Beruflich Dokumente
Kultur Dokumente
Tourism Management
journal homepage: www.elsevier.com/locate/tourman
Department of Marketing, Entrepreneurship, Hospitality, and Tourism, Bryan School of Business and Economics, University of North Carolina at
Greensboro, 474 Bryan Building, 516 Stirling Street, Greensboro, NC 27402-6170, USA
Department of Hospitality and Tourism Management, College of Applied Science and Technology, Rochester Institute of Technology, One Lomb Memorial
Drive, Rochester, NY 14623, USA
c
Department of Geography, University of North Carolina at Greensboro, 229 Graham Building, 1009 Spring Garden St, Greensboro, NC 27412, USA
d
Department of Tourism, Events and Attractions, Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard,
Orlando, FL 32819, USA
b
h i g h l i g h t s
Expanded winescape to include additional elements such as customer service.
Good customer service is important to intentions to visit or revisit a winery in NC.
Good customer service is important to intentions to buy NC wine in the future.
a r t i c l e i n f o
a b s t r a c t
Article history:
Received 26 September 2014
Received in revised form
3 June 2015
Accepted 15 June 2015
Available online 26 June 2015
Wine tourism is a relatively edgling industry sector facing a number of important economic development issues. One such issue is the industry's ability to foster a sustainable revenue base for small and
medium wineries. Winery visitation is a signicant concern and in this paper is dened as the visitor's
intention to pay a rst or return visit to a winery. The purpose of this exploratory study is to compare
specic factors that may inuence wine tourists' intentions to visit or revisit a winery or wine region in
North Carolina. A theoretical model of core and supplementary services is examined to see which of a
number of factors are most inuential in decisions to visit a winery and to determine the role of
winescape and tourism services in promoting wine tourism. The importance of customer service was
found to be the primary predictor of intentions for repeat visitation.
2015 Elsevier Ltd. All rights reserved.
Keywords:
Wine tourism
Winescape
Customer service
1. Introduction
A signicant increase in the number of tourists interested in
wine has led many communities to develop wine tourism. In some
destinations, wineries and wine trails serve as major attractions
(Dodd, 1995; Getz, 2000; Mitchell & Hall, 2004). Wine tourism also
provides a reasonably low-cost distribution channel for the sale of
wine and associated products directly to consumers (Getz & Brown,
2006, p. 147). By adding complementary visitor-oriented services,
* Corresponding author.
E-mail addresses: etbyrd@uncg.edu (E.T. Byrd), bmcanzia@uncg.edu
(B. Canziani), y_hsieh@uncg.edu (Y.-C. (Jerrie) Hsieh), kgdebbag@uncg.edu
(K. Debbage), Sevil.Sonmez@ucf.edu (S. Sonmez).
http://dx.doi.org/10.1016/j.tourman.2015.06.009
0261-5177/ 2015 Elsevier Ltd. All rights reserved.
20
21
Table 1
Prevalent destination attributes inuencing visits to a wine region.
Factor
Source
Alant and Bruwer (2004); Bruwer (2013); Charters and Ali-Knight (2002); Famularo, Bruwer, and Li (2010);
Galloway et al. (2008); Hall et al. (2000); Hall and Macionis (1998)
Bruwer and Lesschaeve (2012); Galloway et al. (2008); Johnson and Bruwer (2007); Telfer (2000)
Bruwer and Alant (2009); Carmichael (2005); Charters and Ali-Knight (2002); Carlsen (2004); Dodd (1995);
Galloway et al. (2008); Getz and Brown (2006)
Bruwer (2013); Carmichael (2005); Carlsen (2004); Charters and Ali-Knight (2002); Dodd (1995);
Galloway et al. (2008); Getz and Brown (2005, 2006)
Bruwer and Alant (2009); Bruwer and Lesschaeve (2012); Carmichael (2005); Carlsen (2004);
Bruwer and Alant (2009), Dodd (1995); Galloway et al. (2008); Getz and Brown (2006)
Carmichael (2005); Carlsen (2004); Dodd (1995); Galloway et al. (2008); Getz and Brown (2005, 2006)
Baker and Crompton (2000); Bitner (1992); Cole and Scott (2004); Galloway et al. (2008)
Carmichael (2005); Carlsen (2004); Dodd (1995); Galloway et al. (2008); Getz and Brown (2005, 2006)
Bruwer and Lesschaeve (2012); Galloway et al. (2008)
2003; Charters & Ali-Knight, 2002; Hall et al., 2000; Hall &
Macionis, 1998). Ultimately, wine tourism would therefore seem
[to be] a logical search for a better acquaintance with the product
(Bruwer & Alant, 2009, p. 235). This specically suggests that wine
tourism benets and wine region attributes conceptually linked to
the core wine product ought to exhibit higher importance ratings
than any other type of perceived benet or destination feature
when examined in the context of decisions to visit, revisit, or
recommend a winery or wine region.
