Enhancing wine tourism experience through developing wine tourist typology and providing complementary activities

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.

Download Full-text

Technologies for enhancing wine tourism experience

The Routledge Handbook of Tourism Experience Management and Marketing ◽

10.4324/9780429203916-35 ◽

2020 ◽

pp. 409-417

Author(s):

Roberta Garibaldi ◽

Fabiola Sfodera

Keyword(s):

Wine Tourism ◽

Tourism Experience

Download Full-text

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

British Food Journal ◽

10.1108/bfj-08-2019-0651 ◽

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.

Download Full-text

Dimensions of wine hotel experiences shared online

International Journal of Wine Business Research ◽

10.1108/ijwbr-12-2018-0072 ◽

2019 ◽

Vol 32 (1) ◽

pp. 59-77 ◽

Cited By ~ 1

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.

Download Full-text

Examining the Online Wine Tourism Experience of California Wineries

Transdisciplinary Marketing Concepts and Emergent Methods for Virtual Environments ◽

10.4018/978-1-4666-1861-9.ch003 ◽

2013 ◽

pp. 25-40

Author(s):

Roblyn Simeon ◽

Lutfus Sayeed

Keyword(s):

Brand Equity ◽

Web Sites ◽

Strategic Orientation ◽

Statistical Analyses ◽

Wine Tourism ◽

Tourism Experience ◽

The World ◽

Strategic Impact ◽

Web Experience ◽

The Web

Online wine tourism is boosting the level of competition among wineries and wine regions around the world. This paper presents and extends a proven framework for examining the strategic orientation of winery web sites. By treating winery web sites as intensive information environments this paper shows how they can have a strategic impact on perceptions. Using a modified AIPD framework and statistical analyses, the authors show how certain California wineries are able to fully project the wine tourism experience online while targeting strategic perception goals that are effective at building virtual brand equity and boosting winery visitations at the same time. The result of this research indicates that it is possible to measure and evaluate both the web experience and the strategic perception aspects of winery web sites.

Download Full-text

Examining the Online Wine Tourism Experience of California Wineries

International Journal of Online Marketing ◽

10.4018/ijom.2011010103 ◽

2011 ◽

Vol 1 (1) ◽

pp. 24-40 ◽

Cited By ~ 4

Author(s):

Roblyn Simeon ◽

Lutfus Sayeed

Keyword(s):

Brand Equity ◽

Web Sites ◽

Strategic Orientation ◽

Statistical Analyses ◽

Wine Tourism ◽

Tourism Experience ◽

The World ◽

Strategic Impact ◽

Web Experience ◽

The Web

Online wine tourism is boosting the level of competition among wineries and wine regions around the world. This paper presents and extends a proven framework for examining the strategic orientation of winery web sites. By treating winery web sites as intensive information environments this paper shows how they can have a strategic impact on perceptions. Using a modified AIPD framework and statistical analyses, the authors show how certain California wineries are able to fully project the wine tourism experience online while targeting strategic perception goals that are effective at building virtual brand equity and boosting winery visitations at the same time. The result of this research indicates that it is possible to measure and evaluate both the web experience and the strategic perception aspects of winery web sites.

Download Full-text

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

Tourism Review ◽

10.1108/tr-01-2019-0026 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Cited By ~ 3

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.

Download Full-text