Linking Wine Consumers to the Consumption of Local Wines and Winery Visits in the Northern Appalachian States

Timothy A. Woods · Lia Nogueira · Shang‐Ho Yang

15 citations0/0 files storedRePEc: Research Papers in Economics

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Wine Industry and Tourism Diverse Aspects of Tourism Research Culinary Culture and Tourism

Abstract

Wineries in the Northern Appalachian states have expanded significantly over the past 10 years, however, marketing still presents challenges in this globally competitive industry. We explore the linkages between general wine consumption and winery tourism. A market segmentation model is applied to local wine purchases and winery visit behavior. In this four state study of 1,609 wine consumers in Pennsylvania, Ohio, Kentucky, and Tennessee we provide insights into local wine purchasing differences among core, mid-level, and periphery wine consumers. We analyze the determinants of trying local wine and visiting local wineries. Finally, we examine differences in post-winery visit behavior. Our results suggest that the frequency of wine consumption and increase in wine knowledge positively influence the decision to try a local wine and visit a local winery.

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References

1970Information and Consumer Behavior 2004Critical success factors for wine tourism regions: a demand analysis 2003South African wine routes: some perspectives on the wine tourism industry's structural dimensions and wine tourism product 2001Strategic alliances along the Niagara Wine Route 1995Opportunities and Pitfalls of Tourism in a Developing Wine Industry 2006Market segment analysis to target young adult wine drinkers 2003Rethinking new wines: implications of local and environmentally friendly labels 2006Wine tourism development and marketing strategies in Southwest Michigan

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