Analyzing diversity amongst visitors of Portuguese wine routes based on their wine involvement

Purpose>This paper focuses on the wine tourist market in the central region of Portugal, and it aims to analyze the wine tourist's demographic and travel behavior and preferences profile, based on their level of wine involvement.Design/methodology/approach>This paper presents results from an exploratory study with a quantitative design, including a total of 1,029 survey responses from visitors of three wine routes. A K-mean cluster analysis was carried out, and the emerging groups of wine tourists were statistically compared (ANOVA or Chi-squared test).Findings>Participants present a demographic profile of the wine route visitor similar to that found in other studies, with an average involvement with wine. There were three clusters of wine tourists, with different levels of involvement with wine: less wine-involved;medium wine-involved;and highly wine-involved. Significant differences between the three mentioned categories are visible for gender, age and attractions visited and expenses, suggesting the possibility of a differentiated market approach. Additionally, most respondents report high interest in a variety of attractions that are not exclusively wine-related. This finding supports the conceptualization of (particularly rural) wine tourism as "terroir tourism.”Research limitations/implications>The pandemic context in which data collection was undertaken led to a smaller sample than expected, which was also more domestic than would have been in "non-COVID” times.Practical implications>This study provides relevant insights about visitors of wine routes in Central Portugal, which may resonate in other wine tourism destinations. Implications for both theory and practice are also discussed.Originality/value>This paper fulfills an identified need to study the wine tourism market in the Central Region of Portugal and expands our understanding about wine tourists' profiles, behavior and interests, adding with empirical findings to the debate on heterogeneity in the wine tourist market, the role of wine involvement and of terroir.

A time series projection model of online seasonal demand for American wine and potential disruption in the supply channels due to COVID-19

Purpose>This study statistically examines the shifting distribution channels in the American wine industry based on the growth trajectory of sales, seasonality and disruption due to consumers switching to online platforms. The purpose of this paper is to design a model that will have general applicability beyond the wine industry.Design/methodology/approach>The research uses regression-based additive decomposition of time series data to predict the trajectory of the market share for the digital distribution channel. The study develops a statistical prediction model using time series data between 2007 and 2020, inclusive, sourced from US Annual Wine Reports and Bureau of Alcohol, Tobacco and Firearms databases.Findings>The results show an increasing trajectory of wine sales through the online distribution channel with predictable seasonality. The disruptive effects of consumer switching behavior point to a steady increase in sales due both to increasing demand and accelerating switching. Nevertheless, the model shows that bricks and mortar purchases will remain strong and continue to account for the bulk of wine sales. COVID-19 has caused a step function increase in online sales but this should moderate after the crisis subsides and can be tested further.Originality/value>This study is original in developing a model for an industry where bricks and mortar sales are growing and are expected to remain strong while there is still identifiable switching to online sales. The wine industry presents a classic case of accelerating switching behavior where there is still a strong franchise for in-store purchases. The model should have general applicability to distribution channels beyond the wine industry where steady growth, marked seasonality and disruptive consumer switching are in evidence.

Winery Word of Mouth: The Role of Brand Prestige, Brand Credibility and Wine Experience

Although tourism has been heavily affected by the COVID-19 pandemic crisis, its potential as an economic activity that enables the economic and social development of the regions is recognized. As a result of concerns caused by the COVID19 pandemic, tourist agents seek to diversify their offers. In this situation, whether because of the knowledge and interest of tourists in the wine sector or because of the credibility and prestige of some brands with greater notoriety in the sector, wine tourism can be an essential stimulus for the attractiveness of tourists and international investors. Wine is a product of a highly differentiated experience, and tourists who visit wineries that produce wine seek to know the wine production process and have a unique experience with wine brands. These tourists who visit wine cellars seek information through specialized websites, blogs or magazines and highlight the role of word-of-mouth recommendations. Thus, this study aimed to investigate the influence of brand prestige, brand credibility, and brand experience on wine and wineries' word of mouth (WOM). It was carried out a cross-sectional study using a quantitative methodology. Data collected from a sample of 207 individuals were analyzed using PLS structural equation modeling using SMART PLS software. The main results obtained confirm that the credibility and prestige of the brands have a crucial role in the word of mouth of wine cellars.

The distributors’ view on US wine consumer preferences. A discrete choice experiment

This study explored the view that distributors have towards the most valued wine attributes by consumers in the US market, applying the discrete choice experiments technique. Furthermore, to explore the extent to which the distributors’ perspective may reflect consumers’ preferences, the results are analyzed considering previous evidence with consumers in the same market. The results from a scaled multinomial logit, mixed logit and generalized logit models reveal similarities with consumer studies’ findings, especially for the influence of medals/awards, the origin of the wine, grape variety, and price, and it also identifies possible trends in the market. This evidence suggests that data collected using the knowledge and experience of wine distributors generates valuable information through a smaller sample at a lower cost than through applying consumer surveys, which is relevant in large markets with a higher number of consumers.

Wine and Cultural Tourism as One of Niche Tourism Opportunities in Canada and Slovakia

The article deals with new development in tourism, especially after the pandemic situation of COVID-19. In the period of economic crises and turmoil tourism places are able to benefit from the positive influence of so called soft and more sustainable values created by the improvement of image, reputation and the quality of destination services, by using of local cultural resources and heritage. The objective of this study is wine tourism, which has become one of the growing niche attractors in specific regions all over the world. In the combination with culinary tourism and cultural tourism offers a specific tourism product not only to the segment of cultural tourists, but tends to be more attractive to the segments of seniors. The study will be focused on two countries, Canada and the case of Brand Niagara Region and Slovakia. The qualitative research has been prepared, especially focused on product development and the innovative promotion strategies. These two countries were chosen due to a personal experience, former research and interest in this topic.

Promotion of European Wines in Third Countries within the Common Market Organisation Framework: The Case of France

The international wine market has undertaken important structural changes in the first decades of the 21st century, both in terms of demand and offer. In order to mitigate the effect deriving from the increase in competition, the European Union (EU) continues to allocate important resources to increase the competitiveness of the winemaking sector by means of its Common Agricultural Policy (CAP) and the Common Market Organization (CMO). This paper aims to understand which factors have an influence on the correct implementation of the CMO measure of promotion in the principal wine exporter country: France. A fuzzy-set model (fs/QCA) has been utilized, studying a period of 10 years since 2009. Results show that is it possible to obtain a better execution ratio of measure of promotion by adapting some key factors, such as CMO budget allocation. These findings could support French national and regional authorities in the task of planning. Moreover, other Member States (MS) could also benefit, since in the new CAP approach, a higher participation in strategic plans is required for them by the EU.

Uncovering hidden human capital in uncertain times by exploring strategic resources in Spanish wineries

PurposeThe purpose of this paper is to explore the continuous identification of tangible and intangible strategic resources needed to achieve competitive advantages in uncertain times in Spanish wineries, highlighting the critical value of human capital.Design/methodology/approachBy means of a case study of a Spanish Sherry winery theoretically based on the resource-based view (RBV) of the firm, the paper focuses on the influence of environmental uncertainty on firms’ strategic resources and the need for in-depth knowledge. Direct participation and experience in the business have allowed access to data for longitudinal exploratory analysis.FindingsHuman capital, especially managers’ knowledge and experience, has been the key to the survival and success of the company analysed, throughout its history.Practical implicationsThe paper guides managers, especially in microenterprises and SMEs, on the inclusion among the firm’s strategic resources of a part of their own human capital that is generally not considered.Originality/valueThis paper contributes to the RBV and self-reflection theory by demonstrating the value of human capital in a small family business under extremely uncertain times.