviviality and authenticity, whose central focus is an encounter with the winemaker). Overall, the findings point to a need for greater inclusion of the experiential aspect in the offer designed for wine tourists.

Originality/value

The study identifies a gap between the educational dimension that professionals tend to promote in their offers and the real expectations of wine tourists who express more interest in the aesthetic dimension provided by an attractive visit environment and an enjoyable experience. At the heart of the authentic experience for wine tourists is meeting the winegrower, making authenticity a major factor.

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Article
Publication date: 8 February 2016

Donna Quadri-Felitti and Ann Marie Fiore

This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners…

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1830

Abstract

Purpose

This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners, restaurateurs retailers, lodging providers, attraction operators) with tourists’ perceived experiences.

Design/methodology/approach

Adapting the 4E (educational, escapist, esthetic and entertainment) measurement scales of Oh et al. (2007), a cross-sectional survey design was used to gather data from 169 suppliers and 970 wine tourists. Factor analyses, t-tests and ANOVA tests were used to explore differences.

Findings

Supply-side cohesion among the four supplier groups appeared across all experiential design priorities and across three of the 4Es regarding their perceptions of the destination; esthetics was the exception. Significant differences between suppliers’ design priorities and visitors’ experiential perceptions were found on three experiential dimensions, and alignment on esthetics was revealed.

Research limitations/implications

Unique attributes of the destination may have affected the results with further development of the supplier measurement scale recommended. Results of the tests that used surrogate variables should be approached with caution.

Practical implications

The study underscores the esthetic experience’s importance to wine tourists and suppliers alike. Results suggest where suppliers should focus their efforts to improve wine tourists’ experiences and what suppliers may expect to emphasize rather than those emphasized by destination managers, i.e. entertainment and education.

Originality/value

This is the first study to compare experience economy priorities of multiple supply-side stakeholders and wine tourists’ perceived experiences.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 2
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 11 April 2016

Hyojin Kim and Mark A. Bonn

Based on the theoretical debates involving authenticity and consumer behavior intentions, this exploratory research study aims to identify whether the authentic…

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2933

Abstract

Purpose

Based on the theoretical debates involving authenticity and consumer behavior intentions, this exploratory research study aims to identify whether the authentic experiences of tourists visiting wineries affect their behavioral intentions.

Design/methodology/approach

A self-administered questionnaire was created to address authenticity issues within the context of the on-site winery experience and how they ultimately affected behavioral intentions according to selected demographic characteristics. Adapting Wang’s categorization of authenticity as being composed of three dimensions, a total of 13 questions were developed and used to obtain consumer data. To determine whether these three dimensions related to authenticity affected visitors’ behavioral intentions within the context of the winery experience, a standard multiple regression procedure was used at a levels = 0.05 and 0.01.

Findings

The findings show that authentic characteristics play a substantial role in the behavioral intentions of winery tourists. Interestingly, there were no significant relationships between a visitor’s willingness to recommend wineries and the on-site winery experience, presentation of wine bottle labeling and impressions about the overall winery experience.

Research limitations implications

Because this was an exploratory study, repeated applications of this experiment must be conducted in many other global destinations where winery visits occur, to establish generalizable research findings. Future applications of this research study should consider introducing new variables to further measure authenticity related to on-site winery visits, not only to build upon these study findings but also to assist the wine industry marketing professionals in acquiring a better understanding of the relationship between authenticity, as related to on-site winery visits, and the behavioral intentions of winery visitors.

Practical implications

This study’s findings will help to better understand the behavioral intentions of winery visitors based upon the perceived authenticity levels of on-site winery experiences. The results provide strategic and developmental directions for wine industry professionals, winery owners, wine producers and wine destination marketing organizations to more accurately promote winery visits, products and destinations.

Originality/value

Although authenticity and wine tourism have both received much attention as research topics, no research, to date, has addressed the importance of perceived authenticity, as applied to the on-site winery visit, within the overall wine tourism experience and its effect upon visitor intentions. This study endeavored to quantify the attributes of authenticity that are specific to winery tourism and consumer behavior issues.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 4
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 18 September 2020

Abel Duarte Alonso and Seng Kiat Kok

The purpose of this paper is to investigate the different traits, characteristics and skills future professionals need to contemplate to address the demands of the…

Abstract

Purpose

The purpose of this paper is to investigate the different traits, characteristics and skills future professionals need to contemplate to address the demands of the competitive wine industry, more specifically, concerning the provision of wine tourism experiences. The insights within self-determination theory are considered to develop more robust understanding of this central theme.

