Investigating the role of festivalscape in culinary tourism: The case of food and wine events

Purpose – The purpose of this paper is to use the experiential view of consumption to better understand the nature of the motivations of the wine tourist in a congested wine region environment. It also aims to determine the impact of travel antecedents such as the perceived characteristics of the wine region, information sources utilised, and previous knowledge of the region and its products on the destination decision-making process and ultimately the visitation motivations.Design/methodology/approach – Information is obtained from a random sample of 304 respondents from 12 wineries representing all size groups situated on the Paarl Wine Route (PWR) in South Africa. Data are collected through the use of a self-administered, highly structured questionnaire, self-completed by respondents at each of the winery cellar door venues.Findings – The most important characteristic of the entire winescape is the region’s scenic beauty. Other high impact characteristics are the friendly people and their hospitality, overall ambience and the diversity of wine estates. These factors point to hedonic behaviour in a highly social context and primarily a search for enjoyment/pleasure, mainly by first-time visitors. The dynamic of first-time and repeat visitation plays a key role in visitors’ wine tourism behaviour. The decision to engage in wine tourism is generally impulsive, even spurious, the visit duration short and the motivations guiding the visitors’ behaviour predominantly hedonic in nature.Research limitations/implications – The impact of the natural landscape underlines the premise that an experiential research approach can yield valuable insights and sheds new light on the fact that a memorable experience for a wine tourist does not only evolve inside the winery’s cellar door. In the process it exposits what could be unique selling points for marketing differently positioned wine regions.Originality/value – This study is of value to academic researchers, travel and accommodation providers and wine industry practitioners alike as it highlights important aspects of wine tourism behaviour with regard to the actual (underlying) motivations that drive them to visit cellar doors in awine region.

The Hedonic Nature of Wine Tourism Consumption: An Experiential View

Purpose – The purpose of this paper is to use the experiential view of consumption to better understand the nature of the motivations of the wine tourist in a congested wine region environment. It also aims to determine the impact of travel antecedents such as the perceived characteristics of the wine region, information sources utilised, and previous knowledge of the region and its products on the destination decision‐making process and ultimately the visitation motivations.Design/methodology/approach – Information is obtained from a random sample of 304 respondents from 12 wineries representing all size groups situated on the Paarl Wine Route (PWR) in South Africa. Data are collected through the use of a self‐administered, highly structured questionnaire, self‐completed by respondents at each of the winery cellar door venues.Findings – The most important characteristic of the entire winescape is the region's scenic beauty. Other high impact characteristics are the friendly people and their hospitality, ...

The hedonic nature of wine tourism consumption: an experiential view

Purpose – The purpose of this paper is to explore the sectors of food tourism in Finland by using Maslow's hierarchy of needs in the classification.Design/methodology/approach – Previous research on food tourism concentrates on the role of food as an attraction, as a cultural phenomenon, and as an experience. Moreover, food from productional and motivational viewpoints is reviewed briefly. The empirical data consists both of the secondary data and an interview.Findings – The findings introduce five sectors of food tourism where the needs and motivations are linked with Maslow's hierarchy of needs.Practical implications – The practical implications are that the food tourism promoters could emphasize the needs and motivations when marketing food tourism services.Originality/value – Sectors of food tourism in Finland classified by the hierarchy of needs are presented, providing practical implications for food tourism promoters and thus offering motivations for food tourism.

Maslow's hierarchy and food tourism in Finland: five cases

Global growth in wine tourism mirrors that of wine consumption and rural tourism. Existing research reveals that wine tourists look for dining, shopping, and cultural and recreational activities al...

Experience economy constructs as a framework for understanding wine tourism

Most wine tourists and visitors to wine regions can be viewed as actual or potential consumers of a lifestyle beverage, who visit wine regions in order to have wine‐related experiences. An exploratory wine tourism research study in the Coonawarra and McLaren Vale wine regions in South Australia measured the motivations for engaging in wine tourism and specific behaviours related thereto. The results of the study are exposited by means of a suggested conceptual motivational framework for wine tourism. The framework is a simple construct consisting of three main dimensions: the Visitor, Wine Region and Visit Dynamic (viewed in terms of first‐time or repeat visitation). As an adjunct to these, there are multivariate evolving sub‐dimensions of motivation and behaviour related to geographic location of wine region, purpose of visit, etc., which augment the main dimensions. The results revealed that in the Wine Region dimension motivation is affected in terms of geographic location in relation to the permanent ...

Wine Tourism Behaviour in the Context of a Motivational Framework for Wine Regions and Cellar Doors

Purpose – The purpose of this paper is to discern the intra‐regional visitation patterns of wine tourists. Exploratory research was conducted in two branded wine regions, to conceptualise the spatial movement of wine tourists in a theoretical construct.Design/methodology/approach – Information was obtained from a random sample of 214 visitors to 25 wineries in two branded wine regions in South Australia. Data were collected by means of face‐to‐face interviews using a highly structured questionnaire at each of the winery cellar door venues.Findings – A conceptual theory regarding winery visitation sets (VSs) was developed. Discernable spatial visitation patterns to wineries result from the dynamic interaction of visitors’ needs and the incumbent winery profiles that exist in a hierarchy within a wine region. The grouping of sequentially visited wineries in the three‐tier hierarchy form specific VSs of wineries. Winery profiles are initially determined by visitation incidence: the most visited Regional Cent...

Karin Alant

Papers

The Hedonic Nature of Wine Tourism Consumption: An Experiential View

The hedonic nature of wine tourism consumption: an experiential view

Wine Tourism Behaviour in the Context of a Motivational Framework for Wine Regions and Cellar Doors

Winery visitation sets: Intra‐regional spatial movements of wine tourists in branded regions

Consumer household role structures and other influencing factors on wine buying and consumption [Wine Marketing.]