Complying winery marketing strategies based on attitudes and perceptions towards winery terroir
Purpose: This study explores winery visitors' attitudes towards terroir significance as well as perceptions of terroir for marketing communication and as a competitive advantage for wineries, and uses these as a basis to examine intergenerational cohort differences. Methods:An online questio...
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| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
International Hellenic University
2024-06-01
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| Series: | Journal of Tourism, Heritage & Services Marketing |
| Subjects: | |
| Online Access: | https://zenodo.org/records/13777900/files/10-1-7.pdf?download=1 |
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| Summary: | Purpose: This study explores winery visitors' attitudes towards terroir significance as well as perceptions of terroir for marketing communication and as a competitive advantage for wineries, and uses these as a basis to examine intergenerational cohort differences.
Methods:An online questionnaire was distributed using criteria for inclusion and employing a non-probability sampling frame. Over a seven-month period, 1174 questionnaires from members of four different generational cohorts were obtained and statistically analyzed. Descriptive statistics, factor, reliability analysis and One-way ANOVA were used.
Results: On a 7-point Likert scale, cohorts in all cases, somewhat agree with the statements regarding winery and wine terroir. Cohort differences towards the three dimensions “Attitudes towards terroir significance”, “Terroir as a competitive advantage” and “Terroir for marketing communication”. were detected for the first and last dimension, whereas Baby Boomers and Generation Y had more positive attitudes and perceptions than Generation X and Generation Z.
Implications: Acknowledging actual and potential wine tourists’ attitudes towards terroir significance and perception of terroir as a competitive advantage tool and for marketing communication, wineries may implement effective marketing strategies in order to survive and thrive in the current competitive wine tourism market. |
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| ISSN: | 2529-1947 |