Description
While much of contemporary wine tourism research focuses on on-site winery visitors, little is
reported on the level of wine tourism participation among travellers outside the winery who may not
necessarily be winery visitors or wine enthusiasts. This study investigates this dimension from the
perspective of travellers
International Journal of Culture, Tourism and Hospitality Research
Are travellers interested in wine tourism in New Zealand?
Abel D. Alonso
Article information:
To cite this document:
Abel D. Alonso, (2009),"Are travellers interested in wine tourism in New Zealand?", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 3 Iss 1 pp. 13 - 24
Permanent link to this document:http://dx.doi.org/10.1108/17506180910940315
Downloaded on: 24 January 2016, At: 22:06 (PT)
References: this document contains references to 51 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 1285 times since 2009*
Users who downloaded this article also downloaded:
J asmine Koch, Andrew Martin, Robert Nash, (2013),"Overview of perceptions of German wine tourism from the winery perspective",
International J ournal of Wine Business Research, Vol. 25 Iss 1 pp. 50-74http://dx.doi.org/10.1108/17511061311317309
Abel Duarte Alonso, Yi Liu, (2010),"Wine tourism development in emerging Western Australian regions", International J ournal of
Contemporary Hospitality Management, Vol. 22 Iss 2 pp. 245-262http://dx.doi.org/10.1108/09596111011018214
Mercedes Marzo-Navarro, Marta Pedraja-Iglesias, (2010),"Are there different profiles of wine tourists? An initial approach", International
J ournal of Wine Business Research, Vol. 22 Iss 4 pp. 349-361http://dx.doi.org/10.1108/17511061011092401
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service
information about how to choose which publication to write for and submission guidelines are available for all. Please visit
www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than
290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional
customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE)
and also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Are travellers interested in wine tourism in
New Zealand?
Abel D. Alonso
Abstract
Purpose – While much of contemporary wine tourismresearch focuses on on-site winery visitors, little is
reported on the level of wine tourism participation among travellers outside the winery who may not
necessarily be winery visitors or wine enthusiasts. This study investigates this dimension from the
perspective of travellers.
Design/methodology/approach – Between October and November of 2006, a total of 998
questionnaires were distributed among travellers from the North to the South Island of New Zealand.
In all, 500 travellers participated in the study, a 50.1 percent response rate.
Findings – One critical ?nding of this study is that while winery visitation appears common among
domestic travellers, for the majority of international visitors lack of knowledge of New Zealand wines and
wineries is their main reason not to visit wineries while members of this group travel in New Zealand.
Research limitations/implications – The potential limitations of choosing a predominantly quantitative
approach, as well as choosing speci?c days of the week for the questionnaire distribution are
acknowledged in this study.
Practical implications – The overall results suggest that if wine tourism is to continue its present
development in New Zealand, winery operators and the wine industry need to address several issues
identi?ed in this study, particularly overseas travellers’ apparent lack of knowledge about NewZealand’s
wine and wine tourism.
Originality/value – This study examines wine tourism from a different perspective, namely, that of
travellers who might not necessarily fall under the wine tourist category. This dimension has been
ignored for the most part in previous wine tourism research. The study also provides avenues for future
research to further explore this dimension of tourism/wine tourism.
Keywords Wines, Tourism, New Zealand
Paper type Research paper
Introduction and literature review
New Zealand’s wine industry continues to experience a growth that re?ects consistent
achievements both in quality and quantity (Foodworks, 2006; Wine Institute of New Zealand,
2006). The increase in the value of wine exports, for the ?rst time exceeding over 500 million
New Zealand dollars ($NZ), the well over 500 existing wineries, and 20,000 hectares planted
of grapes (Wine Institute of New Zealand, 2006) illustrates a consistent and robust growth.
Such growth also provides a solid ground for the further development of wine tourism. Some
studies de?ne wine tourism as simply visiting cellar doors (Cambourne, 1998), or visiting
vineyards and tasting the wine product (O’Neill et al., 2001; O’Neill et al., 2002). A number of
researchers study wine tourism within the context of New Zealand (see Beverland, 1998;
Mitchell, 1999; Hall et al., 2000a; Hall and Macionis, 1998; Hall et al., 2000b; Mitchell, 2002;
Mitchell and Hall, 2001), or internationally (Getz, 1998, 2000).
DOI 10.1108/17506180910940315 VOL. 3 NO. 1 2009, pp. 13-24, Q Emerald Group Publishing Limited, ISSN 1750-6182
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 13
Abel D. Alonso is based at
Auburn University, Auburn,
Alabama, USA.
Received May 2008
Revised September 2008
Accepted November 2008
The author thanks Rick A Fraser
(Lincoln University, New
Zealand), David Cohen (Lincoln
University, New Zealand) and
Yi Liu (Curtin University,
Western Australia) for their
expertise, assistance and
support while conducting the
present study.
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
The association between the wine product and food also suggests potential opportunities for
wineries with hospitality facilities, including restaurants, cafes and accommodation. This
development is ongoing, with many wineries now offering these facilities in New Zealand.,
while at the same time contributing to the current and future growth of wine tourism.
Moreover, in the last decade, the steady increase in the number of hospitality operations in
New Zealand, coupled with the growing number of full-time employees working in the local
hospitality industry (Statistics New Zealand, 1997, 2005) demonstrate the existing human
and material infrastructure to aid in the further growth of wine tourism. Also, increasing
numbers of international tourists (Ministry of Tourism, 2007a) identify yet another critical
aspect that could have a positive impact on the popularity of New Zealand’s wine tourism.
The case of New Zealand is only one of many examples illustrating the potential for a
successful relationship, or marriage (Bruwer, 2004) between the wine product and the
tourism industry. Moreover, that the wine tourism phenomenon today is gaining in popularity
is not exclusive of New Zealand, but a common feature in many areas of the world. In fact,
California (Gilinsky et al., 2000), Chile (Sharples, 2002; Echecopar et al., 2003), Israel (Jaffe
and Pasternak, 2004), Portugal (Correia and Ascencao, 2004), Texas (Dodd, 1995), or South
Africa (Tassiopoulos et al., 2004) are additional cases demonstrating the growing interest for
wine tourism as an attraction in the host nation or wine region.
Wine tourism is already an important magnet of visitors to rural areas in Australia (Charters
and Ali-Knight, 2002). Data from the South Australian Tourism Commission (2006) indicate a
total of 993,000 people visiting a wine cellar between 2003 and 2004, and spending 500
million Australian dollars. While no exact ?gure exists on how many visitors travel to wineries
in New Zealand each year, some reports suggest a constant growth in the last decade in
related areas. Figures from the Ministry of Tourism (2007b) illustrate a six-fold increase in
wine trail and vineyard visitation among international visitors in the last decade, from 30,998
visitors in 1998 to 185,784 in 2006, though a decline to 170,309 is noted for 2007. Thus,
according to these ?gures, 7.7 percent of international visitors visit wine trails and vineyards
while traveling in New Zealand. However, some studies caution against the reliability of
?ndings of secondary data (Ryan, 1995), including the area of special interest (SI) tourism
(McKercher and Chan, 2005), where the concept of wine tourism relates to.
Many studies investigate the winery experience from a wide range of angles, thereby
identifying wine tourists, as well as critical elements that suggest their commercial potential,
demographic characteristics, or even their behavior at the winery. Hinch and Higham (2001,
p. 47) explain that to qualify as a tourist, ‘‘individuals must leave and then eventually return to
their home. Although the travel of an individual does not constitute tourismin and of itself, it is
one of the necessary conditions’’. In regards to the wine tourism dimension, Jago et al.
(2000) agree that people visiting a winery could be categorized as wine tourists. Getz (2000,
p. 4) emphasizes this view, stating that ‘‘wine tourism is initiated by consumers who travel
speci?cally for wine-related experiences or by travellers who include wine experiences in
their destination visits’’. However, broad de?nitions of wine tourists do not appear to be
conclusive. For Charters and Ali-Knight (2002, p. 317), ‘‘Wine tourism is often part of an
overall ‘bundle of attractions’ for a tourist – and it is likely that most visitors described as
‘wine tourists’ would not associate themselves with that label’’. Moreover, Jago et al. (2000,
p. 67) suggest that ‘‘It is interesting how many people do not wish to be classi?ed as tourists
even though they are clearly participating in tourist activities. Tourists, it seems, are always
other people’’. Thus, in many respects the name winery visitor would seem to be a more
appropriate term as opposed to the more drastic wine tourist label.
Charters and Ali-Knight (2002) identify and segment winery visitors into different groups,
including the wine lover, the wine connoisseur, the wine interested, and the wine novice.
Such identi?cation suggests that winery visitors are individuals with different levels of
interest, knowledge, experience, and enthusiasm, not only about the wine product, but also
about tangible and intangible aspects that may include food, entertainment, or educational
experiences at the winery. O’Neill and Charters (2006, p. 174) discuss the importance of the
experience at the winery ‘‘in the formation of service quality perceptions so that they can be
maintained and/or manipulated over time’’. O’Mahony et al. (2006, p. 134) conclude that
‘‘winery consumers typically engaged in some form of wine education activity, ranging from
PAGE 14
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
discussions and tastings with friends and colleagues to subscriptions to wine magazines’’.
Piscitelli et al. (2005) also emphasize the educational component as their research reveals
that expectations of winery visitors in learning about production processes are strong.
Williams (2001, p. 46) presents several ‘‘destination attributes’’ that act as attracting factors
for wine tourists. Such attributes can be climatic, environmental, landscape, production, the
winery’s facility, the sense of place, and leisure and experiential (Williams, 2001).
Undoubtedly, visitors’ experience at the winery might provide winery operators with critical
information on how to make their product or their hospitality facilities more attractive. Wine
tourism research also underlines wine tourists’ motivational aspects, with Alant and Bruwer
(2004, p. 5) pointing out:
The wine tourist arguably lives with needs both as a tourist/leisure/recreation seeker and as a
wine consumer, which are exerting pressure to be assuaged and this could be viewed in the
context of ?rst-time or repeat visits and experiential behaviour.
Thus the identi?cation of characteristics of wine tourists, as well as the segmentation of
different groups of visitors in studies contributes to a richer and varied knowledge that
wineries can use as marketing tools (Macionis and Cambourne, 1998; Jago et al., 2000;
Charters and Ali-Knight, 2002). In this regard, Olsen and Thach (2005) point out the role that
tasting rooms play in developing an emotional attachment between winery visitors and wine
brands. The advent of technology also means that increasingly, wineries can incorporate this
critical component for their own bene?t, including the advertisement of their operation, or
selling their wines online. Murphy (2006, p. 119) examines the growing importance of
technology for the wine industry: ‘‘Wineries should grasp that e-mail communication is
business communication and perhaps a customer’s ?rst impression of the winery’’. Along
these lines, Richardson (2004) presents the recent growth in the usage of the World Wide
Web among United Kingdom vineyards as a marketing and advertising strategy. However,
technology in the wine tourism industry is an area still far from being fully exploited (Ho et al.,
2004).
Research studies also discuss the potential bene?ts that wine tourism may bring to rural
areas or a particular region in the formof attracting visitors (Hall et al., 2000a; Williams, 2001;
Correia and Ascencao, 2004; Jaffe and Pasternak, 2004). Some researchers not only
explore potential commercial gains, but are also concerned about ‘‘the general well being
and. . .the development of the rural context’’ (Scottini et al. (2005, p. 1). Studies also mention
wine tourismas a source of added value (Loubser, 2004). However, while the tone of much of
the wine tourism literature is positive in regards the development of this concept, existing
challenges and shortcomings are also noted. Some of the challenges include structural
limitations in the development of attractions for visitors ‘‘beyond the gateway cities’’
(Beames, 2003, p. 205), where most wineries are located. Jolley’s (2002) study discusses
that about only one-third of winery visitors purchase the winery’s wines after their visit,
illustrating that winery visitation alone may not necessarily equate in future consistent sales.
Taylor and Warren (1998) highlight another challenge explaining that geographic distance or
lack of infrastructure may also limit wineries in their marketing efforts to attract wine tourists.
The wine tourism literature also emphasizes knowledge gaps in several dimensions of this
concept. Part of the argument of Jarvis and Lockshin (2005, p. 1), for instance, is that ‘‘little
research has attempted to study the link between the pro?le of the wine tourist, their attitude
to the winery visitor center and actual purchase of wine’’. Bruwer (2004) also notes the lack of
research on wine tourists’ pro?les, and Beames (2003, p. 210) on ‘‘wine tourism in general
and in most wine regions speci?cally’’.
