scholarly journals The winery experience from the perspective of Generation Z

2018 ◽  
Vol 30 (2) ◽  
pp. 169-184 ◽  
Author(s):  
Dimitrios P. Stergiou ◽  
David Airey ◽  
Alexandros Apostolakis
Keyword(s):  
Wine Industry ◽  
Generational Cohort ◽  
Student Groups ◽  
Content Type ◽  
Wine Tourism ◽  
Generation Z ◽  
Five Factors ◽  
Service Staff ◽  
Tourism Experience ◽  
Low Performance

Purpose The purpose of this paper is to investigate the wine tourism experience from the perspective of Generation Z adults in Greece, following an actual winery visit. Design/methodology/approach Responses were obtained from a total of 306 respondents drawn from student groups visiting a winery in the Achaia region of the Peloponnese, Western Greece, using convenience sampling. A list of winescape attributes was adopted for testing and used to structure self-administered questionnaires. The data collected were analysed using a factor-analytic and importance-performance analysis framework. Findings Five factors that promote understanding of the desired wine tourism experience of Generation Z adults were identified, namely, cost considerations and wine and entertainment both perceived to be important but the winery’s performance on the same was poor, destination attributes and service staff both perceived to be important with good performance and learning about wine perceived to be unimportant with low performance. Originality/value This is the first academic study focusing specifically on the winery experience from the perspective of Generation Z. As such, it has provided new and useful insights for researchers and managers in the wine industry concerning the experience of this under-researched generational cohort.

Exploring determinants of a successful tourism experience – the Nabakalebara event

2018 ◽  
Vol 9 (1) ◽  
pp. 104-119 ◽  
Author(s):  
Prakash Chandra Dash ◽  
Manmath Nath Samantaray
Keyword(s):  
Sampling Method ◽  
Social Economic ◽  
Content Type ◽  
Future Studies ◽  
Body Of Knowledge ◽  
Five Factors ◽  
Composition And Structure ◽  
Tourism Experience ◽  
Internal Configuration ◽  
Practical Implications

Purpose The purpose of this paper is to explore the composition of “tourism experience” of tourist visiting during the Nabakalebara event at Puri, India. Design/methodology/approach The paper applies data reduction using exploratory factor analysis on a sample of 300 respondents drawn during the event and condenses a set of 20 attributes into a list of five compressible factors. Findings The research shows that visitors visualise tourism experience as a combination of five factors: education, entertainment, esthetics, escapism and ease of facilities. They assigned different weightage in terms of significance to each of these factors. Internal configuration of these factors also reveals interesting patterns. Research limitations/implications A non-probability sampling method is applied in this research. Future studies should replicate the research in different social, economic and geographical context to see if the factor composition and structure remain unchanged. Practical implications Organisers should focus on improving ease of facilities. Disproportionate expenditure on adding to other factors is not expected to yield matching dividends. Social implications The study assumes significance as this kind of event used to happen on every 15 years. This attracts millions of visitors. The paper explores the expectation of visitors. Originality/value This paper is among the few works done on understanding tourism experience during the Nabakalebara at Puri, India. It adds significantly to the meagre body of knowledge in the area of tourism experience.

Is it love or just like? Generation Z’s brand relationship with luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyunju Shin ◽  
Jacqueline Eastman ◽  
Yuan Li
Keyword(s):  
Luxury Brands ◽  
Generational Cohort ◽  
Brand Relationships ◽  
Research Attention ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Generation Z ◽  
Brand Relationship ◽  
High Level

Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis. Findings This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them. Originality/value The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

Economic sustainability of wine tourism services and direct sales performance – emergent profiles from Italy

2020 ◽  
Vol 122 (5) ◽  
pp. 1519-1529
Author(s):  
Sławomir Smyczek ◽  
Giuseppe Festa ◽  
Matteo Rossi ◽  
Filippo Monge
Keyword(s):  
Sales Performance ◽  
Service Level ◽  
Intensity Level ◽  
Current Investigation ◽  
Direct Link ◽  
Content Type ◽  
Wine Tourism ◽  
Direct Sales ◽  
Tourism Experience ◽  
Tourism Services

PurposeDirect sales at the winery constitute one of the most used indicators for evaluating the success of a wine tourism experience. In this respect, service performance at the winery can have some influence on sales, which assumes that there is a direct link between the service level intensity of the wine tourism offer and the intensity level of direct sales at the winery; thus proposing that the global sustainability of the economic performance of the winery would increase if the wine tourism experience was supported by intense wine tourism services.Design/methodology/approachA descriptive statistical investigation was conducted on a sample of 35 Italian wineries, giving evidence on the adoption of different service categories as part of the wineries' wine tourism offers. From these results, an inferential statistical analysis was conducted to detect the existence of a direct link between wine tourism services and direct sales at the winery.FindingsBased on the current investigation, even though it was of an exploratory nature, the evidence does not in general support a direct link between the service level intensity of the wine tourism offer and the level of intensity of direct sales at the winery. Instead, some evidence points to a potential direct link between logistics services and direct sales. Unfortunately, some evidence emerged regarding the lack of availability of wine tourism services for disabled persons.Originality/valueWine tourism is a relevant success factor for the wine business. Its influence affects not only the wineries' reputation through word-of-mouth, most of all on the social networks but also their image and most importantly their direct sales. Frequently, in fact, wine tourism performance can be evaluated by direct sales performance. As a result of the current investigation, however, it is likely that the intensity level of direct sales at the winery is not the most correct indicator for evaluating the success of a wine tourism experience with high levels of service, especially when considering overall sustainability.

Dimensions of wine hotel experiences shared online

2019 ◽  
Vol 32 (1) ◽  
pp. 59-77 ◽  
Author(s):  
Ana Brochado ◽  
Mike Troilo ◽  
Helena Rodrigues ◽  
Fernando Oliveira-Brochado
Keyword(s):  
Market Segmentation ◽  
Food Service ◽  
Online Reviews ◽  
Tourism Industry ◽  
Content Type ◽  
Wine Tourism ◽  
Tourism Experience ◽  
Hotel Managers ◽  
Practical Implications ◽  
Present Understanding

Purpose The purpose of this study sought to identify the main themes linked with wine hotel experiences, based on tourists’ narratives shared online, and to investigate whether these narratives vary according to traveler type. Design/methodology/approach Content analysis was carried out on 4,114 online reviews of 52 wine hotels located in 27 wine regions across 11 nations in both the Old and New World. Findings The analysis of these web reviews revealed that narratives can be grouped under 11 themes organized into 7 main dimensions as follows: wine, lodging (i.e. hotel, area and room), food service (i.e. restaurant and breakfast), scenery (i.e. views and vineyards), staff, transportation and recommendation. The main narratives vary according to traveler type. Practical implications Improving the present understanding of wine tourists’ experiences should help wine hotel managers find new approaches to enhancing visitors’ satisfaction. As the dimensions of wine tourism experiences shared online vary according to traveler type, wine managers can design their offer to target families, couples, friends, solo and corporate clients. Originality/value Prior research has identified the need for market segmentation in the wine tourism industry. This research addresses this need by specifying the wine tourism experience according to traveler type. The breadth of the data, and the method of using travelers’ own testimony as opposed to more common surveying are additional contributions for both academics and managers.

Wine tourism signage programs in the USA

2017 ◽  
Vol 29 (4) ◽  
pp. 457-483
Author(s):  
Erick T. Byrd ◽  
Joyendu Bhadury ◽  
Samuel P. Troy
Keyword(s):  
Best Practices ◽  
Secondary Data ◽  
Tourism Industry ◽  
Wine Industry ◽  
Primary Data ◽  
Regulatory Environment ◽  
Content Type ◽  
Wine Tourism ◽  
The Usa ◽  
Practical Implications

Purpose Highway signage programs are important to the success of winery tourism industry. The purpose of this paper is to investigate the regulatory environment US wineries operate under in regards to highway signage programs. The goal then is to compare wine tourism-related highway signage programs in the USA and identify best practices for the programs. Design/methodology/approach Twenty-six programs from 13 US states are included in this study. Research collected both primary data (through interviews with 30 officials and representatives) and secondary data (from websites, government publications) to identify the costs, regulations and rules of each program. Findings A review of these programs shows that while there are many common elements in these programs, all are managed differently, have different operational and facility requirements for participation and vary in cost. Practical implications Highway signage programs related to winery tourism are best administered by a single state-wide governmental agency or foundations/trusts. Second, highway signage program should link with a separate certification program for the wineries which guarantees a certain minimum amount of local content. Winery owners and officials interviewed also emphasized the need for synergy among neighboring wineries to facilitate winery tourism. Originality/value Limited research has been conducted about the regulatory environment of signage programs that are specific to the wine industry in the USA. This study begins to address this gap in the literature by presenting an overview and best practices of 26 wine tourism-related highway signage programs from 13 different states across the USA.

