Identifying key wine product and wine tourism attributes in an ultra-peripheral wine region: implications for wine consumers and wine tourism

TLDR: In this paper, the preferences and experiences of consumers of local wines and winery visitation in the ultra-peripheral wine regions were examined, and they contributed to the wine marketing and wine tourism literature.

Abstract: This study contributes to the wine marketing and wine tourism literature, and examines the preferences and experiences of consumers of local wines and winery visitation in the ultra-peripheral wine...

Frequently asked questions

Q1. What are the contributions in this paper?

This study contributes to the wine marketing and wine tourism literature, and examines the preferences and experiences of consumers of local wines and winery visitation in the ultra-peripheral wine region of La Palma Island, Spain. The study has important implications, including approaches for ultraperipheral regions to develop wine and wine tourism offerings, as well as to position themselves, through maximising the distinctness of their wine heritage, core products, and experiences. Apart from highlighting wine preferences, with aroma, taste, originality and uniqueness standing out, the findings underscore the potential for wine education and wine tourism to contribute considerably to further marketing and positioning of an ultra-peripheral wine region. 

Q2. What are the key factors that can play a role in enhancing wineries’ competitiveness?

Wine tourism: a key complement to the wine product Alongside marketing strategies, wine tourism activities such as visitation to wineries, and wine festivals or vineyards are key motivational factors (Hall et al., 1996) that can play a key role in enhancing wineries’ competitiveness and sustainability. 

Q3. What is the significance of identifying opportunities for ultra-peripheral regions?

identifying opportunities for ultra-peripheral regions to exploit existing strengthsand resources could contribute to enhancing their destination image and uniqueness. 

Q4. How many people prefer to consume La Palma wines?

over one-third of La Palma residents (36.5%) favour consuming La Palma wines in local bars, as opposed to only 18% of nonresidents (χ2 (1, n=102) = 4.399, (p=0.036). 

Q5. What could be done to improve the tourism sector of La Palma Island?

Increasing promotion, and maintaining a consistent front line service could go a very long way, and have tangible effects or impacts on the future of the wine and wine tourism sectors of the island. 

Q6. What is the importance of enhancing the island’s destination image?

Scherrer et al. (2009) highlighted the need to enhance the islands’ destination image to emphasisetheir wine-making history alongside their scenic qualities, enabling them to move towards catering for independent, high-yield visitors. 

Q7. What are the avenues to enhance consumer value?

there are avenues to enhance consumer value through staff knowledge and other service-related aspects, such upskilling and developing new abilities (Carlsen & Boksberger, 2015). 

Q8. What was the recognisable aspect of La Palma?

In line with consumer research conducted in the United States (Kelly et al., 2015), aroma and taste were the most recognisable, followed by uniqueness and originality. 

Q9. What is the average indicated expenditure by participants?

The average indicated expenditure by participants also highlights avenues towards targeting visitors, for instance, in wineries providing leisure opportunities (Marzo-Navarro & Pedraja-Iglesias, 2009; Williams, 2001). 

Q10. What are the main reasons why ultra-peripheral regions are unsustainable?

These unsustainable choices have had repercussions for local wineries, as resourcing constraints and the limited opportunities for capacity building mean they are unable to operate on a level playing field. 

Q11. How many people visited La Palma wineries in the last 12 months?

44 (67.7%) of the 65 individuals who had visited La Palma wineries in the last 12 months indicated their expenditure at the winery. 

Q12. What is the role of the EU in promoting ultra-peripheral tourism?

In addition, it could assist in developing and replicating a business model that could be operationalised in other ultra-peripheral, as well as geographically isolated regions. 

Q13. What is the effect of a semi-structured questionnaire?

Utilising a semi-structured questionnaire allows the study to not only collect structured data around demographics and specific wine preferences, but enables examination of in-depth views from wine consumers, both national and international, concerning their wine and winery visitation experiences. 

Q14. How many attributes were revealed in the two cases?

participants were asked to indicate in their own words the most recognisable- as well as the most enjoyable- aspects of La Palma wines; as many as five attributes emerged in both cases.