Also evident is the lack of research on the other tourists, namely, those individuals traveling
in New Zealand, including traveling through rural areas, but not necessarily participating in
winery visitation, as well as their views on this activity. In fact, the bulk of contemporary wine
tourism research focuses on winery visitors when these are on-site visiting wineries.
However, little is reported on individuals traveling in New Zealand and their intentions to
participate, or to not participate, in winery visitation during their travel. Moreover, limited
research exists to answer the following questions:
1. Have travellers visited wineries in New Zealand before?
VOL. 3 NO. 1 2009
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 15
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
2. If travellers visited wineries in New Zealand before:
B What are their most valued elements of their winery experience?
B What is their ideal winery visit?
B What is their ideal winery?
3. If travellers did not visit wineries in New Zealand before, what are their most important
reasons for their lack of participation in winery visitation?
4. Do travellers plan to visit wineries while traveling in New Zealand in their current trip?
Lack of information to answer some or all of the questions above may have potential
implications for wineries and the wine industry in New Zealand. For example, lack of
knowledge in the dimensions above may be preventing winery operations from fully
bene?ting from marketing their businesses to potential visitors. This study explores the
winery visit dimension from the perspective of people traveling in New Zealand, that is,
outside the winery.
Method
The months of October and November of 2006 are chosen to distribute a total of 998
questionnaires directly among people traveling from the North to the South Island of New
Zealand. The ferry terminal of Wellington is used to conduct this study as this location is the
gateway to a large number of people traveling to the South Island of New Zealand. While
many individuals may be traveling to towns or cities in the South Island, the rural environment
in the north of the South Island, where the ferries arrive, as well as the various wine regions in
nearby areas provide an ideal setting for travellers to make a stop along the way and
become engaged in rural based activities, including wine tourism. Thus approaching
individuals traveling to the South Island at the ferry terminal is believed to support the
process of investigating their views on wine tourism participation or lack of participation,
while at the same time eliciting a large number of responses.
Time constraints to interview potential respondents individually, and the fact that many
among the travellers tend to arrive minutes before the ferry departure, hence with little or no
time to be interviewed, are reasons for choosing a predominantly quantitative approach in
the form of a questionnaire. In addition, observations from the researcher suggesting that
Fridays, Saturdays and Sundays are times of more traveller traf?c between the two islands
are determining factors in selecting these days to carry out the questionnaire distribution.
The potential limitations of choosing a predominantly quantitative approach, as well as
speci?c days for the questionnaire distribution in this study are acknowledged. However, the
questionnaire also contains a qualitative component in the form of open-ended questions
asking respondents to indicate in writing their own description of their ideal winery, their ideal
winery visit, as well as additional comments.
The structure of questionnaire contains questions to explore whether travellers have
previous winery visitation experience in New Zealand, their main reasons for visiting, or not
visiting, wineries while traveling in New Zealand, their wine consumption or involvement with
the wine product, if any, and their demographic characteristics. During the questionnaire
distribution process, the researcher approaches individuals traveling to the South Island of
New Zealand while these wait to embark on their ferry, brie?y introducing himself and the
purpose of the study. An envelope containing a brief letter outlining the objectives of the
study, the one-page questionnaire, and a pre-paid return envelope enclosed are provided to
those accepting the invitation to participate. This effort results in 500 responses obtained, a
50.1 percent response rate. To analyze the collected data, this study uses cross tabulations
with Chi-square (x
2
) and Cramer’s V statistics to assess the level and signi?cance of any
relationships.
How popular is winery visitation among travellers?
A ?rst area of the ?ndings of this study identi?es several demographic characteristics of
travellers. For example, of the 500 respondents, 277 (55.4 percent) are domestic, 217 (43.4
percent) international, with six (1.2 percent) not indicating whether they are domestic or
PAGE 16
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
international. Regarding the gender breakdown of travellers, 237 (47.4 percent) are males,
259 (51.8 percent) females, with four (0.8 percent) respondents not indicating their gender.
The gender breakdown between domestic and international visitors is almost identical, with
47.5 percent domestic males, 47.7 percent international, and 52.5 percent domestic
females compared to 51.4 percent international. The largest group of respondents (140, 28
percent) is between 46 and 59 years of age, followed by those between 26 and 35 (121, 24.2
percent). The group between 46 and 59 years of age is largest among domestic visitors
(104, 37.4 percent), followed by those of 60 and above years of age, while among overseas
respondents the largest group (76, 34.9 percent) is between 26 and 35 years of age, and 48
(22 percent) who are 60 years old an above.
From all 500 respondents, 280 (56 percent) visited wineries in New Zealand before, and 218
(43.6 percent) did not. Not surprisingly, clear differences exist between the domestic and
international group of travellers. Among domestic respondents, 225 (80.9 percent)
experienced winery visitation, and 52 (18.7 percent) did not, while 52 (23.9 percent)
overseas visitors did, and 165 (75.7 percent) did not visit wineries in New Zealand. The
percentage of winery visitation among international respondents is thus much larger than the
7.7 percent that visit wine trails and vineyards (Ministry of Tourism, 2007b). However, this last
?gure may not include visitation of wineries. Cramer’s Vof 0.573 (p ¼ 0:000) demonstrates a
relationship between travellers’ origin, that is, whether they are domestic and international,
and whether they did or did not visit wineries in New Zealand before. While residing in New
Zealand may increase the likelihood of winery visitation among domestic respondents, as
the ?ndings in Table I suggest, other reasons may underline the differences between both
groups. Overall, the mean scores point to three main reasons for not visiting New Zealand
wineries: ‘I don’t know much about New Zealand wineries,’ ‘I don’t know much about New
Zealand wines,’ and ‘because I can easily buy wines/food elsewhere.’ What is not surprising
is that international travellers indicate knowing less about New Zealand wineries and wines
than do domestic travellers. Such a ?nding also might be due to reasons that include lack of
promotion of New Zealand wines at ports of entry or overseas, the relatively new age of New
Zealand’s wine industry, or the potential or actual dif?culty of ?nding New Zealand wines
overseas.
According to Prentice, Davies and Beeho (1997, p. 49), ‘‘a potential problemin asking about
non-visiting is one of impelling reasons for something about which a respondent has not
thought’’. While this issue may represent a limitation in regards to the lack of choice in some
of the responses obtained in this study, the questionnaire also provided space allowing
respondents to indicate other reasons for not having visited wineries in New Zealand before.
Doing so may have helped, if not entirely, minimize potential issues of bias, including leading
responses in the form of items provided for respondents to rank using a 5-point scale.
An earlier examination of international tourism in New Zealand (Van Aalst and Daly, 2002)
notes that 75 percent of overseas visitors do not know much about New Zealand wines;
however, once they learn about wines, they value their experience. While this information
illustrates that the potential for attracting this group of visitors to become more involved in
Table I Main reasons for not visiting wineries among respondents
Domestic Overseas Overall
Reasons f Mean f Mean f Mean
I do not know much about New Zealand wineries 40 3.35 133 3.91 174 3.78
I do not know much about New Zealand wines 39 3.23 134 3.64 174 3.55
Because I can easily buy wines/food elsewhere 48 3.79 127 3.39 176 3.45
Wineries are expensive (e.g., wines, food) 40 3.30 114 2.84 155 2.96
I am not interested in winery visitation 42 3.38 137 2.76 180 2.89
Wineries are far from where I am traveling to 41 2.51 118 2.86 160 2.76
Because of wineries’ image (posh, upmarket) 41 2.89 115 2.24 157 2.40
I do not drink wine 44 2.63 128 1.90 173 2.08
Notes: f ¼ number of respondents; Mean scores were measured using a 5-point interval scale, where
1 ¼ totally disagree, 3 ¼ neither agree nor disagree, and 5 ¼ totally agree
VOL. 3 NO. 1 2009
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 17
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
winery visitation while they travel in New Zealand exists, winery operators and the winery
industry do not appear to be effectively targeting this group. Furthermore, while almost
one-fourth (23.5 percent) of the international respondents in this study traveled to New
Zealand wineries in the past, lack of knowledge may be preventing many others, including
many domestic visitors, from visiting New Zealand wineries. As shown in Table I, all other
reasons for not visiting wineries in New Zealand appear to be unimportant for overseas
travellers. In comparison, domestic travellers’ main two reasons for not visiting wineries are
‘‘because I can easily buy wines/food elsewhere’’, followed by ‘‘I am not interested in winery
visitation’’. Similar reasons are indicated among males and female respondents: ‘‘I don’t
know much about New Zealand wineries’’. At the other end, ‘‘I don’t drink wine’’ is the least
important reason for not visiting wineries among respondents. Written comments from
international respondents also indicate that time constraints (11, 5.1 percent), having
wineries in their home nation (7, 3.2 percent), and not being interested in winery visitation (6,
3.2 percent) are reasons for them not to visit wineries. However, ?ve (2.3 percent)
international travellers are planning to travel to wineries during their present visit.
Just over half (264, 53 percent) of respondents do not plan to visit a winery on their trip this
time, while one fourth (123 or 25 percent) plans to visit a winery, and 103 (21 percent) do not
know. A larger percentage of overseas travellers (29 percent) plan to visit a winery while in
New Zealand, as compared to their domestic counterparts (21 percent). Cramer’s Vof 0.133
(p ¼ 0:013) points to a weak but signi?cant relationship between domestic and overseas
respondents and their plans to visit or not wineries while traveling in New Zealand. Of those
who visited wineries in New Zealand before, 84 (30 percent) plan to visit a winery on their trip
this time, 137 (48.9 percent) do not, and 50 (17.9 percent) do not know. In contrast, only 39
(17.9 percent) of those who have yet to visit wineries in New Zealand plan to visit one on this
trip, while 126 (57.8 percent) do not and 52 (23.9 percent) do no know. A relationship
between travellers’ plans to visit or not a winery on this occasion and whether they visited a
winery in New Zealand before is demonstrated (x
2
¼ 11:124, p ¼ 0:004; Phi ¼ 0:151,
p ¼ 0:004).
Differences between age and winery visitation also exist among respondents in this study.
For example, 71.4 percent of those aged 46 and 59 visited wineries in New Zealand in the
past, compared to 58.2 percent of those aged 25 or below who did or did not visit wineries in
New Zealand in the past. Thus the more mature traveller groups appear to favor winery
visitation on this trip (x
2
¼ 27:703, p ¼ 0:000; Phi ¼ 0:236, p ¼ 0:000). Similarly, the more
mature groups of respondents, that is, of ages 46 and above, plan to visit a winery on this trip
as compared to the younger visitor groups (x
2
¼ 24:901, p ¼ 0:002; Phi ¼ 0:225,
p ¼ 0:002). Interestingly, 72.2 percent of respondents between the ages of 36 and 45 do
not plan to visit wineries, a much higher percentage than that of travellers between 26 and 35
years of age (57. percent), and than those 25 years old and below (50.9 percent). These
?ndings suggest that wineries could do more to attract the younger traveller groups.
Moreover, this ?nding is particularly critical as more knowledge and information about
wineries, wine regions and wine products may have a positive impact on travellers who may
be keen on experiencing New Zealand’s local/rural products, but whose knowledge about
these elements may be limited.
The results of this study also demonstrate a positive relationship between visiting wineries in
the past and wine consumption in glasses (x
2
¼ 31:267, p ¼ 0:000; Phi ¼ 0:251, p ¼ 0:000),
with higher frequency of winery visitation being directly related to higher wine consumption.
For instance, 69.6 percent and 69.8 percent of those respondents who consume from six to
ten glasses per week, and eleven or more glasses of wine per week, respectively, visited
wineries in NewZealand in the past. In contrast, 30.4 percent and 30.2 percent who have the
same consumption patterns indicate not visiting wineries in the past.
