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Mainz
The report analyzes the wine tourism performance of Mainz-Rheinhessen, highlighting key findings from a 2013 survey with 38 responses. It indicates that accommodations constitute a major revenue source, while low-end wines generate significant profits, and the region attracts a high percentage of older, national tourists. The analysis underscores the importance of improved services and special events in increasing visitor numbers and spending.
Mainz
- 1. Bordeaux Cape TownFirenze 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 reporthighlights 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 investmentcategories 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 ofNumbers 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 perceivedby 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 isolatethe 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 correlatedwith 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 editionof 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