Design/methodology/approach

The views of 32 winery representatives in ownership and management roles, operating in two emerging economies were gathered through un-structured, face-to-face interviews conducted on-site.

Findings

Participants’ comments revealed five key dimensions illustrated, notably, through attitudinal aspects (passion, empathy), knowledge-based (constant learning), strategy-based (problem-solver), previous work experience and adaptation-based. This last aspect highlighted coping with the dynamic nature of the industry, while assimilating tasks or learning by doing. These findings have important implications, in particular, for the future delivery of wine tourism experiences.

Originality/value

By empirically examining an important knowledge gap associated with the traits and characteristics of future wine tourism professionals, the study provides original and valuable practical insights. From a theoretical point of view, the study proposes a model originating from the findings and its associations with the revisited theoretical underpinnings.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 10
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 28 March 2008

Meg Houghton

To provide a better understanding of the relationship between wine festivals, winery visitation and wineries in order to determine whether wine festivals are an effective…

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1581

Abstract

Purpose

To 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/approach

Primary 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.

Findings

The 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/implications

The 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/value

Previous 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.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 2 no. 1
Type: Research Article
ISSN: 1750-6182

Keywords

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Book part
Publication date: 11 July 2018

Yosr Ben Tahar, Coralie Haller, Charlotte Massa and Sébastien Bédé

In a fragmented tourism market and highly competitive industry, tourism providers aim to increase their appeal and attractiveness. Identifying opportunities and resources…

Abstract

Purpose

In a fragmented tourism market and highly competitive industry, tourism providers aim to increase their appeal and attractiveness. Identifying opportunities and resources, which contribute to provide consumers with higher quality experiences and create added value, is challenging for entrepreneurs. This chapter aims to increase the awareness of entrepreneurs about flexible methods and tools, which are transforming the way work is performed and thus affecting management practices in the tourism industry.

Methodology/approach

Literature review was conducted on conceptual issues related to consumer experience and three case studies were analysed as best practices in the wine tourism industry

Findings

To deliver a specific consumer experience and create added value for customers, several opportunities are identified, related to authenticity and accommodation offering. Necessary resources to exploit those opportunities encompass existing (connected to the main product wine, historical buildings, family story and product characteristics) as well as newly acquired valuable resources related to the development of peripheral tourism activities.

Research limitations/implications

This study is explorative in nature, based on a literature review. It takes more entrepreneurial than academic approach.

Practical implications

The balance between authenticity and attractiveness is a key factor of success for wineries as means to provide added value to customers.

Originality/value

This contribution helps to identify valuable and existing resources in order to exploit opportunities and deliver high-quality experiences to tourists. The uniqueness of this experience is crucial on building added value for customers.

Details

The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality
Type: Book
ISBN: 978-1-78743-529-2

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Article
Publication date: 21 August 2009

Johan Bruwer and Karin Alant

The purpose of this paper is to use the experiential view of consumption to better understand the nature of the motivations of the wine tourist in a congested wine region…

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4451

Abstract

Purpose

The purpose of this paper is to use the experiential view of consumption to better understand the nature of the motivations of the wine tourist in a congested wine region environment. It also aims to determine the impact of travel antecedents such as the perceived characteristics of the wine region, information sources utilised, and previous knowledge of the region and its products on the destination decision‐making process and ultimately the visitation motivations.

Design/methodology/approach

Information is obtained from a random sample of 304 respondents from 12 wineries representing all size groups situated on the Paarl Wine Route (PWR) in South Africa. Data are collected through the use of a self‐administered, highly structured questionnaire, self‐completed by respondents at each of the winery cellar door venues.

Findings

The most important characteristic of the entire winescape is the region's scenic beauty. Other high impact characteristics are the friendly people and their hospitality, overall ambience and the diversity of wine estates. These factors point to hedonic behaviour in a highly social context and primarily a search for enjoyment/pleasure, mainly by first‐time visitors. The dynamic of first‐time and repeat visitation plays a key role in visitors' wine tourism behaviour. The decision to engage in wine tourism is generally impulsive, even spurious, the visit duration short and the motivations guiding the visitors' behaviour predominantly hedonic in nature.

Research limitations/implications

The impact of the natural landscape underlines the premise that an experiential research approach can yield valuable insights and sheds new light on the fact that a memorable experience for a wine tourist does not only evolve inside the winery's cellar door. In the process it exposits what could be unique selling points for marketing differently positioned wine regions.

Originality/value

This study is of value to academic researchers, travel and accommodation providers and wine industry practitioners alike as it highlights important aspects of wine tourism behaviour with regard to the actual (underlying) motivations that drive them to visit cellar doors in a wine region.