Purchases of wine bottles are also signi?cantly higher (x
2
¼ 32:497, p ¼ 0:000; Phi ¼ 0:256,
p ¼ 0:000) among those with previous winery visitation in New Zealand, with 72.6 percent
and 70 percent of those purchasing between six and ten, and eleven or more bottles of wine
per month, respectively. At the other end, only 27.4 percent and 30 percent respondents with
no previous winery visitation experience in New Zealand purchase the same amount of wine
bottles. Finally, the price paid among respondents for a bottle of wine is also directly related
PAGE 18
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
to winery or no winery visitation experience (x
2
¼ 14:736, p ¼ 0:005; Phi ¼ 0:178,
p ¼ 0:005). The ?ndings also demonstrate that 58.8 percent of those who pay $NZ 23 or
more for a bottle of wine have winery visitation experience in New Zealand, as compared to
41.2 percent who pay the same amounts but have no visitation experience. Regarding the
next expenditure level respondents usually pay for a bottle of wine, that is, between $NZ 17
and $NZ 20, 63 percent of those who visited wineries in the past usually spend this amount,
compared to only 37 percent who pay this amount but did not visit wineries. Clearly, winery
visitation may be an informative and educational experience, where visitors may learn and
become more sophisticated in their wine choices, including the amount of money they are
prepared to invest for a bottle of wine. The results also demonstrate very similar wine
consumption and wine purchase patterns between domestic and overseas travellers; this
?nding also extends to the dollar value both groups invest in a bottle of wine.
Table II shows that the most important reason for visiting wineries among respondents who
indicate traveling to wineries in the past is to drink wines; more distant but with equal
importance are to socialize and to eat. Reasons including ‘to indulge myself once in a while’
and ‘to buy wines’ follow in terms of importance, while to make a stop while en route to
another destination and because of wineries’ posh image are marginal reasons. Overseas
travellers who visit New Zealand wineries do so mainly to drink wines, to learn about wines,
and to buy wines, while to socialize and to eat are rather unimportant for this group. In
contrast, to eat is domestic travellers’ second most important reason for visiting wineries.
This ?nding suggests that once again lack of knowledge about food offerings in wineries
may be discouraging many overseas travellers’ from visiting wineries, and as a result
potential opportunities for wineries offering the food component may be missed.
Interestingly, however, is that when describing their ideal winery visit, Table III shows that
international travellers who have winery visitation experience in New Zealand emphasize the
availability and quality of food highest as their preferred elements. International respondents
also include staff friendliness and staff knowledge, the availability and quality of wine, and
the availability of wine tastings as part of their ideal winery visit. Food and wine are the two
most relevant elements for all respondents; however, friendly/knowledgeable staff,
availability of wine tastings, and pleasant winery surroundings are also critical elements.
The affordability of the winery visit is more important to domestic than to overseas visitors; a
motive for such an outcome may be the clearly lower household incomes among domestic
travellers in this study as compared to their international counterparts (x
2
¼ 11:079,
p ¼ 0:011; Phi ¼ 0:154, p ¼ 0:011). A higher percentage of international than domestic
respondents, or 22 percent versus 12.9 percent, earn more than $NZ 90,000. In contrast,
23.7 percent of domestic travellers earn $NZ 30,000 or below as compared to only 15.1
percent overseas travellers. The ?ndings also indicate that overall the largest group of
respondents (166, 33.2 percent) earns between $NZ 30,001 and $NZ 60,000, and 123 (24.6
percent) earn between $NZ 60,001 and $NZ 90,000. However, overall travellers in this study
do not appear to be price sensitive; their answers clearly demonstrate that they value other
aspects of their ideal winery visit much more.
Table II Most important reasons for visiting wineries
Domestic Overseas Overall
Reasons f Mean f Mean f Mean
To drink wines 190 3.86 46 4.09 239 3.90
To socialize 198 3.69 44 3.03 245 3.56
To eat 201 3.72 45 2.93 249 3.56
To indulge/spoil myself once in a while 194 3.53 39 3.26 236 3.48
To buy wines 201 3.47 47 3.40 251 3.47
To learn about wines 194 3.35 43 3.84 240 3.43
To make a stop en route to another destination 180 2.69 45 3.22 228 2.82
Because I like wineries’ image (posh, upmarket) 181 2.44 40 2.28 224 2.41
Notes: f ¼ number of respondents; Mean scores were measured using a 5-point interval scale, where
1 ¼ totally; disagree, 3 ¼ neither agree nor disagree, and 5 ¼ totally agree
VOL. 3 NO. 1 2009
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 19
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
In regards to the main elements respondents mention as part of their ideal winery, Table IV
illustrates that the wine product, then the food, friendly/knowledgeable staff, and pleasant
winery surroundings have the most impact on respondents. The ?rst two reasons are most
common among male travellers, while for females the availability/quality of wine and
friendliness/knowledge of staff are almost equally important. Similarly, while wine, food, staff
friendliness/knowledge, and pleasant winery surroundings are the most popular elements
among domestic respondents, the availability/quality of wine and staff
friendliness/knowledge are most critical, and equally important, among international
respondents.
Limitations
Among the several limitations of this study, one is collecting data from only those travellers
leaving the city of Wellington. While convenience, speed, and the possibility of eliciting a
Table III Main elements included in respondents’ ideal winery visit
Domestic Overseas Overall
n Elements f % f % f %
1 Food (e.g., availability, quality) 91 32.7 18 8.3 110 22.0
2 Wine (e.g., availability, quality) 91 32.7 16 7.3 108 21.6
3 Friendliness/knowledge (e.g., of winery
staff/owners) 41 14.7 17 7.8 58 11.6
4 Availability of wine tastings 38 13.7 16 7.3 54 10.8
5 Pleasant/nice winery grounds and/or
surroundings 45 16.2 4 1.8 49 9.8
6 Informative/educational experience 23 8.3 7 3.2 30 6.0
7 Atmosphere (e.g., relaxed) 23 8.3 4 1.8 27 5.4
8 Price (e.g., affordability) 13 4.7 6 2.8 19 3.8
9 Free tastings 7 2.5 1 0.5 8 1.6
10 Good service 7 2.5 1 0.5 8 1.6
11 Not feeling pressured to buy 6 2.2 2 0.9 8 1.6
12 Presentation of products 3 1.1 0 0.0 3 0.6
13 Ambience 2 0.7 1 0.5 3 0.6
14 Building/architecture of winery 2 0.7 0 0.0 2 0.4
Note: More than one element per respondent possible
Table IV Main elements included in respondents’ ideal winery
Domestic Overseas Overall
n Elements f % f % f %
1 Wine (e.g., availability, quality) 63 22.7 13 6.0 76 15.2
2 Food (e.g., availability, quality) 57 20.5 7 3.2 64 12.8
3 Friendliness/knowledge (e.g., of winery
staff/owners) 49 17.6 13 6.0 62 12.4
4 Pleasant/nice winery grounds and/or
surroundings 46 16.5 10 4.6 57 11.4
5 Building/architecture of winery 20 7.2 6 2.8 26 5.2
6 Availability of wine tastings 17 6.1 4 1.8 21 4.2
7 Atmosphere (e.g., relaxed) 19 6.8 1 0.5 20 4.0
8 Price (e.g., affordability) 17 6.1 2 0.9 19 3.8
9 Good service 15 5.4 2 0.9 17 3.4
10 Informative/educational experience 15 5.4 1 0.5 16 3.2
11 Quiet and warm 8 2.9 1 0.5 10 2.0
12 Cleanliness (e.g., of winery, tasting room) 5 1.8 4 1.8 9 1.8
13 Free tastings 4 1.4 1 0.5 5 1.0
14 Not feeling pressured to buy 4 1.4 1 0.5 5 1.0
15 Presentation of products 2 0.7 1 0.5 3 0.6
16 Ambience 3 1.1 0 0.0 3 0.6
Note: More than one element per respondent possible
PAGE 20
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
large number of responses are clear advantages of choosing this avenue, that is,
Wellington’s ferry terminal as the gateway to the South Island, the limitations of such an
approach must be acknowledged. For example, choosing only one point of traveller traf?c to
collect data does not allow for making generalizations about people traveling in New
Zealand at any particular point in time. Another limitation regards the time chosen for the
data collection process, that is, the months of late spring. Clearly, the busier summer
months, with increased security concerns and checks, would make the data collection
process more complex, as opposed to during months of less traveller traf?c between the
North and South Islands of New Zealand. However, the summer months may experience a
much higher number, and diversity, of travellers in New Zealand, including a higher number
of individuals who favor winery visitation. Because of the convenience factor of collecting
traveller data prior to the summer months, some of these traveller diversity elements may not
be fully captured in the present study. An additional potential limitation is that groups of
travellers, for instance, in terms of age, gender, or nationality, may be more inclined than
others to complete the questionnaires. As a result, the representativeness of the data may be
compromised.
Finally, because respondents’ travel intentions, place of residence, or capacity to access
wineries were not asked in the questionnaire, the potential bias in some of the responses
must also be acknowledged. For example, some of the travellers may be ferry commuters
traveling strictly for work reasons with little intention to stop at a winery. Also, some
respondents may be currently living in or near wine regions, which may have a direct impact
on their participation of winery visitation. While winery visitation may also appeal some of
these individuals in ways that are beyond the enjoyment of the wine product, for example, to
consume food, these issues are also acknowledged as potential limitations in this study.
Conclusions and further research
The large body of the wine tourism literature discusses the winery experience and
investigates winery visitors from the perspective of those individuals who are visiting
wineries, the on-site visitors. However, very little is known about other groups of travellers
who do not fall under the winery visitor category, including many individuals traveling to New
Zealand’s rural areas. This study investigates this neglected area of research. The ?ndings
clearly suggest that New Zealand wineries and wine tourism are still quite unknown to
international travellers. If this is true among the majority of international visitors traveling to
New Zealand, and, as the ?ndings demonstrate, among many domestic visitors as well, who
may consume wine and may be interested in the wine product, wineries and the wine
industry appear to be missing unique opportunities from bene?ting from visitors. The
obvious lack of interest in winery visitation among the domestic group further supports the
view that winery operations may not be doing enough to attract visitors. In fact, the winery
experience could also extend beyond the wine product, integrating food, culture, education,
or even entertainment. Missed business opportunities for winery operations include potential
wine sales on-site, as well as potential future domestic and international wine sales, brand
recognition, word of mouth and other forms of advertising their operations. Another
important aspect is that while many travellers may not drink wine, wineries might still bene?t
from food sales, as well as from providing activities destined to educate visitors, not only in
wine or wine tasting, but also educating visitors about the region’s food, history and culture.
These elements may have future repercussions for local food and wine product marketing.
As suggested in the ?ndings, lack of promotion and/or advertising may be one of the causes
of such lack of knowledge that particularly exists among members of the international visitor
group.
Future studies could explore ways in which potential winery visitors may bene?t from
wineries and the wine industry, including learning more about what New Zealand has to offer
in wine and wine tourism. Comments from international travellers also suggest their lack of
knowledge about food offerings in New Zealand wineries, while for others the existence of
wineries in their home countries is a motive not to visit wineries in New Zealand. Studies
could also examine whether such decisions may be due to visitors’ perception of the quality
of the wines, service, or product offerings in New Zealand wineries. This information could
VOL. 3 NO. 1 2009
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 21
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
also help wineries learn more about groups of visitors, and make adjustments to attract the
more demanding visitors, for instance, those who are very quality conscious. Increasing
international recognition of New Zealand wines suggests that many New Zealand wineries
can satisfy the most demanding palates. Future research could also investigate travellers in
different geographical points of New Zealand, to con?rm or discon?rm whether lack of
knowledge about New Zealand wine and the wine industry may or may not be as
widespread as found in the present study. Finally, studies could also be conducted in other
wine producing regions in other nations to investigate and compare travellers’ knowledge of
local wineries or the local wine industry. Studies in this area might assist other winery
businesses, including New Zealand’s, in learning ways to make themselves known to the
wider tourist community.
References
Alant, K. and Bruwer, J. (2004), ‘‘Wine tourism behaviour in the context of a motivational framework for
wine regions and cellar doors’’, in Carlsen, J. and Charters, S. (Eds), Proceedings of the International
Wine Tourism Conference, Margaret River, Western Australia, 2004.
Beames, G. (2003), ‘‘The rock, the reef and the grape: the challenges of developing wine tourism in
regional Australia’’, Journal of Vacation Marketing, Vol. 9 No. 3, pp. 205-12.
Beverland, M. (1998), ‘‘Wine tourism in New Zealand – maybe the industry has got it right’’, International
Journal of Wine Marketing, Vol. 10 No. 2, pp. 24-34.
Bruwer, J. (2004), ‘‘Benchmark possibilities of wine and food festival factors between some New World
wine countries: a snapshot view’’, in Carlsen, J. and Charters, S. (Eds), Proceedings of the International
Wine Tourism Conference, Margaret River, Western Australia, 2004.
