Wine Tourism Destination Management and Marketing: Theory and Cases [1st ed.] 978-3-030-00436-1;978-3-030-00437-8

Table of contents :
Front Matter ....Pages i-xxxix
Introduction: Wine Destination Management and Marketing—Critical Success Factors (Marianna Sigala)....Pages 1-6
Front Matter ....Pages 7-8
Understanding the Wine Tourist Markets’ Motivations, Travel Constraints and Perceptions of Destination Attributes: A Case Study of Winery Visitors in Sardinia, Italy (Aise KyoungJin Kim, Giacomo Del Chiappa, Ester Napolitano)....Pages 9-27
Wine Tourist’s Perception of Winescape in Central Otago, New Zealand (Joanna Fountain, Charlotte Thompson)....Pages 29-44
The Image of a Wine Tourist and Impact on Self-Image Congruity (Marlene Pratt)....Pages 45-65
Motivations of Wine Travellers in Rural Northeast Iowa (Oksana Grybovych Hafermann, Samuel V. Lankford)....Pages 67-70
Seeking the Typical Characteristics of Wine Tourists in South Greece (Panagiotis Tataridis, Kanellakopoulos Christos, Kanellis Anastassios, Gatselos Lazaros)....Pages 71-74
Front Matter ....Pages 75-76
E-Storytelling and Wine Tourism Branding: Insights from the “Wine Roads of Northern Greece” (Christina Bonarou, Paris Tsartas, Efthymia Sarantakou)....Pages 77-98
Building a Wine Tourism Destination Through Coopetition: The Business Model of Ultimate Winery Experiences Australia (Marianna Sigala)....Pages 99-112
Developing and Branding a Wine Destination Through UNESCO World Heritage Listing: The Case of the Mount Lofty Ranges Agrarian Landscape (Marianna Sigala)....Pages 113-134
Effects of the World Heritage Label in Champagne Region (Fabrice Thuriot)....Pages 135-138
Front Matter ....Pages 139-141
Wine and Food Events: Experiences and Impacts (Donald Getz)....Pages 143-164
Pouring New Wines into Old Wineskins? Sub-regional Identity and the Case of the Basket Range Festival (Jonathan Staggs, Matthew Brenner)....Pages 165-183
Wine Tourism: Balancing Core Product and Service-Dominant Strategies (Bonnie Farber Canziani)....Pages 185-201
Wine Tourism Experiences and Marketing: The Case of the Douro Valley in Portugal (Alexandra I. Correia, Raquel Cunha, Olga Matos, Carlos Fernandes)....Pages 203-220
Managing and Marketing Wine Destinations with and Through Art: A Framework for Designing Wine Experiences (Marianna Sigala)....Pages 221-243
Developing a Destination Within a Destination: The d’Arenberg Cube, the Iconic Monument of Experiences That Synergise Wine, Tourism and Art (Marianna Sigala, Ruth Rentschler)....Pages 245-274
Georgian Wine Museum Is Making a Strategic Decision (Natalia Velikova, Tatiana Bouzdine-Chameeva)....Pages 275-278
How to Design a Wine Museum: Insights from La Cité du Vin in Bordeaux (Tatiana Bouzdine-Chameeva, Frédéric Ponsignon, François Durrieu, Jacques-Olivier Pesme)....Pages 279-295
OINOXENEIA: A Wine Tourism Event in Aigialeia, Peloponnese (Athanasia Charitonidou, Maria Tsoukala, Sotirios Bolis)....Pages 297-300
Front Matter ....Pages 301-302
Life Cycle of Wine Routes: Northern Portugal’s Perspective (Darko Dimitrovski, Susana Rachão, Veronika Joukes)....Pages 303-326
Wine Routes and Tourism Potential in Turkey (Sibel Oncel, Medet Yolal)....Pages 327-340
Wine Trails in the Czech Republic (Martin Prokeš)....Pages 341-355
Supporting Tourists’ Mobility in Wine Destinations: The Hop-On Hop-Off Bus in Swan Valley, Western Australia (Marianna Sigala)....Pages 357-372
Seeking Differentiation: Queensland Australia’s ‘Strangebird Wine Trail’ (Richard N. S. Robinson)....Pages 373-376
Front Matter ....Pages 377-380
Wine Industry and Wine Tourism Industry Collaboration: A Typology and Analysis (Arwen McGregor, Richard N. S. Robinson)....Pages 381-397
Wine Plus Tourism Offers: It Is Not All About Wine—Wine Tourism in Germany (Axel Dreyer)....Pages 399-421
The Future of Wine Tourism in the Okanagan Valley: A Delphi Method Survey (Michael Conlin, Alan Rice)....Pages 423-444
Wine Tourism in South Africa: Valued Attributes and Their Role as Memorable Enticements (Robert J. Harrington, Michael C. Ottenbacher, Byron Marlowe, Ulrike Siguda)....Pages 445-461
Wine Tourism Destinations Across the Life-Cycle: A Comparison of Northern Greece, Peloponnese and Crete (Maria Alebaki, Alex Koutsouris)....Pages 463-482
Wine Tourism in an Emerging Destination: The Côte Chalonnaise, Burgundy (Joanna Fountain, Laurence Cogan-Marie)....Pages 483-496
Importance of Tasting Room Activities and Staff Training in Emerging Wine Regions: The Case of Northern Virginia (Jennifer L. Blanck, Laurence Cogan-Marie, Lara Agnoli)....Pages 497-513
Wine Tourism and Regional Economic Development: Of Mimesis and Business Models (Donna Sears, Terrance G. Weatherbee)....Pages 515-536
Positioning the Current Development of China’s Wine Tourism Destinations: A Netnography Approach (Bob Duan, Charles Arcodia, Emily Ma)....Pages 537-550
The Role of Networks, Synergies and Collective Action in the Development of Wine Tourism: The Case of ‘Wines of Crete’ (Anna Kyriakaki, Nikolaos Trihas, Efthymia Sarantakou)....Pages 551-569
Economic Impacts of a Developing Wine Tourism Industry in Iowa (Oksana Grybovych Hafermann, Samuel V. Lankford)....Pages 571-591
A Vehicle for Destination Development? The Case of the Wolfville Magic Winery Bus (Donna Sears, Terrance G. Weatherbee)....Pages 593-598
Metsovo as a Wine Tourism Destination (Maria Dimou)....Pages 599-602
Epilogue: An Ecosystems Framework for Studying Wine Tourism: Actors, Co-creation Processes, Experiences and Outcomes (Richard N. S. Robinson, Marianna Sigala)....Pages 603-612
Back Matter ....Pages 613-621

Citation preview

Edited by Marianna Sigala · Richard N. S. Robinson

Wine Tourism Destination Management and Marketing Theory and Cases

Wine Tourism Destination Management and Marketing “This book consolidates under one cover various research insights and case studies from different parts of the world (including Greece) contributed by wellknown academics, all experts in their field. The book is a highly beneficial tool for those seeking in-depth information on how to use wine tourism as a powerful marketing tool to enhance awareness and visitation to their regions and wineries. The book is a must read by students and industry professionals alike wishing to obtain a holistic understanding and up-to-date practical knowledge about wine and its role in developing tourism experiences and destinations.” —Maria Triantafyllou, Director, Wines of Greece “The main novelty of this book the overview of five topics crucial for the effectiveness and the success of every wine destination: tourism behavior and attitudes, wine destination marketing, wine experiences, wine routes and co-creation, and collaboration activities between stakeholders. A must read for DMO directors and officers as well as an insightful reading for students taking M.Sc. and Ph.D. courses in the fields of viticulture, tourism, and place branding.” —Alessio Cavicchi, Associate Professor, Food Marketing and Agribusiness, University of Macerata, Italy “This book provides a captivating and much-awaited selection of wine tourism cases focusing on marketing aspects of this phenomenon. As wine regions increasingly embrace wine tourism as a potential marketing tool to increase sales and enhance their image as destinations, this book constitutes a valuable resource for marketers and winery operators alike.” —Abel D. Alonso, Senior Lecturer, Business Management, Liverpool John Moores University, UK “This book provides a welcome addition to the literature on wine tourism. With an extensive array of themes and cases studies the international perspective provides useful insights into tourism destinations seen through the lens of wine.” —C. Michael Hall, Professor, University of Canterbury, New Zealand

“Make time to read this book. if you are a student, researcher, or practitioner in the field of wine destination marketing, there are valuable lessons to be learned from experts and case studies about the best practices in the growing and economically vital field of wine tourism.” —Armand Gilinsky, Jr., FJ Korbel Bros Professor of Wine Business, Sonoma State University, USA

Marianna Sigala · Richard N. S. Robinson Editors

Wine Tourism Destination Management and Marketing Theory and Cases

Editors Marianna Sigala University of South Australia Adelaide, SA, Australia

Richard N. S. Robinson Saint Lucia, QLD, Australia

ISBN 978-3-030-00436-1 ISBN 978-3-030-00437-8  (eBook) https://doi.org/10.1007/978-3-030-00437-8 © The Editor(s) (if applicable) and The Author(s) 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland

Acknowledgements

The co-editors would like to extend their deep appreciation to the many expert authors who contributed to this book, and their responsiveness to the many and varied demands for revisions and administrative processes. We are also very grateful to the many wine and tourism professionals, who have helped us to collect industry insight and gain a better understanding of current wine tourism issues in order to develop this book. Again, we are grateful for the supportive team at Palgrave. In particular, we acknowledge the dedicated and meticulous services of Ms. Laura Foley, who again provided administrative and communications support and enabled us to focus more fully on the academic aspects of this project.

v

Contents

1

Introduction: Wine Destination Management and Marketing—Critical Success Factors 1 Marianna Sigala

Part I Wine Tourists: Who Are They and What Do They Want from Wine Destinations? 2

Understanding the Wine Tourist Markets’ Motivations, Travel Constraints and Perceptions of Destination Attributes: A Case Study of Winery Visitors in Sardinia, Italy 9 Aise KyoungJin Kim, Giacomo Del Chiappa and Ester Napolitano

3

Wine Tourist’s Perception of Winescape in Central Otago, New Zealand 29 Joanna Fountain and Charlotte Thompson

4

The Image of a Wine Tourist and Impact on Self-Image Congruity 45 Marlene Pratt

vii

viii   

Contents

5

Motivations of Wine Travellers in Rural Northeast Iowa 67 Oksana Grybovych Hafermann and Samuel V. Lankford

6

Seeking the Typical Characteristics of Wine Tourists in South Greece 71 Panagiotis Tataridis, Kanellakopoulos Christos, Kanellis Anastassios and Gatselos Lazaros

Part II Wine Destination Marketing: New Approaches and Practices 7

E-Storytelling and Wine Tourism Branding: Insights from the “Wine Roads of Northern Greece” 77 Christina Bonarou, Paris Tsartas and Efthymia Sarantakou

8

Building a Wine Tourism Destination Through Coopetition: The Business Model of Ultimate Winery Experiences Australia 99 Marianna Sigala

9

Developing and Branding a Wine Destination Through UNESCO World Heritage Listing: The Case of the Mount Lofty Ranges Agrarian Landscape 113 Marianna Sigala

10 Effects of the World Heritage Label in Champagne Region 135 Fabrice Thuriot Part III Designing Experiences: Developing and Innovating Wine Destinations 11 Wine and Food Events: Experiences and Impacts 143 Donald Getz

Contents   

ix

12 Pouring New Wines into Old Wineskins? Sub-regional Identity and the Case of the Basket Range Festival 165 Jonathan Staggs and Matthew Brenner 13 Wine Tourism: Balancing Core Product and ServiceDominant Strategies 185 Bonnie Farber Canziani 14 Wine Tourism Experiences and Marketing: The Case of the Douro Valley in Portugal 203 Alexandra I. Correia, Raquel Cunha, Olga Matos and Carlos Fernandes 15 Managing and Marketing Wine Destinations with and Through Art: A Framework for Designing Wine Experiences 221 Marianna Sigala 16 Developing a Destination Within a Destination: The d’Arenberg Cube, the Iconic Monument of Experiences That Synergise Wine, Tourism and Art 245 Marianna Sigala and Ruth Rentschler 17 Georgian Wine Museum Is Making a Strategic Decision 275 Natalia Velikova and Tatiana Bouzdine-Chameeva 18 How to Design a Wine Museum: Insights from La Cité du Vin in Bordeaux 279 Tatiana Bouzdine-Chameeva, Frédéric Ponsignon, François Durrieu and Jacques-Olivier Pesme 19 OINOXENEIA: A Wine Tourism Event in Aigialeia, Peloponnese 297 Athanasia Charitonidou, Maria Tsoukala and Sotirios Bolis

x   

Contents

Part IV Designing and Managing Wine Routes: Packaging and Partnerships 20 Life Cycle of Wine Routes: Northern Portugal’s Perspective 303 Darko Dimitrovski, Susana Rachão and Veronika Joukes 21 Wine Routes and Tourism Potential in Turkey 327 Sibel Oncel and Medet Yolal 22 Wine Trails in the Czech Republic 341 Martin Prokeš 23 Supporting Tourists’ Mobility in Wine Destinations: The Hop-On Hop-Off Bus in Swan Valley, Western Australia 357 Marianna Sigala 24 Seeking Differentiation: Queensland Australia’s ‘Strangebird Wine Trail’ 373 Richard N. S. Robinson Part V Destination Planning and Development: Collaboration and Horizons 25 Wine Industry and Wine Tourism Industry Collaboration: A Typology and Analysis 381 Arwen McGregor and Richard N. S. Robinson 26 Wine Plus Tourism Offers: It Is Not All About Wine—Wine Tourism in Germany 399 Axel Dreyer 27 The Future of Wine Tourism in the Okanagan Valley: A Delphi Method Survey 423 Michael Conlin and Alan Rice

Contents   

xi

28 Wine Tourism in South Africa: Valued Attributes and Their Role as Memorable Enticements 445 Robert J. Harrington, Michael C. Ottenbacher, Byron Marlowe and Ulrike Siguda 29 Wine Tourism Destinations Across the Life-Cycle: A Comparison of Northern Greece, Peloponnese and Crete 463 Maria Alebaki and Alex Koutsouris 30 Wine Tourism in an Emerging Destination: The Côte Chalonnaise, Burgundy 483 Joanna Fountain and Laurence Cogan-Marie 31 Importance of Tasting Room Activities and Staff Training in Emerging Wine Regions: The Case of Northern Virginia 497 Jennifer L. Blanck, Laurence Cogan-Marie and Lara Agnoli 32 Wine Tourism and Regional Economic Development: Of Mimesis and Business Models 515 Donna Sears and Terrance G. Weatherbee 33 Positioning the Current Development of China’s Wine Tourism Destinations: A Netnography Approach 537 Bob Duan, Charles Arcodia and Emily Ma 34 The Role of Networks, Synergies and Collective Action in the Development of Wine Tourism: The Case of ‘Wines of Crete’ 551 Anna Kyriakaki, Nikolaos Trihas and Efthymia Sarantakou 35 Economic Impacts of a Developing Wine Tourism Industry in Iowa 571 Oksana Grybovych Hafermann and Samuel V. Lankford

xii   

Contents

36 A Vehicle for Destination Development? The Case of the Wolfville Magic Winery Bus 593 Donna Sears and Terrance G. Weatherbee 37 Metsovo as a Wine Tourism Destination 599 Maria Dimou 38 Epilogue: An Ecosystems Framework for Studying Wine Tourism: Actors, Co-creation Processes, Experiences and Outcomes 603 Richard N. S. Robinson and Marianna Sigala Index 613

Notes

on

Contributors

Lara Agnoli is Associate Professor of Wine Marketing and Economics at the School of Wine & Spirits Business of the Burgundy School of Business in Dijon, France. Previously, she worked as a research fellow at the University of Verona in Italy for six years. She holds a Ph.D. in Wine Economics and Rural Development from the University of Florence, Italy. Her research is mainly focused on wine consumption behavior, demand analysis, and wine tourism. Maria Alebaki is a Researcher at the Agricultural Economics Research Institute. She holds a Ph.D. in Agricultural Economics from the Aristotle University of Thessaloniki. Her work appears in peer-reviewed journals, book chapters, and conference proceedings, while her academic experience also includes teaching in higher education institutes, supervising dissertations, as well as participation in research and development projects. Her academic interests lie in the areas of rural and wine tourism; consumer behavior in tourism; tourism networks; tourism education; as well as on the sustainability/resilience perspective of tourism development. Currently, she serves as an Adjunct Faculty Member at the Hellenic Open University; the Alexander Technological Educational Institute of Thessaloniki; and the Agricultural University of Athens. Dr. Charles Arcodia  is a Professor within the Department of Tourism, Sport and Hotel Management at Griffith University, Australia.

xiii

xiv   

Notes on Contributors

Jennifer L. Blanck  holds a Master of Science in Wine Business from the School of Wine Spirits Business of the Burgundy School of Business in Dijon, France. She also holds a Master of Education from the University of Virginia in Charlottesville, Virginia, USA. She works in higher education and is a freelance writer who focuses on beverage alcohol, culinary, lifestyle, and other topics. She has more than 25 years of experience in communications, training, and external relations. Sotirios Bolis (1966, Greece) has studied at the School of Electrical and Computer Engineering of Aristotle University (Thessaloniki, Greece). He has worked for more than ten years in IT business, designing and implementing projects in Greece and abroad (Bulgaria, United Arab Emirates, Oman, Bahrain, Qatar). Since 2004, he is working as a consultant in local development, in the agricultural and gastronomical sector as well as in projects concerning alternative tourism, wine tourism, local culture, and festivals. He has designed and managed cultural festivals such as “Melitzazz” (Leonidio, GR), “Estella” (P. Astros, GR), “En Sirmo” (Aigialeia, GR), and “Oinoxeneia” (Aigialeia, GR). He is also designing and coordinating transnational cooperation projects. Dr. Christina Bonarou holds a Ph.D. in communication, visual culture, and tourism from the Panteion University of Social and Political Sciences of Athens, Greece. She studied Communication, Media and Culture (B.A.) at the Panteion University as well, where she also completed her postgraduate studies in Cultural Policy, Management and Communication (M.A.). She also studied Tourism Planning, Management and Policy (M.Sc.) at the University of the Aegean on Chios Island, Greece. Dr. Bonarou has worked as an adjunct professor and a researcher at the Alexander Technological Educational Institute of Thessaloniki, Greece, Department of Tourism Management. Her research interests and publications lie mainly in the areas of visual culture, tourism sociology and anthropology, communication, cultural heritage and special and alternative forms of tourism. She is the author of the book Visual Culture and Tourism: Representations of Greece in Tourist Postcards, published in Greek by Papazisis Editions. Tatiana Bouzdine-Chameeva a Senior Professor of Information and Decision Sciences at KEDGE Business School (Bordeaux, France), holds a Ph.D. in Applied Mathematics from Moscow State University (Russia), she defended the two habilitation thesis—in IS and in management sciences. Her research is on wine markets, wine distribution channels,

Notes on Contributors   

xv

wine logistics, and wine tourism experience; she leaded of the research team of Wine and Spirits Management Academy in Bordeaux for more than five years. She has authored several case studies on the wine and spirits sector as well as tourism industry. Professor Bouzdine-Chameeva received honorary membership and awards from the prestigious JSPS (Japan Society for the Promotion of Science), and several of her research studies have received Best papers awards on the international academic conferences. She publishes in top journal such as Decision Sciences, Journal of Cleaner Production, European Journal of Operational Research, and Journal of Retailing and Supply Chain Forum. Matthew Brenner is a Research Assistant and Ph.D. candidate with the University of Queensland, Australia. With an academic background in Accounting, Matthew completed a Master of Science in Hotel, Restaurant and Institutional Management from The Pennsylvania State University in the USA. While at Penn State, Matthew was also an instructor in its School of Hospitality Management from 2001–2006. Matthew has maintained numerous culinary and foodservice management positions within various hotels, resorts, restaurants, and private clubs throughout Australia, Canada, and the USA. Bonnie Farber Canziani is an Associate Professor in the Bryan School of Business and Economics at The University of North Carolina Greensboro (UNCG). She holds a Doctorate in Hotel Administration from Cornell University, Ithaca, New York. Dr. Canziani’s research focuses on the management of customer service relationships and business profitability in various sectors including hospitality, tourism, wine, and transportation. Since 2001, she has been involved in marketing and business research focused on the NC wine and grape industry, with more recent emphasis on wine tourism. Funded research spans across the transportation, public service, wine industry, and direct selling fields. In the past five years, she has received seven best paper awards for her research. Athanasia Charitonidou (1985, Greece) is an artist, curator and works as Cultural Events Programme Coordinator for the Municipality of Aigialeia (Greece) and the art exhibitions program. She has a B.A. in Fine Arts (University of Ioannina, Greece), an M.A. in Museum and Gallery Studies and an M.A. in European Art Practice from Kingston University London. Her range of activities covers areas such as painting, printmaking, photography, as well as creative writing and curatorial practices.

