Tasting fees and the youth market

Detalhes bibliográficos
Autor(a) principal: Treloar, Peter
Data de Publicação: 2008
Outros Autores: Hall, C. Michael
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Brasileira de Pesquisa em Turismo
Texto Completo: https://rbtur.org.br/rbtur/article/view/105
Resumo: Many wineries in Australia and New Zealand are seeking strategies to continue to develop in a highly competitive marketplace. One such strategy is via the development of wine tourism. Although there is a significant amount of literature of the relative advantages and disadvantages of wine tourism for small wineries, particularly with respect to its educational and market development function, there is very little research available on how wine tourism is perceived by the next generation of wine drinkers – the youth market. The purpose of this study is therefore to gain a better understanding of how the youth market perceives tasting fees at wineries and influences on purchasing and other wine behaviours. In late 2003, 599 surveys were distributed to ten universities throughout Australia and New Zealand, of which 448 were returned, representing a valid response rate of 74.8 percent. The results of the survey indicated that the majority of respondents who thought of wine tourism as an appealing activity, who had visited wineries previously, who normally consumed and purchased wine and who had some knowledge of wine all thought that a fee at the cellar door would impact on their decision to visit. Wineries need to maximise the return on their wine, however there also needs to be recognition of the potential trade-off between immediate returns from charging for tastings and cellar-door sales versus longer-term returns from direct and indirect sales. In some markets, and particularly the ‘Generation Y’ market, seeking short-term returns through charging may affect longer-term custom and loyalty. However, regardless of the strategy, it is important that it is effectively communicated to the market, particularly if individual wineries are interested in growing the market for the future.
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spelling Tasting fees and the youth marketTasting fees and the youth marketWine Tourism. Generation Y.Wine Tourism. Generation Y.Many wineries in Australia and New Zealand are seeking strategies to continue to develop in a highly competitive marketplace. One such strategy is via the development of wine tourism. Although there is a significant amount of literature of the relative advantages and disadvantages of wine tourism for small wineries, particularly with respect to its educational and market development function, there is very little research available on how wine tourism is perceived by the next generation of wine drinkers – the youth market. The purpose of this study is therefore to gain a better understanding of how the youth market perceives tasting fees at wineries and influences on purchasing and other wine behaviours. In late 2003, 599 surveys were distributed to ten universities throughout Australia and New Zealand, of which 448 were returned, representing a valid response rate of 74.8 percent. The results of the survey indicated that the majority of respondents who thought of wine tourism as an appealing activity, who had visited wineries previously, who normally consumed and purchased wine and who had some knowledge of wine all thought that a fee at the cellar door would impact on their decision to visit. Wineries need to maximise the return on their wine, however there also needs to be recognition of the potential trade-off between immediate returns from charging for tastings and cellar-door sales versus longer-term returns from direct and indirect sales. In some markets, and particularly the ‘Generation Y’ market, seeking short-term returns through charging may affect longer-term custom and loyalty. However, regardless of the strategy, it is important that it is effectively communicated to the market, particularly if individual wineries are interested in growing the market for the future. Many wineries in Australia and New Zealand are seeking strategies to continue to develop in a highly competitive marketplace. One such strategy is via the development of wine tourism. Although there is a significant amount of literature of the relative advantages and disadvantages of wine tourism for small wineries, particularly with respect to its educational and market development function, there is very little research available on how wine tourism is perceived by the next generation of wine drinkers – the youth market. The purpose of this study is therefore to gain a better understanding of how the youth market perceives tasting fees at wineries and influences on purchasing and other wine behaviours. In late 2003, 599 surveys were distributed to ten universities throughout Australia and New Zealand, of which 448 were returned, representing a valid response rate of 74.8 percent. The results of the survey indicated that the majority of respondents who thought of wine tourism as an appealing activity, who had visited wineries previously, who normally consumed and purchased wine and who had some knowledge of wine all thought that a fee at the cellar door would impact on their decision to visit. Wineries need to maximise the return on their wine, however there also needs to be recognition of the potential trade-off between immediate returns from charging for tastings and cellar-door sales versus longer-term returns from direct and indirect sales. In some markets, and particularly the ‘Generation Y’ market, seeking short-term returns through charging may affect longer-term custom and loyalty. However, regardless of the strategy, it is important that it is effectively communicated to the market, particularly if individual wineries are interested in growing the market for the future.Anptur2008-06-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer reviewedScientific articleEvaluado por paresArtículo científicoAvaliado por paresArtigo científicotext/htmlapplication/pdfhttps://rbtur.org.br/rbtur/article/view/10510.7784/rbtur.v2i2.105Revista Brasileira de Pesquisa em Turismo; Vol. 2 No. 2 (2008); 113-127Revista Brasileira de Pesquisa em Turismo; Vol. 2 Núm. 2 (2008); 113-127Revista Brasileira de Pesquisa em Turismo; v. 2 n. 2 (2008); 113-1271982-6125reponame:Revista Brasileira de Pesquisa em Turismoinstname:Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)instacron:ANPPGTporhttps://rbtur.org.br/rbtur/article/view/105/143https://rbtur.org.br/rbtur/article/view/105/104Copyright (c) 2014 Revista Brasileira de Pesquisa em Turismoinfo:eu-repo/semantics/openAccessTreloar, PeterHall, C. Michael2020-06-02T01:24:35Zoai:ojs.emnuvens.com.br:article/105Revistahttps://rbtur.org.br/rbturONGhttps://rbtur.org.br/rbtur/oai||edrbtur@gmail.com|| glauber.santos@usp.br1982-61251982-6125opendoar:2020-06-02T01:24:35Revista Brasileira de Pesquisa em Turismo - Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)false
dc.title.none.fl_str_mv Tasting fees and the youth market
Tasting fees and the youth market
title Tasting fees and the youth market
spellingShingle Tasting fees and the youth market
Treloar, Peter
Wine Tourism. Generation Y.