Cambourne, B. (1998), ‘‘Wine tourism in the Canberra district’’, in Carlsen, J. and Charters, S. (Eds),
Wine Tourism: Perfect Partners, Proceedings of the First Australian Wine Tourism Conference, Margaret
River, 1998.
Charters, S. and Ali-Knight, J. (2002), ‘‘Who is the wine tourist?’’, Tourism Management, Vol. 23,
pp. 311-9.
Dodd, T.H. (1995), ‘‘Opportunities and pitfalls of tourism in a developing wine industry’’, International
Journal of Wine Marketing, Vol. 7 No. 1, pp. 5-17.
Correia, L. and Ascencao, M.J.P. (2004), ‘‘Wine routes in Portugal: the case study of the Bairrada wine
route’’, in Carlsen, J. and Charters, S. (Eds), Proceedings of the International Wine Tourism Conference,
Margaret River, Western Australia, 2004.
Echecopar, G., Fetters, M. and McDermott, T. (2003), Entrepreneurship, an Engine for Innovation,
Institute for Latin American Business – Babson College, Boston, MA.
Foodworks (2006), New Zealand Food and Beverage News, available at: www.foodworks.co.nz/news/
newsprevious.htm (accessed October 19, 2006).
Getz, D. (1998), ‘‘Wine tourism: global overview and perspectives on its development’’, Keynote paper,
in Carlsen, J. and Dowling, R. (Eds), Wine Tourism: Perfect Partners, Proceedings of the First Australian
Wine Tourism Conference, Margaret River, 1998, pp. 13-33.
Getz, D. (2000), Explore Wine Tourism: Management, Development and Destinations, Cognizant
Communication Corporation, New York, NY.
Gilinsky, A., McCline, R.L. and Eyler, R. (2000), ‘‘Best practices along the life cycle of Northern California
wine businesses’’, Australia-New Zealand Wine Journal: International Wine Marketing Supplement,
Vol. 15 No. 4, pp. 42-9.
Hall, C.M. and Macionis, N. (1998), ‘‘Wine tourismin Australia and NewZealand’’, in Butler, R., Hall, C.M.
and Jenkins, J. (Eds), Wine tourism in Australia and New Zealand, Vol. 197-224, Wiley & Sons Ltd,
Chichester.
Hall, C.M., Johnson, G., Longo, A.M. and Mitchell, R. (2000), ‘‘Paying for tastings: the New Zealand
experience’’, Proceedings of the First New Zealand Wine Tourism Conference, Marlborough, November
21-23, 2000.
Hall, C.M., Sharples, L., Cambourne, B., Macionis, N., Mitchell, R. and Johnson, G. (2000), ‘‘Wine
tourism: an introduction’’, in Hall, C.M., Sharples, L., Cambourne, B., Macionis, N., Mitchell, R. and
PAGE 22
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Johnson, G. (Eds), Wine Tourism around the World: Development, Management and Markets,
Butterworth Heinemann, Oxford, pp. 1-23.
Hinch, T.D. and Higham, J.E.S. (2001), ‘‘Sport tourism: a framework for research’’, International Journal
of Tourism Research, Vol. 3, pp. 45-58.
Ho, P., Chan, C., Waters, E. and Murphy, J. (2004), ‘‘Competitive website and e-mail analyses for
improving electronic wine tourism’’, in Carlsen, J. and Charters, S. (Eds), Proceedings of the
International Wine Tourism Conference, Margaret River, Western Australia, 2004.
Jaffe, E. and Pasternak, H. (2004), ‘‘Developing wine trails as a tourist attraction in Israel’’, International
Journal of Tourism Research, Vol. 6 No. 4, pp. 237-49.
Jago, L.K., Issaverdis, J.P. and Graham, D. (2000), ‘‘The wine tourist: what’s in a name?’’, in Michael, E.
(Ed.), Proceedings of the 2000 CAUTHE National Research Conference in Victoria, Australia, 2000,
Vol. 2000, pp. 64-71.
Jarvis, W. and Lockshin, L. (2005), ‘ ‘Similarities and differences between purchasers’ and
non-purchasers’ of wine at the visitor centre’’, Proceedings of the 2005 International Wine Marketing
Symposium, Sonoma State University, Rohnert Park, California.
Jolley, A. (2002), The Wine Industry, Wine Tourismand Tourismin General. The Development of the Wine
Industry in Western Australia, Centre for Strategic Economic Studies, Victoria University, Melbourne,
available at: www.wa.gov.au/tiac/directions/paper5/paper5.html (accessed May 18, 2004).
Loubser, S.S. (2004), ‘‘The role of wine tourismin establishing a successful South African wine industry’’,
in Carlsen, J and Charters, S. (Eds), Proceedings of the International Wine Tourism Conference,
Margaret River, Western Australia, 2004.
McKercher, B. and Chan, A. (2005), ‘‘How special is special interest tourism?’’, Journal of Travel
Research, Vol. 44, pp. 21-31.
Macionis, N. and Cambourne, B. (1998), ‘‘Wine and food tourism in the Australian capital territory:
exploring the links’’, International Journal of Wine Marketing, Vol. 10 No. 3, pp. 5-16.
Ministry of Tourism (2007a), ‘‘International visitor survey’’, available at: www.tourismresearch.govt.nz/
Datasets/InternationalþVisitor þ Survey/Data þ and þ Analysis/Table-Visitor-Numbers-by-Origin.htm
(accessed June 14 2007).
Ministry of Tourism (2007b), ‘‘International visitor survey. Activities and attractions in New Zealand’’,
available at: www.tourismresearch.govt.nz/Datasets/International þ Visitor þ Survey/Data þ and þ
Analysis/Table-Activities-Attractions-in-NZ-1.htm (accessed June 12, 2007).
Mitchell, R. (1999), New Zealand Winery Visitors’ Survey: National Summary Report, University of Otago:
Centre for Tourism, Otago, pp. 1-10.
Mitchell, R. (2002), ‘‘The generation game: generation X and baby boomer wine tourism’’, New Zealand
Tourism and Hospitality Research Conference Proceedings, December 3-5, Rotorua.
Mitchell, R. and Hall, C.M. (2001), ‘‘Lifestyle behaviours of New Zealand winery visitors: wine club
activities, wine cellars and place of purchase’’, International Journal of Wine Marketing, Vol. 13 No. 3,
pp. 82-94.
Murphy, J. (2006), ‘‘Electronic marketing and wine tourism’’, in Carlsen, J. and Charters, S. (Eds), Global
Wine Tourism: Research, Management and Marketing, CABI, Wallingford, pp. 110-22.
Olsen, J. and Thach, L. (2005), ‘‘The role of tasting rooms in creating an emotional attachment to wine
brands’’, Proceedings of the 2005 International Wine Marketing Symposium, Sonoma State University,
Rohnert Park, California.
O’Mahony, B., Hall, J., Lockshin, L., Jago, L. and Brown, G. (2006), ‘‘Understanding the impact of wine
tourism on post-tour purchasing behaviour’’, in Carlsen, J. and Charters, S. (Eds), Global Wine Tourism:
Research, Management and Marketing, CABI, Oxon, pp. 123-37.
O’Neill, M.A. and Charters, S. (2006), ‘‘Survey timing and visitor perceptions of cellar door quality’’,
in Carlsen, J. and Charters, S. (Eds), Global Wine Tourism: Research, Management and Marketing,
CABI, Oxon, pp. 161-176).
O’Neill, M., Palmer, A. and Charters, S. (2002), ‘‘Wine production as a service experience – the effects of
service quality on wine sales’’, Journal of Services Marketing, Vol. 16 No. 4, pp. 342-62.
VOL. 3 NO. 1 2009
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 23
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
O’Neill, M., Palmer, A., Charters, S. and Fitz, F. (2001), ‘‘Service quality and consumer behavioural
intention: an exploratory study from the Australian wine tourism sector’’, Conference Proceedings,
Australian and New Zealand Marketing Academy Conference, 1-5 December 2001, Massey University.
Piscitelli, A., Pomarici, E. and Tedesco, R. (2005), ‘‘Wine tourism in campania region (Italy): supply
potential and demand expectations’’, Proceedings of the 2005 International Wine Marketing
Symposium, Sonoma State University, Rohnert Park, California.
Prentice, R., Davies, A. and Beetho, A. (1997), ‘‘Seeking generic motivations for visiting and not visiting
museums and like cultural attractions’’, MuseumManagement and Curatorship, Vol. 16 No. 1, pp. 45-70.
Richardson, O. (2004), ‘‘Could tourismbe the economic saviour of UK vineyards?’’, International Journal
of Wine Marketing, Vol. 16 No. 1, pp. 101-17.
Ryan, C. (1995), Researching Tourist Satisfaction: Issues, Concepts, Problems, Routledge, London.
Scottini, V.A., Menghini, S. and Scozzafava, G. (2005), ‘‘Wine and territory: the oenological tourism in
Tuscany’’, Proceedings of the 2005 International Wine Marketing Symposium, Sonoma State University,
Rohnert Park, California.
Sharples, L. (2002), ‘‘Wine tourism in Chile. . .A brave new step for a brave new world’’, International
Journal of Wine Marketing, Vol. 14 No. 2, pp. 43-53.
Statistics New Zealand (1997) Vol. nsf/0/, ‘‘Enterprises, geographic units and full-time equivalent
persons engaged’ ’, available at: /www2.stats.govt.nz/domino/external/pasfull/pasfull.nsf/
0/b4908c408892304b4c25668e00137752/$FILE/ATTJYVIW/alltabls.xls (accessed May 20, 2006).
Statistics New Zealand (2005), ‘‘‘‘Enterprises, geographic units and employee count’’, available at:
www2.stats.govt.nz/domino/external/pasfull/pasfull.nsf/0/4c2567ef00247c6acc2570bd000fb351/
$FILE/alltabls.xls (accessed May 20, 2006)’’.
South Australian Tourism Commission (2006), Wine Tourism: Read on for Facts on Wine and Food
Tourism in SA, available at: www.winetourism.com.au/ (accessed January 30, 2007).
Tassiopoulos, D., Nuntsu, N. and Haydam, N. (2004), ‘‘Wine tourists in South Africa: a demographic and
psychographic study’’, Proceedings of the International Wine Tourism Conference, Margaret River,
Western Australia, 2004.
Taylor, N. and Warren, J. (1998), ‘‘Community initiatives for rural tourism development. Advances in
research (Part 2)’’, in Kandampully, J. (Ed.), Proceedings of the New Zealand Tourism and Hospitality
Research Conference, Akaroa, December 1-4, 1998.
Van Aalst, I. and Daly, C. (2002) Vol. 3, International Visitor Satisfaction with their New Zealand
Experience. The Food and Wine Product Market: A Summary of Studies 1990-2001, Tourism New
Zealand Product Development, available at: www.tourisminfo.govt.nz/documents/IV_FoodWine_
report02.pdf (accessed November 3, 2002).
Williams, P. (2001), ‘‘Positioning wine tourism destinations: an image analysis’’, International Journal of
Wine Marketing, Vol. 13 No. 3, pp. 42-58.
Wine Institute of New Zealand (2006), ‘‘Highlights of the year’’, available at: www.nzwine.com/report/
frame1.html (accessed February 4, 2007).
Further reading
Carlsen, J. and Ali-Knight, J. (2004), ‘‘Managing wine tourism through demarketing: the case of Napa
Valley, California’’, in Carlsen, J. and Charters, S. (Eds), Proceedings of the International Wine Tourism
Conference, Margaret River, Western Australia, 2004.
PAGE 24
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
To purchase reprints of this article please e-mail: [email protected]
Or visit our web site for further details: www.emeraldinsight.com/reprints
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
This article has been cited by:
1. David Crick, James Crick. 2015. Learning and decision making in marketing planning: a study of New Zealand vineyards. Marketing
Intelligence & Planning 33:5, 707-732. [Abstract] [Full Text] [PDF]
2. Hanqin Zhang Qiu, Jingxue (Jessica) Yuan, Ben Haobin Ye, Kam Hung. 2013. Wine tourism phenomena in China: an emerging market.
International Journal of Contemporary Hospitality Management 25:7, 1115-1134. [Abstract] [Full Text] [PDF]
3. Jose-Serafín Clemente-Ricolfe, Carmen Escribá-Pérez, Jose-Enrique Rodriguez-Barrio, Juan-Manuel Buitrago-Vera. 2012. The potential
wine tourist market: the case of Valencia (Spain). Journal of Wine Research 23, 185-202. [CrossRef]
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
doc_129819333.pdf
While much of contemporary wine tourism research focuses on on-site winery visitors, little is
reported on the level of wine tourism participation among travellers outside the winery who may not
necessarily be winery visitors or wine enthusiasts. This study investigates this dimension from the
perspective of travellers
International Journal of Culture, Tourism and Hospitality Research
Are travellers interested in wine tourism in New Zealand?
