The Role of Winery Tours and Tasting Experiences in the Success of Wine Marketing Strategies: An Empirical Study of Family-Owned Wineries in the Lake Neusiedl Region

Abstract

This study explores the role of winery tours and tasting experiences in enhancing the marketing strategies of family-owned wineries in the Lake Neusiedl region of Austria. Drawing on the experiential marketing framework, the research examines how winery visits can build customer loyalty, drive repeat purchases, and elevate brand image. Using a netnographic approach, 1,895 customer reviews from Vivino were analyzed to assess visitor experiences, focusing on the dimensions of knowledge acquisition, entertainment, and aesthetic engagement. The findings reveal that educational aspects, particularly guided tours and wine tastings, significantly contribute to visitor satisfaction, while the scenic "winescape" and entertainment offerings also play crucial roles. The study highlights key challenges faced by wineries, such as differentiating their offerings in a competitive market and addressing staffing issues. Limitations of the research, including its focus on German-speaking visitors and the lack of demographic data, are acknowledged. The article concludes with recommendations for future research, emphasizing the need to explore post-visit behaviors and the impact of social interactions during winery visits. This work provides valuable insights for wineries looking to optimize their marketing strategies through experiential engagement.

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