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An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?

An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events? As special-interest tourism, wine tourism is becoming increasingly important forwine-growing regions. But wine marketers are faced with a paucity of empirical datawhen examining wine tourists’ characteristics and behaviour. This issueneeds to be addressed if marketers want to implement more effective strategies totarget the market. Visiting wine festivals is an important component in the completeconstruct of wine tourism. What might have motivated the participants to visit suchan event has become critical for wine-growing destinations when they attempt to usewine festivals to promote the wineries and regions. This research study used asurvey instrument specially designed to test participants’ motivations toattend a regional wine festival in a Midwestern state in the USA. Both festival andwine tourism motivations were integrated in the measurement scale. The findingsshowed that attendees were motivated by a variety of factors which were associatedwith 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 usedas a vehicle to attract younger people to become more interested in wine. Theycreate a good venue to tap into future target markets for wine tourism development. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries SAGE

An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?

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References (62)

Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
1356-7667
eISSN
1479-1870
DOI
10.1177/1356766705050842
Publisher site
See Article on Publisher Site

Abstract

As special-interest tourism, wine tourism is becoming increasingly important forwine-growing regions. But wine marketers are faced with a paucity of empirical datawhen examining wine tourists’ characteristics and behaviour. This issueneeds to be addressed if marketers want to implement more effective strategies totarget the market. Visiting wine festivals is an important component in the completeconstruct of wine tourism. What might have motivated the participants to visit suchan event has become critical for wine-growing destinations when they attempt to usewine festivals to promote the wineries and regions. This research study used asurvey instrument specially designed to test participants’ motivations toattend a regional wine festival in a Midwestern state in the USA. Both festival andwine tourism motivations were integrated in the measurement scale. The findingsshowed that attendees were motivated by a variety of factors which were associatedwith 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 usedas a vehicle to attract younger people to become more interested in wine. Theycreate a good venue to tap into future target markets for wine tourism development.

Journal

Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality IndustriesSAGE

Published: Jan 1, 2005

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