Abel D. Alonso
Article information:
To cite this document:
Abel D. Alonso, (2009),"Are travellers interested in wine tourism in New Zealand?", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 3 Iss 1 pp. 13 - 24
Permanent link to this document:http://dx.doi.org/10.1108/17506180910940315
Downloaded on: 24 January 2016, At: 22:06 (PT)
References: this document contains references to 51 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 1285 times since 2009*
Users who downloaded this article also downloaded:
J asmine Koch, Andrew Martin, Robert Nash, (2013),"Overview of perceptions of German wine tourism from the winery perspective",
International J ournal of Wine Business Research, Vol. 25 Iss 1 pp. 50-74http://dx.doi.org/10.1108/17511061311317309
Abel Duarte Alonso, Yi Liu, (2010),"Wine tourism development in emerging Western Australian regions", International J ournal of
Contemporary Hospitality Management, Vol. 22 Iss 2 pp. 245-262http://dx.doi.org/10.1108/09596111011018214
Mercedes Marzo-Navarro, Marta Pedraja-Iglesias, (2010),"Are there different profiles of wine tourists? An initial approach", International
J ournal of Wine Business Research, Vol. 22 Iss 4 pp. 349-361http://dx.doi.org/10.1108/17511061011092401
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service
information about how to choose which publication to write for and submission guidelines are available for all. Please visit
www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than
290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional
customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE)
and also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Are travellers interested in wine tourism in
New Zealand?
Abel D. Alonso
Abstract
Purpose – While much of contemporary wine tourismresearch focuses on on-site winery visitors, little is
reported on the level of wine tourism participation among travellers outside the winery who may not
necessarily be winery visitors or wine enthusiasts. This study investigates this dimension from the
perspective of travellers.
Design/methodology/approach – Between October and November of 2006, a total of 998
questionnaires were distributed among travellers from the North to the South Island of New Zealand.
In all, 500 travellers participated in the study, a 50.1 percent response rate.
Findings – One critical ?nding of this study is that while winery visitation appears common among
domestic travellers, for the majority of international visitors lack of knowledge of New Zealand wines and
wineries is their main reason not to visit wineries while members of this group travel in New Zealand.
Research limitations/implications – The potential limitations of choosing a predominantly quantitative
approach, as well as choosing speci?c days of the week for the questionnaire distribution are
acknowledged in this study.
Practical implications – The overall results suggest that if wine tourism is to continue its present
development in New Zealand, winery operators and the wine industry need to address several issues
identi?ed in this study, particularly overseas travellers’ apparent lack of knowledge about NewZealand’s
wine and wine tourism.
Originality/value – This study examines wine tourism from a different perspective, namely, that of
travellers who might not necessarily fall under the wine tourist category. This dimension has been
ignored for the most part in previous wine tourism research. The study also provides avenues for future
research to further explore this dimension of tourism/wine tourism.
Keywords Wines, Tourism, New Zealand
Paper type Research paper
Introduction and literature review
New Zealand’s wine industry continues to experience a growth that re?ects consistent
achievements both in quality and quantity (Foodworks, 2006; Wine Institute of New Zealand,
2006). The increase in the value of wine exports, for the ?rst time exceeding over 500 million
New Zealand dollars ($NZ), the well over 500 existing wineries, and 20,000 hectares planted
of grapes (Wine Institute of New Zealand, 2006) illustrates a consistent and robust growth.
Such growth also provides a solid ground for the further development of wine tourism. Some
studies de?ne wine tourism as simply visiting cellar doors (Cambourne, 1998), or visiting
vineyards and tasting the wine product (O’Neill et al., 2001; O’Neill et al., 2002). A number of
researchers study wine tourism within the context of New Zealand (see Beverland, 1998;
Mitchell, 1999; Hall et al., 2000a; Hall and Macionis, 1998; Hall et al., 2000b; Mitchell, 2002;
Mitchell and Hall, 2001), or internationally (Getz, 1998, 2000).
DOI 10.1108/17506180910940315 VOL. 3 NO. 1 2009, pp. 13-24, Q Emerald Group Publishing Limited, ISSN 1750-6182
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 13
Abel D. Alonso is based at
Auburn University, Auburn,
Alabama, USA.
Received May 2008
Revised September 2008
Accepted November 2008
The author thanks Rick A Fraser
(Lincoln University, New
Zealand), David Cohen (Lincoln
University, New Zealand) and
Yi Liu (Curtin University,
Western Australia) for their
expertise, assistance and
support while conducting the
present study.
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
The association between the wine product and food also suggests potential opportunities for
wineries with hospitality facilities, including restaurants, cafes and accommodation. This
development is ongoing, with many wineries now offering these facilities in New Zealand.,
while at the same time contributing to the current and future growth of wine tourism.
Moreover, in the last decade, the steady increase in the number of hospitality operations in
New Zealand, coupled with the growing number of full-time employees working in the local
hospitality industry (Statistics New Zealand, 1997, 2005) demonstrate the existing human
and material infrastructure to aid in the further growth of wine tourism. Also, increasing
numbers of international tourists (Ministry of Tourism, 2007a) identify yet another critical
aspect that could have a positive impact on the popularity of New Zealand’s wine tourism.
The case of New Zealand is only one of many examples illustrating the potential for a
successful relationship, or marriage (Bruwer, 2004) between the wine product and the
tourism industry. Moreover, that the wine tourism phenomenon today is gaining in popularity
is not exclusive of New Zealand, but a common feature in many areas of the world. In fact,
California (Gilinsky et al., 2000), Chile (Sharples, 2002; Echecopar et al., 2003), Israel (Jaffe
and Pasternak, 2004), Portugal (Correia and Ascencao, 2004), Texas (Dodd, 1995), or South
Africa (Tassiopoulos et al., 2004) are additional cases demonstrating the growing interest for
wine tourism as an attraction in the host nation or wine region.
Wine tourism is already an important magnet of visitors to rural areas in Australia (Charters
and Ali-Knight, 2002). Data from the South Australian Tourism Commission (2006) indicate a
total of 993,000 people visiting a wine cellar between 2003 and 2004, and spending 500
million Australian dollars. While no exact ?gure exists on how many visitors travel to wineries
in New Zealand each year, some reports suggest a constant growth in the last decade in
related areas. Figures from the Ministry of Tourism (2007b) illustrate a six-fold increase in
wine trail and vineyard visitation among international visitors in the last decade, from 30,998
visitors in 1998 to 185,784 in 2006, though a decline to 170,309 is noted for 2007. Thus,
according to these ?gures, 7.7 percent of international visitors visit wine trails and vineyards
while traveling in New Zealand. However, some studies caution against the reliability of
?ndings of secondary data (Ryan, 1995), including the area of special interest (SI) tourism
(McKercher and Chan, 2005), where the concept of wine tourism relates to.
Many studies investigate the winery experience from a wide range of angles, thereby
identifying wine tourists, as well as critical elements that suggest their commercial potential,
demographic characteristics, or even their behavior at the winery. Hinch and Higham (2001,
p. 47) explain that to qualify as a tourist, ‘‘individuals must leave and then eventually return to
their home. Although the travel of an individual does not constitute tourismin and of itself, it is
one of the necessary conditions’’. In regards to the wine tourism dimension, Jago et al.
(2000) agree that people visiting a winery could be categorized as wine tourists. Getz (2000,
p. 4) emphasizes this view, stating that ‘‘wine tourism is initiated by consumers who travel
speci?cally for wine-related experiences or by travellers who include wine experiences in
their destination visits’’. However, broad de?nitions of wine tourists do not appear to be
conclusive. For Charters and Ali-Knight (2002, p. 317), ‘‘Wine tourism is often part of an
overall ‘bundle of attractions’ for a tourist – and it is likely that most visitors described as
‘wine tourists’ would not associate themselves with that label’’. Moreover, Jago et al. (2000,
p. 67) suggest that ‘‘It is interesting how many people do not wish to be classi?ed as tourists
even though they are clearly participating in tourist activities. Tourists, it seems, are always
other people’’. Thus, in many respects the name winery visitor would seem to be a more
appropriate term as opposed to the more drastic wine tourist label.
Charters and Ali-Knight (2002) identify and segment winery visitors into different groups,
including the wine lover, the wine connoisseur, the wine interested, and the wine novice.
Such identi?cation suggests that winery visitors are individuals with different levels of
interest, knowledge, experience, and enthusiasm, not only about the wine product, but also
about tangible and intangible aspects that may include food, entertainment, or educational
experiences at the winery. O’Neill and Charters (2006, p. 174) discuss the importance of the
experience at the winery ‘‘in the formation of service quality perceptions so that they can be
maintained and/or manipulated over time’’. O’Mahony et al. (2006, p. 134) conclude that
‘‘winery consumers typically engaged in some form of wine education activity, ranging from
PAGE 14
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
discussions and tastings with friends and colleagues to subscriptions to wine magazines’’.
Piscitelli et al. (2005) also emphasize the educational component as their research reveals
that expectations of winery visitors in learning about production processes are strong.
Williams (2001, p. 46) presents several ‘‘destination attributes’’ that act as attracting factors
for wine tourists. Such attributes can be climatic, environmental, landscape, production, the
winery’s facility, the sense of place, and leisure and experiential (Williams, 2001).
Undoubtedly, visitors’ experience at the winery might provide winery operators with critical
information on how to make their product or their hospitality facilities more attractive. Wine
tourism research also underlines wine tourists’ motivational aspects, with Alant and Bruwer
(2004, p. 5) pointing out:
The wine tourist arguably lives with needs both as a tourist/leisure/recreation seeker and as a
wine consumer, which are exerting pressure to be assuaged and this could be viewed in the
context of ?rst-time or repeat visits and experiential behaviour.
Thus the identi?cation of characteristics of wine tourists, as well as the segmentation of
different groups of visitors in studies contributes to a richer and varied knowledge that
wineries can use as marketing tools (Macionis and Cambourne, 1998; Jago et al., 2000;
Charters and Ali-Knight, 2002). In this regard, Olsen and Thach (2005) point out the role that
tasting rooms play in developing an emotional attachment between winery visitors and wine
brands. The advent of technology also means that increasingly, wineries can incorporate this
critical component for their own bene?t, including the advertisement of their operation, or
selling their wines online. Murphy (2006, p. 119) examines the growing importance of
technology for the wine industry: ‘‘Wineries should grasp that e-mail communication is
business communication and perhaps a customer’s ?rst impression of the winery’’. Along
these lines, Richardson (2004) presents the recent growth in the usage of the World Wide
Web among United Kingdom vineyards as a marketing and advertising strategy. However,
technology in the wine tourism industry is an area still far from being fully exploited (Ho et al.,
2004).
Research studies also discuss the potential bene?ts that wine tourism may bring to rural
areas or a particular region in the formof attracting visitors (Hall et al., 2000a; Williams, 2001;
Correia and Ascencao, 2004; Jaffe and Pasternak, 2004). Some researchers not only
explore potential commercial gains, but are also concerned about ‘‘the general well being
and. . .the development of the rural context’’ (Scottini et al. (2005, p. 1). Studies also mention
wine tourismas a source of added value (Loubser, 2004). However, while the tone of much of
the wine tourism literature is positive in regards the development of this concept, existing
challenges and shortcomings are also noted. Some of the challenges include structural
limitations in the development of attractions for visitors ‘‘beyond the gateway cities’’
(Beames, 2003, p. 205), where most wineries are located. Jolley’s (2002) study discusses
that about only one-third of winery visitors purchase the winery’s wines after their visit,
illustrating that winery visitation alone may not necessarily equate in future consistent sales.
Taylor and Warren (1998) highlight another challenge explaining that geographic distance or
lack of infrastructure may also limit wineries in their marketing efforts to attract wine tourists.
The wine tourism literature also emphasizes knowledge gaps in several dimensions of this
concept. Part of the argument of Jarvis and Lockshin (2005, p. 1), for instance, is that ‘‘little
research has attempted to study the link between the pro?le of the wine tourist, their attitude
to the winery visitor center and actual purchase of wine’’. Bruwer (2004) also notes the lack of
research on wine tourists’ pro?les, and Beames (2003, p. 210) on ‘‘wine tourism in general
and in most wine regions speci?cally’’.