xvi   

Notes on Contributors

Giacomo Del Chiappa, Ph.D. is Associate Professor of Marketing at the Department of Economics and Business, University of Sassari (Italy), and Associate Researcher at CRENoS. Further, he is Senior Research Fellow, School of Tourism & Hospitality, University of Johannesburg (South Africa). He teaches in the areas of “Tourism Management and Marketing,” “Destination Management,” “Hotel Management,” and “Retail Marketing” and has several international teaching experiences as visiting professor. His research is related to destination governance and branding, sustainable tourism, consumer behavior, and digital marketing. He has published books and numerous articles in international scientific journals. He is a member of the editorial board of several international scientific journals and acts as Associate Editor for European Journal of Tourism Research. He regularly trains tourism and hospitality managers. Laurence Cogan-Marie holds a master’s degree from the prestigious ESCP Europe. After 15 years abroad working in advertising and recruitment, she co-created a wine shop in Dublin, Ireland and an informative Web site about Burgundy. She also worked as a wine tourism consultant. She is currently Associate Professor in Wine Marketing & Wine Tourism for the School of Wine & Spirits Business at the Burgundy School of Business in Dijon, France. In January 2016, she launched a major in wine tourism for BSB’s bachelor program. Michael Conlin is Professor of Management in the Okanagan School of Business at Okanagan College, Kelowna, British Columbia, Canada. He is also an adjunct Professor in the School of Hospitality and Tourism Management at the University of Guelph and the Faculty of Tourism and Hotel Management at Royal Roads University. His research interests are in the area of industrial heritage tourism, wine business tourism, and future scenario building focusing on the future of work in tourism. He is the co-editor along with Professor Tom Baum of the pioneering edited book Island Tourism: Management Principles and Practice (Wiley, 1995) and is the co-editor along with Dr. Lee Jolliffe of Mining Heritage and Tourism: A Global Synthesis (Routledge, 2011). He is the co-editor along with Dr. Geoffrey Bird of Railway Heritage and Tourism: Global Perspectives (Channel View, 2014) and is the co-editor along with Dr. Lee Jolliffe of Automobile Heritage and Tourism (Routledge, 2017). He is currently working on a book to be titled The Future of Work in Tourism and Hospitality (Channel View, 2019) with Professor Baum and several other tourism researchers.

Notes on Contributors   

xvii

Alexandra I. Correia, Ph.D. is Associate Professor of Tourism Studies at the Polytechnic Institute of Viana do Castelo (IPVC) and integrated member Centre for Tourism Research, Development, and Innovation (CiTUR). She also collaborates as a researcher on Applied Management Research Unit (UNIAG) and on Applied Research Centre for Digital Transformation (ARC4DigIT). She is the Head of the Master’s in Innovative Tourism Development and her main interests include wine tourism, inter-business cooperation, Tourism and Digital Marketing, with a special emphasis on Experiential marketing, and on Social Media Marketing. She presented papers at national and international conferences, has been a member of scientific committees for conferences and seminars, and has publications in her area of interest. With experience in the hospitality sector, in the last years, she has been involved in I&D national and international projects, along with projects with local private and public organizations. Raquel Cunha  is graduated in Tourism and with a Master in Tourism, Innovation and Development from the Polytechnic Institute of Viana do Castelo. She completed a training course under the Mobility Action Program—Leonardo da Vinci at Red IBERTUR—Heritage, Tourism and Sustainable Development Network, participating on projects to the development of sustainable resources in the tourism sector, with emphasis to archaeological tourism. She participated on the promotion of one of the Cultural Routes of the Council of Europe. Her main interests include Wine Tourism, Marketing Tourism, in particular Social Media Marketing in Tourism, and Cultural Tourism. She is currently a researcher in a funded research project on Tourism and Heritage Routes. Darko Dimitrovski has Ph.D. in Geography and Master’s degree in Hotel Management. He is Assistant Professor at the University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjacka Banja, Serbia. Currently, he is involved in postdoctoral research fellowship at University of Trás-os-Montes and Alto Douro, Vila Real, Portugal working on the project INNOVINE and WINE. His research mostly focuses on sustainable and niche tourism. Maria Dimou is physicist with OIV M.Sc. in Wine Management. She has worked as sommelier, wine consultant, and wine columnist. Since 2004, she has been working as Marketing Manager at Katogi Averoff Hotel and Winery and as wine educator at Le Monde Institute of Hotel and Tourism studies. https://about.me/mariadimou.

xviii   

Notes on Contributors

Axel Dreyer is Professor for Tourism Management/Marketing at the Hochschule Harz, University of Applied Sciences, in Wernigerode (since 1993). He also is Honorary Professor for Sports Management at the Institut for Sports Sciences of the University of Goettingen (since 1996). After studying business administration as well as journalism and communication sciences (graduated with a degree in business administration), he received his doctorate in Goettingen from the Faculty of Economic Sciences with a dissertation on the subject of sports sponsoring (1986). Axel Dreyer is co-founder of the German Society for Tourism Research („DGT“—Deutsche Gesellschaft für Tourismuswissenschaft e.V.). He was the founding director of the Institute for Tourism Research and is working in various positions as a researcher and lecturer at the Harz University. At present, he is spokesman of the Commission for Wine an Culinary Tourism of the German Society for Tourism Research. His publications focus on tourism markets and tourism marketing. The main topics include service quality and customer satisfaction, tourism marketing in general, sports tourism (cycle tourism/hiking tourism) and cultural tourism, in particular wine tourism, which has been his main research area since 2006. Bob (Yichen) Duan  is a Ph.D. candidate in the Department of Tourism, Sport and Hotel Management at Griffith University, Australia. François Durrieu is Marketing Professor at Kedge Business School. He holds a Ph.D. from the University of Social Sciences, Toulouse. His research interests include wine marketing (packaging, product, and tourism) and research methods in several management areas with other researchers. His research has been published in the following journals: International Journal of Wine Marketing, International Journal of Wine Business Research, International Journal of Retail & Distribution Management, Journal of Retailing and Consumer Services, Journal of Business Research, Journal of International Marketing, International Management Review, and Revue Française de Ressources Humaines. He is a co-author of book on structural equation modeling and books chapters in research methods, wine marketing, and international marketing. He is co-authored of a case study in wine tourism. Carlos Fernandes, Ph.D. is Associate Professor in Tourism Studies at the Polytechnic of Viana do Castelo, Portugal. He obtained his undergraduate degree at Syracuse University (USA), Master’s at Rutgers

Notes on Contributors   

xix

University (USA), and Ph.D. at Bournemouth University (UK). His interests include tourism innovation, tourism as a development strategy, gastronomy and tourism and religious tourism. Course leader of the B.A. in Tourism (UNWTO Tedqual certified) and lecturer in the M.A. in Innovative Tourism Development. Researcher at the Centre for Transdisciplinary Development Studies (CETRAD) at the University of Trás-os-Montes e Alto Douro, Portugal. A member of the editorial board of various tourism related scientific journals. He has presented papers in more than eighty national and international conferences and has over forty publications in his areas of interest. Joanna Fountain is a Senior Lecturer in Tourism Management at Lincoln University, New Zealand. Her research is focused on the significance of agrifood tourism and festivals in enhancing rural resilience, community engagement, and consumer/tourist experiences in the face of rapid change for rural regions. Her research interest in wine tourism dates back more than a decade and encompasses a range of contexts, including New Zealand, Australia, China, and France. As a member of a number of cross-cultural and multi-disciplinary teams, she has researched wine consumption and wine socialization experiences, and the consumer perceptions of different wine varieties. Professor Donald Getz, Ph.D. is a leading international researcher, author, and consultant in the fields of tourism and event studies and related planning and management challenges. He was co-founder, with Dr. Bruce Wicks of Illinois, of the first research journal for event studies in 1993 and has been an invited keynote speaker at numerous academic and practitioner conferences and workshops. Dr. Getz retired in July 2009 from his full-time academic position in the Haskayne School of Business at the University of Calgary, Canada, where he worked from 1991, and he remains Professor Emeritus at Calgary. He worked from 1980 to 1991 as Assistant and Associate Professor at the University of Waterloo in Recreation and Leisure Studies, and after retirement he has held part-time positions at the University of Queensland (Australia), University of Stavanger (Norway), and the University of Gothenburg (Sweden). Donald received a B.E.S in 1971 (Environmental Studies, Urban and Regional Planning) from the University of Waterloo, an M.A. in 1975 from Carleton University (Geography), and his Ph.D. from the University of Edinburgh (Social Sciences) in 1981.

xx   

Notes on Contributors

Oksana Grybovych Hafermann is currently an Associate Professor and Head of the Department of Health, Recreation and Community Services at the University of Northern Iowa. She previously served as the Division Chair and Associate Professor in the Division of Leisure, Youth and Human Services, and a Project Manager for the Sustainable Tourism and Environment Program (STEP) at the University of Northern Iowa. She specializes in civic and community engagement, participatory community tourism planning, economic impacts of tourism, tourism marketing, and sustainable development. Dr. Grybovych Hafermann holds a B.A. in Economics/Management from the Institute of Economics and Law (Ukraine), M.Sc. in Leisure and Environments from the University of Wageningen (the Netherlands), and Ed.D. in Leisure Services from the University of Northern Iowa (USA). Robert J. Harrington  is Academic Director for the Carson College of Business and Associate Director in the School of Hospitality Business Management at Washington State University, USA. He received his Ph.D. in Strategic Management and M.B.A. from WSU, Pullman, USA. Prior to joining WSU, he was the twenty-first-century Endowed Chair in Hospitality at the University of Arkansas, Fayetteville, Associate Professor at the University of Guelph, Canada and Dean of the Chef John Folse Culinary Institute, Thibodaux, LA. Professor Harrington was a Certified Executive Chef for more than 20 years and has widely published in leading hospitality, tourism, and business journals. Harrington is author of Food and Wine Pairing: A Sensory Experience and serves on several journal editorial boards. Dr. Harrington is a frequent invited speaker and visiting professor on food and drink pairing, hospitality innovation, and other hospitality business topics. Veronika Joukes has a Ph.D. in social sciences and a Master’s degree in modern history. She began her career at UTAD in 1998 and has since been linked to its tourism bachelor. She is a full researcher at CETRAD (recent projects: CULTOUR, DOUROTUR, INNOVINE & WINE PLATFORM, GEOARPAD, and S.I.L.V.Her). Her areas of interest are sustainable/responsible tourism, health and wellness tourism, wine tourism, history of tourism, e-/b-learning in tourism, and interactive teaching methods. Dr. Aise Kim is a Senior Lecturer in the School of Management at the University of South Australia. She completed her Ph.D. research in School of Management, at the University of Surrey, UK. Her teaching

