Wine tourism is a growing industry, and there is a growing body of research on the impact of wine tourism experience on consumer attitudes and behavior. A recent study published in the ‘Journal of Destination Marketing & Management‘ examines the effect of wine tourism experience on three key areas: attitudinal evaluation of wine, valuation of attributes, and loyalty towards different types of wine. The study was conducted in Spain, and the data was collected from a sample of 2282 consumers who had different levels of wine tourism experience. Survey participants included 45% men and 55% women aged between 18 and 75 years.
The study found that as the wine tourism experience increases, so does the attitudinal evaluation of wine. This is likely due to the fact that wine tourism provides consumers with the opportunity to learn about winemaking, taste different wines, and experience the culture of wine regions. Additionally, wine tourism allows consumers to interact with wine producers, attend vineyard tours and tastings, and participate in wine-related activities and events. Through these experiences, consumers develop a deeper understanding and appreciation for wine, which positively impacts their attitude towards it.
The study also suggests that the attitudinal evaluation of wine is influenced by the overall tourism experience. Factors such as the quality of accommodation, hospitality, customer service, and the attractiveness of the wine region all contribute to the overall satisfaction of the wine tourism experience. When consumers have a positive overall experience, they are more likely to have a positive attitude towards wine.
Furthermore, wine tourism provides consumers with the opportunity to explore and experience different aspects of the wine culture, such as the history, traditions, and local cuisine. This cultural immersion can further enhance the attitudinal evaluation of wine, as consumers develop a connection to the wine region and its unique characteristics.
Overall, the study findings support the idea that wine tourism positively impacts the attitudinal evaluation of wine. By providing consumers with educational, sensory, and cultural experiences, wine tourism enhances their knowledge, enjoyment, and overall perception of wine.
The study also found that wine tourism experience affects the valuation of wine attributes. In particular, consumers who have more wine tourism experience place a higher value on taste and aroma, the two main predictors of wine quality. Additionally, wine tourism experience can help consumers to better understand the importance of other attributes, such as designation of origin, information on the label, and brand.
Finally, the study found that wine tourism experience can lead to increased loyalty towards different types of wine. This is likely because wine tourism can help consumers to develop a stronger emotional connection to wine regions and brands.
The findings of this study have a number of implications for wine marketers. First, they suggest that wine tourism can be an effective way to improve consumer attitudes towards wine and increase loyalty to particular brands. Second, they highlight the importance of designing wine tourism experiences that provide consumers with the opportunity to interact with wine in a meaningful way. Third, they suggest that wine marketers should segment their markets according to the level of wine tourism experience in order to tailor their marketing messages accordingly.
In addition to these implications, the authors of the study also suggest that wine marketers should consider the following:
- Segmentation according to the level of wine tourism experience helps wine marketers to understand their potential audience. Identifying the evolution of their attitudes towards the product, how tourists rate the different attributes and the impact this experience has on loyalty can help companies to target the market. Specifically, having this in-depth knowledge of the consumer can enable the design of customized wine tourism activities. Companies could improve the positioning of some of their products thanks to these experiences. Direct interaction with the product can be used to explain in depth the different attributes of some lesser-known wines. For example, through a tasting, the winemaker can convey the value of the time that the Amontillado wine accumulates.
- Providing wine tourism experiences in non-traditional settings can help to reach new audiences and increase awareness of wine tourism. For example, wine tourism experiences could be offered at trade shows, festivals, and other events. Additionally, wine tourism experiences could be offered online through virtual tours and tastings.
- Promoting the benefits of wine tourism to the wider community can help to create a more favorable environment for wine tourism. For example, wine tourism organizations could work with local businesses to offer discounts and promotions to wine tourism visitors. Additionally, wine tourism organizations could work with local government to develop policies that support wine tourism.
The recent pandemic situation encourages the creation of another type of asynchronous wine tourism experience to introduce consumers to the world of wine. Accompanying 360° virtual tours of the winery could be the first starting point for those potential consumers who have never done a wine tourism activity. In the same way, marketers of wine tourism experiences can organize online tastings, sending the wine to the participant’s home and carrying out a tasting in synchrony with the attendants. These experiences can help to increase appreciation of the wine’s attributes and encourage loyalty to the product.
The study provides valuable insights into the effect of wine tourism experience on consumer attitudes, wine attributes, and loyalty. The findings of this study can help wine marketers to design and deliver more effective wine tourism experiences that will appeal to a wider range of consumers.
Licenced under CC BY 4.0
Authors: Diego Gómez-Carmona, Alberto Paramio, Serafín Cruces-Montes, Pedro Pablo Marín-Dueñas, Alexander Aguirre Montero, Antonio Romero-Moreno
Title: The effect of the wine tourism experience,
Journal of Destination Marketing & Management
Volume 29, 2023, 100793,ISSN 2212-571X,
https://doi.org/10.1016/j.jdmm.2023.100793.