Drawing upon our review of the literature, we demonstrate in
Fig. 1 the idea of the core product (and its associated consumption
activity) and other supplementary services that might be desired by
the wine consumer or offered by the wine producer to enhance
perceived benets and product value.
The portrayal of core and supplementary services depicted in
Fig. 1 preserves the intent of prior supplementary services models
to assure that the core wine product is clearly distinguished from
the contrasted supporting services in the diagram. However, the
relationship between wine production and tourism and the
comparative importance of benets in the winescape are not as
clear as these concepts need to be. We therefore propose an alternative vision of wine region destination benets, illustrated in
Fig. 2.
22
3. Methodology
3.1. Research setting: overview of the wine industry in North
Carolina
23
24
Table 2
Demographic prole of tourist respondents.
% of tourists
Mean age
State of origin
North Carolina
Other states
Gender
Male
Female
Occupation
Professional/executive
Retired
Clerical/sales/craftsman/factory worker
Self-employed
Student (full time)
Other
Homemaker
Military
Unemployed
Race/ethnic group
White
Black or African American
Multi-racial/multi-ethnic
Hispanic
American Indian or Alaska Native
Asian
Other
Native Hawaiian or other Pacic Islander
Education level
High school or less
Some college e no degree
Associate's degree
Bachelor's degree
Post graduate
Annual household income
Less than $25,000
$25,000e$49,999
$50,000e$74,999
$75,000e$99,999
$100,000e124,999
$125,000e$149,999
$150,000e$199,999
$200,000
45.9
66.7
33.3
30.8%
69.2%
57.0%
12.0%
8.3%
7.6%
4.8%
3.7%
4.2%
1.4%
0.9%
80.6%
10.5%
3.4%
1.8%
2.0%
1.2%
0.4%
0.2%
7.5%
16.5%
9.9%
35.9%
30.2%
4.6%
17.2%
18.7%
18.9%
16.8%
7.8%
8.4%
7.5%
Table 3
Perceived Benets of Visiting an NC winery.
Benet
Mean
SD
To
To
To
To
To
To
To
To
To
To
To
To
To
To
To
To
To
To
To
4.30
4.27
4.24
4.18
4.12
3.97
3.90
3.72
3.67
3.63
3.59
3.53
3.49
3.43
3.38
3.32
3.25
3.19
3.00
1.030
0.918
0.944
1.003
0.962
1.027
1.030
1.091
1.164
1.100
1.103
1.111
1.169
1.120
1.152
1.187
1.183
1.215
1.250
taste NC wine
have a day out
rest and relax
socialize with friends and family
enjoy the beauty of rural NC vineyards
buy NC wine
eat and drink at the winery
be entertained
engage in an activity to ll a free weekend or holiday period
learn about wine and wine making
have a different NC experience
go on a winery tour
attend a NC wine-related festival or event
visit a historical or cultural attraction in the area
experience NC agriculture, farms, or local foods
be able to talk to a winemaker
visit the wine trail
participate in outdoor recreation activities
buy NC wine related gifts/souvenirs
25
Fig. 4. Mean Ratings of Selected Wine Tourism Benets (5 very important to 1 no importance).
Among the regional attributes, the most highly rated were the
wine region is close to my home, there are a large number of wineries
to visit in the immediate area, and availability of nearby ne dining
and gourmet restaurants. The top two were clearly marking a
narrowly focused trip purpose of visiting a winery rather than
conrming strong interest in generic tourism destination attributes. Ancillary hospitality amenities such as dining and lodging
were moderately high in importance but still lower than
augmented winery attributes. Tourism activities, such as shopping,
arts and crafts, and other regional features were some of the lowest
ranked across all destination attributes measured, suggesting that
respondents in this study did indeed view them as being ancillary
rather than core to their wine region visits.
4.4. Intentions for future visits
Winery visitors were also asked about their intentions regarding
Table 4
Importance of winery and general regional attributes to visiting a wine region.
Winery attributes
Good customer service
Winery staff are knowledgeable about wine
Variety of wines
Winery with a history/story
Appealing website
Car parking (ample spaces/close to entrance/well paved or sealed)
Special pricing or events for wine club
Food pairings or cooking classes offered
Regional attributes
The wine region is close to my home
There are a large number of wineries to visit in the immediate area
Fine dining and gourmet restaurants
Wineries in the region have good signage
Moderately priced accommodations
A wide range of regional attractions
Specialty shops or markets selling local farm products
Local arts and crafts for sale
Vacation packages are offered to the region
A wide range of activities for children
Mean
SD
4.39
4.36
4.10
3.74
3.62
3.62
3.38
3.27
.939
.939
.971
1.074
1.188
1.187
1.278
1.266
3.66
3.50
3.34
3.22
3.14
3.07
2.95
2.90
2.68
2.11
1.274
1.264
1.217
1.255
1.269
1.233
1.234
1.254
1.263
1.287
26
Mean
4.28
4.32
4.38
82.6%
82.1%
87.3%
Table 6
Correlations among wine tourism benets and future intentions.
How likely are you to visit
any winery in NC in the future?