Wine Tourism. Generation Y.
title_short Tasting fees and the youth market
title_full Tasting fees and the youth market
title_fullStr Tasting fees and the youth market
title_full_unstemmed Tasting fees and the youth market
title_sort Tasting fees and the youth market
author Treloar, Peter
author_facet Treloar, Peter
Hall, C. Michael
author_role author
author2 Hall, C. Michael
author2_role author
dc.contributor.author.fl_str_mv Treloar, Peter
Hall, C. Michael
dc.subject.por.fl_str_mv Wine Tourism. Generation Y.
Wine Tourism. Generation Y.
topic Wine Tourism. Generation Y.
Wine Tourism. Generation Y.
description Many wineries in Australia and New Zealand are seeking strategies to continue to develop in a highly competitive marketplace. One such strategy is via the development of wine tourism. Although there is a significant amount of literature of the relative advantages and disadvantages of wine tourism for small wineries, particularly with respect to its educational and market development function, there is very little research available on how wine tourism is perceived by the next generation of wine drinkers – the youth market. The purpose of this study is therefore to gain a better understanding of how the youth market perceives tasting fees at wineries and influences on purchasing and other wine behaviours. In late 2003, 599 surveys were distributed to ten universities throughout Australia and New Zealand, of which 448 were returned, representing a valid response rate of 74.8 percent. The results of the survey indicated that the majority of respondents who thought of wine tourism as an appealing activity, who had visited wineries previously, who normally consumed and purchased wine and who had some knowledge of wine all thought that a fee at the cellar door would impact on their decision to visit. Wineries need to maximise the return on their wine, however there also needs to be recognition of the potential trade-off between immediate returns from charging for tastings and cellar-door sales versus longer-term returns from direct and indirect sales. In some markets, and particularly the ‘Generation Y’ market, seeking short-term returns through charging may affect longer-term custom and loyalty. However, regardless of the strategy, it is important that it is effectively communicated to the market, particularly if individual wineries are interested in growing the market for the future.
publishDate 2008
dc.date.none.fl_str_mv 2008-06-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer reviewed
Scientific article
Evaluado por pares
Artículo científico
Avaliado por pares
Artigo científico
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://rbtur.org.br/rbtur/article/view/105
10.7784/rbtur.v2i2.105
url https://rbtur.org.br/rbtur/article/view/105
identifier_str_mv 10.7784/rbtur.v2i2.105
dc.language.iso.fl_str_mv por
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dc.relation.none.fl_str_mv https://rbtur.org.br/rbtur/article/view/105/143
https://rbtur.org.br/rbtur/article/view/105/104
dc.rights.driver.fl_str_mv Copyright (c) 2014 Revista Brasileira de Pesquisa em Turismo
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rights_invalid_str_mv Copyright (c) 2014 Revista Brasileira de Pesquisa em Turismo
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dc.publisher.none.fl_str_mv Anptur
publisher.none.fl_str_mv Anptur
dc.source.none.fl_str_mv Revista Brasileira de Pesquisa em Turismo; Vol. 2 No. 2 (2008); 113-127
Revista Brasileira de Pesquisa em Turismo; Vol. 2 Núm. 2 (2008); 113-127
Revista Brasileira de Pesquisa em Turismo; v. 2 n. 2 (2008); 113-127
1982-6125
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