As special-interest tourism, wine tourism is becoming increasingly important for
wine-growing regions. But wine marketers are faced with a paucity of empirical data
when examining wine tourists’ characteristics and behaviour. This issue
needs to be addressed if marketers want to implement more effective strategies to
target the market. Visiting wine festivals is an important component in the complete
construct of wine tourism. What might have motivated the participants to visit such
an event has become critical for wine-growing destinations when they attempt to use
wine festivals to promote the wineries and regions. This research study used a
survey instrument specially designed to test participants’ motivations to
attend a regional wine festival in a Midwestern state in the USA. Both festival and
wine tourism motivations were integrated in the measurement scale. The findings
showed that attendees were motivated by a variety of factors which were associated
with the focus on the different elements incorporated in the theme of the festival
— a synergy of wine, travel and special event. Wine festivals can be used
as a vehicle to attract younger people to become more interested in wine. They
create a good venue to tap into future target markets for wine tourism development.
Robinson, J.
(1999) ‘Tourism’, in
Robinson, J.
(ed.) ‘The Oxford Companion to Wine’,
Oxford University Press, Oxford
, pp. 980-981.
2.
Hall, C. M.
,
Johnson, G.
,
Cambourne, B.
,
Macionis, N.
,
Mitchell, R.
and
Sharples, L.
(2000) ‘Wine tourism: An
introduction’, in
Hall, C. M.
,
Sharples, L.
,
Cambourne, B.
and
Macionis, N.
(eds) ‘Wine Tourism Around the World: Development, Management
and Markets’,
Butterworth-Heinemann, Woburn, MA
, pp. 1-23.
3.
Cambourne, B.
and
Macionis, N.
(2000) ‘Meeting the wine-maker: Wine tourism
product development in an emerging wine region’, in
Hall, C. M.
,
Sharples, L.
,
Cambourne, B.
and
Macionis, N.
(eds) ‘Wine Tourism Around the World: Development, Management
and Markets’,
Butterworth-Heinemann, Woburn, MA
, pp. 81-101.
4.
Winemakers’ Federation of Australia
(2003) ‘Your guide to wine tourism: Understanding
the wine tourism market’, www.wfa.org.au/PDF/FactSheet2.pdf.
5.
Napa Valley Vintners Association
(2003) ‘Our community: California wine
industry’, www.napavintners.com/community/duk_california.html.
6.
Cambourne, B.
,
Hall, C. M.
,
Johnson, G.
,
Macionis, N.
,
Mitchell, R.
and
Sharples, L.
(2000) ‘The maturing wine tourism product: An
international view’, in
Hall, C. M.
,
Sharples, L.
,
Cambourne, B.
and
Macionis, N.
(eds) ‘Wine Tourism Around the World: Development, Management
and Markets’,
Butterworth-Heinemann, Woburn, MA
, pp. 24-66, at p. 56.
7.
Indiana Wine Grape Council
(2003) ‘Indiana wine fact sheet’, www.indianawines.org.
8.
Charters, S.
and
Ali-Knight, J.
(2002)
‘Who is the wine tourist?’
, Tourism Management, Vol. 23, No. 3, pp.
311-319
.
9.
Mitchell, R.
,
Hall, C. M.
and
McIntosh, A.
(2000) ‘Wine tourism and consumer
behavior’, in
Hall, C. M.
,
Sharples, L.
,
Cambourne, B.
and
Macionis, N.
(eds) ‘Wine Tourism Around the World: Development, Management
and Markets’,
Butterworth-Heinemann, Woburn, MA
, pp. 115-135.
10.
Ibid.
11.
Ibid.; Charters and Ali-Knight, ref. 8 above.
12.
Bruwer, J.
(2002)
‘Wine and food events: A golden opportunity to learn more about
wine consumers’
, Australian and New Zealand Wine Industry Journal, Vol.
17, No. 3, pp.
92-99
.
13.
Getz, D.
,
Dowling, R.
,
Carlsen, J.
and
Anderson, D.
(1999)
‘Critical success factors for wine tourism’
, International Journal of Wine Marketing, Vol. 11,
No. 3, pp.
20-43
.
14.
Macionis, N.
(1996)
‘Wine tourism in Australia’
, in
Kearsley, G.
(ed.) ‘Proceedings of Tourism Down Under II: Towards a More
Sustainable Tourism’, Centre for Tourism, University
of Otago, Dunedin, pp.
264-286
.
15.
Getz, D.
(1991) ‘Festivals, Special Events, and
Tourism’,
Van Nostrand Reinhold, New York
.
16.
Salter, B.
(1998)
‘The synergy of wine, tourism and events’
, in
Dowling, R.
and
Carlsen, J.
(eds) ‘Wine Tourism: Perfect Partners: Proceedings of the
1st Australian Wine Tourism Conference, Margaret River, Western
Australia’, Bureau of Tourism Research,
Canberra, pp.
249-260
.
17.
Hall, C. M.
and
Macionis, N.
(1998) ‘Wine tourism in Australia and New
Zealand’, in
Butler, R.
,
Hall, C. M.
and
Jenkins, J.