Also evident is the lack of research on the other tourists, namely, those individuals traveling
in New Zealand, including traveling through rural areas, but not necessarily participating in
winery visitation, as well as their views on this activity. In fact, the bulk of contemporary wine
tourism research focuses on winery visitors when these are on-site visiting wineries.
However, little is reported on individuals traveling in New Zealand and their intentions to
participate, or to not participate, in winery visitation during their travel. Moreover, limited
research exists to answer the following questions:
1. Have travellers visited wineries in New Zealand before?
VOL. 3 NO. 1 2009
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 15
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
2. If travellers visited wineries in New Zealand before:
B What are their most valued elements of their winery experience?
B What is their ideal winery visit?
B What is their ideal winery?
3. If travellers did not visit wineries in New Zealand before, what are their most important
reasons for their lack of participation in winery visitation?
4. Do travellers plan to visit wineries while traveling in New Zealand in their current trip?
Lack of information to answer some or all of the questions above may have potential
implications for wineries and the wine industry in New Zealand. For example, lack of
knowledge in the dimensions above may be preventing winery operations from fully
bene?ting from marketing their businesses to potential visitors. This study explores the
winery visit dimension from the perspective of people traveling in New Zealand, that is,
outside the winery.
Method
The months of October and November of 2006 are chosen to distribute a total of 998
questionnaires directly among people traveling from the North to the South Island of New
Zealand. The ferry terminal of Wellington is used to conduct this study as this location is the
gateway to a large number of people traveling to the South Island of New Zealand. While
many individuals may be traveling to towns or cities in the South Island, the rural environment
in the north of the South Island, where the ferries arrive, as well as the various wine regions in
nearby areas provide an ideal setting for travellers to make a stop along the way and
become engaged in rural based activities, including wine tourism. Thus approaching
individuals traveling to the South Island at the ferry terminal is believed to support the
process of investigating their views on wine tourism participation or lack of participation,
while at the same time eliciting a large number of responses.
Time constraints to interview potential respondents individually, and the fact that many
among the travellers tend to arrive minutes before the ferry departure, hence with little or no
time to be interviewed, are reasons for choosing a predominantly quantitative approach in
the form of a questionnaire. In addition, observations from the researcher suggesting that
Fridays, Saturdays and Sundays are times of more traveller traf?c between the two islands
are determining factors in selecting these days to carry out the questionnaire distribution.
The potential limitations of choosing a predominantly quantitative approach, as well as
speci?c days for the questionnaire distribution in this study are acknowledged. However, the
questionnaire also contains a qualitative component in the form of open-ended questions
asking respondents to indicate in writing their own description of their ideal winery, their ideal
winery visit, as well as additional comments.
The structure of questionnaire contains questions to explore whether travellers have
previous winery visitation experience in New Zealand, their main reasons for visiting, or not
visiting, wineries while traveling in New Zealand, their wine consumption or involvement with
the wine product, if any, and their demographic characteristics. During the questionnaire
distribution process, the researcher approaches individuals traveling to the South Island of
New Zealand while these wait to embark on their ferry, brie?y introducing himself and the
purpose of the study. An envelope containing a brief letter outlining the objectives of the
study, the one-page questionnaire, and a pre-paid return envelope enclosed are provided to
those accepting the invitation to participate. This effort results in 500 responses obtained, a
50.1 percent response rate. To analyze the collected data, this study uses cross tabulations
with Chi-square (x
2
) and Cramer’s V statistics to assess the level and signi?cance of any
relationships.
How popular is winery visitation among travellers?
A ?rst area of the ?ndings of this study identi?es several demographic characteristics of
travellers. For example, of the 500 respondents, 277 (55.4 percent) are domestic, 217 (43.4
percent) international, with six (1.2 percent) not indicating whether they are domestic or
PAGE 16
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
international. Regarding the gender breakdown of travellers, 237 (47.4 percent) are males,
259 (51.8 percent) females, with four (0.8 percent) respondents not indicating their gender.
The gender breakdown between domestic and international visitors is almost identical, with
47.5 percent domestic males, 47.7 percent international, and 52.5 percent domestic
females compared to 51.4 percent international. The largest group of respondents (140, 28
percent) is between 46 and 59 years of age, followed by those between 26 and 35 (121, 24.2
percent). The group between 46 and 59 years of age is largest among domestic visitors
(104, 37.4 percent), followed by those of 60 and above years of age, while among overseas
respondents the largest group (76, 34.9 percent) is between 26 and 35 years of age, and 48
(22 percent) who are 60 years old an above.
From all 500 respondents, 280 (56 percent) visited wineries in New Zealand before, and 218
(43.6 percent) did not. Not surprisingly, clear differences exist between the domestic and
international group of travellers. Among domestic respondents, 225 (80.9 percent)
experienced winery visitation, and 52 (18.7 percent) did not, while 52 (23.9 percent)
overseas visitors did, and 165 (75.7 percent) did not visit wineries in New Zealand. The
percentage of winery visitation among international respondents is thus much larger than the
7.7 percent that visit wine trails and vineyards (Ministry of Tourism, 2007b). However, this last
?gure may not include visitation of wineries. Cramer’s Vof 0.573 (p ¼ 0:000) demonstrates a
relationship between travellers’ origin, that is, whether they are domestic and international,
and whether they did or did not visit wineries in New Zealand before. While residing in New
Zealand may increase the likelihood of winery visitation among domestic respondents, as
the ?ndings in Table I suggest, other reasons may underline the differences between both
groups. Overall, the mean scores point to three main reasons for not visiting New Zealand
wineries: ‘I don’t know much about New Zealand wineries,’ ‘I don’t know much about New
Zealand wines,’ and ‘because I can easily buy wines/food elsewhere.’ What is not surprising
is that international travellers indicate knowing less about New Zealand wineries and wines
than do domestic travellers. Such a ?nding also might be due to reasons that include lack of
promotion of New Zealand wines at ports of entry or overseas, the relatively new age of New
Zealand’s wine industry, or the potential or actual dif?culty of ?nding New Zealand wines
overseas.
According to Prentice, Davies and Beeho (1997, p. 49), ‘‘a potential problemin asking about
non-visiting is one of impelling reasons for something about which a respondent has not
thought’’. While this issue may represent a limitation in regards to the lack of choice in some
of the responses obtained in this study, the questionnaire also provided space allowing
respondents to indicate other reasons for not having visited wineries in New Zealand before.
Doing so may have helped, if not entirely, minimize potential issues of bias, including leading
responses in the form of items provided for respondents to rank using a 5-point scale.
An earlier examination of international tourism in New Zealand (Van Aalst and Daly, 2002)
notes that 75 percent of overseas visitors do not know much about New Zealand wines;
however, once they learn about wines, they value their experience. While this information
illustrates that the potential for attracting this group of visitors to become more involved in
Table I Main reasons for not visiting wineries among respondents
Domestic Overseas Overall
Reasons f Mean f Mean f Mean
I do not know much about New Zealand wineries 40 3.35 133 3.91 174 3.78
I do not know much about New Zealand wines 39 3.23 134 3.64 174 3.55
Because I can easily buy wines/food elsewhere 48 3.79 127 3.39 176 3.45
Wineries are expensive (e.g., wines, food) 40 3.30 114 2.84 155 2.96
I am not interested in winery visitation 42 3.38 137 2.76 180 2.89
Wineries are far from where I am traveling to 41 2.51 118 2.86 160 2.76
Because of wineries’ image (posh, upmarket) 41 2.89 115 2.24 157 2.40
I do not drink wine 44 2.63 128 1.90 173 2.08
Notes: f ¼ number of respondents; Mean scores were measured using a 5-point interval scale, where
1 ¼ totally disagree, 3 ¼ neither agree nor disagree, and 5 ¼ totally agree
VOL. 3 NO. 1 2009
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 17
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
winery visitation while they travel in New Zealand exists, winery operators and the winery
industry do not appear to be effectively targeting this group. Furthermore, while almost
one-fourth (23.5 percent) of the international respondents in this study traveled to New
Zealand wineries in the past, lack of knowledge may be preventing many others, including
many domestic visitors, from visiting New Zealand wineries. As shown in Table I, all other
reasons for not visiting wineries in New Zealand appear to be unimportant for overseas
travellers. In comparison, domestic travellers’ main two reasons for not visiting wineries are
‘‘because I can easily buy wines/food elsewhere’’, followed by ‘‘I am not interested in winery
visitation’’. Similar reasons are indicated among males and female respondents: ‘‘I don’t
know much about New Zealand wineries’’. At the other end, ‘‘I don’t drink wine’’ is the least
important reason for not visiting wineries among respondents. Written comments from
international respondents also indicate that time constraints (11, 5.1 percent), having
wineries in their home nation (7, 3.2 percent), and not being interested in winery visitation (6,
3.2 percent) are reasons for them not to visit wineries. However, ?ve (2.3 percent)
international travellers are planning to travel to wineries during their present visit.
Just over half (264, 53 percent) of respondents do not plan to visit a winery on their trip this
time, while one fourth (123 or 25 percent) plans to visit a winery, and 103 (21 percent) do not
know. A larger percentage of overseas travellers (29 percent) plan to visit a winery while in
New Zealand, as compared to their domestic counterparts (21 percent). Cramer’s Vof 0.133
(p ¼ 0:013) points to a weak but signi?cant relationship between domestic and overseas
respondents and their plans to visit or not wineries while traveling in New Zealand. Of those
who visited wineries in New Zealand before, 84 (30 percent) plan to visit a winery on their trip
this time, 137 (48.9 percent) do not, and 50 (17.9 percent) do not know. In contrast, only 39
(17.9 percent) of those who have yet to visit wineries in New Zealand plan to visit one on this
trip, while 126 (57.8 percent) do not and 52 (23.9 percent) do no know. A relationship
between travellers’ plans to visit or not a winery on this occasion and whether they visited a
winery in New Zealand before is demonstrated (x
2
¼ 11:124, p ¼ 0:004; Phi ¼ 0:151,
p ¼ 0:004).
Differences between age and winery visitation also exist among respondents in this study.
For example, 71.4 percent of those aged 46 and 59 visited wineries in New Zealand in the
past, compared to 58.2 percent of those aged 25 or below who did or did not visit wineries in
New Zealand in the past. Thus the more mature traveller groups appear to favor winery
visitation on this trip (x
2
¼ 27:703, p ¼ 0:000; Phi ¼ 0:236, p ¼ 0:000). Similarly, the more
mature groups of respondents, that is, of ages 46 and above, plan to visit a winery on this trip
as compared to the younger visitor groups (x
2
¼ 24:901, p ¼ 0:002; Phi ¼ 0:225,
p ¼ 0:002). Interestingly, 72.2 percent of respondents between the ages of 36 and 45 do
not plan to visit wineries, a much higher percentage than that of travellers between 26 and 35
years of age (57. percent), and than those 25 years old and below (50.9 percent). These
?ndings suggest that wineries could do more to attract the younger traveller groups.
Moreover, this ?nding is particularly critical as more knowledge and information about
wineries, wine regions and wine products may have a positive impact on travellers who may
be keen on experiencing New Zealand’s local/rural products, but whose knowledge about
these elements may be limited.
The results of this study also demonstrate a positive relationship between visiting wineries in
the past and wine consumption in glasses (x
2
¼ 31:267, p ¼ 0:000; Phi ¼ 0:251, p ¼ 0:000),
with higher frequency of winery visitation being directly related to higher wine consumption.
For instance, 69.6 percent and 69.8 percent of those respondents who consume from six to
ten glasses per week, and eleven or more glasses of wine per week, respectively, visited
wineries in NewZealand in the past. In contrast, 30.4 percent and 30.2 percent who have the
same consumption patterns indicate not visiting wineries in the past.
Purchases of wine bottles are also signi?cantly higher (x
2
¼ 32:497, p ¼ 0:000; Phi ¼ 0:256,
p ¼ 0:000) among those with previous winery visitation in New Zealand, with 72.6 percent
and 70 percent of those purchasing between six and ten, and eleven or more bottles of wine
per month, respectively. At the other end, only 27.4 percent and 30 percent respondents with
no previous winery visitation experience in New Zealand purchase the same amount of wine
bottles. Finally, the price paid among respondents for a bottle of wine is also directly related
PAGE 18
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
to winery or no winery visitation experience (x
2
¼ 14:736, p ¼ 0:005; Phi ¼ 0:178,
p ¼ 0:005). The ?ndings also demonstrate that 58.8 percent of those who pay $NZ 23 or
more for a bottle of wine have winery visitation experience in New Zealand, as compared to
41.2 percent who pay the same amounts but have no visitation experience. Regarding the
next expenditure level respondents usually pay for a bottle of wine, that is, between $NZ 17
and $NZ 20, 63 percent of those who visited wineries in the past usually spend this amount,
compared to only 37 percent who pay this amount but did not visit wineries. Clearly, winery
visitation may be an informative and educational experience, where visitors may learn and
become more sophisticated in their wine choices, including the amount of money they are
prepared to invest for a bottle of wine. The results also demonstrate very similar wine
consumption and wine purchase patterns between domestic and overseas travellers; this
?nding also extends to the dollar value both groups invest in a bottle of wine.
Table II shows that the most important reason for visiting wineries among respondents who
indicate traveling to wineries in the past is to drink wines; more distant but with equal
importance are to socialize and to eat. Reasons including ‘to indulge myself once in a while’
and ‘to buy wines’ follow in terms of importance, while to make a stop while en route to
another destination and because of wineries’ posh image are marginal reasons. Overseas
travellers who visit New Zealand wineries do so mainly to drink wines, to learn about wines,
and to buy wines, while to socialize and to eat are rather unimportant for this group. In
contrast, to eat is domestic travellers’ second most important reason for visiting wineries.
This ?nding suggests that once again lack of knowledge about food offerings in wineries
may be discouraging many overseas travellers’ from visiting wineries, and as a result
potential opportunities for wineries offering the food component may be missed.
Interestingly, however, is that when describing their ideal winery visit, Table III shows that
international travellers who have winery visitation experience in New Zealand emphasize the
availability and quality of food highest as their preferred elements. International respondents
also include staff friendliness and staff knowledge, the availability and quality of wine, and
the availability of wine tastings as part of their ideal winery visit. Food and wine are the two
most relevant elements for all respondents; however, friendly/knowledgeable staff,
availability of wine tastings, and pleasant winery surroundings are also critical elements.
The affordability of the winery visit is more important to domestic than to overseas visitors; a
motive for such an outcome may be the clearly lower household incomes among domestic
travellers in this study as compared to their international counterparts (x
2
¼ 11:079,
p ¼ 0:011; Phi ¼ 0:154, p ¼ 0:011). A higher percentage of international than domestic
respondents, or 22 percent versus 12.9 percent, earn more than $NZ 90,000. In contrast,
23.7 percent of domestic travellers earn $NZ 30,000 or below as compared to only 15.1
percent overseas travellers. The ?ndings also indicate that overall the largest group of
respondents (166, 33.2 percent) earns between $NZ 30,001 and $NZ 60,000, and 123 (24.6
percent) earn between $NZ 60,001 and $NZ 90,000. However, overall travellers in this study
do not appear to be price sensitive; their answers clearly demonstrate that they value other
aspects of their ideal winery visit much more.
Table II Most important reasons for visiting wineries
Domestic Overseas Overall
Reasons f Mean f Mean f Mean
To drink wines 190 3.86 46 4.09 239 3.90
To socialize 198 3.69 44 3.03 245 3.56
To eat 201 3.72 45 2.93 249 3.56
To indulge/spoil myself once in a while 194 3.53 39 3.26 236 3.48
To buy wines 201 3.47 47 3.40 251 3.47
To learn about wines 194 3.35 43 3.84 240 3.43
To make a stop en route to another destination 180 2.69 45 3.22 228 2.82
Because I like wineries’ image (posh, upmarket) 181 2.44 40 2.28 224 2.41
Notes: f ¼ number of respondents; Mean scores were measured using a 5-point interval scale, where
1 ¼ totally; disagree, 3 ¼ neither agree nor disagree, and 5 ¼ totally agree
VOL. 3 NO. 1 2009
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 19
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
In regards to the main elements respondents mention as part of their ideal winery, Table IV
illustrates that the wine product, then the food, friendly/knowledgeable staff, and pleasant
winery surroundings have the most impact on respondents. The ?rst two reasons are most
common among male travellers, while for females the availability/quality of wine and
friendliness/knowledge of staff are almost equally important. Similarly, while wine, food, staff
friendliness/knowledge, and pleasant winery surroundings are the most popular elements
among domestic respondents, the availability/quality of wine and staff
friendliness/knowledge are most critical, and equally important, among international
respondents.
Limitations
Among the several limitations of this study, one is collecting data from only those travellers
leaving the city of Wellington. While convenience, speed, and the possibility of eliciting a
Table III Main elements included in respondents’ ideal winery visit
Domestic Overseas Overall
n Elements f % f % f %
1 Food (e.g., availability, quality) 91 32.7 18 8.3 110 22.0
2 Wine (e.g., availability, quality) 91 32.7 16 7.3 108 21.6
3 Friendliness/knowledge (e.g., of winery
staff/owners) 41 14.7 17 7.8 58 11.6
4 Availability of wine tastings 38 13.7 16 7.3 54 10.8
5 Pleasant/nice winery grounds and/or
surroundings 45 16.2 4 1.8 49 9.8
6 Informative/educational experience 23 8.3 7 3.2 30 6.0
7 Atmosphere (e.g., relaxed) 23 8.3 4 1.8 27 5.4
8 Price (e.g., affordability) 13 4.7 6 2.8 19 3.8
9 Free tastings 7 2.5 1 0.5 8 1.6
10 Good service 7 2.5 1 0.5 8 1.6
11 Not feeling pressured to buy 6 2.2 2 0.9 8 1.6
12 Presentation of products 3 1.1 0 0.0 3 0.6
13 Ambience 2 0.7 1 0.5 3 0.6
14 Building/architecture of winery 2 0.7 0 0.0 2 0.4
Note: More than one element per respondent possible
Table IV Main elements included in respondents’ ideal winery
Domestic Overseas Overall
n Elements f % f % f %
1 Wine (e.g., availability, quality) 63 22.7 13 6.0 76 15.2
2 Food (e.g., availability, quality) 57 20.5 7 3.2 64 12.8
3 Friendliness/knowledge (e.g., of winery
staff/owners) 49 17.6 13 6.0 62 12.4
4 Pleasant/nice winery grounds and/or
surroundings 46 16.5 10 4.6 57 11.4
5 Building/architecture of winery 20 7.2 6 2.8 26 5.2
6 Availability of wine tastings 17 6.1 4 1.8 21 4.2
7 Atmosphere (e.g., relaxed) 19 6.8 1 0.5 20 4.0
8 Price (e.g., affordability) 17 6.1 2 0.9 19 3.8
9 Good service 15 5.4 2 0.9 17 3.4
10 Informative/educational experience 15 5.4 1 0.5 16 3.2
11 Quiet and warm 8 2.9 1 0.5 10 2.0
12 Cleanliness (e.g., of winery, tasting room) 5 1.8 4 1.8 9 1.8
13 Free tastings 4 1.4 1 0.5 5 1.0
14 Not feeling pressured to buy 4 1.4 1 0.5 5 1.0
15 Presentation of products 2 0.7 1 0.5 3 0.6
16 Ambience 3 1.1 0 0.0 3 0.6
Note: More than one element per respondent possible
PAGE 20
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
large number of responses are clear advantages of choosing this avenue, that is,
Wellington’s ferry terminal as the gateway to the South Island, the limitations of such an
approach must be acknowledged. For example, choosing only one point of traveller traf?c to
collect data does not allow for making generalizations about people traveling in New
Zealand at any particular point in time. Another limitation regards the time chosen for the
data collection process, that is, the months of late spring. Clearly, the busier summer
months, with increased security concerns and checks, would make the data collection
process more complex, as opposed to during months of less traveller traf?c between the
North and South Islands of New Zealand. However, the summer months may experience a
much higher number, and diversity, of travellers in New Zealand, including a higher number
of individuals who favor winery visitation. Because of the convenience factor of collecting
traveller data prior to the summer months, some of these traveller diversity elements may not
be fully captured in the present study. An additional potential limitation is that groups of
travellers, for instance, in terms of age, gender, or nationality, may be more inclined than
others to complete the questionnaires. As a result, the representativeness of the data may be
compromised.
Finally, because respondents’ travel intentions, place of residence, or capacity to access
wineries were not asked in the questionnaire, the potential bias in some of the responses
must also be acknowledged. For example, some of the travellers may be ferry commuters
traveling strictly for work reasons with little intention to stop at a winery. Also, some
respondents may be currently living in or near wine regions, which may have a direct impact
on their participation of winery visitation. While winery visitation may also appeal some of
these individuals in ways that are beyond the enjoyment of the wine product, for example, to
consume food, these issues are also acknowledged as potential limitations in this study.
Conclusions and further research
The large body of the wine tourism literature discusses the winery experience and
investigates winery visitors from the perspective of those individuals who are visiting
wineries, the on-site visitors. However, very little is known about other groups of travellers
who do not fall under the winery visitor category, including many individuals traveling to New
Zealand’s rural areas. This study investigates this neglected area of research. The ?ndings
clearly suggest that New Zealand wineries and wine tourism are still quite unknown to
international travellers. If this is true among the majority of international visitors traveling to
New Zealand, and, as the ?ndings demonstrate, among many domestic visitors as well, who
may consume wine and may be interested in the wine product, wineries and the wine
industry appear to be missing unique opportunities from bene?ting from visitors. The
obvious lack of interest in winery visitation among the domestic group further supports the
view that winery operations may not be doing enough to attract visitors. In fact, the winery
experience could also extend beyond the wine product, integrating food, culture, education,
or even entertainment. Missed business opportunities for winery operations include potential
wine sales on-site, as well as potential future domestic and international wine sales, brand
recognition, word of mouth and other forms of advertising their operations. Another
important aspect is that while many travellers may not drink wine, wineries might still bene?t
from food sales, as well as from providing activities destined to educate visitors, not only in
wine or wine tasting, but also educating visitors about the region’s food, history and culture.
These elements may have future repercussions for local food and wine product marketing.
As suggested in the ?ndings, lack of promotion and/or advertising may be one of the causes
of such lack of knowledge that particularly exists among members of the international visitor
group.
Future studies could explore ways in which potential winery visitors may bene?t from
wineries and the wine industry, including learning more about what New Zealand has to offer
in wine and wine tourism. Comments from international travellers also suggest their lack of
knowledge about food offerings in New Zealand wineries, while for others the existence of
wineries in their home countries is a motive not to visit wineries in New Zealand. Studies
could also examine whether such decisions may be due to visitors’ perception of the quality
of the wines, service, or product offerings in New Zealand wineries. This information could
VOL. 3 NO. 1 2009
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 21
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
also help wineries learn more about groups of visitors, and make adjustments to attract the
more demanding visitors, for instance, those who are very quality conscious. Increasing
international recognition of New Zealand wines suggests that many New Zealand wineries
can satisfy the most demanding palates. Future research could also investigate travellers in
different geographical points of New Zealand, to con?rm or discon?rm whether lack of
knowledge about New Zealand wine and the wine industry may or may not be as
widespread as found in the present study. Finally, studies could also be conducted in other
wine producing regions in other nations to investigate and compare travellers’ knowledge of
local wineries or the local wine industry. Studies in this area might assist other winery
businesses, including New Zealand’s, in learning ways to make themselves known to the
wider tourist community.
References
Alant, K. and Bruwer, J. (2004), ‘‘Wine tourism behaviour in the context of a motivational framework for
wine regions and cellar doors’’, in Carlsen, J. and Charters, S. (Eds), Proceedings of the International
Wine Tourism Conference, Margaret River, Western Australia, 2004.
Beames, G. (2003), ‘‘The rock, the reef and the grape: the challenges of developing wine tourism in
regional Australia’’, Journal of Vacation Marketing, Vol. 9 No. 3, pp. 205-12.
Beverland, M. (1998), ‘‘Wine tourism in New Zealand – maybe the industry has got it right’’, International
Journal of Wine Marketing, Vol. 10 No. 2, pp. 24-34.
Bruwer, J. (2004), ‘‘Benchmark possibilities of wine and food festival factors between some New World
wine countries: a snapshot view’’, in Carlsen, J. and Charters, S. (Eds), Proceedings of the International
Wine Tourism Conference, Margaret River, Western Australia, 2004.
Cambourne, B. (1998), ‘‘Wine tourism in the Canberra district’’, in Carlsen, J. and Charters, S. (Eds),
Wine Tourism: Perfect Partners, Proceedings of the First Australian Wine Tourism Conference, Margaret
River, 1998.
Charters, S. and Ali-Knight, J. (2002), ‘‘Who is the wine tourist?’’, Tourism Management, Vol. 23,
pp. 311-9.
Dodd, T.H. (1995), ‘‘Opportunities and pitfalls of tourism in a developing wine industry’’, International
Journal of Wine Marketing, Vol. 7 No. 1, pp. 5-17.
Correia, L. and Ascencao, M.J.P. (2004), ‘‘Wine routes in Portugal: the case study of the Bairrada wine
route’’, in Carlsen, J. and Charters, S. (Eds), Proceedings of the International Wine Tourism Conference,
Margaret River, Western Australia, 2004.
Echecopar, G., Fetters, M. and McDermott, T. (2003), Entrepreneurship, an Engine for Innovation,
Institute for Latin American Business – Babson College, Boston, MA.
Foodworks (2006), New Zealand Food and Beverage News, available at: www.foodworks.co.nz/news/
newsprevious.htm (accessed October 19, 2006).
Getz, D. (1998), ‘‘Wine tourism: global overview and perspectives on its development’’, Keynote paper,
in Carlsen, J. and Dowling, R. (Eds), Wine Tourism: Perfect Partners, Proceedings of the First Australian
Wine Tourism Conference, Margaret River, 1998, pp. 13-33.
Getz, D. (2000), Explore Wine Tourism: Management, Development and Destinations, Cognizant
Communication Corporation, New York, NY.
Gilinsky, A., McCline, R.L. and Eyler, R. (2000), ‘‘Best practices along the life cycle of Northern California
wine businesses’’, Australia-New Zealand Wine Journal: International Wine Marketing Supplement,
Vol. 15 No. 4, pp. 42-9.
Hall, C.M. and Macionis, N. (1998), ‘‘Wine tourismin Australia and NewZealand’’, in Butler, R., Hall, C.M.
and Jenkins, J. (Eds), Wine tourism in Australia and New Zealand, Vol. 197-224, Wiley & Sons Ltd,
Chichester.
Hall, C.M., Johnson, G., Longo, A.M. and Mitchell, R. (2000), ‘‘Paying for tastings: the New Zealand
experience’’, Proceedings of the First New Zealand Wine Tourism Conference, Marlborough, November
21-23, 2000.
Hall, C.M., Sharples, L., Cambourne, B., Macionis, N., Mitchell, R. and Johnson, G. (2000), ‘‘Wine
tourism: an introduction’’, in Hall, C.M., Sharples, L., Cambourne, B., Macionis, N., Mitchell, R. and
PAGE 22
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Johnson, G. (Eds), Wine Tourism around the World: Development, Management and Markets,
Butterworth Heinemann, Oxford, pp. 1-23.
Hinch, T.D. and Higham, J.E.S. (2001), ‘‘Sport tourism: a framework for research’’, International Journal
of Tourism Research, Vol. 3, pp. 45-58.
Ho, P., Chan, C., Waters, E. and Murphy, J. (2004), ‘‘Competitive website and e-mail analyses for
improving electronic wine tourism’’, in Carlsen, J. and Charters, S. (Eds), Proceedings of the
International Wine Tourism Conference, Margaret River, Western Australia, 2004.
Jaffe, E. and Pasternak, H. (2004), ‘‘Developing wine trails as a tourist attraction in Israel’’, International
Journal of Tourism Research, Vol. 6 No. 4, pp. 237-49.
Jago, L.K., Issaverdis, J.P. and Graham, D. (2000), ‘‘The wine tourist: what’s in a name?’’, in Michael, E.
(Ed.), Proceedings of the 2000 CAUTHE National Research Conference in Victoria, Australia, 2000,
Vol. 2000, pp. 64-71.
Jarvis, W. and Lockshin, L. (2005), ‘ ‘Similarities and differences between purchasers’ and
non-purchasers’ of wine at the visitor centre’’, Proceedings of the 2005 International Wine Marketing
Symposium, Sonoma State University, Rohnert Park, California.
Jolley, A. (2002), The Wine Industry, Wine Tourismand Tourismin General. The Development of the Wine
Industry in Western Australia, Centre for Strategic Economic Studies, Victoria University, Melbourne,
available at: www.wa.gov.au/tiac/directions/paper5/paper5.html (accessed May 18, 2004).
Loubser, S.S. (2004), ‘‘The role of wine tourismin establishing a successful South African wine industry’’,
in Carlsen, J and Charters, S. (Eds), Proceedings of the International Wine Tourism Conference,
Margaret River, Western Australia, 2004.
McKercher, B. and Chan, A. (2005), ‘‘How special is special interest tourism?’’, Journal of Travel
Research, Vol. 44, pp. 21-31.
Macionis, N. and Cambourne, B. (1998), ‘‘Wine and food tourism in the Australian capital territory:
exploring the links’’, International Journal of Wine Marketing, Vol. 10 No. 3, pp. 5-16.
Ministry of Tourism (2007a), ‘‘International visitor survey’’, available at: www.tourismresearch.govt.nz/
Datasets/InternationalþVisitor þ Survey/Data þ and þ Analysis/Table-Visitor-Numbers-by-Origin.htm
(accessed June 14 2007).
Ministry of Tourism (2007b), ‘‘International visitor survey. Activities and attractions in New Zealand’’,
available at: www.tourismresearch.govt.nz/Datasets/International þ Visitor þ Survey/Data þ and þ
Analysis/Table-Activities-Attractions-in-NZ-1.htm (accessed June 12, 2007).
Mitchell, R. (1999), New Zealand Winery Visitors’ Survey: National Summary Report, University of Otago:
Centre for Tourism, Otago, pp. 1-10.
Mitchell, R. (2002), ‘‘The generation game: generation X and baby boomer wine tourism’’, New Zealand
Tourism and Hospitality Research Conference Proceedings, December 3-5, Rotorua.
Mitchell, R. and Hall, C.M. (2001), ‘‘Lifestyle behaviours of New Zealand winery visitors: wine club
activities, wine cellars and place of purchase’’, International Journal of Wine Marketing, Vol. 13 No. 3,
pp. 82-94.
Murphy, J. (2006), ‘‘Electronic marketing and wine tourism’’, in Carlsen, J. and Charters, S. (Eds), Global
Wine Tourism: Research, Management and Marketing, CABI, Wallingford, pp. 110-22.
Olsen, J. and Thach, L. (2005), ‘‘The role of tasting rooms in creating an emotional attachment to wine
brands’’, Proceedings of the 2005 International Wine Marketing Symposium, Sonoma State University,
Rohnert Park, California.
O’Mahony, B., Hall, J., Lockshin, L., Jago, L. and Brown, G. (2006), ‘‘Understanding the impact of wine
tourism on post-tour purchasing behaviour’’, in Carlsen, J. and Charters, S. (Eds), Global Wine Tourism:
Research, Management and Marketing, CABI, Oxon, pp. 123-37.
O’Neill, M.A. and Charters, S. (2006), ‘‘Survey timing and visitor perceptions of cellar door quality’’,
in Carlsen, J. and Charters, S. (Eds), Global Wine Tourism: Research, Management and Marketing,
CABI, Oxon, pp. 161-176).
O’Neill, M., Palmer, A. and Charters, S. (2002), ‘‘Wine production as a service experience – the effects of
service quality on wine sales’’, Journal of Services Marketing, Vol. 16 No. 4, pp. 342-62.
VOL. 3 NO. 1 2009
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 23
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
O’Neill, M., Palmer, A., Charters, S. and Fitz, F. (2001), ‘‘Service quality and consumer behavioural
intention: an exploratory study from the Australian wine tourism sector’’, Conference Proceedings,
Australian and New Zealand Marketing Academy Conference, 1-5 December 2001, Massey University.
Piscitelli, A., Pomarici, E. and Tedesco, R. (2005), ‘‘Wine tourism in campania region (Italy): supply
potential and demand expectations’’, Proceedings of the 2005 International Wine Marketing
Symposium, Sonoma State University, Rohnert Park, California.
Prentice, R., Davies, A. and Beetho, A. (1997), ‘‘Seeking generic motivations for visiting and not visiting
museums and like cultural attractions’’, MuseumManagement and Curatorship, Vol. 16 No. 1, pp. 45-70.
Richardson, O. (2004), ‘‘Could tourismbe the economic saviour of UK vineyards?’’, International Journal
of Wine Marketing, Vol. 16 No. 1, pp. 101-17.
Ryan, C. (1995), Researching Tourist Satisfaction: Issues, Concepts, Problems, Routledge, London.
Scottini, V.A., Menghini, S. and Scozzafava, G. (2005), ‘‘Wine and territory: the oenological tourism in
Tuscany’’, Proceedings of the 2005 International Wine Marketing Symposium, Sonoma State University,
Rohnert Park, California.
Sharples, L. (2002), ‘‘Wine tourism in Chile. . .A brave new step for a brave new world’’, International
Journal of Wine Marketing, Vol. 14 No. 2, pp. 43-53.
Statistics New Zealand (1997) Vol. nsf/0/, ‘‘Enterprises, geographic units and full-time equivalent
persons engaged’ ’, available at: /www2.stats.govt.nz/domino/external/pasfull/pasfull.nsf/
0/b4908c408892304b4c25668e00137752/$FILE/ATTJYVIW/alltabls.xls (accessed May 20, 2006).
Statistics New Zealand (2005), ‘‘‘‘Enterprises, geographic units and employee count’’, available at:
www2.stats.govt.nz/domino/external/pasfull/pasfull.nsf/0/4c2567ef00247c6acc2570bd000fb351/
$FILE/alltabls.xls (accessed May 20, 2006)’’.
South Australian Tourism Commission (2006), Wine Tourism: Read on for Facts on Wine and Food
Tourism in SA, available at: www.winetourism.com.au/ (accessed January 30, 2007).
Tassiopoulos, D., Nuntsu, N. and Haydam, N. (2004), ‘‘Wine tourists in South Africa: a demographic and
psychographic study’’, Proceedings of the International Wine Tourism Conference, Margaret River,
Western Australia, 2004.
Taylor, N. and Warren, J. (1998), ‘‘Community initiatives for rural tourism development. Advances in
research (Part 2)’’, in Kandampully, J. (Ed.), Proceedings of the New Zealand Tourism and Hospitality
Research Conference, Akaroa, December 1-4, 1998.
Van Aalst, I. and Daly, C. (2002) Vol. 3, International Visitor Satisfaction with their New Zealand
Experience. The Food and Wine Product Market: A Summary of Studies 1990-2001, Tourism New
Zealand Product Development, available at: www.tourisminfo.govt.nz/documents/IV_FoodWine_
report02.pdf (accessed November 3, 2002).
Williams, P. (2001), ‘‘Positioning wine tourism destinations: an image analysis’’, International Journal of
Wine Marketing, Vol. 13 No. 3, pp. 42-58.
Wine Institute of New Zealand (2006), ‘‘Highlights of the year’’, available at: www.nzwine.com/report/
frame1.html (accessed February 4, 2007).
Further reading
Carlsen, J. and Ali-Knight, J. (2004), ‘‘Managing wine tourism through demarketing: the case of Napa
Valley, California’’, in Carlsen, J. and Charters, S. (Eds), Proceedings of the International Wine Tourism
Conference, Margaret River, Western Australia, 2004.
PAGE 24
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 1 2009
To purchase reprints of this article please e-mail: [email protected]
Or visit our web site for further details: www.emeraldinsight.com/reprints
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
This article has been cited by:
1. David Crick, James Crick. 2015. Learning and decision making in marketing planning: a study of New Zealand vineyards. Marketing
Intelligence & Planning 33:5, 707-732. [Abstract] [Full Text] [PDF]
2. Hanqin Zhang Qiu, Jingxue (Jessica) Yuan, Ben Haobin Ye, Kam Hung. 2013. Wine tourism phenomena in China: an emerging market.
International Journal of Contemporary Hospitality Management 25:7, 1115-1134. [Abstract] [Full Text] [PDF]
3. Jose-Serafín Clemente-Ricolfe, Carmen Escribá-Pérez, Jose-Enrique Rodriguez-Barrio, Juan-Manuel Buitrago-Vera. 2012. The potential
wine tourist market: the case of Valencia (Spain). Journal of Wine Research 23, 185-202. [CrossRef]
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
0
6
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
doc_129819333.pdf