Millennials and Generation Z: a generational cohort analysis of Indian consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Packiaraj Thangavel ◽  
Pramod Pathak ◽  
Bibhas Chandra
Keyword(s):  
Decision Making ◽  
Factor Analysis ◽  
Generational Differences ◽  
Online Shopping ◽  
Cohort Analysis ◽  
Empirical Work ◽  
Generational Cohort ◽  
Content Type ◽  
Generation Z ◽  
Decision Styles

PurposeYoung consumers are recognized as an important and lucrative segment for the businesses across the globe. While initial steps have been taken to understand them, majority of the existing works consider both Millennials and Generation Z as a single and homogeneous market segment. The purpose of this study is to explore the consumer decision-making styles which are prevalent among Indian Millennials and Generation Z e-shoppers, and how significantly they differ from one another on each of those decision-making attributes.Design/methodology/approachThis exploratory study used the generational cohort theory (GCT) as a framework. The psychographic statements (Questionnaire items) employed were adopted from several past researches on store orientation and catalog orientation, and they were rephrased to suit to the context of Indian online shopping. The principal components factor analysis with promax rotation has been used to unearth the underlying decision-styles among 503 survey participants. Subsequently, the ANOVA model was run to examine the mean differences between the cohorts.FindingsThe factor analysis has revealed that frugality (Price), convenience (Home) and social desirableness are the most dominant shopping orientations (decision-styles) that prevail among Indian (Millennials and Generation Z) online shoppers though in varying degrees. The probing of ANOVA results suggested that, though both the cohorts favor e-shopping, Generation Z are more enthusiastic about online shopping than their Millennial counterparts do.Practical implicationsThough Generation Z and Millennials share few characteristics between them, they exhibit different consumer behaviors. Marketers need to customize their value offerings and marketing communications that resonate well with each generational cohort.Originality/valueAlmost all the existing research works that have been conducted so far on generational cohorts are from Western and European countries and one could confidently say that those findings cannot be applied for the developing nations such as India which is a complex and diverse country in terms of its language, custom, religion and practices with troublesome pasts. Moreover, this is the first empirical work to be conducted to unearth the generational differences that exist between Generation Z and Millennials to the best of authors' knowledge.

scholarly journals Food-and-wine experiences towards co-creation in tourism

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Susana Andreia Salgueiro Rachão ◽  
Zelia Breda ◽  
Carlos Fernandes ◽  
Veronique Joukes
Keyword(s):  
Environmental Awareness ◽  
Structured Interviews ◽  
Convenience Sample ◽  
Content Type ◽  
Theoretical Concepts ◽  
Wine Tourism ◽  
Face To Face ◽  
Tourism Experience ◽  
Research Findings ◽  
Group 5

Purpose In general, literature recognises that co-creative experiences add value to the tourism experience, yet empirical research within food-and-wine context remains scarce. This study aims to analyse the tourists’ perceptions of the co-creation construct, their food-and-wine tourism experiences and their willingness to actively co-create in this type of experiences. Design/methodology/approach Departing from general co-creation theoretical concepts, this research explores how they can be applied in a specific food-and-tourism context. The end goal is to formulate a model that can be applied by food-and-wine managers when they create their tourism experience. A convenience sample of 19 tourists composed by 1 focus group (5 participants) and 14 face-to-face semi-structured interviews provided data for the qualitative research to explore tourists’ perceptions of co-creation and how these perceptions can be used to create engaging and successful food-and-wine experiences. Findings Results reveal that co-creation is perceived by tourists as one or a combination of seven categories: social interaction, novelty, creativity, social sustainability, environmental awareness, enjoyment and memorable experiences. Respondents have participated in food-and-wine activities while travelling as a complement to their tourism experience displaying more willingness to actively participate in food rather than wine experiences. Research limitations/implications This study is exploratory in nature which makes the data not generalisable. The findings need further quantitative validation. Although the food-and-wine experiences were created based on existing experiences, they are composed of a different number of stages (without standardisation), which may make further statistical analysis (comparisons) difficult. Practical implications By conceptualising the co-creation construct, tourism managers may use the outcome of this study to turn their experiences more environmentally friendly and to improve the creative process of the experiences. The research findings not only emphasise the significance of understanding tourists’ co-creation conceptualisation, but also indicate the importance of integrating creativity and environmental awareness dimensions into experiences. Particularly, the study develops a theoretical model supportive of the co-creation dimensions that can be applied on food-and-wine tourism contexts. Originality/value This study fills a gap in the literature between co-creation in tourism and its application in food-and-wine settings by highlighting the significance that co-creation has in developing tourism business experiences.