(eds) ‘Tourism and Recreation in Rural Areas’,
John Wiley & Sons, Chichester
, pp. 197-224.
18.
Beames, G.
(2003)
‘The rock, the reef and the grape: The challenges of developing
wine tourism in regional Australia’
, Journal of Vacation Marketing, Vol. 9, No.
3, pp.
205-212
.
19.
Hall, C. M.
and
Weiler, B.
(1992) ‘Introduction: What’s special
about special interest tourism?’, in
Weiler, B.
and
Hall, C. M.
(eds) ‘Special Interest Tourism’,
Belhaven Press, New York
, pp. 1-13.
20.
Bruwer, ref. 13 above.
21.
Read, S. E.
(1980) ‘A prime force in the expansion of
tourism in the next decade: Special interest travel’, in
Hawkins, D. E.
,
Shafor, E. L.
and
Rovelstad, J. M.
(eds) ‘Tourism Marketing and Management
Issues’,
George Washington University, Washington, DC
, pp. 193-202, at p. 195.
22.
Dodd, T.
and
Bigotte, V.
(1997)
‘Perceptual differences among visitor groups to wineries’
, Journal of Travel Research, Vol. 35, No.
3, pp.
46-51
.
23.
Charters and Ali-Knight, ref. 8 above.
24.
Getz, D.
(2000) ‘Explore Wine Tourism: Management,
Development and Destinations’,
Cognizant Communication Corporation, Elmsford, NY
.
25.
Hoffman, D.
,
Beverland, M. B.
and
Rasmussen, M.
(2001)
‘The evolution of wine events in Australia and New Zealand: A
proposed model’
, International Journal of Wine Marketing, Vol. 13,
No. 1, pp.
54-71
.
26.
Hall and Macionis, ref. 17 above.
27.
Getz, ref. 24 above.
28.
Ibid.
29.
Ibid.
30.
Bruwer, ref. 12 above.
31.
Uysal, M.
,
Gahan, L.
and
Martin, B.
(1993)
‘An examination of event motivations: A case study’
, Festival Management and Event Tourism, Vol. 1, No.
1, pp.
5-10
.
32.
Hoffman et al., ref. 25 above.
33.
Bruwer, ref. 12 above, p. 93.
34.
Getz, ref. 24 above.
35.
Taylor, R.
and
Shanka, T.
(2002)
‘Attributes for staging successful wine festivals’
, Event Management, Vol. 7, No. 3, pp.
165-175
.
36.
Turnbull, D. R.
and
Uysal, M.
(1995)
‘An exploratory study of German visitors to the Caribbean: Push
and pull motivations’
, Journal of Travel and Tourism Marketing, Vol. 4,
No. 2, pp.
85-92
.
37.
Dann 1977, ibid.
38.
Crompton, ref. 36 above.
39.
Dann 1981, ref. 36 above; Pearce and Caltabiano, ref. 36 above.
40.
McCabe, A. S.
(2000)
‘Tourism motivation process’
, Annals of Tourism Research, Vol. 27, No.
4, pp.
1049-1052
.
41.
McCabe, ibid.
42.
Backman, K.
,
Backman, S. J.
,
Uysal, M.
and
Sunshine, K. M.
(1995)
‘Event tourism: An examination of motivations and activities’
, Festival Management and Event Tourism, Vol. 3, No.
1, pp.
15-24
.
43.
Kim, K.
,
Uysal, M.
and
Chen, J. S.
(2001)
‘Festival visitor motivation from the organizers’
points of view’
, Event Management, Vol. 7, No. 2, pp.
127-134
.
44.
McCabe, ref. 40 above.
45.
Scott, ref. 43 above.
46.
Kerstetter and Mowrer, ref. 43 above.
47.
Charters, S.
and
Ali-Knight
, J. (2000)
‘Wine tourism — A thirst for knowledge?’
, International Journal of Wine Marketing, Vol. 12,
No. 3, pp.
70-80
.
48.
Charters and Ali-Knight, ref. 8 above.
49.
Mitchell et al., ref. 9 above.
50.
Mitchell et al., ref. 9 above.
51.
Cambourne and Macionis, ref. 3 above.
52.
Hair, J. F. Jr
,
Anderson, R. E.
,
Tatham, R. L.
and
Black, W. C.
(1998) ‘Multivariate Data
Analysis’, 5th edn,
Prentice Hall, Upper Saddle River, NJ
.
53.
Ibid.
54.
Backman et al., ref. 42 above.
55.
Bruwer, ref. 12 above; Charters and Ali-Knight, ref. 8 above.
56.
Edmondson, B.
(1998)
‘The line between beer and wine’
, American Demographics, Vol. 20, No. 3,
pp.
18-19
.
57.
MKF
(2000) ‘US wine demographics
report’, research report,
Wine Business Center, Motto Kryla & Fisher,
St Helena, CA
.
58.
Scott, ref. 43 above.
59.
McCabe, ref. 40 above.
60.
MKF, ref. 57 above.
61.
Hall and Macionis, ref. 17 above.
62.
Beames, ref. 18 above.
63.
Cambourne and Macionis, ref. 3 above; Hoffman et al., ref. 25 above.
