The Propensity of Wine Festivals to Encourage Subsequent Winery Visitation

Houghton, Meg

doi:10.1108/eb008725

Cited by 41 publications

(26 citation statements)

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“…As a result of this finding, Treloar, Hall and Mitchell (2004) suggest that an emphasis on the leisure and social aspects of wine tourism rather than more wine-related aspects, such as production techniques, wine styles or cellaring practices may be more effective in marketing to this segment. Similarly, other authors have suggested that social activities, such as wine events and festivals, may prove an important avenue through which to introduce younger wine tourists, including the Generation Y cohort, to the wine tourism experience (Dodd et al, 2006;Houghton, 2001). There is evidence also that a positive experience at the cellar door will stimulate a long-term sense of attachment and brand loyalty in Generation Y tourists (Nowak et al, 2006).…”

Section: Generation Y Wine and Wine Tourismmentioning

confidence: 94%

Generation Y as wine tourists: their expectations and experiences at the winery-cellar door.

Fountain

Charters²

2009

Tourism and Generation Y

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Section: Generation Y Wine and Wine Tourismmentioning

confidence: 94%

Generation Y as wine tourists: their expectations and experiences at the winery-cellar door.

Fountain

Charters²

2009

Tourism and Generation Y

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“…Wine routes can be used to market regions as wine and food tourism destinations (Hashimoto & Telfer, 2003). Houghton (2001) suggests that wine festivals may be an important precursor for future wine tourism; her study showed that visitors to a wine festival often were prompted to make a subsequent visit to a winery and further that festivals provided a new audience for a region's wine.…”

Section: Mitchell and Hallmentioning

confidence: 96%

Toward a Conceptual Framework of Terroir Tourism: A Case Study of the Prince Edward County, Ontario Wine Region

Holland¹,

Smit²,

Jones³

2014

Tourism Planning & Development

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Wine tourism is a growing industry in Ontario that can be a boon to regional economic development in rural areas. Increasingly, rural economies are based on the commodification of regional resources that can be environmental, cultural, symbolic, or human. Little research has investigated these characteristics in relation to the distinctive terroir that may be promoted by regional wine sectors to attract and maintain wine tourism. This article develops a conceptual framework of terroir tourism through a review of relevant literature and a case study of the Prince Edward County (PEC) wine region. Findings indicate that PEC, though having a fledgling wine industry, is well positioned to market the wine experience and product based on a unique regional identity and to link the wine sector with its economic development strategy.

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“…Although the internet is highly utilised as a research tool, it may also give misinformation (Freidman, 2006) therefore vineyards should only publish correct information and not be misleading. Verbal communication is also apparent in the wine industry but it is mostly used at the winery when the customers are already present (Houghton, 2001).…”

Section: Marketing Techniquesmentioning

confidence: 99%

Using family heritage to market wines

Strickland

Smith-Maguire

Frost

2013

International Journal of Wine Business Research

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Purpose -The aim of this exploratory study is to investigate the benefits of "New World" wineries using family heritage as a legitimate marketing technique. "Old World" regions have been leveraging off the often long association the wineries family has in wine making to assist in generating wine sales. This marketing initiative is now being applied to "New World" wineries with increasing success. Design/methodology/approach -This exploratory study investigated three wineries including their web sites, print media and consumer responses. The case studies had to include wineries that were family owned and actively promoted and marketed their winery as having a strong family heritage link in Victoria, Australia. Findings -The results of this investigation suggest that family heritage is a legitimate marketing technique for "New World" wineries to assist in wine sales. If a family link can be established, there is no reason why "New World" wineries cannot promote family heritage, even if the winery is relatively new or a family has not worked in the industry for an extended period of time. Originality/value -This paper attempts to acknowledge that family heritage is important in creating a "story" for the winery to assist in wine sales generation. By examining "New World" wineries regarding family heritage usage, this paper suggests that it is a legitimate marketing technique that other authors have never explored.

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The Propensity of Wine Festivals to Encourage Subsequent Winery Visitation

Cited by 41 publications

References 0 publications

Generation Y as wine tourists: their expectations and experiences at the winery-cellar door.

Generation Y as wine tourists: their expectations and experiences at the winery-cellar door.

Toward a Conceptual Framework of Terroir Tourism: A Case Study of the Prince Edward County, Ontario Wine Region

Using family heritage to market wines

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