Are travellers interested in wine tourism in New Zealand?

Abel Duarte Alonso

28 citations0/0 files storedInternational Journal of Culture Tourism and Hospitality Research

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

Abstract

Purpose While much of contemporary wine tourism research focuses on on-site winery visitors, little is reported on the level of wine tourism participation among travellers outside the winery who may not necessarily be winery visitors or wine enthusiasts. This study investigates this dimension from the perspective of travellers. Design/methodology/approach Between October and November of 2006, a total of 998 questionnaires were distributed among travellers from the North to the South Island of New Zealand. In all, 500 travellers participated in the study, a 50.1 percent response rate. Findings One critical finding of this study is that while winery visitation appears common among domestic travellers, for the majority of international visitors lack of knowledge of New Zealand wines and wineries is their main reason not to visit wineries while members of this group travel in New Zealand. Research limitations/implications The potential limitations of choosing a predominantly quantitative approach, as well as choosing specific days of the week for the questionnaire distribution are acknowledged in this study. Practical implications The overall results suggest that if wine tourism is to continue its present development in New Zealand, winery operators and the wine industry need to address several issues identified in this study, particularly overseas travellers' apparent lack of knowledge about New Zealand's wine and wine tourism. Originality/value This study examines wine tourism from a different perspective, namely, that of travellers who might not necessarily fall under the wine tourist category. This dimension has been ignored for the most part in previous wine tourism research. The study also provides avenues for future research to further explore this dimension of tourism/wine tourism.

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References

2002Who is the wine tourist?2002Wine tourism around the world: development, management and markets 2004Wine Tourism Behaviour in the Context of a Motivational Framework for Wine Regions and Cellar Doors 2009Wine Tourism Around the World 1995Opportunities and Pitfalls of Tourism in a Developing Wine Industry 2002Wine production as a service experience – the effects of service quality on wine sales 2001Positioning Wine Tourism Destinations: An Image Analysis 2009Wine tourism: an introduction

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