TY - JOUR
T1 - An analysis of wine festival attendees' motivations
T2 - A synergy of wine, travel and special events?
AU - Yuan, Jingxue Jessica
AU - Cai, Liping A.
AU - Morrison, Alastair M.
AU - Linton, Sally
PY - 2005
Y1 - 2005
N2 - As special-interest tourism, wine tourism is becoming increasingly important for wine-growing regions. But wine marketers are faced with a paucity of empirical data when examining wine tourists' characteristics and behaviour. This issue needs to be addressed if marketers want to implement more effective strategies to target the market. Visiting wine festivals is an important component in the complete construct of wine tourism. What might have motivated the participants to visit such an event has become critical for wine-growing destinations when they attempt to use wine festivals to promote the wineries and regions. This research study used a survey instrument specially designed to test participants' motivations to attend a regional wine festival in a Midwestern state in the USA. Both festival and wine tourism motivations were integrated in the measurement scale. The findings showed that attendees were motivated by a variety of factors which were associated with the focus on the different elements incorporated in the theme of the festival - a synergy of wine, travel and special event. Wine festivals can be used as a vehicle to attract younger people to become more interested in wine. They create a good venue to tap into future target markets for wine tourism development.
AB - As special-interest tourism, wine tourism is becoming increasingly important for wine-growing regions. But wine marketers are faced with a paucity of empirical data when examining wine tourists' characteristics and behaviour. This issue needs to be addressed if marketers want to implement more effective strategies to target the market. Visiting wine festivals is an important component in the complete construct of wine tourism. What might have motivated the participants to visit such an event has become critical for wine-growing destinations when they attempt to use wine festivals to promote the wineries and regions. This research study used a survey instrument specially designed to test participants' motivations to attend a regional wine festival in a Midwestern state in the USA. Both festival and wine tourism motivations were integrated in the measurement scale. The findings showed that attendees were motivated by a variety of factors which were associated with the focus on the different elements incorporated in the theme of the festival - a synergy of wine, travel and special event. Wine festivals can be used as a vehicle to attract younger people to become more interested in wine. They create a good venue to tap into future target markets for wine tourism development.
KW - special-interest tourism
KW - travel motivation
KW - wine festival
KW - wine tourism
UR - http://www.scopus.com/inward/record.url?scp=84899138871&partnerID=8YFLogxK
U2 - 10.1177/1356766705050842
DO - 10.1177/1356766705050842
M3 - Article
AN - SCOPUS:84899138871
VL - 11
SP - 41
EP - 58
JO - Journal of Vacation Marketing
JF - Journal of Vacation Marketing
SN - 1356-7667
IS - 1
ER -