Wine market segmentation by age generations in the Western US: expectations after the COVID-19 pandemic

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marianne McGarry Wolf ◽  
Mitchell Wolf ◽  
Benoit Lecat
Keyword(s):  
Generation X ◽  
Market Segmentation ◽  
Online Survey ◽  
Wine Industry ◽  
Purchasing Behavior ◽  
Content Type ◽  
Channels Of Distribution ◽  
Generation Z ◽  
Academic Paper ◽  
Western Us

Purpose The purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when making a purchase decision and information sources used. It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during the COVID-19 pandemic. Further, expectations concerning future wine purchasing behavior are examined. Design/methodology/approach An online survey was conducted between April 29, 2020 and May 7, 2020, with a sample size of 944 consumers from Western US States (California, Washington, Idaho, Oregon and Nevada). One-way analysis of variance technique and Chi-square tests were used to examine differences. Findings Segmentation by generation is appropriate when creating products, pricing, determining channels of distribution and creating messaging for a specific wine brand. The COVID-19 pandemic caused channel shifting that is expected to continue after the pandemic. Originality/value This is the second academic paper that examines differences in wine purchasing behavior between generations including Generation Z and the only study that examines the purchasing behavior changes and expectations for the future by generation concerning the COVID-19 pandemic. Research limitations/implications A national survey should be conducted to confirm that the results from the sample that was mostly from California and neighboring states reflect the national wine consumer in the USA. Practical implications The research identifies the products, prices, channels of distribution and messaging that are appropriate to target each generation.

Motivations of tourists in wine regions: the case of La Rioja, Spain

2019 ◽  
Vol 32 (3) ◽  
pp. 353-371
Author(s):  
Natalia Vorobiova ◽  
Patrícia Pinto ◽  
Pedro Pintassilgo ◽  
Joice Lavandoski
Keyword(s):  
Personal Characteristics ◽  
Capital City ◽  
Content Type ◽  
Wine Tourism ◽  
Five Factors ◽  
Segmentation Analysis ◽  
Tourism Destinations ◽  
Tourist Survey ◽  
La Rioja ◽  
Push And Pull

Purpose This paper addresses the motivations of tourists who visit the region of La Rioja, Spain, which is well known for its internationally recognized, high-quality wines, yet remains understudied as a wine tourism destination. The paper aims to ascertain whether tourists are attracted to La Rioja because of its famous wines and wine-related activities or if other motivations exist. Design/methodology/approach The data were derived from 217 questionnaires regarding tourists’ motivations. A tourist survey was applied in La Rioja’s capital city, Logroño, and segmentation analysis was undertaken. The data were first grouped into five factors regarding motivations for one’s visit. These factors were then used to create two clusters: “wine tourists” and “other tourists”. Findings The results enabled us to detect different segments of tourists. The existence of two clusters suggests that tourists are motivated to visit the region for various reasons that are not necessarily wine-related. Thus, the region should be marketed to tourists beyond the theme of wine, as there is a demand for diverse experiences. Originality/value Using the push and pull theory, this study contributes to the literature on the profile of visitors to wine tourism destinations by identifying differences in terms of motivations and other personal characteristics between “wine tourists” and the “other tourists”. It also adds to the few existing studies on wine tourism segmentation in Spain through its focus on La Rioja, which is one of the most famous Spanish wine tourism destinations.

scholarly journals Is internationalisation really an available choice for micro firms producing cava and Prosecco Superiore? A cross-country, entrepreneurial action perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abel Duarte Alonso ◽  
Seng Kiat Kok
Keyword(s):  
Action Theory ◽  
Direct Action ◽  
Theoretical Framework ◽  
Wine Industry ◽  
Content Type ◽  
Wine Tourism ◽  
Medium Enterprise ◽  
Cross Country ◽  
Entrepreneurial Action ◽  
Theory Uncertainty

PurposeThe purpose of this study was to examine pathways towards, and the rationale behind internationalisation from the perspectives of micro firms' operators involved in the globally competitive wine industry. Moreover, drawing from entrepreneurial action theory, the study developed a theoretical framework to help understanding micro approaches and rationale for internationalisation.Design/methodology/approachData were collected through interviews with 19 micro winery owners and managers operating in the Prosecco Superiore (Italy) and cava industry (Spain).FindingsAligned with entrepreneurial action theory, uncertainty in participants' environment, coupled with the associated need to diversify through exports, were predominant drivers of internationalisation. However, internationalisation also emerged through non-deliberate channels, including through growth of wine tourism and increasing foreign wine enthusiasts. Thus, while entrepreneurial action through deliberate means triggered a stronger focus on internationalisation, other passive interventions beyond the control or influence of micro firms, but rather emerge serendipitously, can similarly spur direct action.Originality/valueThe study demonstrated its originality and value in various ways, fundamentally, addressing three knowledge gaps, thereby contributing to practical and theoretical discourses with corresponding value, including managerially. First, it extended literature focussing on micro firms, which as compared to small and medium enterprise research is much more limited. Second, it provided a comparative component, which is much rarer in contemporary research discussing internationalisation amongst micro firms. Third, the study proposed a theoretical framework stemming from the chosen inductive approach, thus, addressing concerns regarding the lack of theoretical rigour or depth in internationalisation activities amongst micro firms.

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