Major Attributes of Tourism Attractiveness of Wineries and Their Influence on Direct Sales

Transcription

1 Major Attributes of Tourism Attractiveness of Wineries and Their Influence on Direct Sales Juliane Ratz M.A., Prof. Dr. Axel Dreyer HS Harz, University of Applied Sciences, Germany Seite 1

2 Instruction The content is available for private use. In the case of commercial use, please contact the author. Seite 2 2

3 Outline 1) Purpose 2) Introduction: Wine Tourism 3) Importance of Direct Sales for Wineries 4) Tourism Attractiveness of Wineries 5) Survey Methodology/ Limitations Main Findings 6) Conclusion Seite 3

4 1. Purpose Main goal To show what makes a winery or vineyard attractive for tourists Which issues are important for tourists apart from the taste of wine and design of the bottle? Main questions What are the motives for people to visit a certain winery? What services do wineries (or vineyard owners) have to offer? Seite 4

5 2. Introduction: Wine Tourism High competitive pressure in the German Wine Industry, which is characterized by many small size businesses and High value of wine imports Nearly stagnating wine consumption Low profit margins (due to discounters) Wine tourism as a solution: Investments in wine tourism can help to create new customers to increase direct sales Wine regions are also destinations for tourists Tourists love the landscape Wine + means Wine and other offers Wine Tourist without other interests are seldom in Germany Tourists are visiting wineries and cultural attractions Tourists select the destination first, e.g. cycling in the Moselle Valley Seite 5 Sources: Dreyer, Antz and Linne, 2011; Kagermeier, 2011; Ratz and Dreyer, 2013

6 2. Introduction: Wine Tourism Importance Mit einer zusehenden Weiterentwicklung von hybriden Produktkombinationen im Tourismus ( ) wird künftig auch im Weintourismus für den Weintourismus i.w.s. vermehrt Nachfrage vorhanden sein, die das Thema Wein nur als ein ergänzendes oder komplementäres Angebot ansieht. (Kagermeier 2011) As hybrid product combinations are noticeable advancing in tourism ( ) there will be a increasing demand ( ) for wine tourism in the broadest sense, which will deal with the subject of wine only as an additional or complementary aspect of a trip. (Kagermeier 2011) Seite 6

7 2. Introduction: Wine Tourism Importance Der Tourismus wird sich für die deutsche Weinwirtschaft zu einem immer wichtigeren Standbein entwickeln. Die Kosten für die Weinproduktion in unseren kleinstrukturierten Anbaugebieten, insbesondere den Hang- und Steillagen, sind langfristig nicht konkurrenzfähig. Wir können nicht so günstig wie in den Weinbaunationen der Neuen Welt produzieren. Wie brauchen einen anderen schlagkräftigen Mehrwert, um wettbewerbsfähig zu bleiben ( ) (Evelyn Schmidt, Projektkoordination Wein und Tourismus der Staatlichen Lehr- und Versuchsanstalt für Wein- und Obstbau Weinsberg, 2014, Tourism will develop into one of the most important pillars of the German Wine Industry. The producing area with its small sized business will have problems to stay competitive due to the costs of wine production, especially when located at hillside situations or steep slopes. It is impossible for us to produce as cheap as the wine producing nations in the New World. We need another additional value in order to stay competitive ( ) (Evelyn Schmidt, Project Coordinator Wine and Tourism at the Federal Institution of Education and Research for Wine- and Fruit- Growing, Weinsberg, Germany, 2014) Seite 7

8 2. Introduction: Wine Tourism Offers Resources come from the wine and tourism industry, from human resources and from the surrounding environment, which includes infrastructure, physical environment, scenery, regional cuisine and the social and cultural components of the wine region the wine tourist terroir. (Hall et al., 2002) Getz includes: wine tasting, dining, sightseeing, shopping, learning and recreation (Getz, 2000) Multitude of offers Tourism offers of wineries are an essential element of the wine tourism experience Additional source of income for wineries Enlarged offer portfolio for a destination Seite 8

9 3. Importance of Direct Sales for Wineries Direct sales are a very important source of income depending on the place Numerous advantages, e.g. direct customer contact and therefore great potential to establish customer loyalty higher selling prices and higher profit margins tourists as special target groups In order to benefit from these advantages: PULL-strategy (e.g. attractive winery Source: Deutsches Weininstitut GmbH, 2013 Seite 9 Sources: Hall and Mitchell, 2007; Dreyer and Müller, 2011; Winkelmann, 2013; Thach and Olsen, 2006; Groß, 2008

