Understanding the impact of wine tourism on post-tour purchasing behaviour.

Abstract

The study described in this chapter seeks to understand the longer-term implications of cellar door operations by focusing on wine tourists' purchasing and consumption patterns as a consequence of their visits to wineries. Australian consumers (n=73) were asked to identify changes in their wine consumption patterns after visiting a cellar door. As part of the analysis, the sample was segmented by involvement in the wine product category, since involvement has been shown to explain differences in wine consumer behaviour. Five months after a visit to a winery, 20.5% of visitors claimed some changes to their wine consumption. The greatest change came in the quality of wine consumed, with 73.3% indicating that they now consumed higher-quality wines than in the past. This suggests that an educational impact occurs in going to a wine region and participating in the cellar door experience. In addition, 67.7% increased the quantity of wine purchased and 60.0% changed the wine style and type that they usually consumed.

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