SlideShare a Scribd company logo
1 of 8
Download to read offline
2013
Great Wine Capitals Global
Network Market Survey
“The Pillars Of Wine
Tourism Performance”
Executive Summary
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
This summary report highlights the wine tourism performance of GWCGN capitals.
We collected data from the GWCGN capitals during the summer of 2013.
The number of survey responses per city is shown below.
On a positive note, the number of survey responses was up 47% from the 2012
survey. However, because several capitals had very small response rates (below 30
observations) we were unable to implement a meaningful statistical analysis of the factors
that might lead to better than average wine tourism performance for these capitals.
GWCGN CAPITALS
Bordeaux
Mainz­ Rheinhessen
RESPONSES
Christchurch
Cape Town
Bilbao­ Rioja
Porto
Mendoza
San Francisco­ Napa
TOTAL 273
Florence
123
38
27
13
13
11
10
4
34
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
Wine Tourism Revenues Break­up
Wine Tourism Revenues and Top
Sources of Profits
For the 2013 survey, we find that
high­end wines (price greater than
$25/bottle) represent a top source
of profits (with over 40% of
responses) in Mendoza and
Christchurch. Middle­price wines are
a top source of profits in Bilbao­Rioja
and Christchurch. Tasting Fees are a
top source of profits in Porto.
Low­End Wines (less than
$15/bottle) are important in Mainz­
Rheinhessen, Bilbao­Rioja, Bordeaux,
Florence and Cape Town.
Accommodations/Lodging are key in
Mainz­Rheinhessen and Florence;
Mixed Wine sets in Bilbao­Rioja and
Christchurch; Food Services in
Mendoza, Mainz­Rheinhessen, Bilbao­
Rioja and Porto. Finally, Hosting
Events is the largest category in Cape
Town as compared to other capitals.
Top Sources of Wine Tourism Profit
Over 70% of wine Tourism revenues
come from Wine Sales in Bilbao­
Rioja, Bordeaux, Christchurch and
Cape Town. Among all capitals,
Mendoza has the largest percentage
of Merchandizing revenues. Porto
has the largest percentage of
Tasting Fees and Food Services
revenues. Mainz­ Rheinhessen has
the largest percentage of
commodation/Lodging revenues and
Christchurch and Cape Town have
the largest percentage revenues
tied to Hosting Events.
Winesales Merchandising FoodTastingFees Accommodation Hosting/rest Greater $25 each Less $15 each Food services Btwn $15 and $25 each
Accommodation Hosting events Tasting fees Mixed wine
Argentina
Germany
Spain
France
Italy
NewZealand
Portugal
SouthAfrica
Argentina Germany Spain France Italy New Zealand Portugal South Africa
59 % 48 % 74 % 79 % 56 % 75 % 70 %
13 %
25 %
35 %
22 %
1 %
7 %
9 %
13 %
8 %
4 % 4 % 4 % 6 % 6 %
6 %
8 %
2 %
2 %
1 %
9 %
7 %
23 %
3 % 3 % 3 %
3 %
2 %
10 %
9 %
3 %
3 %
3 %
3 %
4 %
15 % 12 %
26 %
16 %
7 %
50%
0%
10%
20%
30%
40%
60%
70%
80%
90%
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
Improving Services is the top investment
category for the 2012­2013 period in
Mendoza, Bilbao­Rioja and Porto. Investments
in Market Positioning are at the top stated
investments in Mainz­Rheinhessen and
Christchurch. Investments in Infrastructure
are also critical in Bordeaux, Florence,
Christchurch, Porto and Cape Town, even
though they represent less than 40% of
respondents in Bordeaux.
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 is a winery’s Own Website.
Relying on Tourism Office comes again in
second position, but this is because Bordeaux
wineries (45% of the sample) tend to
overwhelmingly answer that the tourism
office is one of the top marketing tool they
use. Citations by Guides comes in third
position, closely followed by Social Network
and Mailing/Newsletters.
Doing an inter­capital comparison, we find
that South­Africa gives the highest rate
of stated responses for promoting
Sustainability and Authentic Experience,
making good use of the Region's Fame,
Citations by Guides and Specialized Media.
Mendoza distinguishes itself by the highest
response rate for using Travel Agencies,
Tourism Offices, Tourism Exhibits, Brochures
and Referrals. Mainz­Rheinhessen has the
highest response rate for using wineries'
Own Website, organizing Tasting Events and
Cultural Festivals, as well as relying on
Traditional Ads and the region's controlled
Appellation. Porto is highest in the
categories of Tour Operators and Social
Networks. Finally Bilbao­Rioja gives the
highest response rate for interfacing their
wineries' online content with Other Websites
and making extensive use of Mobile Apps.
Top Marketing Tools Used
28%Mentionedotherwebsites
Borchures
SocialNetworks
Spclzedmedia
TourOp.
Appelation
Tourismxhib
TravelAgencies
32%
60%
8%
44%
50%
13%
15%
39%
11%
55%
15%Sustainable
Citations
Referrals
AuthenticExperience
Mailing/Newsletter
CulturalFestivals
Winefairs
WineContests
Regionfame
Usemobileapps
42%
11%
33%
9%
26%
30%
19%
76%
19%
42%
Ownwebsite
TourismOff
TraditionalAd
TastingEvents
Infrastructure Imp services Market positioning Training emp
Strategic partn. CulturalEntert. None
Argentina Germany Spain France Italy New Zealand Portugal South Africa
50%
0%
10%
20%
30%
40%
60%
70%
80%
South Africa Portugal New Zealand Italy
France Spain Germany Argentina
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
We observe that Cape Town clearly surpasses other capitals in terms of Numbers of Visitors
per winery. Mendoza and Porto are respectively second and third. On the other hand, in terms
of Spending per Visitor, Florence, Bordeaux and Mainz­Rheinhessen dominate with over 60
euros per visitor in Florence. On the face of it, a simple explanation is a difference of business
strategy between old­world vs. new­world wineries. New­world wineries are more focused on
attracting a high volume of visitors whereas old­world wineries are more focused on pricing
products and services for a narrower segment of the demand.
We observe a great disparity in the demographic composition of the wineries' visitors in terms
of national origin, age and sex. Striking are the fact that for example the large majority of
visitors in Florence appear to be foreigners whereas they are mostly nationals in Mainz­
Rheinhessen. Except for the case of Cape Town, where local visitors make up about 43% of the
total onsite visits, there seems to be room for stimulating local wine tourism in the other capi­
tals. In terms of age groups, countries like Cape Town, Mendoza and Florence appear to attract
a younger clientele. Furthermore, when examining only the less­than­35­years­old group we
observe that Cape Town and Christchurch are particularly positioned to attract these young
visitors. With respect to female vs. male attendance, we find that on average about 45% of
visitors are females across the board. Christchurch, Mendoza and Mainz­Rheinhessen, are the
top attractors of female visitors.
Tourists Characteristics
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
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. Only three categories seem to impact the
ability to attract more tourists.
In the category Activities Offered, Gastronomy is the most impactful activity. For the category
Promotional Tools, and even though the Cape Town sample is small and may be pulling the results, the
promotion of Authentic Experience has the most impactful effect. Having a winery's Own Website is a
close second. In terms of External Factors, Membership­to­a­Business­Association is negatively
correlated with attracting more tourists. There is not necessarily direct causation here. The Location
factor and the presence of Local Facilities in addition with partnerships with Tour Operators, all have a
positive impact.
Factors Correlated with Attracting More Tourists
Most Significant and
Impactful Factors
Gastronomy 18 % 187 Activities Offered+ +
Authentic Experience + +
Own Website +
Wine Tasting Events ­
Tourism Information Office +
Membership to Bus. Asso ­­
Local Facilities + +
Location +
Tour Operators +
Effect Factor Categories
Table shows results from Quantile Regressions.
Corrected for size effect and using capitals dummy variables.
Pseudo B and
Observations
2
19 %
186
19 %
159
Promotional Tools
External FactorsTable
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
The factors correlated with higher spending per tourist are now analyzed. Amongst the category of
Investments in Wine Tourism, Market Positioning has the strongest positive impact. Investments in
Infrastructure and Improved Services also have a positive impact. However, Strategic Partnerships
have a negative impact. Within the dimension of Activities Offered, Spa Therapy is also correlated with
higher spending, which is not very surprising as it is more of a luxury good. On the other hand, Tasting
Visits are negatively correlated with spending.
In the category of Promotional Tools, having a winery's Own Website is highly correlated with higher
visitor's spending. By contrast, it is worth noting that while Wine Tasting Events were also negatively
correlated with attracting more tourists, they nevertheless attract more spending. Tourism Information
Offices are perceived as correlated with less spending, whereas they also tend to bring more tourists
onsite (from the previous results). In terms of External Factors, Marketing by Tourism Office is also
perceived as generating less spending per visitor. On the other hand, a positive impact is perceived with
respect to Location and Membership to a Tourism Association. Membership to the GWC is also perceived
as a positive factor.
Factors Correlated with Higher Spending/Tourist
Table shows results from Quantile Regressions.
Corrected for size effect and using capitals dummy variables
Most Significant and
Impactful Factors
Spa Therapy + +
Tasting Visits ­­
Museum Exhibition
Onsite shops
­
­
Own Website + +
Newsletter + +
Wine Tasting Events/Fairs +
Tourism Information Office ­
Location + +
Tourism Association +
GWC Membership +
Marketing by Tourism Office ­­
Effect Factor CategoriesPseudo B and
Observations
2
Activities Offered
Promotional Tools
External Factors
8 % 184
10 % 194
11 % 194
15 % 163
Investments in Wine tourism
Market Positioning + +
Strategic Partnerships ­­
Improved Services +
Infrastructure +
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
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
The 2013 edition of the GWC survey has produced
some interesting and contrasting results for the
various great capitals of the GWCGN. In terms of
general activities associated with wine tourism,
Gastronomy/Lodging/Wine Festivals and Cross Sel­
ling of Regional Produces appear to dominate in
2013. Wine sales revenues are no less than 50% of
WT total revenues. Food revenues and tasting fees
are very important for Porto; Accommodation
revenues are crucial for Mainz­Rheinhessen and
Merchandizing for Mendoza. Christchurch and Cape
Town have the largest percentage revenues tied to
Hosting Events.
On average the top source of profits is the sale of
wine (priced at around $15 or less) as well as
mid­priced wine (between $15 and $35). Food
services and Hosting Events are very important
sources of profits for Porto and Cape Town. Lodging
is very important for Mainz­Rheinhessen and
Florence.
In terms of attracting more tourists Gastro­
nomy seems to be a key activity, with wine­
ries having their Own Website as well. While
wineries organizing special Tasting Events
appear to bring in less visitors, they bring in
more spending. Location and partnerships
with Tour Operators appear to make a signifi­
cant positive impact.
In terms of attracting more spending per
tourist, investments in Market Positioning/
Improved Services and Infrastructure are all
important factors. Special activities like Spa
Therapy are pluses. Personalization via Own
Website and Newsletters are key.
The role of Tourism Offices is interesting as
they appear to be generating more visitors
but less spending per tourist. This pattern
may merit further investigation, to at least
determine whether this is an issue that is
found in other capitals, and is not purely
driven by the Bordeaux sample.
Managerial Implications and
Conclusion
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
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

More Related Content

What's hot

Wine and Tourism in France
Wine and Tourism in France Wine and Tourism in France
Wine and Tourism in France
atoutfrancepro
 

What's hot (20)

Porto
PortoPorto
Porto
 
Expectations about oenotourism from 88 professionals of wine and tourism trad...
Expectations about oenotourism from 88 professionals of wine and tourism trad...Expectations about oenotourism from 88 professionals of wine and tourism trad...
Expectations about oenotourism from 88 professionals of wine and tourism trad...
 
Wine Tourism
Wine TourismWine Tourism
Wine Tourism
 
Bilbao | Rioja
Bilbao | RiojaBilbao | Rioja
Bilbao | Rioja
 
China wine
China wineChina wine
China wine
 
Wine Tourism
Wine TourismWine Tourism
Wine Tourism
 
Damien Wilson - Getting it wrong on wine china @wbis2014
Damien Wilson - Getting it wrong on wine china @wbis2014Damien Wilson - Getting it wrong on wine china @wbis2014
Damien Wilson - Getting it wrong on wine china @wbis2014
 
China symposium, Cultural bridge building for successful business relationships
China symposium, Cultural bridge building for successful business relationships China symposium, Cultural bridge building for successful business relationships
China symposium, Cultural bridge building for successful business relationships
 
Wine and Tourism in France
Wine and Tourism in France Wine and Tourism in France
Wine and Tourism in France
 
Wine Tourism - From Products to Experiences by Stefano Soglia
Wine Tourism - From Products to Experiences by Stefano Soglia Wine Tourism - From Products to Experiences by Stefano Soglia
Wine Tourism - From Products to Experiences by Stefano Soglia
 
Wine tourism conference presentation 2013
Wine tourism conference presentation 2013Wine tourism conference presentation 2013
Wine tourism conference presentation 2013
 
The power of the latin american traveller - ILTM
The power of the latin american traveller - ILTMThe power of the latin american traveller - ILTM
The power of the latin american traveller - ILTM
 
Mexican Wine Chain Analysis
Mexican Wine Chain AnalysisMexican Wine Chain Analysis
Mexican Wine Chain Analysis
 
2018 Oregon Wine Symposium | Success Strategies for Increasing Wine Tourism ...
 2018 Oregon Wine Symposium | Success Strategies for Increasing Wine Tourism ... 2018 Oregon Wine Symposium | Success Strategies for Increasing Wine Tourism ...
2018 Oregon Wine Symposium | Success Strategies for Increasing Wine Tourism ...
 
2018 Oregon Wine Symposium | Success Strategies for Increasing Wine Tourism ...
 2018 Oregon Wine Symposium | Success Strategies for Increasing Wine Tourism ... 2018 Oregon Wine Symposium | Success Strategies for Increasing Wine Tourism ...
2018 Oregon Wine Symposium | Success Strategies for Increasing Wine Tourism ...
 
Wine Tourism Study - Key Markets
Wine Tourism Study - Key MarketsWine Tourism Study - Key Markets
Wine Tourism Study - Key Markets
 
Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016
Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016
Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016
 
Willamette Valley Wine Tourist Profile - 2019 Research
Willamette Valley Wine Tourist Profile - 2019 Research Willamette Valley Wine Tourist Profile - 2019 Research
Willamette Valley Wine Tourist Profile - 2019 Research
 
Wine tourism
Wine tourismWine tourism
Wine tourism
 
2019 Wine Visitor Profile Study: Rogue Valley
2019 Wine Visitor Profile Study: Rogue Valley2019 Wine Visitor Profile Study: Rogue Valley
2019 Wine Visitor Profile Study: Rogue Valley
 

Similar to GWC 2013 Wine Tourism Market Survey "The Pillars of Wine Tourism Performance"

2013 tiac annual_report_web_final_en
2013 tiac annual_report_web_final_en2013 tiac annual_report_web_final_en
2013 tiac annual_report_web_final_en
Lyle Hall
 
1511_CWT_Engage_SPREADS
1511_CWT_Engage_SPREADS1511_CWT_Engage_SPREADS
1511_CWT_Engage_SPREADS
Veronica Flamo
 

Similar to GWC 2013 Wine Tourism Market Survey "The Pillars of Wine Tourism Performance" (20)

How Tourism Marketing Impacts Business
How Tourism Marketing Impacts BusinessHow Tourism Marketing Impacts Business
How Tourism Marketing Impacts Business
 
Flagstaff 2016 Annual Report and Marketing Plan
Flagstaff 2016 Annual Report and Marketing PlanFlagstaff 2016 Annual Report and Marketing Plan
Flagstaff 2016 Annual Report and Marketing Plan
 
2020 Oregon Wine Symposium | Oregon Wine Board Marketing & Communications Update
2020 Oregon Wine Symposium | Oregon Wine Board Marketing & Communications Update2020 Oregon Wine Symposium | Oregon Wine Board Marketing & Communications Update
2020 Oregon Wine Symposium | Oregon Wine Board Marketing & Communications Update
 
Destination management: Experience is the end-game.
Destination management: Experience is the end-game.Destination management: Experience is the end-game.
Destination management: Experience is the end-game.
 
2013 Annual Report and Marketing Plan
2013 Annual Report and Marketing Plan2013 Annual Report and Marketing Plan
2013 Annual Report and Marketing Plan
 
SVB 2014 State of the Wine Industry Presentation
SVB 2014 State of the Wine Industry PresentationSVB 2014 State of the Wine Industry Presentation
SVB 2014 State of the Wine Industry Presentation
 
Visit Portland 2023 Annual Meeting Presenation.pdf
Visit Portland 2023 Annual Meeting Presenation.pdfVisit Portland 2023 Annual Meeting Presenation.pdf
Visit Portland 2023 Annual Meeting Presenation.pdf
 
2013 tiac annual_report_web_final_en
2013 tiac annual_report_web_final_en2013 tiac annual_report_web_final_en
2013 tiac annual_report_web_final_en
 
2017 Oregon Wine Symposium| State of the industry
2017 Oregon Wine Symposium| State of the industry2017 Oregon Wine Symposium| State of the industry
2017 Oregon Wine Symposium| State of the industry
 
Wine Article
Wine ArticleWine Article
Wine Article
 
Russell Investments International Case Competition 2017 | Washington State Wi...
Russell Investments International Case Competition 2017 | Washington State Wi...Russell Investments International Case Competition 2017 | Washington State Wi...
Russell Investments International Case Competition 2017 | Washington State Wi...
 
Flavor5 Short2
Flavor5 Short2Flavor5 Short2
Flavor5 Short2
 
CBE16 - Sandra Hess Do's and Don'ts for Selling Direct to Consumer
CBE16 - Sandra Hess Do's and Don'ts for Selling Direct to ConsumerCBE16 - Sandra Hess Do's and Don'ts for Selling Direct to Consumer
CBE16 - Sandra Hess Do's and Don'ts for Selling Direct to Consumer
 
2015 Annual Report and Marketing Plan
2015 Annual Report and Marketing Plan2015 Annual Report and Marketing Plan
2015 Annual Report and Marketing Plan
 
Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011
Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011
Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011
 
1511_CWT_Engage_SPREADS
1511_CWT_Engage_SPREADS1511_CWT_Engage_SPREADS
1511_CWT_Engage_SPREADS
 
LTEA
LTEALTEA
LTEA
 
Long Island Iced Tea Cor (OTCQB:LTEA)
Long Island Iced Tea Cor (OTCQB:LTEA)Long Island Iced Tea Cor (OTCQB:LTEA)
Long Island Iced Tea Cor (OTCQB:LTEA)
 
Napa Technology Seminar: Increasing Profits With Wines By The Glass
Napa Technology Seminar:  Increasing Profits With Wines By The GlassNapa Technology Seminar:  Increasing Profits With Wines By The Glass
Napa Technology Seminar: Increasing Profits With Wines By The Glass
 
Digital marketing seminar anderson valley - 06-16-15
Digital marketing seminar   anderson valley - 06-16-15Digital marketing seminar   anderson valley - 06-16-15
Digital marketing seminar anderson valley - 06-16-15
 

Recently uploaded

如何办理哥伦比亚大学毕业证(Columbia毕业证)成绩单原版一比一
如何办理哥伦比亚大学毕业证(Columbia毕业证)成绩单原版一比一如何办理哥伦比亚大学毕业证(Columbia毕业证)成绩单原版一比一
如何办理哥伦比亚大学毕业证(Columbia毕业证)成绩单原版一比一
fztigerwe
 
一比一原版纽卡斯尔大学毕业证成绩单如何办理
一比一原版纽卡斯尔大学毕业证成绩单如何办理一比一原版纽卡斯尔大学毕业证成绩单如何办理
一比一原版纽卡斯尔大学毕业证成绩单如何办理
cyebo
 
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotecAbortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh +966572737505 get cytotec
 
一比一原版麦考瑞大学毕业证成绩单如何办理
一比一原版麦考瑞大学毕业证成绩单如何办理一比一原版麦考瑞大学毕业证成绩单如何办理
一比一原版麦考瑞大学毕业证成绩单如何办理
cyebo
 
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
pyhepag
 
Abortion Clinic in Randfontein +27791653574 Randfontein WhatsApp Abortion Cli...
Abortion Clinic in Randfontein +27791653574 Randfontein WhatsApp Abortion Cli...Abortion Clinic in Randfontein +27791653574 Randfontein WhatsApp Abortion Cli...
Abortion Clinic in Randfontein +27791653574 Randfontein WhatsApp Abortion Cli...
mikehavy0
 
edited gordis ebook sixth edition david d.pdf
edited gordis ebook sixth edition david d.pdfedited gordis ebook sixth edition david d.pdf
edited gordis ebook sixth edition david d.pdf
great91
 
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
ju0dztxtn
 
一比一原版加利福尼亚大学尔湾分校毕业证成绩单如何办理
一比一原版加利福尼亚大学尔湾分校毕业证成绩单如何办理一比一原版加利福尼亚大学尔湾分校毕业证成绩单如何办理
一比一原版加利福尼亚大学尔湾分校毕业证成绩单如何办理
pyhepag
 

Recently uploaded (20)

Formulas dax para power bI de microsoft.pdf
Formulas dax para power bI de microsoft.pdfFormulas dax para power bI de microsoft.pdf
Formulas dax para power bI de microsoft.pdf
 
Predictive Precipitation: Advanced Rain Forecasting Techniques
Predictive Precipitation: Advanced Rain Forecasting TechniquesPredictive Precipitation: Advanced Rain Forecasting Techniques
Predictive Precipitation: Advanced Rain Forecasting Techniques
 
Identify Rules that Predict Patient’s Heart Disease - An Application of Decis...
Identify Rules that Predict Patient’s Heart Disease - An Application of Decis...Identify Rules that Predict Patient’s Heart Disease - An Application of Decis...
Identify Rules that Predict Patient’s Heart Disease - An Application of Decis...
 
123.docx. .
123.docx.                                 .123.docx.                                 .
123.docx. .
 
如何办理哥伦比亚大学毕业证(Columbia毕业证)成绩单原版一比一
如何办理哥伦比亚大学毕业证(Columbia毕业证)成绩单原版一比一如何办理哥伦比亚大学毕业证(Columbia毕业证)成绩单原版一比一
如何办理哥伦比亚大学毕业证(Columbia毕业证)成绩单原版一比一
 
一比一原版纽卡斯尔大学毕业证成绩单如何办理
一比一原版纽卡斯尔大学毕业证成绩单如何办理一比一原版纽卡斯尔大学毕业证成绩单如何办理
一比一原版纽卡斯尔大学毕业证成绩单如何办理
 
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotecAbortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
 
一比一原版麦考瑞大学毕业证成绩单如何办理
一比一原版麦考瑞大学毕业证成绩单如何办理一比一原版麦考瑞大学毕业证成绩单如何办理
一比一原版麦考瑞大学毕业证成绩单如何办理
 
Northern New England Tableau User Group (TUG) May 2024
Northern New England Tableau User Group (TUG) May 2024Northern New England Tableau User Group (TUG) May 2024
Northern New England Tableau User Group (TUG) May 2024
 
MATERI MANAJEMEN OF PENYAKIT TETANUS.ppt
MATERI  MANAJEMEN OF PENYAKIT TETANUS.pptMATERI  MANAJEMEN OF PENYAKIT TETANUS.ppt
MATERI MANAJEMEN OF PENYAKIT TETANUS.ppt
 
2024 Q2 Orange County (CA) Tableau User Group Meeting
2024 Q2 Orange County (CA) Tableau User Group Meeting2024 Q2 Orange County (CA) Tableau User Group Meeting
2024 Q2 Orange County (CA) Tableau User Group Meeting
 
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
 
Atlantic Grupa Case Study (Mintec Data AI)
Atlantic Grupa Case Study (Mintec Data AI)Atlantic Grupa Case Study (Mintec Data AI)
Atlantic Grupa Case Study (Mintec Data AI)
 
Abortion Clinic in Randfontein +27791653574 Randfontein WhatsApp Abortion Cli...
Abortion Clinic in Randfontein +27791653574 Randfontein WhatsApp Abortion Cli...Abortion Clinic in Randfontein +27791653574 Randfontein WhatsApp Abortion Cli...
Abortion Clinic in Randfontein +27791653574 Randfontein WhatsApp Abortion Cli...
 
Credit Card Fraud Detection: Safeguarding Transactions in the Digital Age
Credit Card Fraud Detection: Safeguarding Transactions in the Digital AgeCredit Card Fraud Detection: Safeguarding Transactions in the Digital Age
Credit Card Fraud Detection: Safeguarding Transactions in the Digital Age
 
edited gordis ebook sixth edition david d.pdf
edited gordis ebook sixth edition david d.pdfedited gordis ebook sixth edition david d.pdf
edited gordis ebook sixth edition david d.pdf
 
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
 
Digital Marketing Demystified: Expert Tips from Samantha Rae Coolbeth
Digital Marketing Demystified: Expert Tips from Samantha Rae CoolbethDigital Marketing Demystified: Expert Tips from Samantha Rae Coolbeth
Digital Marketing Demystified: Expert Tips from Samantha Rae Coolbeth
 
How to Transform Clinical Trial Management with Advanced Data Analytics
How to Transform Clinical Trial Management with Advanced Data AnalyticsHow to Transform Clinical Trial Management with Advanced Data Analytics
How to Transform Clinical Trial Management with Advanced Data Analytics
 
一比一原版加利福尼亚大学尔湾分校毕业证成绩单如何办理
一比一原版加利福尼亚大学尔湾分校毕业证成绩单如何办理一比一原版加利福尼亚大学尔湾分校毕业证成绩单如何办理
一比一原版加利福尼亚大学尔湾分校毕业证成绩单如何办理
 

GWC 2013 Wine Tourism Market Survey "The Pillars of Wine Tourism Performance"

  • 1. 2013 Great Wine Capitals Global Network Market Survey “The Pillars Of Wine Tourism Performance” Executive Summary Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
  • 2. This summary report highlights the wine tourism performance of GWCGN capitals. We collected data from the GWCGN capitals during the summer of 2013. The number of survey responses per city is shown below. On a positive note, the number of survey responses was up 47% from the 2012 survey. However, because several capitals had very small response rates (below 30 observations) we were unable to implement a meaningful statistical analysis of the factors that might lead to better than average wine tourism performance for these capitals. GWCGN CAPITALS Bordeaux Mainz­ Rheinhessen RESPONSES Christchurch Cape Town Bilbao­ Rioja Porto Mendoza San Francisco­ Napa TOTAL 273 Florence 123 38 27 13 13 11 10 4 34 Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
  • 3. Wine Tourism Revenues Break­up Wine Tourism Revenues and Top Sources of Profits For the 2013 survey, we find that high­end wines (price greater than $25/bottle) represent a top source of profits (with over 40% of responses) in Mendoza and Christchurch. Middle­price wines are a top source of profits in Bilbao­Rioja and Christchurch. Tasting Fees are a top source of profits in Porto. Low­End Wines (less than $15/bottle) are important in Mainz­ Rheinhessen, Bilbao­Rioja, Bordeaux, Florence and Cape Town. Accommodations/Lodging are key in Mainz­Rheinhessen and Florence; Mixed Wine sets in Bilbao­Rioja and Christchurch; Food Services in Mendoza, Mainz­Rheinhessen, Bilbao­ Rioja and Porto. Finally, Hosting Events is the largest category in Cape Town as compared to other capitals. Top Sources of Wine Tourism Profit Over 70% of wine Tourism revenues come from Wine Sales in Bilbao­ Rioja, Bordeaux, Christchurch and Cape Town. Among all capitals, Mendoza has the largest percentage of Merchandizing revenues. Porto has the largest percentage of Tasting Fees and Food Services revenues. Mainz­ Rheinhessen has the largest percentage of commodation/Lodging revenues and Christchurch and Cape Town have the largest percentage revenues tied to Hosting Events. Winesales Merchandising FoodTastingFees Accommodation Hosting/rest Greater $25 each Less $15 each Food services Btwn $15 and $25 each Accommodation Hosting events Tasting fees Mixed wine Argentina Germany Spain France Italy NewZealand Portugal SouthAfrica Argentina Germany Spain France Italy New Zealand Portugal South Africa 59 % 48 % 74 % 79 % 56 % 75 % 70 % 13 % 25 % 35 % 22 % 1 % 7 % 9 % 13 % 8 % 4 % 4 % 4 % 6 % 6 % 6 % 8 % 2 % 2 % 1 % 9 % 7 % 23 % 3 % 3 % 3 % 3 % 2 % 10 % 9 % 3 % 3 % 3 % 3 % 4 % 15 % 12 % 26 % 16 % 7 % 50% 0% 10% 20% 30% 40% 60% 70% 80% 90% Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
  • 4. Improving Services is the top investment category for the 2012­2013 period in Mendoza, Bilbao­Rioja and Porto. Investments in Market Positioning are at the top stated investments in Mainz­Rheinhessen and Christchurch. Investments in Infrastructure are also critical in Bordeaux, Florence, Christchurch, Porto and Cape Town, even though they represent less than 40% of respondents in Bordeaux. 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 is a winery’s Own Website. Relying on Tourism Office comes again in second position, but this is because Bordeaux wineries (45% of the sample) tend to overwhelmingly answer that the tourism office is one of the top marketing tool they use. Citations by Guides comes in third position, closely followed by Social Network and Mailing/Newsletters. Doing an inter­capital comparison, we find that South­Africa gives the highest rate of stated responses for promoting Sustainability and Authentic Experience, making good use of the Region's Fame, Citations by Guides and Specialized Media. Mendoza distinguishes itself by the highest response rate for using Travel Agencies, Tourism Offices, Tourism Exhibits, Brochures and Referrals. Mainz­Rheinhessen has the highest response rate for using wineries' Own Website, organizing Tasting Events and Cultural Festivals, as well as relying on Traditional Ads and the region's controlled Appellation. Porto is highest in the categories of Tour Operators and Social Networks. Finally Bilbao­Rioja gives the highest response rate for interfacing their wineries' online content with Other Websites and making extensive use of Mobile Apps. Top Marketing Tools Used 28%Mentionedotherwebsites Borchures SocialNetworks Spclzedmedia TourOp. Appelation Tourismxhib TravelAgencies 32% 60% 8% 44% 50% 13% 15% 39% 11% 55% 15%Sustainable Citations Referrals AuthenticExperience Mailing/Newsletter CulturalFestivals Winefairs WineContests Regionfame Usemobileapps 42% 11% 33% 9% 26% 30% 19% 76% 19% 42% Ownwebsite TourismOff TraditionalAd TastingEvents Infrastructure Imp services Market positioning Training emp Strategic partn. CulturalEntert. None Argentina Germany Spain France Italy New Zealand Portugal South Africa 50% 0% 10% 20% 30% 40% 60% 70% 80% South Africa Portugal New Zealand Italy France Spain Germany Argentina Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
  • 5. We observe that Cape Town clearly surpasses other capitals in terms of Numbers of Visitors per winery. Mendoza and Porto are respectively second and third. On the other hand, in terms of Spending per Visitor, Florence, Bordeaux and Mainz­Rheinhessen dominate with over 60 euros per visitor in Florence. On the face of it, a simple explanation is a difference of business strategy between old­world vs. new­world wineries. New­world wineries are more focused on attracting a high volume of visitors whereas old­world wineries are more focused on pricing products and services for a narrower segment of the demand. We observe a great disparity in the demographic composition of the wineries' visitors in terms of national origin, age and sex. Striking are the fact that for example the large majority of visitors in Florence appear to be foreigners whereas they are mostly nationals in Mainz­ Rheinhessen. Except for the case of Cape Town, where local visitors make up about 43% of the total onsite visits, there seems to be room for stimulating local wine tourism in the other capi­ tals. In terms of age groups, countries like Cape Town, Mendoza and Florence appear to attract a younger clientele. Furthermore, when examining only the less­than­35­years­old group we observe that Cape Town and Christchurch are particularly positioned to attract these young visitors. With respect to female vs. male attendance, we find that on average about 45% of visitors are females across the board. Christchurch, Mendoza and Mainz­Rheinhessen, are the top attractors of female visitors. Tourists Characteristics Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
  • 6. 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. Only three categories seem to impact the ability to attract more tourists. In the category Activities Offered, Gastronomy is the most impactful activity. For the category Promotional Tools, and even though the Cape Town sample is small and may be pulling the results, the promotion of Authentic Experience has the most impactful effect. Having a winery's Own Website is a close second. In terms of External Factors, Membership­to­a­Business­Association is negatively correlated with attracting more tourists. There is not necessarily direct causation here. The Location factor and the presence of Local Facilities in addition with partnerships with Tour Operators, all have a positive impact. Factors Correlated with Attracting More Tourists Most Significant and Impactful Factors Gastronomy 18 % 187 Activities Offered+ + Authentic Experience + + Own Website + Wine Tasting Events ­ Tourism Information Office + Membership to Bus. Asso ­­ Local Facilities + + Location + Tour Operators + Effect Factor Categories Table shows results from Quantile Regressions. Corrected for size effect and using capitals dummy variables. Pseudo B and Observations 2 19 % 186 19 % 159 Promotional Tools External FactorsTable Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
  • 7. The factors correlated with higher spending per tourist are now analyzed. Amongst the category of Investments in Wine Tourism, Market Positioning has the strongest positive impact. Investments in Infrastructure and Improved Services also have a positive impact. However, Strategic Partnerships have a negative impact. Within the dimension of Activities Offered, Spa Therapy is also correlated with higher spending, which is not very surprising as it is more of a luxury good. On the other hand, Tasting Visits are negatively correlated with spending. In the category of Promotional Tools, having a winery's Own Website is highly correlated with higher visitor's spending. By contrast, it is worth noting that while Wine Tasting Events were also negatively correlated with attracting more tourists, they nevertheless attract more spending. Tourism Information Offices are perceived as correlated with less spending, whereas they also tend to bring more tourists onsite (from the previous results). In terms of External Factors, Marketing by Tourism Office is also perceived as generating less spending per visitor. On the other hand, a positive impact is perceived with respect to Location and Membership to a Tourism Association. Membership to the GWC is also perceived as a positive factor. Factors Correlated with Higher Spending/Tourist Table shows results from Quantile Regressions. Corrected for size effect and using capitals dummy variables Most Significant and Impactful Factors Spa Therapy + + Tasting Visits ­­ Museum Exhibition Onsite shops ­ ­ Own Website + + Newsletter + + Wine Tasting Events/Fairs + Tourism Information Office ­ Location + + Tourism Association + GWC Membership + Marketing by Tourism Office ­­ Effect Factor CategoriesPseudo B and Observations 2 Activities Offered Promotional Tools External Factors 8 % 184 10 % 194 11 % 194 15 % 163 Investments in Wine tourism Market Positioning + + Strategic Partnerships ­­ Improved Services + Infrastructure + Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley 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
  • 8. The 2013 edition of the GWC survey has produced some interesting and contrasting results for the various great capitals of the GWCGN. In terms of general activities associated with wine tourism, Gastronomy/Lodging/Wine Festivals and Cross Sel­ ling of Regional Produces appear to dominate in 2013. Wine sales revenues are no less than 50% of WT total revenues. Food revenues and tasting fees are very important for Porto; Accommodation revenues are crucial for Mainz­Rheinhessen and Merchandizing for Mendoza. Christchurch and Cape Town have the largest percentage revenues tied to Hosting Events. On average the top source of profits is the sale of wine (priced at around $15 or less) as well as mid­priced wine (between $15 and $35). Food services and Hosting Events are very important sources of profits for Porto and Cape Town. Lodging is very important for Mainz­Rheinhessen and Florence. In terms of attracting more tourists Gastro­ nomy seems to be a key activity, with wine­ ries having their Own Website as well. While wineries organizing special Tasting Events appear to bring in less visitors, they bring in more spending. Location and partnerships with Tour Operators appear to make a signifi­ cant positive impact. In terms of attracting more spending per tourist, investments in Market Positioning/ Improved Services and Infrastructure are all important factors. Special activities like Spa Therapy are pluses. Personalization via Own Website and Newsletters are key. The role of Tourism Offices is interesting as they appear to be generating more visitors but less spending per tourist. This pattern may merit further investigation, to at least determine whether this is an issue that is found in other capitals, and is not purely driven by the Bordeaux sample. Managerial Implications and Conclusion 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 Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley