TO WHAT EXTENT DO WINERIES STUDY THEIR CONSUMERS AND VISITORS? IMPLICATIONS FOR WINE TOURISM DEVELOPMENT

被引:9
|
作者
Alonso, Abel Duarte [1 ,2 ]
Bresan, Alesandro [1 ]
O'Shea, Michelle [1 ]
Krajsic, Vlad [1 ]
机构
[1] Univ Western Sydney, Sch Business, Locked Bag 1797, Penrith, NSW 2571, Australia
[2] Edith Cowan Univ, Sch Mkt Tourism & Leisure, Churchlands, WA, Australia
来源
TOURISM ANALYSIS | 2012年 / 17卷 / 05期
关键词
Wine sector; Wine tourism; Winery consumers and visitors (CsVs); Wineries; Study of visitors; Old World; New World;
D O I
10.3727/108354212X13485873914001
中图分类号
F [经济];
学科分类号
02 ;
摘要
In their quest for long-term sustainability and financial success, winery entrepreneurs increasingly perceive wine tourism and tourism-related enterprises as important facets of their business strategy. However, to benefit from wine tourism activities, winery operators will need to develop new skills and business capabilities. In this context, learning from and understanding consumers and visitors' preferences and expectations is of paramount importance to wineries' long-term sustainability and, importantly, their financial success. This study examines the extent to which winery owners and managers "study" their visitors, gathering data from 451 Italian, Spanish, and New World small and medium wineries. The majority of respondents indicate studying visitors to some extent; however, one third do not actively engage in activities that enable them to learn about visitor preferences and experiences, while over 40% would like to learn more about them. In addition, while respondents generally perceive studying visitors as beneficial, others are either skeptical or consider their current efforts sufficient. At a time when consumers have numerous leisure choices available to them, wineries and wine labels are operating in a highly competitive and increasingly sophisticated environment, these findings have significant implications for wine tourism specifically, as well as the hospitality and wine sectors generally.
引用
收藏
页码:643 / 657
页数:15
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