Why wine tourists visit cellar doors: Segmenting motivation and destination image

Abstract

This study examines the relationship between the motivation of wine tourists to visit cellar doors and destination image perception. A survey of tourists resulted in 676 useable questionnaires. Using a novel segmentation method, self‐organizing maps, and bagged clustering, the study identified 5 distinct motivation clusters. These clusters were different on only gender and previous visit to the wine region. Three clusters of destination image were identified using the same segmentation method. Significant relationships were found between the motivation and destination image clusters. Implications for destination marketing and managing the tourist experience at the winery cellar door are discussed.

A review of wine and wine tourism presence in the scientific papers in journals in the field of tourism

“…Potential disadvantages of this paper lay in the analysis of the journals (not other types of publications), more precisely a certain number of journals (15) in the field of tourism (journals from JCR list with Impact Factor (IF) which names refer directly to the word "tourism"-(Clarivate Analytics, 2018), regardless of the papers on the subject of wine and wine tourism published in other journals of the same category (rank), but in other scientific fields. Also, the analysis referred to the presence of the phrases related to wine and wine tourism in the paper titles, keywords and abstracts, not excluding the possibility (although a small one) that some of the authors were dealing with a similar analysis in the text of the paper, without stating it in the elements of this analysis (title, keywords, abstract).…”

Analysis of motivating factors for visiting wineries in the Vršac wine region (Vojvodina, Serbia)

“…At the core of wine tourism lie the experiences of visitors, i.e. tourists (Alant & Bruwer, 2004;Cho et al, 2014) and hedonistic needs for satisfaction, enjoyment and entertainment (Alant & Bruwer, 2010;Bruwer et al, 2018) and therefore it can be concluded that for the quality management of wineries there must be precise information on the motivation of potential tourists, their behaviour and decision-making process (Dreßler, 2016), as well as the information on their life style, interests, attitudes and shared values (Grybovych et al, 2013). In line with this, some authors state that 'tourists' demands for wine tourism is based on motivation, perception, previous experiences and expectations' (Bruwer et al, 2013: 6;Hall et al, 2000: 6;Bruwer & Alant, 2009: 238), while Dreßler (2016) gives prominence to beliefs, opinions and attitudes of wine tourists that influence their decision which winery, wine route or region to visit, their preferences and what makes them satisfied when it comes to offers and service quality, which attractions they expect and consider important, as well as their relation to wine and certain wine brands.…”

“…Numerous authors analysing the importance and influence of wine tourists motivation defined a large number of motivating factors, the most common being: wine tasting and buying wine (Mitchell et al, 2000;Charters &Ali-Knight, 2002;Bruwer, 2003;Alant & Bruwer, 2004;Bruwer, 2002;Hall et al, 2000), learning about wines and vineyards (Mitchell & Hall, 2003;Bouzdine-Chameeva et al, 2016), art, architecture, cultural heritage and related attractions (Mitchell et al, 2000;Tach, 2016), visiting location/region where a famous wine brand is produced Alant & Bruwer, 2010;Byrd et al, 2016), relaxation and spending time with friends, partner or family Alant & Bruwer, 2004;Bruwer, 2002), gastronomic offer (Alant & Bruwer, 2010;Tach, 2016;Charters & Ali-Knight, 2002;Mitchell et al, 2000;Bruwer et al 2018;Bouzdine-Chameeva et al, 2016), romantic atmosphere, scenery (Tach, 2016), education (Alant & Bruwer, 2004;Mitchell et al, 2000;Bruwer, 2002;Ye et al, 2014;Tach, 2016;Hall et al, 2000), health reasons (Mitchell et al, 2000;Tach, 2016), authenticity (Mitchell et al, 2000;Bouzdine-Chameeva et al, 2016), atmosphere (Mitchell et al, 2000;Bruwer et al, 2018;George, 2006), wine festivals and events…”

“…Considering the components of motivation, certain authors present the opinion that buying wine and wine tasting are two main factors of motivation in wine tourism (Bruwer et al, 2018;Alant & Bruwer, 2004;Bruwer & Alant, 2009;Mitchell et al, 2000;Alant & Bruwer, 2010;Bruwer, 2003), whereas a number of authors state there are secondary motivation including socializing, learning about wines, entertainment, etc. (Alant & Bruwer, 2004;Bruwer & Alant, 2009;Bruwer, 2002;Bruwer et al, 2018;Hall et al, 2000;Getz & Brown, 2006). George (2006) considers that visitors paying special attention to secondary motivations, pay more attention to the atmosphere, ambience and service quality, than those driven by primary motivating factors.…”

Study of Wine Producers' Marketing Communication in Extreme Territories - Application of the AGIL Scheme to Wineries Websites Features

“…Wine tourism is an activity with strong emotional and hedonistic components that influence wine lovers' satisfaction and choices [7,31]. Additionally, sensory marketing has become crucial in driving consumer choices [4,34] and several contributions have supported the concept of customer experience as a lever to create value for businesses and consumers [35,36,37]. Wine has got specific characteristics that make it an information system linked to experiential components that involve consumers cognitively and emotionally, through the symbolic, hedonistic, and esthetic nature of consumption [38].…”