Notes on Contributors   

xxi

and research interests include tourist behavior, tourism marketing, destination management, ecotourism, food and wine tourism, and sustainable tourism. She actively engages in working with the tourism industry sectors at both local and international levels and also serves an executive committee member of Wildlife Tourism Australia Association. She is currently on the editorial boards of two international tourism journals, ANATOLIA and Tourism Recreation Research. Professor Alex Koutsouris is the Head of the Unit of Agricultural Extension, Rural Systems & Rural Sociology, Department of Agricultural Economics and Rural Development, Agricultural University of Athens; Specialist in agricultural extension (interactive innovation (and) communication) and agricultural education/training as well as in sustainable rural development, including agritourism. He has published and presented papers on the abovementioned topics, been guest co-editor in scientific journals and publications, and served as a member of the boards of relevant scientific societies and international conferences and meetings. Currently, he is Associate Editor, The Journal of Agricultural Education & Extension and invited expert in SWG SCAR AKIS4. He participates/ed in several international research and collaboration projects including HORIZON 2020 projects. Dr. Anna Kyriakaki  holds a Ph.D. in Tourism Development, a Master Degree (M.Sc.) in “Tourism, Planning, Management and Policy,” and a B.Sc. in Business Administration from the University of the Aegean, Greece. Currently, she is Academic lab teaching staff in Business School at the University of the Aegean and Tutor at the Postgraduate Program in “Management of Tourism Enterprises” at the Hellenic Open University and at the Postgraduate Program in “Innovation and Entrepreneurship in Tourism” at the University of West Attica, where she lectures courses on sociology, management, tourism development, and planning. Her research interests are in the wider areas of tourism development, special and alternative forms of tourism and issues in social (tourism) research. She has contributed to several national and international research projects in tourism development, and her work has been published in international academic journals and conference proceedings. Samuel V. Lankford  is currently Professor and Chair of the Department of Recreation Administration, and former Interim Associate Dean of the College of Health and Human Services at California State

xxii   

Notes on Contributors

University, Fresno. He previously served as the Endowed Professor and Director of the Sustainable Tourism and Environment Program (STEP) at the University of Hawaii, School of Travel Industry Management, Director of the Recreation and Leisure Science Program at the University of Hawaii from 1991 to 2001, and a Professor and Director of the Sustainable Tourism and Environment Program at the University of Northern Iowa. He specializes in tourism and recreation development. Dr. Lankford holds a B.A. in Geography and Community Planning and a M.A. in Park and Recreation Administration from California State University, Chico. He also holds a Master of Urban Planning Degree (MUP) and Ph.D. in Parks, Recreation and Tourism from the University of Oregon. Emily Ma  is an Associate Professor within the Department of Hospitality and Tourism at University of Massachusetts, USA. Byron Marlowe, Ph.D. received his Doctorate in Philosophy with a concentration in Hospitality Management from Iowa State University. Byron coordinates Washington State University’s Wine Beverage Business Management program and is faculty in the Carson College of Business, School of Hospitality Business Management. Byron is an International Business Fellow in the Carson College of Business and holds several international visiting lecturer/professor positions at University of Applied Sciences, Hochschule Harz, Germany, Institut Paul Bocuse, France & China, and Castello Sonnino Field Study, Italy for his expertise in Wine Tourism and Food and Beverage Management. Byron’s teaching background is from Southern Oregon University where he was previously Sr. Instructor and Hospitality and Tourism Coordinator in their School of Business and Le Cordon Bleu where he was their Lead Instructor in the Culinary Management program. Byron is developing his academic literature around the hospitality and tourism discipline as a researcher with multiple peer-reviewed academic contributions to the science. Olga Matos holds a Ph.D. in Archaeology, is Adjunct Professor at the Polytechnic of Viana do Castelo, Portugal and an integrated researcher at Lab2PT, University of Minho (Portugal). She works in the area of Cultural Heritage, Museology, Interpretation and Cultural Tourism. She has participated as a researcher in national and international projects, in jury competitions, in several national and international conferences as a speaker and also has an important number of publications in her area of interest.

Notes on Contributors   

xxiii

Arwen McGregor has had a long interest in the wine industry with a concentration on the emerging Queensland wine industry. She has a Masters in Tourism Leadership and completed her thesis focusing on the wine industry in the Granite Belt. Arwen has held the voluntary role of honorary secretary for the Queensland Wine Industry since 2013. She has coordinated the annual Queensland wine awards event and managed the associations social media platforms during this time. She has been instrumental in submitting the successful Federal international wine tourism grant application which will benefit the Queensland Wine Industry. She is currently self-employed in a boutique tourism business. Ester Napolitano  is a Ph.D. candidate at the Department of Economic and Business Science, University of Cagliari (Italy). Her research is related to tourism marketing, wine tourism, wine consumer behavior, and memorable tourist experience. Sibel Önçel, Ph.D. is an Assistant Professor in Faculty of Tourism at Anadolu University, Turkey. She teaches courses on culinary arts, gastronomy, and marketing. She has published articles and conference papers on Turkish cuisine, gastronomy, and food and beverage marketing. Her research interests include customer relationship management, competitive strategies in food and beverage industry and consumer behavior. Professor Michael Ottenbacher is Department Head and a Mary L. Vanier Endowed Professor of the Hospitality Management Department at Kansas State University, USA. He received his Ph.D. in Marketing from the University of Otago, New Zealand and his Master and Bachelor of Science in Hospitality Management from Florida International University, USA. Prior to joining Kansas State University, he was teaching at Heilbronn University, Germany, San Diego State University, USA, University of Guelph, Canada and University of Surrey, UK. In addition to academia, he has extensive business experience. Dr. Michael Ottenbacher worked in senior hospitality positions in the USA, UK, France, and Germany. Professor Ottenbacher has widely published in leading hospitality, tourism, and management journals. He is on the editorial board of several journals and has been the Co-editor of the Journal of Hospitality and Tourism Education since 2012. Further, Dr. Ottenbacher has been a Visiting Professor at the Institute Paul Bocuse in France, the GermanVietnamese University in Ho Chi Minh City, Vietnam, Taylor’s University in Kuala Lumpur, Malaysia and HTW Chur in Chur, Switzerland.

xxiv   

Notes on Contributors

Dr. Jacques-Olivier Pesme is the Special Advisor to the Dean for Wine Management Development at the University of British Columbia (Canada) and Professor at the University of Adelaide (Australia). He was previously Associate dean at Kedge Business School where he was in charge of the Wine & Spirits Academy. Additionally to his academic activities, Jacques-Olivier Pesme is also the co-founder of the Bordeaux Wine & Business club, board member of different professional and institutional bodies operating in the wine sector, and was the Oenovation Price winner in 2004, awarded by the French Prime Minister for the best technological innovation in the wine sector. Frederic Ponsignon  is an Associate Professor of Operations Management at KEDGE Business School. He obtained his Ph.D. from the University of Exeter (UK) in 2010. His research interests lie in process design, customer experience management, quality management, digital transformation, and service recovery. He’s been involved in a variety of research and consulting projects with a wide range of organizations including AFNOR, EDF, La Cité du Vin, Hennessy, TNT, Axa Wealth, AFNOR, FIAT Industrials, and Devon Police among others. His research has been published in leading international journals such as the International Journal of Operations and Production Management, the International Journal of Production Research, and the Journal of Service Management. He is also the author of several practitioner-oriented white papers and books. Dr. Marlene Pratt is the Discipline Leader of Hotel Management at Griffith University in the Business School. She is the Primary Convenor, Hotel Service Operations Management (onshore and Hong Kong) and is currently teaching in the area of Food and Wine Tourism. Her research interests and area of expertise lie in marketing and consumer behavior, wine tourism and consumers and simulations and their learning outcomes. Dr. Martin Prokeš is the Distinguished Professor of Wine at Mendel University in Brno, Czech Republic. His areas of expertise include Wine Business Strategy, Wine Marketing Management, and Cooperation in Clusters and Winemakers Associations. In addition to teaching, he currently conducts research and does consulting with multiple wineries and other local businesses, especially in projects of wine tourism development. He is founder of the winery PROQIN, specialized for classique

Notes on Contributors   

xxv

méthode sparkling wine producer. Prior to coming to MENDELU and create the brand PROQIN, he worked more than ten years as a marketing director for premium wineries in the Czech and Slovak wine market. He is teacher and author of education projects at National Wine Center of the Czech Republic. His projects in research and development new products with institutional European support are: Secondary products of vines, Grapessed oil; Moravian Wine Trails and Cooperation in Winemakers Association; Low alcohol sparkling wines, etc. Susana Rachão  is a Ph.D. candidate in Tourism in the Aveiro University (Portugal) and has an M.Sc. in Tourism, Innovation and Development from the Polytechnic Institute of Viana do Castelo (IPVC) and a Bachelor’s degree in Tourism from the same institution. She is a master’s researcher fellowship at CETRAD (Centre of Transdisciplinary Studies for Development). Her areas of interest are creative and food tourism, innovation and product development in tourism with special interest in destination management. Ruth Rentschler OAM is Head of School of Management and Professor of Arts and Cultural Leadership at the University of South Australia. She has more than 20 years’ experience working in governance, management, and marketing in the nonprofit sphere and in the arts at local, state, national, and international levels. She is a DAAD scholar, a St Hilda’s College, University of Melbourne scholar and recipient of various awards and prizes. Ruth Rentschler is a well-published authority in the field of arts management. Alan Rice is Professor of Tourism and Marketing in the Okanagan School of Business at Okanagan College, Kelowna, British Columbia, Canada since 2008. He is also the principal of Kettle Valley Research, a boutique marketing research firm that specializes in tourism and hospitality research. Alan received his M.A. in Tourism Planning and Development from California University in 2010. His current research interests include the wine industry with particular focus on wine tourism marketing and innovation in tourism education policy and practice. Richard N. S. Robinson  previously practiced as a chef, predominantly managing foodservice operations in the prestige club, heritage facility, and hotel sectors, before joining UQ in 2005. He has taught undergraduate and postgraduate courses in hospitality and tourism management and professional development. His expertise and scholarship in teaching

xxvi   

Notes on Contributors

and learning are recognized by awards and advisory appointments at state and national level. His research projects, often funded by competitive local, national, and international awarding bodies, explore tourism and hospitality workforce policy and planning, skills development, identifying “foodies” and wine lovers consumer behaviors and designing and evaluating education programs. He holds a UQ Research Development Fellowship, to investigate gaining and sustaining employment for disadvantaged youth. Efthymia Sarantakou has a Ph.D. in Regional Planning and Tourism. She has studied Architecture, and she has an M.Sc. in Urban and Regional Planning (NTUA). Currently, she holds a position as a Scientific Collaborator at the Hellenic Open University, at University of the Aegean, and at the University of West Attica. From 2015 to 2018, she worked as Head of the Department of Support of Regional Tourism Units at the Greek Ministry of Tourism. From 2010 to 2012, she worked as consultant at the Ministry of Environment, participating in the planning and assess of a number of spatial legislative regulations. From 2004 to 2008, she worked for the Region of Attica, monitoring tourism enterprises Aid. From 2000 to 2004, she worked as a consultant in the Ministry of the Aegean participating in the formation of the appropriate regulatory framework for the protection of the historical urban environment. She has also been involved with projects for the sustainable tourism development of the Aegean islands. She has an important writing activity on issues related to tourism development, destination management, and local cultural resource management (chapters in books, articles in magazines and papers in international conferences with judges and published minutes). Dr. Donna Sears received her M.B.A. from the University of New Brunswick and her Ph.D. from McGill University. Her research focuses on hedonic consumption experiences, particularly related to wine consumers and wine tourism. She has presented her work at various conferences such as Advances in Consumer Research, Academy of Wine Business Research, Wine & Culinary Tourism Futures Conference, Society for Marketing Advances, and International Wine Tourism Conference. She has also chaired the Atlantic Schools of Business Conference (2017) and currently serves as President of the Atlantic Schools of Business Conference Society. Dr. Sears often works with organizations in the community and regularly presents her work

Notes on Contributors   

xxvii

to community groups. Dr. Sears is actively involved in promoting Nova Scotia as a tourist destination, sitting on the volunteer Board of Directors for the Province’s Crown Corporation responsible for tourism, Tourism Nova Scotia. Marianna Sigala is Professor at the University of South Australia and Director of the Centre for Tourism & Leisure Management. Prior to her current position, she has been an academic staff at the Universities of Strathclyde and Westminster in the UK, and the University of the Aegean (Greece). She also has professional hospitality industry experience. Her interests include service management, experience management, Information and Communication Technologies (ICT) in tourism and hospitality, and wine tourism. She has published nine books, and her work has also been published in several academic journals, books, and international conferences. She is currently the co-editor of the Journal of Service Theory & Practice, the Editor-In-Chief of the Journal of Hospitality & Tourism Management and the advisor editor of the Journal of Hospitality & Tourism Cases. She is a past President of EuroCHRIE and a past member of the executive board of CHRIE. She currently serves at the executive boards of IFITT and CAUTHE. In 2016, she has been awarded the prestigious EuroCHRIE Presidents’ Award for her lifetime contributions and achievements to tourism and hospitality education. Ulrike Siguda  is from Germany and graduated from Heilbronn University in 2014. She completed her Bachelor degree in Hospitality Management with a major in International Management including semesters abroad at Mahidol University, Thailand. During her studies, she worked as a research assistant at the chair of Hospitality Management. Her research interests lie in the area of culinary travel and restaurant management among others. After completing her studies, Ulrike gained experience and expertise in the retail industry concerning international sourcing and buying of edible goods, cosmetics, beer, and non-food articles. Currently, she is working for Aldi International Buying. Jonathan Staggs is a Lecturer at The University of Queensland. He holds a Ph.D. in Business from The University of Queensland Business School, a Masters of Business Administration from Griffith University, and an Honors degree in Political Science from the University of Queensland.

xxviii   

Notes on Contributors

Jonathan’s primary research stream focuses on how innovation occurs on a regional level and how regional actors can work collectively. Taking an organizational field perspective, he focuses on the shared meanings, relational structures, and issue arenas that help a region move forward in innovation. Additionally, Jonathan currently holds a UQ Teaching and Learning Grant developing institutional hospitality case studies to create an innovative and entrepreneurial mind-set among students. Jonathan’s work has been published in Cambridge Journal of Economics and also has been presented at leading international conferences. Jonathan has also been an invited scholar at Aalto University in Finland and Doshisha University in Japan. Dr. Panagiotis Tataridis is an Assistant Professor at the Department of Wine, Vine & Beverage Sciences at the University of West Attika and a former president of the Pan-Hellenic Union of Registered Enologists (PANEPO). He is an enologist from the TEI of Athens, with a D.E.A. in Enology-Ampelology from the University of Burgundy (IUVV) and a Ph.D. from the Institut Nationale Polytechique of Toulouse (ENSIACET). He is specialized in wine and brewing science, fermentation technology, process engineering, and sensory evaluation. He has 15 years of academic and 8 years of Quality Manager/Food Safety consultant experience. Charlotte Thompson graduated from Lincoln University in 2016, with a Bachelor of Environmental Management and Planning (minor in Tourism Management). She is interested in tourist behavior and destination planning, as well as environmental management and community well-being. Charlotte is currently employed at Lincoln University as a research assistant and is also working on community engagement strategies for the planning of Christchurch’s coastal region. Her work has been published in multiple academic journals and resulted in several media appearances. Dr. hab. Fabrice Thuriot is researcher at the Centre of Research on Law and Territory (CRDT), member of the Georges Chappaz Institute of Vine and Wine in Champagne, Director of Development of SSH in Law, Economy and Management at the House of Human Sciences of the University of Reims Champagne-Ardenne, lecturer at the universities of Reims Champagne-Ardenne, Angers, Paris-I Pantheon-Sorbonne and Kedge Business School of Bordeaux, France. He delivered more

Notes on Contributors   

xxix

than 100 communications and published more than 100 articles and books about cultural policies and local authorities in France, Europe, and North America. Dr. Nikolaos Trihas holds a Ph.D. in e-Tourism, a Master Degree (M.Sc.) in “Tourism Planning, Administration and Policy,” and a B.Sc. in Business Administration from the University of the Aegean, Greece. Currently, he is a lecturer in the Department of Business Administration at the Technological Educational Institute of Crete in Greece, at the Hellenic Open University (Postgraduate Program in “Management of Tourism Enterprises”), and the Advanced School of Tourism Education of Crete, where he lectures courses on marketing, management, and tourism. He has contributed to several national and international research projects in hospitality and tourism. His work has been published in several international academic journals and conference proceedings. His research interests include e-tourism, special and alternative forms of tourism, and tourism marketing. Paris A. Tsartas is a Professor of Tourism Development. He teaches Tourism at the Department of Home Economics and Ecology of the Harokopio University of Athens. He taught at the Department of Business Administration of the University of the Aegean (1997–2016) where he was twice elected as the Department Head (2001–2003, 2007–2009). Between 2010 and 2014, he has served as the Rector of the University of the Aegean. He was Chairman of the Board of Higher Education of Greece (2014). He has also served as Director at the Interdepartmental Program of Post Graduate Studies in Tourism at University of the Aegean (2002–2009). Visiting professor and lecturer on Post Graduate and Undergraduate Programmes at IRESTI, Sorbonne University (2015– 2017), European University in Cyprus (2014–2015), Athens University of Economics and Business (2014–2015). He is an Editor-in-Chief of Tourismos: An International Multidisciplinary Journal of Tourism, a reviewer and a member of editorial boards of scientific journals of tourism (AOTR, JOST, Anatolia, Tourism Today, etc.) and also a member of a various number of scientific boards. He was scientific director or senior researcher in a large number of co-funded research EU projects and studies for the public sector, the local governments, and the private sector. He is the author of a number of articles, books, and research monographs on Tourism (in English, Greek, and French) and contributed to a number of collective edited publications on the same subjects (collective volumes).

xxx   

Notes on Contributors

Maria Tsoukala (1958, Greece) has served as a Municipal Councilor since 2007 and more specifically as President of the Aigialeian Port Authority, as Chairman of the Municipal Council as well as President of the Municipal Welfare Business of Aigialeia for four years (2014–2018), promoting regional aspects of culture, identity, and Aigialeian history. She has studied Medicine and also works as a doctor specified in pneumonology. Dr. Natalia Velikova holds a joint appointment between the Texas Wine Marketing Research Institute where she serves as the Associate Director and the Department of Hospitality & Retail Management at Texas Tech University where she works as the Associate Professor and teaches wine business courses. Dr. Velikova conducts research in the area of wine tourism, wine marketing, and wine consumer behavior. Her research has been published in various highly ranked peer-review journals and trade publications. Natalia’s expertise is also valued by the wine and grape growers industries. She has been invited to deliver numerous presentations of her research at industry conferences worldwide. Natalia received several grants, including funding from the US Department of Agriculture and the Fulbright Program, to conduct research on the development of wine tourism in various wine world regions. Dr. Terrance G. Weatherbee received his Ph.D. from Saint Mary’s University in Halifax, Nova Scotia, Canada. He currently teaches Organizational Theory and Research Methods in the Honors program in the F.C. Manning School of Business at Acadia University. His research interests are focused upon the intersection of historiography and organizations. Dr. Weatherbee has presented his work internationally in venues such as the Academy of Management Conference series, the European Group on Organizational Studies, and the Academy of Wine Business Research. He is currently researching how organizations in the grape and wine sector combine rhetorical history and the semiotics of linguistic materiality to deploy narratives of the past as resources for strategic decision making and branding in new and start-up wineries. Medet Yolal, Ph.D.  is Professor of Marketing in Faculty of Tourism at Anadolu University, Turkey, where he mainly teaches issues related to destination management and marketing, tourism marketing and consumer behavior. He has authored or co-authored several articles, book chapters, and conference papers on hospitality marketing, consumer

Notes on Contributors   

xxxi

behavior, management of small- and medium-sized enterprises in tourism, and event management. His research interests mainly focus on tourism marketing, consumer behavior, tourist experience, event management, tourism development, and quality of life research in tourism.

List of Figures

Fig. 3.1 Fig. 4.1 Fig. 4.2 Fig. 11.1 Fig. 11.2 Fig. 13.1 Fig. 16.1 Fig. 16.2 Fig. 16.3 Fig. 16.4 Fig. 16.5 Fig. 16.6 Fig. 16.7 Fig. 16.8 Fig. 16.9 Fig. 18.1 Fig. 18.2

Central Otago research boundaries (Source Central Otago Winegrowers Association, n.d.a) 32 Self-congruity and wine tourism model results (Pratt & Sparks, 2014) 53 Differences between groups, high and low self-congruity, high and low involvement 56 A model of wine and food event experiences 145 Logic model for event goals and desired outcomes 153 Alternative winery visit propositions 198 The Rubik’s Cube shape of the d’Arenberg Cube 253 Internal decoration and design of the d’Arenberg Cube’s restaurant 257 The servicescape of the cellar door at the d’Arenberg Cube 258 The walkway to the d’Arenberg Cube 258 Cartoon displayed at the d’Arenberg Cube 260 Biophilic servicescape design of the d’Arenberg Cube 261 Use of art for food presentation at the d’Arenberg Cube’s restaurant 262 Art to be consumed at the restaurant of the d’Arenberg Cube 264 The chef’s table at the d’Arenberg Cube 266 The view of the LCV in Bordeaux 282 La Cite du Vin construction phases, fundings and total cost (Source F. Maffrand “How to associate culture and wine regions of the world in an iconic place”. La Cite de Vin official presentation in the International Wine Conference, Armenia, 2017) 285 xxxiii

xxxiv   

List of Figures

Fig. 18.3 Fig. 20.1 Fig. 20.2 Fig. 20.3 Fig. 22.1 Fig. 22.2 Fig. 25.1 Fig. 27.1 Fig. 27.2 Fig. 27.3

Fig. 27.4

Fig. 27.5

Fig. 27.6 Fig. 27.7 Fig. 27.8 Fig. 28.1 Fig. 28.2

The themed areas of the LCV: World Vineyards tour, the Duo-Buffet of five senses, wine metamorphoses 291 The Port Wine Route development process (Source Authors’ own elaboration) 318 The wine routes of Northern Portugal on the PLC curve (Source PLC developed by the authors) 321 The Portuguese wine routes on the PLC curve (Source PLC developed by the authors) 322 Flowchart of the Moravian Wine Route project (Prokeš, 2018) 342 Preferred forms of Wine Tourism Promotion (Prokeš, 2017) 350 Geographic location of granite belt (Adapted from Golbez 2006) 385 Destination British Columbia regional marketing organizations map 425 Okanagan Valley: principal enquiry area (Rice 2018) 426 Wineries in the central Okanagan Valley: Kelowna, West Kelowna (Rice 2018). Sources Esri, HERE, DeLorme, Intermap, increment P Corp., GEBCO, USGS, FAO, NPS, NRCAN, GeoBase, IGN, Kadaster NL, Ordnance Survey, Esri Japan, METI, Esri China (Hong Kong), swisstopo, MapmyIndia, ©OpenStreetMap contributors, and the GIS User Community 428 Wineries in the central Okanagan Valley Narramatta and Summerland (Rice 2018). Sources Esri, HERE, DeLorme, Intermap, increment P Corp., GEBCO, USGS, FAO, NPS, NRCAN, GeoBase, IGN, Kadaster NL, Ordnance Survey, Esri Japan, METI, Esri China (Hong Kong), swisstopo, MapmyIndia, ©OpenStreetMap contributors, and the GIS User Community 429 Wineries in the Southern Okanagan Valley and Similkameen Valley (Rice 2018). Sources Esri, HERE, DeLorme, Intermap, increment P Corp., GEBCO, USGS, FAO, NPS, NRCAN, GeoBase, IGN, Kadaster NL, Ordnance Survey, Esri Japan, METI, Esri China (Hong Kong), swisstopo, MapmyIndia, ©OpenStreetMap contributors, and the GIS User Community 430 Round 2: Likelihood of Impact 436 Round 2: significance of impact 438 Likelihood/impact matrix 440 Proposed relationships for wine tourism 454 Evolutionary consumer states impacting behaviors 457

List of Figures   

Fig. 29.1

Fig. 31.1 Fig. 31.2 Fig. 35.1 Fig. 35.2 Fig. 38.1

xxxv

Spatial distribution of authorized wine enterprises within the three selected regions (Data Greek Ministry of Rural Development and Food, October 2017; authors’ compilation) 476 USA map highlighting Virginia 498 Location of interviewed wineries (Note Northern Virginia is in dark green. Interviewed wineries are indicated through orange circles) 504 Mean spending per travel party 582 Map of Iowa (Highlighted counties in Northeast Iowa were included in the IMPLAN model) 584 A framework for understanding and creating knowledge in wine tourism (Adapted from Sigala & Robinson, 2019) 611

List of Tables

Table 2.1 Table 2.2 Table 2.3 Table 3.1 Table 3.2 Table 3.3 Table 5.1 Table 5.2 Table 7.1 Table 7.2 Table 7.3 Table 10.1 Table 13.1 Table 13.2 Table 13.3

Travel motivations by the wine-related travel motivation groups 16 Perceived importance of wine tourism destination attributes by the wine-related travel motivation groups 19 Factors influencing wine travel behaviour 22 Central Otago wine region (1996–2016) 31 Description of Central Otago characteristics and features (n = 174) 35 Level of agreement with statements regarding Central Otago 38 Travel motivations for visiting the wineries/Iowa wine trail (mean scores) 69 Alpha values and factor pattern coefficients for travel motivations (n = 130) 69 Examples of e-storytelling in Greek wine industry’s websites 88 Unique stories in Greek wineries’ websites 90 Good stories are based on good answers 92 Attendance of other Champagne region UNESCO sites and wine cellars, in 2015 137 Demographic profile of respondents compared to larger collected data sample 191 Cross-tabulations between winery visitor motives and profile factors 192 Winery visit benefits buy-motivated and experiencemotivated winery visitors 193

xxxvii

xxxviii   

List of Tables

Table 13.4 Table 14.1 Table 14.2 Table 14.3 Table 14.4 Table 14.5 Table 14.6 Table 14.7 Table 15.1 Table 18.1 Table 20.1 Table 20.2 Table 20.3 Table 20.4 Table 20.5 Table 20.6 Table 22.1 Table 22.2 Table 22.3 Table 22.4 Table 23.1 Table 25.1 Table 25.2 Table 25.3 Table 26.1 Table 27.1 Table 28.1 Table 28.2 Table 29.1

NC wine perceptions of buy-motivated and experiencemotivated winery visitors 194 Aspects related to/influencing wine tourism experiences 206 Socio-demographic characteristics of respondents 211 Wine consumption 212 Motivations for visiting Quinta da Avessada 212 Aspects that visitors enjoyed the most and the least at Quinta da Avessada 213 Level of satisfaction of the visit to Quinta da Avessada 214 Most referred aspects related to the visit 215 Commonalities and interrelations between wine and art 240 The list of the exhibition modules of the permanent tour of LCV 290 Contribution of the strategic products for each region 306 Matrix of motivations versus attractions 307 Main characteristics of the wine routes in Portugal (in chronological order) 308 Outline of participants for qualitative research 314 Summary of the themes addressed by the interviewees for the potential Trás-os-Montes wine route 316 The perspectives of the actors of the Vinhos Verdes Route and Alvarinho sub-route 320 Category of events (Prokeš, 2017) 347 Category of wine tourism, an idea on what wine tourism (Prokeš, 2017) 352 The source of information for orientation in wine tourism (Prokeš, 2017) 352 Localisation (LQ) and Concentrations Quotients (CQ) VOC (Prokeš, 2017) 353 Expected impacts of the bus service on the wine destination and its business operators 368 Indicative sample questions 387 Typology category definitions 389 Critical collaborative ‘process’ factors and dimensions 392 Vineyard areas 2015 and characteristics of Germany’s wine regions 403 Trends identified in Round 1 435 Wine tourism attributes: importance, expectations, satisfaction, and visit enticements 449 Frequency of tourism aspects 452 Application of Life-Cycle Theory to wine tourism—main contributions 465

List of Tables   

Table 29.2 Table 29.3 Table 31.1 Table 31.2 Table 33.1 Table 34.1 Table 34.2 Table 34.3 Table 34.4 Table 35.1 Table 35.2 Table 35.3 Table 35.4 Table 36.1 Table 36.2

xxxix

Collective actions towards the development of Greece’s wine tourism 470 Regional wine tourism development: comparison of Northern Greece, Peloponnese and Crete 473 Characteristics of the interviewed wineries 502 Training methods 507 Respondent profiles (N = 65) 542 Profile of responding wineries 558 The benefits of the network ‘Wines of Crete’ 560 The advantages and disadvantages of the ‘Wines of Crete’ network for the participating wineries 563 Level of agreement in various statements about networking 565 Mean and median spending per travel party 581 Logistic regression model for higher and lower spenders 583 Economic impacts of wine visitors in rural Northeast Iowa 585 Economic impacts of wine, grape and related industries in selected Midwestern states 586 Wolfville Magic Winery Bus season 596 Wolfville Magic Winery Bus awards 596

CHAPTER 1

Introduction: Wine Destination Management and Marketing—Critical Success Factors Marianna Sigala

Introduction Wine tourism goes beyond the cellar doors of individual wineries (Mitchell & Hall, 2004). Wine tourism relates not only to the products, but also to the sociocultural and economic space and the people behind the former. The latter is well recognized by research stressing the importance of winescapes in the development and evolution of wine tourism (e.g., Bruwer & Lesschaeve, 2012). This book aims to contribute to wine tourism research by investigating the management and the marketing issues related to the wine destinations. In this vein, this book complements our previously published book (Sigala & Robinson, 2019) that adopted a micro-level analysis of wine tourism by investigating management and marketing issues related to the individual wine tourism ­operators’ perspective.

M. Sigala (*)  University of South Australia, Adelaide, Australia e-mail: [email protected] © The Author(s) 2019 M. Sigala and R. N. S. Robinson (eds.), Wine Tourism Destination Management and Marketing, https://doi.org/10.1007/978-3-030-00437-8_1

1

2  M. SIGALA

Tourism destinations are defined as a geographical area to which tourists travel to visit some attractions (Leiper, 1995). Thus, attractions constitute the main decisive reason for visiting a particular destination, because they provide the activities and experiences. Wine tourism experiences are the raison d’etre of wine tourism, and wine destinations are comprised of the people as well as provide the space and the elements to co-create them. Wine experiences and winescapes also contribute to the image, appeal, and attractiveness of wine destinations (Bruwer, Gross, & Lee, 2016). But how wine destinations can effectively manage their resources, people, and space to support co-creation, promote their wine experiences, and generate value to their stakeholders? The book aims to consolidate international research from all over the globe to provide theoretically underpinned answers with practical value and guidelines as well.

Destination Competitiveness in the Wine Context Four highly cited studies identify the major factors determining the competitiveness of tourism destinations and so, contributing to our understanding about the management and marketing factors that destinations have to consider for increasing their performance. Crouch and Ritchie’s (1999) model of destination competitiveness identifies a total of 36 attributes (influential variables) that are clustered within the following five groups: • core resources and attractors; • supporting factors and resources; • destination management; • destination policy, planning, and development; • qualifying and amplifying determinants (location, costs, security, image, interdependence, and carrying capacity). Dwyer and Kim’s (2003) destination competitiveness model consists of four dimensions: – resources; – tourism destination management including tourism industry factors and government factors;

1  INTRODUCTION: WINE DESTINATION MANAGEMENT AND MARKETING … 

3

– situational conditions related to the external (political, economical, legal, environmental, and sociocultural) environment; – demand conditions related to tourists’ identification, perception, and preferences. In their destination competitiveness model, Gooroochurn and Sugiyarto (2005) identified the following factors: price, economic openness, technology, infrastructure, human tourism, social development, environment, and human resources. Finally, Blanke (2007) identified 13 key elements contributing to the competitiveness of destinations: policy rules and regulations; environmental regulation; safety and security; health and hygiene; prioritization of travel and tourism; air transport infrastructure; ground transport infrastructure; tourism infrastructure; ICT infrastructure; price; human resources; national tourism perception; and natural and cultural resources. A wine destination may represent: • a whole tourism destination; • a sub-system of a tourism destination; • a compilation of various (wine) tourism destinations; • a compilation of sub-systems of various (wine) tourism destinations. The abovementioned cases highlight that wine destinations: may cross the geographical and administration borders of (wine) tourism destinations; are interrelated and inter-dependent with tourism destinations (by either being a part of them or the whole part of them). These ­examples also highlight the need to conceptualize and define the ‘borders’ of wine destinations from a demand perspective rather than solely supply perspective. However, whatever is the case, similar to tourism destinations, the competitiveness of wine destinations is determined by the same ­previously identified factors (Getz & Brown, 2006). To enhance their performance, wine destinations have to consider: • the management of their wine-related resources; • the management and provision of ancillary and supporting tourism services, amenities, and facilities; • the management and marketing of the destination, e.g., infrastructure, carrying capacity, stakeholders’ management, networking, ­collaboration and conflict, destination image, and brand identity;

4  M. SIGALA

• the management of the external environmental factors, e.g., regulations, climate change, demographic changes, political factors; • the management of demand issues: visitors’ perceptions, satisfaction, experiences.

Purpose and Structure of the Book The book has compiled research studies and practical case studies from all over the globe that discuss issues covering all the abovementioned dimensions and elements related to wine destination management and marketing. The book chapters are structured within five parts each one focusing on a specific and well-identified topic. The first part of the book includes three chapters and two case studies focusing on wine tourism demand issues that tourism destinations (and not individual wine operators) need to consider, influence, and manage. These issues mainly relate to visitors’: segmentation and profiles; motivations; needs and preferences; destination image perceptions; experiences; and satisfaction. The second part of the book includes three chapters and one case study that investigate innovative ways to promote and build the brand identity of wine destinations. Marketing strategies and techniques include: e-story telling; coopetition business models combing cooperation and competition of wine-related stakeholders; and the heritagization of the destination and its listing in UNESCO World Heritage Sites. The third part of the book compiles six chapters and three case studies addressing the core element and raison d’etre of wine tourism, i.e., the design of wine experiences from a destination perspective. To design wine experiences, the chapters stress the need to: consider both demand and supply/industry issues; synergize various resources; and build stakeholder engagement and collaborations. Supply issues need to embed and valorize the cultural and heritage aspects of wine tourism ecosystems, while demand issues need to consider the visitors’ profiles, needs, and perspectives. The chapters also propose a new and fresh approach to design highly engaging and interactive wine experiences, i.e., an artbased perspective. The importance of stakeholder collaboration and networking is further stressed in the fourth part of the book focusing on the design of

1  INTRODUCTION: WINE DESTINATION MANAGEMENT AND MARKETING … 

5

wine routes. Four chapters and one case study explain both the p ­ rocess and the elements of designing wine routes by providing theoretical underpinning and practical evidence from four different countries. Irrespective of the wine destination context, the success of wine routes heavily depends on: building the related infrastructure and services; wine experiences; stakeholder collaboration and synergies; policy and ­management framework. The last part of the book is the largest section of the book featuring eleven chapters and two case studies. The fifth part includes international contributions addressing the topic of destination planning and development. The chapters identify and discuss the process, the elements/ resources and the actors, the environmental factors, and the demand issues that wine destinations need to consider and manage in order to build their ecosystems and wine experiences. Developing and managing wine destinations is a complex and dynamic process that needs continuous monitoring and management. Destinations operate within a highly complex and dynamic environment that they cannot afford to remain stagnant and apart from any evolution. Wine destinations need to be both proactive and reactive to any environmental change; wine destinations need to address wine demand but also form and reshape wine demand. The contributions of these chapters explain how wine destinations can build their capabilities, resources, and management systems to achieve these. The book finishes with an epilogue chapter that identifies and stresses the core lessons and contributions of the book chapters. In doing so, the chapter expands the previously developed model (originally developed by Sigala & Robinson, 2019) by adding an extra layer for understanding and advancing wine tourism research. From a destination management level, the book identifies, adds, and explains the following elements describing wine tourism research: destinations as cultural ecosystems providing (new) resources to be synergized and compiled for enriching and enhancing wine tourism experiences; destinations as actor engagement platforms enabling but also constraining actors to exchange resources and co-create value; wine tourism experiences at destination level such as wine routes, wine trails, and wine roads; wine tourism as a vehicle to achieve community-wide outcomes such as well-being and quality of life, as well as sustainable development.

6  M. SIGALA

Conclusions The book is not aimed to be exhaustive and all inclusive of all the issues and factors related to wine destination management and marketing. However, the book provides an easy framework to understand and use for developing and promoting wine destinations. The book identifies the critical elements and processes that destination planners and managers, wine and tourism stakeholders need to consider for synergizing, combining and aligning their resources toward a shared goal. The book contributions provide theoretical underpinnings as well as practical advices and tips that make it a useful and valuable source of knowledge to both researchers and professionals alike. We hope that you will enjoy reading the book and use it as a useful source for better informing your wine tourism endeavors.

References Blanke, J. (2007). The travel & tourism competitiveness report 2007: Furthering the process of economic development. Geneva, Switzerland: World Economic Forum. Bruwer, J., Gross, M. J., & Lee, H. C. (2016). Tourism destination image (TDI) perception within a regional winescape context. Tourism Analysis, 21(3), 173–187. Bruwer, J., & Lesschaeve, I. (2012). Wine tourists’ destination region brand image perception and antecedents: Conceptualization of a winescape framework. Journal of Travel & Tourism Marketing, 29(7), 611–628. Crouch, G. I., & Ritchie, J. B. (1999). Tourism, competitiveness, and societal prosperity. Journal of Business Research, 44(3), 137–152. Dwyer, L., & Kim, C. (2003). Destination competitiveness: Determinants and indicators. Current Issues in Tourism, 6(5), 369–414. Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27(1), 146–158. Gooroochurn, N., & Sugiyarto, G. (2005). Competitiveness indicators in the travel and tourism industry. Tourism Economics, 11(1), 25–43. Leiper, N. (1995). Tourism Management. Melbourne: RMIT Press. Mitchell, R., & Hall, C. M. (2004). The post-visit consumer behaviour of New Zealand winery visitors. Journal of Wine Research, 15(1), 39–49. Sigala, M., & Robinson, R. N. S. (2019). Wine tourism: Managing and marketing wine tourism business (Vol. I). Basingstoke: Palgrave.

PART I

Wine Tourists: Who Are They and What Do They Want from Wine Destinations? Richard N. S. Robinson Introduction Research profiling the wine tourist abounds. Some studies have indeed been assumptive, supposing that if tourist partake in wine-related tourism activities, or even imbibe, they are wine tourists. Nonetheless, approaches have including demographic profiling, the development of taxonomies, or profiles of wine tourists, has historically produced a surfeit of work investigating wine tourist profiles and behaviour and motivation-based classifications. On the basis that these studies did not always account for the fact that (a) wine tourists may not be resourced to travel to particular destinations that generalist profiles assume, (b) not all destinations might cater for their specialist interests, which (c) might induce them to travel to particular destinations, Part I of this book brings together of collection of empirical works that investigate who a wine tourist is and what do they want—in the context of a specific destination/s. This part of the book takes readers from Australia and New Zealand in the Antipodes, Italy and Greece in the Mediterranean, and back to the New World, to Iowa in the USA. In the first chapter Kim, Del Chiappa and Napolitano ‘cluster’ wine tourists in Sardinia, according to their experiences of wine-related elements, such as pricing, wine destination attractions, and general tourism services. They conclude that visitors to Sardinia, and more broadly to Italy, are likely to fall on a spectrum from wine aficionados, to wine culture tourists to more casual tourists—and that destinations need to

8  Part I: WINE TOURISTS: WHO ARE THEY …

accommodate for these groups differently. Moving to Otago, in New Zealand’s south isle, Fountain and Thompson take on the challenge of discovering wine tourism in a destination and more synonymous with skiing in Queenstown and tramping around Lake Wanaka than nosing and supping fresh pinot noirs. They find that indeed, the natural environment is a driver of their experiences, but that local marketers could value-add to the wine tourists’ experiences by promoting and integrating the region’s cultural heritage. The third chapter takes us across the Tasman Sea to Australia. Pratt mobilises self-image congruity on a sample of domestic Australian wine tourists. Similar to Kim, Del Chiappa and Napolitano, Pratt uncovers four distinct psycho-social segments, related to different levels of identification with wine tourists, each with implications for destination managers and marketers. Two case studies provide further insights into the profile, behaviour and motivation of wine tourists in other parts of the global wine map. Moving across the Pacific, Oksana Grybovych Hafermann and Samuel Lankford take us to rural north-east Iowa, where political and environmental challenges have been overcome and a resurgence of wine is making its mark in the traditional ‘corn state’. The case study reveals that while wine tasting appeared to be the main motive for visiting the wineries, scenery and landscape of the Upper Mississippi River, along with the opportunity to enjoy time with friends and family and taste local foods, scored similarly high. Findings show that the local businesses and authorities need to leverage from these motivations as effectively as they could. The second case for this part comes from Greece. Tataridis, Kanellakopoulos, Kanellis and Gatselos, who use a predominantly demographic profiling to conclude that despite strong visitation to Greek wineries, international tourists have a poor knowledge of Greek wines beyond well-known varieties and brands. This collection of studies and cases, while useful in their own right, signal future directions in destinations between understanding the profiles, needs and wants of their wine tourists—as opposed to wine tourists generally.

CHAPTER 2

Understanding the Wine Tourist Markets’ Motivations, Travel Constraints and Perceptions of Destination Attributes: A Case Study of Winery Visitors in Sardinia, Italy Aise KyoungJin Kim, Giacomo Del Chiappa and Ester Napolitano

Introduction As wine tourism has been significantly growing as one of the ­popular form of special interest tourism (Sparks, 2007) globally since 1990, wine tourism destinations have attracted a wider range of tourists with different levels of wine knowledge or travel motivations. It is noted that

A. K. Kim (*)  University of South Australia, Adelaide, SA, Australia e-mail: [email protected] G. Del Chiappa  University of Sassari, Sassari, Italy e-mail: [email protected] © The Author(s) 2019 M. Sigala and R. N. S. Robinson (eds.), Wine Tourism Destination Management and Marketing, https://doi.org/10.1007/978-3-030-00437-8_2

9

10  A. K. KIM ET AL.

the profiles of wine tourists have been widely diversified and are different between regions and wineries (e.g. Alebaki & Iakovidou, 2011). Given the growing demand for wine tourism, research on understanding the profile of wine tourists has become essential in order to satisfy and retain actual visitors and attract new ones by developing new and tailored wine tourism experiences. Several studies have focused on identifying the profiles of wine tourists, by segmenting them according to their motivations, wine lifestyle, visitor demographics and consumption behaviours (Charters & Ali-Knight, 2002; Hall, Longo, Mitchell, & Johnson, 2000). Other researchers have investigated key factors affecting the visitors’ experience, satisfaction with the wine tourism experience and future behavioural intentions (Galloway, Mitchell, Getz, Crouch, & Ong, 2008; Getz & Brown, 2006; Sparks, 2007). However, much of the research has relied on adopting a traditional motivation-based approach (e.g. Asero & Patti, 2011) or using the industry-driven secondary data to identify two major segments (such as ‘wine lovers’ versus ‘casual tourists’) depending on their level of wine involvement (e.g. Colombini, 2015). To develop a successful wine tourism destination, however, recent research argues that it is necessary to consider other market segmentation information in comparison with previous demand-based studies that have been already carried out in other international tourism destinations. Indeed, it is noted that tourists’ travel behaviour can be influenced by both individual and supply-related factors. From a demand perspective, further comparison on tourists’ expectations or personal barriers is needed as these personal factors can play a major role as either drivers of or barriers towards participating in certain types of tourism activities. In particular, the inclusion of potential constraints into the wine market segmentation research is necessary as their wine travel behaviour can be easily prevented by other personal travel constraints, due to their interest in wine, limited time, wine knowledge or high cost of wine-related trips (Marzo-Navarro & Pedraja-Iglesias, 2012; Sparks, 2007). From a supply perspective, Byrd, Canziani, Hsieh, Debbage, and Sonmez (2016) point out that apart from the wine core products, destination attributes

E. Napolitano  University of Cagliari, Cagliari, Italy e-mail: [email protected]

2  UNDERSTANDING THE WINE TOURIST MARKETS’ MOTIVATIONS … 

11

need to be considered to understand different types of wine tourism experiences sought by wine tourists as both various wine products and supplementary tourism activities can appeal differently to a heterogeneous nature of wine tourist segments. Yet, such information on individual expectations for wine-related travel and perceptions of wine destination attributes is limited at a specific local context, apart from visitors to famous major wineries around the world. Thus, this chapter aims to examine tourists’ wine-oriented motivations, wine travel-related constraints and their perceptions of wine tourism destination attributes. Specifically, the motivation-based market segmentation approach is applied to understanding the profiles of wine tourists visiting the wineries of Sardinia, Italy, as a main case study site for this research. Italy has gained a well-known wine reputation around the world and attracted 14 million wine tourists who generated a total economic impact of 2.5 billion euros in 2016. Despite many wellknown wine tourism destinations in Italy, it seems that limited research on the wine tourist markets from a demand-based perspective has been conducted in Italy (Asero & Patti, 2011). Furthermore, according to the XII Report on Italian wine tourism (Associazione Nazionale Città del Vino, 2016), the wine tourism industry in Italy is also considered to be facing some issues such as a limited ability to welcome visitors (especially given to language barriers) and the relatively poor availability of infrastructure and public transport connecting rural and urban areas. Considering the weaknesses of the wineries in Italy, this empirical research focuses on understanding visitors’ perceptions of destination attributes and travel constraints influencing wine tourism behaviour. Findings will be helpful for destination managers and/or marketers to develop new products and broaden new markets, especially for the Sardinia winery case study site, while effectively allocating destination resources and services to meet the tailored needs of different wine tourist market segments.

Literature Review Wine tourists have been considered as individuals who are primarily motivated by an interest in wine and wine-related activities and secondarily motivated by the local gastronomy, culture, arts, education and entertainment activities when visiting wine regions (Cohen & Ben-Nun, 2009). Many authors have acknowledged that there is no single and

12  A. K. KIM ET AL.

stereotypical typology of wine tourists (Charters & Ali-Knight, 2002), thus underlying the need to apply a segmentation-based approach for effective marketing strategies. This market segmentation approach could help to effectively manage the experience design in order to tailor the tourism offer and to deliver added value experience to the different typologies of tourists (e.g. Galloway et al., 2008). Two main segmentation criteria have been used to define wine tourist profiles, namely socio-demographic characteristics (e.g. Dodd & Bigotte, 1997) and psychographic characteristics. Among these latter, existing studies considered variables such as motives (Alebaki & Iakovidou, 2011; Gatti & Maroni, 2004), lifestyles (Corigliano & Pastore, 1996), interest in and involvement with the wine product (Charters & Ali-Knight, 2002; Marzo-Navarro & Pedraja-Iglesias, 2012), values and personality traits (Galloway et al., 2008), attitudes and travel behaviour (Williams & Dossa, 2003) and experiential aspects of consumption (Getz & Brown, 2006; Sparks, 2007). One noteworthy study conducted by Hall and Macionis (1998) profiled wine tourists based on their interest/motivation in wine, wine knowledge and drinking behaviour; three clusters have been identified (namely: ‘wine lovers’, ‘wine interested’ and ‘curious tourists’) with significant differences in their motivations to travel and to practice wine tourism. For example, the ‘wine lovers’ appear to have a stronger motivation for tasting premium wines and learning about wine culture, while the ‘curious tourists’ are more interested in enjoying social interaction and engaging in leisure and entertainment activities. Considering multiple motivations sought by a wider range of wine tourist segments, several authors have been using similar classifications in different countries by making incremental modifications to Hall and Macionis’ (1998) study, thus expanding the geographical understanding of wine tourist behaviour with a great emphasis on wine-related activities and services. However, other researchers argue that there is the need to examine how wine tourists differently perceive various aspects of wine destination attributes (e.g. landscapes, gastronomic products, restaurants or cultural heritage) and which factors limit their participation in wine tourismrelated activities. Especially, this extended market research is essential, given that it can help to identify wine tourists’ specific responses to a broader context of wine tourism experiences, beyond wine-related activities. Indeed, Hall et al. (2000) point out that the wine tourism experience is influenced by a blend of the numerous attributes of the wine

2  UNDERSTANDING THE WINE TOURIST MARKETS’ MOTIVATIONS … 

13

tourism destinations and wine tourists themselves. Each of these destination attribute elements can contribute to the creation of the total image of the winescape in the minds of wine tourists. This suggests the need to investigate the perceptions of tourists towards the wine region attributes which underpin the holistic/integrated wine tourist experience, rather than only focusing on the individual benefit for wine-related activities (Byrd et al., 2016, p. 20). Moreover, some recent research has also attempted to gain a deeper understanding of the critical success factors (e.g. visitor motivations and perceptions) influencing various aspects of travel behaviour or the main barriers that prevent tourists to undertake wine tourism activities (such as time, wine knowledge, costs, proximity of tourist destinations, or social pressure) (Gross & Brown, 2006; Marzo-Navarro & Pedraja-Iglesias, 2012). This additional marketing information will help wine producers build a complete and unique wine tourism experience for tailored target markets ranging from wine lovers to curious tourists. Therefore, it is evident that wineries and destination management organisations are still challenged, especially in Italy, by the need to deepen their understanding around the wine tourists’ expectations and needs, their motivations, and other travel constraints influencing wine travel behaviour; in fact, this knowledge would be undoubtedly beneficial to support them in their attempt to design their offer in order to be more able to meet the desires, needs and expectations of their target market (e.g. Marzo-Navarro & Pedraja-Iglesias, 2012). Adopting a consumer-centric perspective, this study aims to investigate whether wine tourist profile differs based on tourists’ wine-related ­motivations, and whether significant differences exist among clusters based on socio-demographic characteristics of respondents, their perceptions of wine tourism destination attributes, and wine travel-related constraints.

Study Area: The Sardinia Wine Region Italy is one of the top wine exporters in the world in terms of value and volume even if Sardinia, the second largest island of Italy, located in the middle of the Mediterranean Sea, plays a moderate, but fast-growing role in the national wine sector. Winemaking was historically handled by cooperatives until the 1980s when production in high volume with relatively high alcohol was restructured to focus on local labels by improving quality of its own special grape varieties and reducing yields in order to

14  A. K. KIM ET AL.

focus on quality rather than quantity. The wine sector is starting to play an important role in the region due to its history, environment, culture and economy. Two national organisations are highly committed to developing the national wine tourism industry, namely the Movimento del Turismo del Vino (Wine Tourism Movement), made up of 1000 Italian wineries, and the Associazione Nazionale Città del Vino, term referring to the townships of wine areas.

Method For the purposes of this study, a survey instrument was developed based on prior literature. The questionnaire was divided into five sections. The first asked respondents for some general socio-demographic and travel-related information. The second included a list of twenty-six items specifically used to investigate the attributes that ­ wine tourists consider when selecting a wine tourism destination to be visited; the items were sourced from previous wine tourism research (Galloway et al., 2008; Getz & Brown, 2006; Marzo-Navarro & Pedraja-Iglesias, 2012). A 5-point Likert scale (1 = not at all important, 5 = very important) was used to obtain these responses. A total list of ten motivation items has been used to explore the main reasons that lead tourists to experience wine tourism and visit wineries (of these, five items were targeted for wine-related activities) (Galloway et al., 2008; Marzo-Navarro & Pedraja-Iglesias, 2012; Sparks, 2007). A list of eight items concerned barriers to practising wine tourism such as time, costs and interest in wine-related and tourism activities (Getz & Brown, 2006; Gross & Brown, 2006; Lam & Hsu, 2006; Marzo-Navarro & Pedraja-Iglesias, 2012; Mckercher & Chan, 2005; Sparks, 2007). In June–September 2015, two trained interviewers, directly supervised by one of the authors, collected data for this study, with face-toface interactions, from wineries located all around the Sardinia Region; the specific wineries (n = 10) were selected given their medium-high involvement in wine tourism activities. Respondents were intercepted at the end of their visit at the winery to assure that their responses were able to capture the overall visit experience. At the end of data collection, a convenience sample of 267 complete questionnaires was obtained and used in this study. For the purpose of our research, a cluster analysis approach was adopted.

2  UNDERSTANDING THE WINE TOURIST MARKETS’ MOTIVATIONS … 

15

Results Overall Profile of the Sample The overall sample (n = 267) comprised of 52.8% of females and 46.1% of males. The greatest proportion of respondents were aged between 35 and 54 years (43.9%). Approximately, a third (33.2%) were in the younger-age group (between 20 and 34 years old) and 16.6% were over 55 years of age. About half of the respondents had university/postgraduate degrees (48.3%), while 36.5% had college qualifications. A majority of the participants had a job as an employee (31.4%), an executive/manager (16.6%) or self-employed (13.7%), while one-third of them (35.8%) were retired or unemployed. About 27.3% of respondents were from Sardinia. Italian domestic visitors represented 34.7% of respondents, while the international market accounted for 29.2% of respondents. With regard to past experiences visiting wine tourism destinations, about a half of the respondents visited the wine tourism destination once (20.3%) or several times (26.6%) over the last year, while 21.8% had not visited in the past year. Finally, respondents reported buying Sardinian wines (63.7%) or Sardinian food (20.4%) at the end of the visit to the winery. Cluster Analysis Cluster analysis was conducted to classify respondents into subgroups on the basis of their responses to the five wine-oriented travel motivation items (e.g. tasting wine, learning about the wine culture, interacting with the winery staff, purchasing wines at a reasonable price and purchasing rare and expensive wines). A series of K-means cluster analyses were performed, ranging from 2 to 4 clusters to identify distinct clusters. Results confirmed that the three-cluster solution was the most suitable as it yielded a substantial size for each cluster. Each cluster showed distinct differences in their wine tourism motivation items, reflecting a generalist-specialist continuum which ranged from ‘casual wine tourists’ to ‘wine culture tourists’ and to ‘wine lovers’ (Table 2.1). The three-cluster solution was also validated with a more stringent discriminant analysis which showed a significant difference (p