10 4. Tourism Attractiveness of Wineries Attributes of Tourism Attractiveness of Wineries Quality and range of wine Winery (Tourism oriented) offers (e.g. wine tasting, guided cellar tour, vineyard tour, gastronomy) Soft factors (e.g. friendliness of staff, service and advice) Tourism attractiveness of wineries Hard factors (e.g. architecture, winery infrastructure) Region/ destination (wine tourist terroir) Tourism offers (e.g. accomodations, gastronomy, cultural attractions, ) - Landscape - Cycling path - Other Infrastructure - Seite 11 Source: Own figure

11 5. Survey Methodolgy Autumn 2013 Face-to-face interviews with winery visitors N=200 Issue: Why did visitors of a vineyard decide to visit this vineyard? Which facts or offers in principle have an influence on the perceived attractiveness of a winery for tourists? How do visitors of a winery value these influential factors with regard to their importance? Seite 14 Source: Own Survey

12 5. Survey Impacts on the results Survey area 5 wineries in Franconia (Germany) Types of wineries/customer group Majority of respondents came from the nearby surroundings Focus on tourists as customers? Definition Previous Visitor customer according toexperiences the UNWTO: A visitor Wine is a traveller purchasing taking a trip behavior to a main destination outside his/her usual environment, for less than a year, for any main purchased wine very often directly from a winery purpose (business, leisure or other personal purpose) other than to be employed 87 % by bought a resident wine entity in the country respective or place winery visited. A visitor ( ) is classified as a tourist (or overnight visitor), if his/her trip includes Visit frequency an overnight of stay, wineries or as a same-day in general visitor and (or at the selected wineries excursionist) otherwise. n= respondents are living directly in Würzburg Seite 15 Source: Own Survey; UNWTO, 2014

13 5. Survey Main Findings Visit frequency of wineries in general never before 7% Visit frequency of this winery more than 3 times per year 39% 1 time per year 21% more than 3 times before 50% never before 31% 2-3 times per year 33% n=200 The majority of respondents are experienced winery visitors 1 time before 8% n= times before 11% Seite 16 Source: Own Survey

14 5. Survey Criteria for the attractiveness of wineries Two ways of inquiring which factors contribute to the attractivness: Open questions: What makes this vinery attractive? (page 1) Closed questions: Rating of selected criteria by importance (back of the questionnaire, page 2) Most important factor: wine quality! 4 out of 5 of the selected wineries are listed in the Gault Millau 2013 Seite 17 Source: Own Survey

15 5. Survey Criteria for the attractiveness of wineries Wine quality 86% 11% 2% 1% Mean score 1.16 Friendliness of staff 74% 24% 2% 1% 1.29 Service and advice 73% 23% 3% 1% 1.32 Attractiveness of region 31% 47% 19% 4% 1.96 Gastronomy 26% 48% 18% 8% 2.08 Architecture 25% 39% 27% 9% 2.19 Events 8% 30% 44% 18% 2.73 Accomodation at a vineyard 11% 16% 36% 38% % 20% 40% 60% 80% 100% very important = 1 important = 2 less important = 3 not important = 4 n= Seite 18 Source: Own Survey

16 5. Survey Criteria for the attractiveness of wineries Surprising results for the role of architecture (mean value of 2.19) Separate survey on architecture of wineries Architecture gets more important as a visiting reason for wineries High media presence because of new architecture increased visitor numbers can be observed E.g. Kellerei Tramin due to the attractive new building, sales at the vineyard could be increased by 50% Seite 19 Source: Ratz and Dreyer, 2013

17 What criteria make this winery attractive for you? Winzerkeller Sommerach (84 mentions): 1. Wine quality and range (n=22) 2. Ambience (n=18) Weingut am Stein (70 mentions): 1. Wine quality and range (n=21) 2. Architecture (n=15) Juliusspital (43 mentions): 1. Wine quality and range (n=21) 2. Location (n=9) Seite 20 Source: Own Survey

18 What criteria make this winery attractive for you? Bürgerspital (31 mentions): 1. Wine quality and range (n=10) 2. People in the winery (n=8) Weingut Hirn (34 mentions): 1. Architecture (n=14) 2. Wine quality and range (n=12) Seite 21 Source: Own Survey

