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Wine Tourism


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Wine Tourism

  1. 1. Wine TourismVictoria GravenstedeMA Events Marketing Management
  2. 2. Outline – Part One• Wine in the UK• Definition of wine tourism• The story of wine tourism?• The wine tourist• English wine and wine tourism in the UK• The impact of wine tourism• What are the prospects for wine tourism inthe UK?
  3. 3. Outline - Part Two• My dissertation• My aims and objectives• How do I intend to to accomplish this• Potential issues to face
  4. 4. Part One
  5. 5. What is wine tourism• Can be included under:– Agri tourism– Eco & Sustainable tourism– Culinary tourism• Incorporates:– Vineyards, winery & cellar door visitations– Tasting events– Festivals & shows
  6. 6. • Johnson, 1998“visitation to vineyards, wineries, wine festivalsand wine shows for the purpose of recreation”• Hall et al, 2000“visits or tours to vineyards, wineries, winefestivals and wine shows for which winetasting and/or experiencing the attributes of agrape wine region are the prime motivatingfactors”Definition
  7. 7. • Alonso et al, 2008“wine tourism amalgamates the wine product,food and tourism to form an attractivecombination, a bundle of tangible andintangible elements or the ‘growing link’, andavailable to people visiting rural areas wheremany wineries are located”
  8. 8. Wine and Tourism: the link• Wine Industry to Tourism:– Adds to the attractiveness of a destination– Acts as a motivator to visitors to the area• Tourism to the Wine Industry– Helps build customer relationships– Provides a commercial opportunity
  9. 9. The history of wine tourism• The Grand Tour of the 17th & 18th Century• Mid 19th Century:– Development and expansion of the railways– Rise of the middle classes• Classification of wines for 1855 ParisExhibition
  10. 10. Who is the wine tourist?• Mitchell and Hall, 2006– 30-50 years old– Moderately high income– Consume wine on a regular basis• Marzo-Navarro and Pedraja-Iglesias, 2010– Nearly 50% 30-49– Income €18,000-€40,000– More men than women
  11. 11. • Wine tourist demographic profile differsdepending on their level of interest in wine• Hall, 1996 identified 3 groups:– Wine lovers– Wine interested– Wine curious• Johnson, 1998 identified 2 groups– Specialist– Generalist
  12. 12. Tourist motivations• To taste the wine• Education• Socialise• The scenery• A day out in the country
  13. 13. The British and their wine• Britain is considered the hub of theinternational wine trade• Largest importer of wine in the EU by value• Second largest in the EU by volume• In 2011 we drank 147,176 cases of wine• The wine industry contributed £11.9 bill(The WIne,Trade and Spirit Association, 2012, Key Note, 2012, DEFR$A, 2009)
  14. 14. English Wine Industry• English wine vs British wine• Possibly dating back to the Roman invasion• Grew with the spread of Christianity with wineproduced in the monasteries• First commercial vineyard planted inHambledon in 1951, today there are over 400vineyards across the UK
  15. 15. What comes to mind when youthink of English Wine?• Weather...• Quality...
  16. 16. Wine tourism in the UK• The first purpose built winery, vineyard andtourist attraction is Denbies, established in 1986.• English wine tourism further developed in the1990’s with the involvement of the English WineProducers to promote awareness of English winesand the introduction of EWW in 2001• Today approximately 90 English wineries opentheir doors to the public
  17. 17. The impacts of wine tourism• Australia, 2009: AUD$7.1bn• California, 2009: 20 million visitors, $2.1bnaccounting for over 10,000 jobs in NAPA• USA, 2008: $700mn• France, 2004: 7.5 million visitors• Italy, 2004: 4 million visitors• South Africa: Wine tourism contribute 2.2% ofthe national GDP
  18. 18. The advantages• Increased awareness• Sales opportunities• Build relationships• Improved profit margins• Market research opportunities
  19. 19. The barriers• Negative public perception• Scepticism from retailers• Increased costs• Space• Time
  20. 20. Prospects for wine tourism in the UK• Salvat & Boque (2010) Report that thedomestic market makes up the larger share ofvisitors and that 15% of visitors at can beconsidered wine experts• Depends on the owner.• Appeal to a broader audience to increaseawareness– Experiential model: Denbies
  21. 21. Part Two
  22. 22. My Dissertation
  23. 23. Working titleThe motivations for visitors toparticipate on wine tourism in the UK
  24. 24. Previous research• Past research has been focussed on the wellestablished wine producing regions:– Australia & New Zealand– South Africa– USA• And to a lesser extent:– Spain, Chile
  25. 25. Previous research• The profile of the wine tourist• Motivations and behaviour of the wine tourist• Incentives and barriers to the development ofwine tourism• Potential growth offered to ruralenvironments• Economic benefits of the cellar door
  26. 26. Research in the UK• There has been very little research in any areaof wine tourism in the UK• Perspective of the winery rather than from thetourist
  27. 27. My research questions• Who is participating in wine tourism inEngland in terms of their demographiccharacteristics• What are the visitors motivations forparticipating in wine tourism in England
  28. 28. The Ideal• Online survey by email to those who havevisited vineyards who participate in winetourism in England• Questionnaire based on Best-Worst scalingtechnique• Quantitative data analysis using SPSS
  29. 29. Limitations• The majority of English vineyards open to thepublic provide visitations on request only.• Email restricts my sample population to thosewho have access to the appropriatetechnology• Focuses on winery and vineyard visitations,thereby excluding those participating in otherforms of wine tourism
  30. 30. Potential issues• Lack of support or interest from wineries– Less motivation to participate in the study– Access to the client database• Lack of response to the survey– No data, no study
  31. 31. References and additional reading• KEY NOTE (2012) Market Update: Wine. 22 June 2012.• MARZO-NAVARRO, M and PEDRAJA-IGLESIAS, M (2009) Profile of a wine tourist and the correspondence betweendestination and preferred wine: A study in Aragon, Spain. Journal of Travel and Tourism Marketing, 26 pp. 670-687• MARZO-NAVARRO, M and PEDRAJA-IGLESIAS, M (2010) Are there different profiles of wine tourists? An initial approach.• HALL, C. M., SHARPLES, L., CAMBOURNE, B. and MACIONIS, N. (2002) Wine Tourism Around the World: Development,management and markets. Oxford: Butterworth-Heinemann• CARLSEN, J. and CHARTERS, S. (Eds.) (2006) Global Wine Tourism: Research, Management and Marketing. Oxfordshire: CABIInternational• THE WINE TRADE AND SPIRIT ASSOCIATION, 2012. UK Wine and Spirit Market: 2012 Overview [pdf] July 2012. Available at:<>• STEWART, J. W., BRAMBLE, L. and ZIRALDO, D (2008) Key Challenges in wine and culinary tourism with practicalrecommendations. International Journal of Contemporary Hospitality Management, 20 (3) pp. 303-312• MARZO-NAVARRO, M and PEDRAJA-IGLESIAS (2012) Critical factors of wine tourism: incentives and barriers from thepotential tourists perspective. International Journal of Contemporary Hospitality Management 24 (2) pp. 312-334• PIKKEMAAT, B., PETERS, M., BOKSBERGER, P. and SECCO, M (2009) The staging of experiences in wine tourism. Journal ofHospitality Marketing and Management, 18 pp. 237-253• HOWLING, M and VAN WESTERING, J (2007) Developing wine tourism: A case study of the attitude of English wineproducers to wine tourism. Journal of Vacation Marketing, 14 (1) pp.87-95• BATRA, A (2008) An Exploratory study on Specific preferences and characteristics of wine tourists. Anatolia: An InternationalJournal of Tourism and Hospitality Research, 19 (2) pp. 271-286• ALANT, K and BRUWER, J (2004) Wine tourism behavior in the context of a motivational framework for wine regions andcellar doors. Journal of Wine Research, 15 (1) pp. 27-37••• SALVAT, J.S. and BOQUE, J. B. (2010) Current Trends on Wine Tourism and regional development, New Opportunities andChallenges in Wine Tourism, Catalan 14-16 October 2010. Consortium for Increasing Competitiveness in Tourism and Leisure[on-line]. Available at: