Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 4

Wine tourism Related Abstracts

4 The World of Great Wines: The Douro Valley Experience

Authors: A. Oliveira-Brochado, R. Silva, C. Paulino

Abstract:

The aim of this paper is to use an experiential view of wine tourism to develop a battery of items that can potentially capture the overall Douro Valley experience from the tourist’s perspective. The Douro Valley, a UNESCO World Heritage region located in Portugal, was the target of this study. The research took a mixed approach using both qualitative and quantitative designs. Firstly, we combine the literature review on service quality scales with a content analysis of five in-depth interviews with winery managers and a focus group with wine tourists to identify the main dimensions of the overall tourism experience and to develop a battery of items for each dimension. Eight dimensions of the overall wine tourism experience came out, as follows: winery service and staff, winery facilities, winery service, wine product, wine region environment, wine region accessibilities, wine region´s offerings, and the wine region and winery reputation.

Keywords: Experience, Wine tourism, Survey, Douro region, wineries

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3 Winery Owners’ Perceptions of Social Media in Promoting Wine Tourism: Case Study of Langhe, Italy

Authors: Francesca Pucciarelli, Magali Canovi

Abstract:

Over the past decade Langhe has developed as a wine tourism destination and has become increasingly popular on an international basis. Wine tourism has been recognized as an important business driver for wineries in Langhe and wine owners have taken advantage of this opportunity through developing a variety of tourism-related activities at their wineries, notably winery visits, wine tastings, cellar-door sales, B&Bs and/or restaurants. In order to promote these tourism-related activities and attract an increasing number of wine tourists, wineries have started to engage in social media. While tourism scholars are now well aware of the benefits social media provides to both travellers and service providers, the existing literature on social media from supplier’s perspective remains limited. Accordingly, this paper aims to fill this gap through providing new insights into how service providers, that is winery owners, exploit social media to promote tourism online. The paper explores the importance and the role of social media as part of wineries’ marketing strategies to promote wine tourism online. The focus lies on understanding, which motives drive winery owners to activate and implement social media activities in promoting wine tourism. A case study approach is adopted, using the North Italian wine region of Langhe in Piedmont. Empirical evidence is provided by a sample of 28 winery owners. An interpretivist approach to research is adopted in order to extend current understandings of social media within the context of wine tourism. In line with the interpretivist perspective, this paper uses discourse analysis (DA) as a methodological approach for analyzing and interpreting winery owners’ accounts. Three key findings emerge from this research. First, there is a general understanding among winery owners what social media represents an opportunity in promoting wine tourism – if not even a must have. Second, the majority of interviewed winery owners are currently applying to some extent social media to promote wine tourism online as well as to interact and engage with tourists directly. Lastly, a varying degree of usage of social media amongst wineries is identified, with some wineries not recognizing social media as a crucial tool in marketing communication strategies. On the other extent, some commonalities in strategies and platforms chosen can be detected by these wineries that actively participate in social media. In conclusion, the main contribution of this paper is that it extends current understandings of social media in the wine tourism context by offering valuable insights into how service providers perceive and engage in social media.

Keywords: Social Media, Wine tourism, Promotion, langhe

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2 Brand Equity Tourism Destinations: An Application in Wine Regions Comparing Visitors' and Managers' Perspectives

Authors: M. Gomez, A. Molina

Abstract:

The concept of brand equity in the wine tourism area is an interesting topic to explore the factors that determine it. The aim of this study is to address this gap by investigating wine tourism destinations brand equity, and understanding the impact that the denomination of origin (DO) brand image and the destination image have on brand equity. Managing and monitoring the branding of wine tourism destinations is crucial to attract tourist arrivals. The multiplicity of stakeholders involved in the branding process calls for research that, unlike previous studies, adopts a broader perspective and incorporates an internal and an external perspective. Therefore, this gap by comparing managers’ and visitors’ approaches to wine tourism destination brand equity has been addressed. A survey questionnaire for data collection purposes was used. The hypotheses were tested using winery managers and winery visitors, each leading a different position relative to the wine tourism destination brand equity. All the interviews were conducted face-to-face. The survey instrument included several scales related to DO brand image, destination image, and wine tourism destination brand equity. All items were measured on seven-point Likert scales. Partial least squares was used to analyze the accuracy of scales, the structural model, and multi-group analysis to identify the differences in the path coefficients and to test the hypotheses. The results show that the positive influence of DO brand image on wine tourism destination brand equity is stronger for wineries than for visitors, but there are no significant differences between the two groups. However, there are significant differences in the positive effect of destination brand image on both wine tourism destination brand equity and DO brand image. The results of this study are important for consultants, practitioners, and policy makers. The gap between managers and visitors calls for the development of a number of campaigns to enhance the image that visitors hold and, thus, increase tourist arrivals. Events such as wine gatherings and gastronomic symposiums held at universities and culinary schools and participation in business meetings can enhance the perceptions and in turn, the added value, brand equity of the wine tourism destinations. The images of destinations and DOs can help strengthen the brand equity of the wine tourism destinations, especially for visitors. Thus, the development and reinforcement of favorable, strong, and unique destination associations and DO associations are important to increase that value. Joint campaigns are advisable to enhance the images of destinations and DOs and, as a consequence, the value of the wine tourism destination brand.

Keywords: Wine tourism, Brand Equity, managers, visitors

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1 Wine Tourism in Rural Russia: Perceptions of Vineyard Managers

Authors: Jeremy Schultz

Abstract:

The purpose of this study was to understand the perceptions of vineyard managers in the Krasnodar Region of Southern Russia located between the city of Kransnodar and the Black Sea. In recent years, wine tourism throughout the region has seen tremendous growth due in part to the concurrent growth in the number of tourists vacationing at the Black Sea. This trend has contributed to the development of large-scale wine operations developing in numerous rural locations along the tourists’ travel path. Niche areas of tourism, such as wine tourism, have proven to provide economic viability for rural communities all around the world. Understanding their shared group characteristics while honoring their unique qualities as individuals aids in responsible wine tourism development that provides a sense of well-being for the communities and stakeholders involved. Semi-structured interviews and lived experience methodologies were used in locations that were associated with wine food tourism operations. By understanding management perspectives, it lends insight into sustainable destination management and wine tourism product development, furthering our progress toward ethical, responsible, and financially feasible operations. This research also represents a collaborative effort between Russia and the United States that supports an agenda of sustainable destination development and management. As a global community, we need to continue to investigate stakeholder perceptions and strategic management techniques that best support the pillars upon which responsible tourism was founded.

Keywords: Tourism Development, Wine tourism, Rural tourism, Russia

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