19 5. Survey Criteria for the attractiveness of wineries Wine tasting event 50% 39% 6% 5% Mean score 1.66 Guided cellar tour 32% 42% 19% 6% 1.99 Guided vineyard tour 20% 47% 28% 5% % 20% 40% 60% 80% 100% very important = 1 important = 2 less important = 3 not important = 4 n= Wine tasting is most important Possible explanations: Important for inhabitants and tourists Basic for wine purchase Seite 22 Source: Own Survey

20 6. Conclusion Most important criteria for a vinery as tourist attraction: Quality and range of wine Friendliness and competence of staff Basics but wine tourism is more! Kellerei Tramin, Tramin, South Tyrol, Italy Attractiveness of a winery is influenced by the attractiveness of the destination Attractive wineries are necessary to position a destination as a wine destination Overall experience is crucial Additional offers for tourists (e.g. wine and culture) High quality offers Seite 23

21 Prof. Dr. Axel Dreyer Phone Fax Friedrichstraße D Wernigerode Juliane Ratz M.A. Phone Fax jratz@hs-harz.de Friedrichstraße D Wernigerode Juliane Ratz und Axel Dreyer Seite 24

22 References: Cambourne, B., Hall, C.M., Johnson, G., Macionis, N., Mitchell, R. and Sharples, L. (2000), The maturing wine tourism product: an international overview, in Hall, C.M, Sharples, L., Cambourne, B. and Macionis, N. (Eds.), Wine Tourism Around the World Development, management and markets, Elsevier, Oxford, pp Croce, E. and Perri, G. (2010), Food and Wine Tourism, Cabi, Oxfordshire, Cambridge. Deutsches Weininstitut GmbH (Ed.) (2013), DeutscherWeinStatistik 2012/2013, available at: (accessed 7 February 2013). Dreyer, A., Antz, C., Linne, M. (2011), Wein und Tourismus Trends, Synergien und kooperative Vermarktung, in Dreyer, A. (Ed.), Wein und Tourismus Erfolg durch Synergien und Kooperationen, Erich Schmidt Verlag, Berlin, pp Dreyer, A. and Müller, J. (2011), Opportunities of cooperative marketing using the example of the wine region Saale-Unstrut, in Sidali, K. L., Spiller, A., Schulze, B. (Eds.), Food, Agriculture and Tourism Linking local gastronomy and Rural Tourism: Interdisciplinary Perspective, Springer, Berlin, Heidelberg. Formica, S. (2006), Destination Attractiveness Based on Supply and Demand Evaluations: An Analytical Framework, Journal of Travel Research, Vol. 44, No. 4, Pp Getz, D. (2000), Explore Wine Tourism. Management, Development &Destinations, Cognizant Communication Corporation, New York et al : Major Attributes of Tourism Attractiveness of Wineries Seite 25

23 References: Groß, C. (2008), Multi-Level-Marketing: Identität und Ideologie im Network-Marketing, VS Verlag, Wiesbaden. Hall, C. M., Johnson, G., Cambourne, B., Macionis, N., Mitchell, R. and Sharples, L. (2000), Wine tourism: an introduction, in Hall, C. M., Sharples, L., Cambourne, B., Macionis, N. (Eds.), Wine Tourism Around the World Development, management and markets, Elsevier, Oxford, pp Hall, C. M. and Mitchell, R. (2007), Wine Marketing a practical guide, Elsevier, Hungary. Kagermeier, A. (2011), Kooperationen als Herausforderung für die Weiterentwicklung des Weintourismus, in Dreyer, A. (Ed.), Wein und Tourismus Erfolg durch Synergien und Kooperationen, Erich Schmidt Verlag, Berlin, pp Ratz, J., Dreyer, A. (2013), Architektur als Wertschöpfungsinstrument für den Direktvertrieb von Weingütern, in Lun, L.M., Dreyer, A., Pechlaner, H., Schamel, G. (Eds.): Wein und Tourismus - Eine Wertschöpfungspartnerschaft zur Förderung regionaler Wirtschaftskreislaufe, EURAC book, Vol. 62, S Thach, E. C. and Olsen, J. (2006), The Role of Service Quality in Influencing Brand Attachments at Winery Visitor Centers, Journal of quality assurance in hospitality, Vol. 7, No. 3, p UNWTO (2014), Understanding Tourism: Basic Glossary, available at: (accessed at ). Winkelmann, P. (2013), Marketing und Vertrieb. Fundamente für die Marktorientierte Unternehmensführung, Oldenbourg Verlag, München : Major Attributes of Tourism Attractiveness of Wineries Seite 26