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Wine Tourism: Balancing Core Product and Service-Dominant Strategies

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Wine Tourism Destination Management and Marketing

Abstract

This paper examines winery visit motives more critically in order to ascertain, firstly, the presence of goods-dominant versus experience-dominant objectives, and, secondly, whether a dominant motive will affect visitor perceptions of winery benefits and the brand in general. We additionally explore the relationships between dominant motives and consumer profile characteristics. Empirical results distinguish two types of visitors: wine buyers and winery holiday-makers. The paper further suggests that wineries should design a tasting process that provides potential buyers with clear information and purchase opportunities, since ‘buyers’ are not opting into facilitating information services, e.g., tours or winemaker visits, as a support for their decision making. For ‘holiday-makers,’ the tasting process is simply one more aspect of a winery attraction and may not carry the same level of importance as an information source as it does for wine ‘buyers.’

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Authors and Affiliations

  1. University of North Carolina Greensboro, Greensboro, NC, USA

    Bonnie Farber Canziani

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  1. Bonnie Farber Canziani
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Correspondence to Bonnie Farber Canziani .

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Editors and Affiliations

  1. University of South Australia, Adelaide, SA, Australia

    Marianna Sigala

  2. Saint Lucia, QLD, Australia

    Richard N. S. Robinson

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Canziani, B.F. (2019). Wine Tourism: Balancing Core Product and Service-Dominant Strategies. In: Sigala, M., Robinson, R.N.S. (eds) Wine Tourism Destination Management and Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-00437-8_13

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