To buy NC wine
Pearson correlation
Sig. (2-tailed)
N
.473a
.000
736
To attend a NC wine-related
event
To enjoy the beauty of rural
NC vineyards
To visit the wine trail
To be able to talk to a
winemaker
To go on a winery tour
To experience NC
agriculture & farms/food
To learn about wine and
wine making
To buy NC wine related
souvenirs
To participate in outdoor
recreation
To visit a historical or
cultural site
a
736
742
732
742
737
737
734
740
736
730
728
733
731
739
737
738
734
742
.123a
.000
736.
.100a
.000
733
.218a
.000
.163a
.000
.125a
.000
736
.142a
.000
.183a
.000
.194a
.000
743
.163a
.000
.131a
.000
.199a
.000
738
.233a
.000
.160a
.000
.212a
.000
740
.286a
.000
.169a
.000
.227a
.000
734
.304a
.000
.279a
.000
.234a
.000
730
.335a
.000
.269a
.000
.332a
.000
740
.397a
.000
.310a
.000
.362a
.000
737
.351a
.000
.459a
.000
To taste NC wine
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
.172a
.000
740
.143a
.000
736
.194a
.000
732
.147a
.000
736
.168a
.000
732
.118a
.000
733
.179a
.000
730
benets of tasting wine and buying wine and the three types of visit
intentions. With respect to the augmented and ancillary services,
the correlations between these benets and visit intentions are
signicant but low to very low in a majority of cases, with
augmented services benets of visiting vineyards and attending
wine-related events being slightly higher than the other benets in
either of these latter categories.
4.6. Associations between destination attributes and future
intentions
In a complementary effort to consider the drivers of winery visit
intentions from the three types of services (core/augmented/
ancillary), regional and winery attributes were correlated against
future intentions. The importance of customer service to the
respondent emerged as the attribute most highly correlated with
all four intentions examined in Table 7. Nearly all (91.2%) of the
visitors who indicated that good customer service was very
important also indicated that they would likely revisit the present
winery and recommend the winery to others, as well as visit
27
Table 7
Correlations between regional/winery attributes and future intentions.
How likely are you to
visit any winery in NC
in the future?
Good customer service
Variety of wines
Moderately priced
accommodations
Car parking (# spaces;
near entrance; paved)
Food pairings or cooking
classes offered
Fine dining and gourmet
restaurants
Shops/markets for local
farm products
Local arts and crafts
for sale
Vacation packages are
offered to the region
A wide range of regional
attractions
A wide range of activities
for children
a
b
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
Pearson correlation
Sig. (2-tailed)
N
.460b
.000
751
.436b
.000
746
.437b
.000
750
751
745
753
752
752
744
747
746
746
751
746
745
751
743
745
748
748
.089a
.016
739
.089a
.015
747
.134b
.000
743
.100b
.006
.034
.355
743
739
744
744
.097b
.009
.095b
.009
.074a
.043
.049
.184
745
742
739
.162b
.000
.074a
.045
.092a
.012
.075a
.041
739
750
740
.156b
.000
.113b
.002
.089a
.015
.096b
.009
741
744
745
.169b
.000
.120b
.001
.114b
.002
.108b
.003
746
745
740
.189b
.000
.144b
.000
.094a
.010
.114b
.002
741
750
742
.177b
.000
.172b
.000
.162b
.000
.143b
.000
740
745
746
.242b
.000
.144b
.000
.161b
.000
.148b
.000
741
745
742
.243b
.000
.212b
.000
.168b
.000
.176b
.000
739
746
741
.304b
.000
.201b
.000
.279b
.000
.181b
.000
747
743
742
.297b
.000
.284b
.000
.275b
.000
.287b
.000
747
751
739
.273b
.000
.255b
.000
.309b
.000
.303b
.000
748
751
748
.345b
.000
.282b
.000
.318b
.000
.309b
.000
737
752
747
.216b
.000
.298b
.000
.312b
.000
.340b
.000
744
741
748
.357b
.000
.185b
.000
.390b
.000
.340b
.000
747
749
737
.411b
.000
.319b
.000
.357b
.000
.361b
.000
.368b
.000
.441b
.000
.411b
.000
742
747
.130b
.000
742
28
29
Erick T. Byrd, PhD is an Associate Professor in the
Department of Marketing, Entrepreneurship, Hospitality,
and Tourism at The University of North Carolina at
Greensboro. His research interests include agritourism,
wine tourism and tourism stakeholder understanding and
participation.
Keith Debbage is a Professor of Geography at UNCGreensboro with research interests in air transportation,
tourism and urban economic development. He is the
author of numerous research publications in book chapters
focused on air transportation and tourism, contracted reports and various academic journals including the Annals
of Tourism Research, the Journal of Air Transport Management, the Journal of Transport Geography, Policy Studies Review, The Professional Geographer, Regional Studies, Tourism
Management, Transportation Quarterly, and Urban Geography. He co-authored a book with Dimitri Ioannides titled
The Economic Geography of the Tourist Industry: A SupplySide Analysis with Routledge.