Details

International Journal of Wine Business Research, vol. 21 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 2 October 2009

Mercedes Marzo‐Navarro and Marta Pedraja‐Iglesias

The main objective of this study is to determine the factors that could have an impact on intentions to participate in regional tourism activities related to wine, from…

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6344

Abstract

Purpose

The main objective of this study is to determine the factors that could have an impact on intentions to participate in regional tourism activities related to wine, from the Spanish customer's point of view.

Design/methodology/approach

This study analyses the opinions of potential wine tourists. They are asked about the importance they give to various items regarding intention to participate in wine tourism. These items have been taken from a review of the relevant literature. The dimensions that could have an impact on participation in tourism activities related to wine are determined through a factor analysis. These dimensions, together with the barriers traditionally encountered to any kind of tourism activity, are used in a regression analysis. The predictors of the intention to participate in wine tourism are thus determined.

Findings

The services offered by wineries, the possibility of increasing knowledge about the wine product, the possibility of providing leisure activities, and interest in the wine product, are factors that positively affect the intentions of potential wine tourists. In the context analysed, neither cost nor time nor distance act as barriers to the development of wine tourism.

Practical implications

Tourism agents are provided with data for successfully developing wine tourism. Thus, in addition to elements that can be controlled by the provider – such as winery services, activities for children, wine therapy activities and activities to increase knowledge of wine – elements that cannot be controlled also have an influence, such as a tourist's interest in wine. This makes it necessary to develop communication strategies that increase interest in the wine product and in related activities.

Originality/value

A review of the existing literature on the approach to wine tourism development allowed the authors to establish that there are no papers examining the determinants that could have an impact on participation in tourism activities related to wine in Spain. Moreover, the tested model includes incentives for, and barriers to, the strategic development of wine tourism.

Details

International Journal of Contemporary Hospitality Management, vol. 21 no. 7
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 1 February 2002

Liz Sharples

This paper examines the development of Wine Tourism in the country of Chile. In particular it looks at the different approaches that are being adopted by both private and…

Abstract

This paper examines the development of Wine Tourism in the country of Chile. In particular it looks at the different approaches that are being adopted by both private and public organisations in Chile, in order to promote the country to the ‘Wine Tourist’, as both an attractive holiday destination and, as a provider of quality wines. Chile has much to offer the tourist. A unique landscape, a wide range of climates, and an interesting culture and history which together provide a wealth of differing holiday opportunities. Although wine can be a prime motivator for tourists visiting the country, for example, embarking on wine tours with specialist international travel companies, such as Arblaster and Clarke (http://arblaster&clarke.ww‐c.co.uk), wine can also be a secondary activity that can be enjoyed as just part of a holiday. For example, tourists might take an opportunity to ‘sign up’ for a half day tour to a winery provided by a local company or simply ‘drop in’ to a winery in order to taste and possibly buy some wine when travelling through a wine growing area.

Details

International Journal of Wine Marketing, vol. 14 no. 2
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 1 January 2006

Astrid Wargenau and Deborah Che

This research investigated wine tourism development and marketing in southwest Michigan, a longtime viticultural, but emerging wine tourism region. The aims involved…

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3581

Abstract

Purpose

This research investigated wine tourism development and marketing in southwest Michigan, a longtime viticultural, but emerging wine tourism region. The aims involved discovering the motivations, expectations, and successes of Southwest Michigan Wine Trail member wineries in developing horizontal and vertical alliances.

Design/methodology/approach

Semi‐structured, in‐depth interviews were conducted with individuals in charge of the wineries’ marketing activities (i.e. marketing directors and members of the marketing departments, winery owners). These interviews were recorded and transcribed. Activities fostered through the horizontal and vertical alliances were identified.

Findings

Alliances along the Southwest Michigan Wine Trail have furthered the development and marketing of wine tourism. The trail's member wineries have formed strong horizontal relationships, which include joint advertising, promotion, and production. They have also built vertical relationships with tour operators, lodging businesses, and restaurants that promote individual wineries as well as the wine region. Wine tourism has provided wineries with another sales outlet and established the wine region as a destination.

Originality/valve

This study contributed to the limited literature on the development and marketing of wine tourism in Michigan and in other emerging wine regions in the United States. For those working to further such rural/agri‐tourism, this research indicated that there is considerable growth potential through an increased presence in restaurants and in packaging with accommodations. Adding new specialized wine tours, wine festivals,geographical target markets, and a focus on wine education on‐site and at educational institutions can expand wine tourism and sales.

Details

International Journal of Wine Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 0954-7541

Keywords

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