Abstract of the Great Wine Capitals Global Network 2013 Wine Tourism Survey / Focus on the Mainz wine region: Rheinhessen

1. Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
2013
Great Wine Capitals Global
Network Market Survey
“The Pillars Of Wine
Tourism Performance”
Executive Summary For Mainz | Rheinhessen
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

2. 2013
This summary report highlights the wine tourism performance of Mainz­Rheinhessen,
a member of the GREAT WINE CAPITALS GLOBAL NETWORK (GWCGN). We collected
data from the GWCGN capitals during the summer of 2013.
The number of survey responses for Mainz­Rheinhessen was 38, which is an increase
of about 20% compared to the 2012 survey. Still, the relatively small size of the
sample does not permit broad generalizable conclusions. Nevertheless, we present
some of the key highlights below.
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

3. Among all capitals, Mainz­Rheinhessen has the
largest percentage of revenues tied to Accom­
modations and the smallest tied to Wine Sales.
From the standpoint of the Mainz­Rheinhessen
wineries, Wine Sales revenues is the number
one category, followed by Accommodations and
Food as the next two key sources of revenues.
Wine Tourism Revenues Break­up
Wine Tourism Revenues and Top Sources
of Profits
Wine Tourism
Revenues
Break−up
Wine sales 48 %
Accomadation 25 %
Food 16 %
Tastingfees 7 %
Merchandising 1 %
Hosting / Rest 3 %
For the 2013 survey, we find that
low­end wines (price less than
$15/bottle) represent the top source
of profits in Mainz­Rheinhessen.
The next top two sources of profits
are Accommodations and Food
Services.
Top Sources of Wine Tourism Profit
3 % Greater $ 25 each
Merchandising
Btwn $ 15 and $ 25 each
Tasting fees
Accommodation
Mixed wine
Food services
Cross selling
Hosting events
Well­being activities
Less $ 15 each
3 %
13 %
35 %
77 %
52 %
3 %
42 %
0 %
23 %
0 %
Top Sources of Profit
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

4. The top investment categories
category for the 2012­2013
period in Mainz­Rheinhessen are
Market Positioning, Cultural Enter­
tainment and Improving Services.
By comparison with other capitals,
we observe a small number of
responses featuring Infrastructure
Investments.
Investments in Wine Tourism
Wine Tourism Investments and
Marketing
Just like in the 2012 survey, we again find that
the top marketing tool used across the sample
of all great wine capitals is a winery’s Own
Website, which is the top category for Mainz­
Rheinhessen. For the specific sample of Mainz­
Rheinhessen wineries the next top two catego­
ries are Tasting Events and Cultural Festivals.
Top Marketing Tools Used
26 % Infrastructure
Imp services
Market positioning
Training emp
Cultural Entert.
None
Strategic partn.
42 %
55 %
32 %
16 %
45 %
13 %
Top Investments
12%Mentionedotherwebsites
Borchures
SocialNetworks
Spclzedmedia
TourOp.
Appelation
Tourismxhib
12%
0%
0%
7%
0%
12%
15%
39%
3%
0%
8%Sustainable
Citations
Referrals
AuthenticExperience
Mailing/Newsletter
CulturalFestivals
Winefairs
WineContests
Regionfame
Usemobileapps
8%
3%
8%
0%
15%
30%
7%
55%
15%
8%
Ownwebsite
TourismOff
TraditionalAd
TastingEvents
TravelAgencies
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

5. In terms of Numbers of Visitors per
winery, Mainz­Rheinhessen is in
second to last place among all
great capitals. But it is the third
highest in terms of Spending per
Visitor. In terms of origin, 71% of
tourists are nationals (highest
percentage amongst all great
capitals), more than 36% are above
56 years old (highest percentage
amongst all great capitals) and
about 47% are women.
Tourists Characteristics
Nationals 71 %
Internationals 7 %
Locals 22 %
36 to 55 44 %
Above 36 %
18 to 35 20 %
Tourists per Origin
Tourists per Age Categories
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

6. Regarding External Factors
perceived by wineries to help
business or not, Mainz­Rheinhessen
wineries testify that the Natural
Beauty of the region, Location and
the presence of historical
Landmarks constitute key positive
factors. Consistent with the
findings of the 2012 survey they
report that Signage and Public
Infrastructures can be factors that
impede business. Additionally, while
slightly tilted towards the positive,
opinions are split regarding the
impact for them of the Marketing
done by Tourism Offices, and the
presence of Other Activities that
attract tourists to the area.
Positive and Negative Factors for
Business
Landmark Natural B Location Access OtherAct LocalFacilities CoopwBus MarkTO PublicInf Signage
Totally negative
Somewhat negative
Neutral
Somewhat positive
Totally positive
50%
0%
10%
20%
30%
40%
60%
70%
GWCmenber Association ChamberorBusA Tousism A TourOp CoopWineries Internet FameRegion TourismPolicy
50%
0%
10%
20%
30%
40%
60%
70%
External Factors − Part 1
External Factors − Part 2
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

7. First, we isolate the candidate
factors that explain or at least
correlate with more tourist visits.
The Table below shows the most
impactful factors for the overall
sample. The variable we try to
explain here is the Number of
Tourists visiting a given winery.
The factors highly correlated with
increased number of tourists are
shown in the left hand side column.
These factors are ranked in
descending importance of impact.
Because of the small number of
observations only a few dimensions
showed up as statistically
significant.
Factors Correlated with Attracting
More Tourists
In the category Investments in Wine Tourism, Improved
Services is the number one factor that correlates
positively with attracting more visitors. In the category
Activities Offered, Gastronomy is the most impactful
positive activity, closely followed by Onsite Shops. Spa
Therapy and Hosting Weddings are associated with
wineries which may by the nature of their size and
market segment be attracting a smaller numbers of
visitors.
Most Significant and
Impactful Factors
Improved Services + +
None +
Infrastructure +
Cultural Events +
Gastronomy + +
Cooperation / other business + +
Spa Therapy ­
Hosting Weddings ­
Effect Factor Categories
Table shows results from Quantile Regrassions. Corrected for size effect
Pseudo B and
Observations
2
42 % 19
49 % 21
Investments in Wine Tourism
Activities Offered
Onsite Shops
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

8. The factors correlated with higher
Spending per Visitor are now analyzed.
Again, because of the small number of
observations in the sample, only one
dimension showed up as statistically
significant, that of Activities Offered.
Within that category, we get positive
effects from Conferences and Photos
Exhibitions as well as Hosting Wed­
dings. A strong negative impact occurs
for wineries that offer more Museum
Exhibits and Tasting Visits. It is
difficult to interpret this finding here.
Factors Correlated with Higher
Spending/Tourist
Most Significant and
Impactful Factors Effect Factor Categories
Table shows results from Quantile Regrassions. Corrected for size effect.
Pseudo B and
Observations
2
Museum Exhibits
+ +
­­
Tasting Visits
Conferences
­­
Photos Exhibitions +
+
Onsite Shops ­
Entertainment ­
Hosting Weddings +
Activities Offered45 % 21
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

9. The 2013 edition of the GWC survey
has produced some interesting
findings for the wineries of Mainz­
Rheinhessen. Mainz­Rheinhessen
attracts a large percentage of older
tourists and nationals by comparison
with other great wine capitals.
Mainz­Rheinhessen wineries
demonstrate a commitment to invest
in Market Positioning. But the
category of investments that brings
more visitors at the margin is
Improved Services.
While Accommodations is ranked as
one of the top profitable activities,
the activities that marginally bring in
more visitors are Gastronomy and
Copyright GWCGN. No part of the content of this document is to be reproduced in any media without the expressed consent of GWCGN ­ For any further information: gwc@greatwinecapitals.com
Onsite Shops. The activities that bring
more spending are characterized by
being "special events" like Conferences,
Photos Exhibitions and Hosting
Weddings.
Overall, Mainz­Rheinhessen wineries
use promotional tools that align with
the strategy of using "special events"
to attract more visitors.
One must exercise caution when trying
to extend managerial implications from
a small sample of wineries to the whole
the region. Nevertheless, it appears
that perhaps there is room for Mainz­
Rheinhessen wineries to offer more
services that appeal to women,
younger generations and local visitors
for example by expanding the use of
Social Networks.
Managerial Implications and
Conclusion
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley