The perceived importance of the features of wine regions and wineries for tourists in wine regions
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Date
2008
Authors
Ben Nun, L.
Cohen, E.
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Conference paper
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Proceedings of the 4th International Conference of the Academy of Wine Business Research, 2008, pp.1-16
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4th International Conference of the Academy of Wine Business Research (17 Jul 2008 - 19 Jul 2008 : University of Siena, Italy)
Abstract
The objective of this study is to identify the salientfeaturesof wineries and wine regions, from the perspective of a potential Israeli visitor. This insight facilitates anunderstandingof thefeatures that might influence the decision to visit a winery or wine region, and enables operators to develop varied wine tourism products, combined with other attractions and activities. An exploratory studyhas been conductedand included 373 valid questionnaires of adultIsraeli residents. The questionnaires included a list of 42 winery and wine region features, based on previous literature and preliminary semi-structured interviews. Participants were asked to rate the importance of each feature with respectto their decision to visit wineries or wine regions (on a 1-5 Likert-type scale). Factor analysis technique was implemented resultingin ninefactors, representingdifferent dimensionsof the wine tourism experience, and explained 62.34% of the total variance. Factor scores were calculated and used for comparisons between different segments. The findings indicated that different segments yieldeddifferent importance ratings foreach dimension. Fundamental differences occurred among specific segment bases: wineryvisitation frequency, marital status and age. Results show that the motivations for choosing a wine region as a tourist destination go beyond a simple desire to experience wine. A tourist's decision to visit a specificwinery is also shaped by thewillingness to experience the region's features and to participate in other activities or attractions during the visit.
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Copyright 2008 The Authors