Do we really remember the view? The cellar door schema and its contribution to memorable experiences: Recommendations for cellar door practices.

The importance of enjoyable, memorable cellar door experiences is well-established in the literature. The winescape, which incorporates views, building design, and ambience is recognised as a central motivation for wine tourism and the most repeated content in word-of-mouth communication, a valuable marketing tool. Recent research has prioritised human interaction, which develops a connection as the most important component of the cellar door experience (d'Ament, Nayeem, & Saliba, 2022). The current study expands previous research methodologies, adopting memory work and cellar door surveys in a mixed methods approach to explore the cellar door schema and its influence on cellar door expectations, assessments, purchases, and future positive word-of-mouth communication. A constructivist grounded theory approach was adopted to analyse participant memories. A Bayesian network was produced from 136 cellar door surveys to determine the influence of cellar door schema on purchases and intention to engage in word-of-mouth communication. The results supported recent findings that the human element is the most remembered and valued; it fosters a connection, strengthens brand attachment and creates enduring customers. The winescape, while important for grounding the memory, is less prominent in recollections. Additionally, the results demonstrate the importance of word-of-mouth as a contributor to cellar door schemas. Recommendations are made for cellar door managers and staff who strive to create memorable cellar door experiences for their customers.

Convivial Connection between Staff and Customer Is Key to Maximising Profitable Experiences: An Australian Cellar Door Perspective.

Cellar doors provide retail sales for wineries, providing higher returns than wholesale to domestic and export markets. Customer-based research has established enjoyable cellar door experiences are essential to building brand attachment, creating enduring customers, and increasing on-site and post-visit sales. However, customers co-create cellar door experiences with staff, as each approach the experience with unique realities guiding their expectations. Scarce literature includes experiences from staff perspectives. Constructivist grounded theory and adopting Charmaz's approach to analysis were used to explore data from semi-structured, in-depth interviews with 33 wine consumers ranging in wine involvement, from wine novices to highly involved enthusiasts and winemakers. Twenty-two of the consumers were cellar door staff with experiences ranging from a few months to owners of long-established family wineries. Cognitive dissonance theory helped us to understand how tensions may arise for individuals approaching each experience and where to avert perceived risks. Findings show convivial connection respecting all actors creates enjoyable experiences. The warmth of greeting, further strengthened by staff-customer rapport, developed via knowledgeable conversation throughout the experience, increases brand attachment. Co-created connection becomes the conduit through which positive experiences are created and where brand attachment is forged. A framework based on emerging categories guides professional development models and human resources strategies for wineries, thereby maximizing profitability through cellar door sales.

Using digital and social media for health promotion: A social marketing approach for addressing co-morbid physical and mental health.

OBJECTIVE: This study examines consumer engagement with a social marketing digital media strategy designed to support the implementation of Equally Well-a program to improve the physical health of people living with mental illness. DESIGN: A four-stage strategic analysis and intervention mix were used as the theoretical framework to assess stakeholder needs and to evaluate the effectiveness of the intervention. SETTING: Online and digital media. PARTICIPANTS: Mental health consumers, carers, clinicians and service managers. INTERVENTIONS: A digital media, social marketing intervention to support those seeking to improve the physical health of people living with mental illness. The strategy was developed using a co-design methodology and provided links to self-care resources, access to service providers, clinical tools for health professionals and links to existing successful rural programs. MAIN OUTCOME MEASURES: The main outcome measures were the number of people from each category accessing the media, making connections and downloading resources. RESULTS: The program has resulted in more than 24 500 website hits per annum, 3500 tweets and 14.5 million Twitter impressions with good bounce and download rates. The analysis suggested the materials were mostly used by clinicians and service managers using desktop computers. CONCLUSIONS: Using a co-design approach, the study demonstrated the potential of a social marketing digital media strategy as a health promotion methodology. The paper has provided a framework for implementing and evaluating the effectiveness of digital social media campaigns that can help consumers, carers, clinicians and service planners address the challenges of rural health service delivery and the tyranny of distance.

Use of facebook to engage water customers: A comprehensive study of current U.K. and Australian practices and trends.

Given regulatory developments, it is imperative that water businesses implement effective customer engagement strategies. Among other options, Facebook offers enormous potential given the ability to connect with customers, involve customers in the co-creation of content, obtain real-time feedback on customer preferences and promote water conversation behaviours. This paper examines how effectively 20 large Australian and U.K. water businesses are using Facebook to engage customers. It also identifies how these firms can improve Facebook engagement by optimising posts type, timing, content, frequency and other factors. The total sample included more than 300,000 responses to nearly 17,000 posts between 2010 and 2017. Rapid growth in the utilisation of Facebook by water businesses was observed given the number of posts and customers engaging with this content. The results of the analysis of popular posts identified innovative ways some water businesses are using Facebook posts to promote the health benefits of tap water consumption, water conservation behaviours and responsible wastewater practices. Despite the trends, most firms still make less than one post per day and of those customers who have engaged, most have done with a single response. Further analysis revealed that few posts, and only a relatively small number of customer comments, pertained to water pricing matters. To promote engagement, water businesses must improve post regularity, the degree to which they moderate Facebook discussion, the utilisation of videos and photos, and further consider the underlying content of posts.

The national, regional and city divide: Social media analysis of stakeholders views regarding biological controls. The public reaction to the carp control herpes virus in Australia.

Recent research and practice in environmental management suggest sentiment analysis of social media communication can be a useful tool in stakeholder analysis of environmental policy. This is certainly the case when it comes to the controversial use of biological controls in dealing with invasive species. Current numerical scored approaches of sentiment may not reveal the reasons for support or opposition to environmental policies in this and other areas. In this study, we examine how the use of more in-depth analysis based on what key stakeholders say about this issue in media at a national, city or regional geographic level. The analysis reveals quite different reasons for support and opposition to the biological control of carp in Australia, and that within each stakeholder group it is possible for individuals to hold conflicting views and attitudes on this issue. We find that there are concerns at the national and city level about the impact of the virus and mistrust of government and science and that the carp species may be viewed as a valuable resource. Those responding to regional media expressed hope that the virus may lead to the elimination of the carp problem, however, they were more interested in the possible impact on the local environment. The multi-scaled social media analysis of stakeholder views about the potential biological control of carp in Australia demonstrated how social media comments can be used to explore the nuanced and multidimensional nature of community attitudes and preferences.