The winery experience from the perspective of Generation Z

Stergiou, Dimitrios; Airey, David; Apostolakis, Alexandros

doi:10.1108/ijwbr-03-2017-0018

Cited by 30 publications

(22 citation statements)

References 48 publications

(80 reference statements)

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“…Millennials were willing to pay more for wine with sustainability attributes than older generations and Baby Boomer were more interested in country appellation than younger generations. The first published wine research study on the Gen Z cohort was completed in Northern Greece (Stergiou et al , 2018) examining their desired wine tourism factors. Results showed that these young adults were most interested in wine tourism experiences that were cost-effective, provided good service and entertainment.…”

Section: Review Of the Literaturementioning

confidence: 99%

“…Generational cohort theory (Wolf et al , 2018) has also been a useful concept when applied to the wine industry and analysis of wine consumer preferences and behaviors, though at times the concept is combined with other theories such as consumer lifecycle or life-stage theory (Fountain and Lamb, 2011; Johnson and Bruwer, 2003; Lockshin and Corsi, 2012; Wolf and Carpenter, 2005; Thach and Olsen, 2004; Olsen et al , 2007; Agnoli and Begalli, 2011; De Magistris et al , 2011; Charters et al , 2011; Mueller et al , 2011; Trait et al , 2019; Stergiou et al , 2018).…”

Section: Introductionmentioning

confidence: 99%

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Generational cohort theory and wine: analyzing how gen Z differs from other American wine consuming generations

Thach

Riewe

Camillo

2020

IJWBR

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Purpose The purpose of this paper is to identify the wine consumption preferences and behavior of Gen Z wine consumers in the USA and to determine if and how Gen Z differ from other major generational cohorts in the USA. This study applies the concepts of generational cohort theory to the US wine market to examine similarities and differences between age cohorts and their potential impact on future wine sales. Design/methodology/approach A quantitative survey was conducted with a quota sample of 1,136 US wine consumers located in all 50 states. Data analysis included one-way ANOVA analysis to test the null hypothesis that the generational cohort means are equal. If the test detected at least one mean difference across cohorts, then pairwise comparisons were performed to identify, which groups differed. The Tukey–Kramer method was used for all post hoc tests. Basic descriptive statistics were also calculated. Findings The results show some parallels in terms of similar consumption levels and a higher preference for red wine across all cohorts. However, on the majority of other common wine consumer research topics, Gen Z shows significant differences. Of specific interest, Gen Z consumers report higher levels of preference for sparkling wine than other cohorts; prefers to drink in social situations; are much more interested in labels and package; make decisions based on varietal and alcohol level and are much more engaged on Instagram and Snapchat social media platforms – all pointed to new marketing tactics needed to reach this new consumer segment. Originality/value This is the first empirical wine research study to explore the wine preferences and behaviors of Gen Z in the US market. This is valuable because Gen Z is a very large population of consumers, comprising 32% of the world population (Miller and Wei, 2018) and already represent more than $143bn in buying power (Dill, 2015). They are expected to have a huge impact on consumer products, not only in the USA but also on a global basis. Given that the USA is currently the largest wine market in the world in both volume and value (Wine Institute, 2019; VinExpo, 2018), it is important that research is conducted on this new and powerful generation.

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Section: Review Of the Literaturementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Generational cohort theory and wine: analyzing how gen Z differs from other American wine consuming generations

Thach

Riewe

Camillo

2020

IJWBR

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“…It appears that the application of importance-performance analysis in the context of wine tasting rooms has been limited. One notable exception is the study by Stergiou et al (2018). In their paper, the sample population consisted of 306 students who visited wineries in the Achacia region of the Peloponnese in Greece.…”

Section: Context Of Wine Tasting Roommentioning

confidence: 99%

Identification of key variables and constructs in the context of wine tasting room: importance-performance analysis

Haverila

Haverila²,

Twyford³

2020

IJWBR

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Purpose Relying on importance–performance theory, this paper uses a distinctive statistical analysis instrument to investigate the importance and performance of crucial wine tasting room constructs and indicators with a purpose to make real and tangible recommendations for wine tasting room managers to improve the winery visit experience. Design/methodology/approach The surveys (N = 402) were conducted among 14 wineries in British Columbia, Canada. The data was analysed by using partial least squares structural equation modelling software SmartPLS with importance–performance functionality embedded in it. Findings The findings indicate the importance and performance of the service quality constructs, assurance, empathy, reliability, responsiveness, and tangibility and their respective indicator variables in importance–performance map analysis (IPMA). The responsiveness construct showed the highest need for improvement in terms of performance of exogenous service quality constructs in wine tasting rooms. Empathy, value for money and reliability constructs got “no change” recommendation and “tangibility” and “education” recommendation. The assurance construct was not significantly related to customer satisfaction and was not included in the IPMA analysis. Originality/value The approach provides an easy to use and visual tool for wineries to assess the importance and performance of the various service quality elements. The tool provides the management of wineries guidance for the identification of strategic areas of service quality improvement.

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“…The increasing significance and expansion of wine tourism has been followed by a substantial growth in related research. The cellar door remains a major focus of research, and many researchers have taken an experiential approach to wine tourism (Santos et al, 2019;Stergiou et al, 2018;Vo Thanh and Kirova, 2018).…”

Section: Introductionmentioning

confidence: 99%

How do personality traits affect visitor’s experience, emotional stimulation and behaviour? The case of wine tourism

Leri

Theodoridis

2020

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Purpose The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e. servicescape and other visitors’ behaviours), emotional responses and revisit intention in the context of winery visitation experiences in Greece. Design/methodology/approach The study adopts a holistic approach to visitor experience and suggests that visitors base their experience perception on the servicescape’s attributes and other visitors’ suitable behaviours. Path analysis was adopted to measure the impact of these constructs on visitors’ emotions and the role these emotions play in predicting visitors’ revisit intentions. The moderation effect of the Big Five personality traits in such relationships was examined using the SPSS PROCESS. A self-administered, highly structured questionnaire was distributed to winery visitors in Greece; a total of 615 responses were used in data analysis. Findings The results indicate that all the examined relationships become stronger as a result of visitors having high or average scores for openness, extraversion, agreeableness and conscientiousness, or low scores for neuroticism. Research limitations/implications The findings enhance the existing literature pertaining to experiential marketing, wine tourism marketing and the role of personality in tourism by providing new insights. Practical implications The overall findings may benefit wineries in their efforts to carry out the following: increase visitors’ revisit intentions; design and manage the winery environment and the winery experience effectively; and design marketing strategies. Originality/value The paper’s originality lies in providing information to clarify the role of visitors’ personalities as a contributing factor to their emotional stimulation and their revisit intentions in terms of both constructs of experience (i.e. servicescape and other visitors’ behaviours). Furthermore, this study attempts to respond to recent calls to conduct multidimensional research on the servicescape construct, focusing on both the substantive staging of the servicescape and the communicative staging of the servicescape. Finally, the present study provides new and practical insights regarding the winery experience in the Greek context – an area where very limited research has been conducted so far.

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The winery experience from the perspective of Generation Z

Cited by 30 publications

References 48 publications

Generational cohort theory and wine: analyzing how gen Z differs from other American wine consuming generations

Generational cohort theory and wine: analyzing how gen Z differs from other American wine consuming generations

Identification of key variables and constructs in the context of wine tasting room: importance-performance analysis

How do personality traits affect visitor’s experience, emotional stimulation and behaviour? The case of wine tourism

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