Family-friendly wine tourism? The challenge of supplying child-inclusive wine terroir experiences

IF 4.5 3区 管理学 Q1 BUSINESS Journal of Vacation Marketing Pub Date : 2023-05-15 DOI:10.1177/13567667231167885
R. Malerba, E. Kastenholz, M. J. Carneiro
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Abstract

Wine tourism, traditionally understood as an activity practised by adults, has been suggested as a tourism form also adequate and interesting for families with children. However, both literature and practice do not consider this segment to the extent it, arguably, may deserve. Many challenges are associated with the creation of wine tourism offerings for children. Even so, wine estates and destinations attract families, not only for their wine-related attributes but also for their rural and cultural appeal. In Central Portugal, the Dão and Bairrada wine routes cover tourist regions strongly linked to family tourism. Nevertheless, there is a lack of wine tourism offerings targeting this segment. Likewise, there are no know studies on wineries’ managers perceptions of this market. Thus, this study aims to identify and analyse how wine estates and wineries from these wine routes cater to families with children, to understand the managers’ perception of benefits and challenges of targeting this market, and to examine the existing child-friendly tourism supply. The results, derived from the content analysis of 29 interviews with wineries’ managers, reveal that, despite an inclusive and receptive discourse towards the presence of children, the attractions still do not offer services and experiences specifically designed for this segment. Except for a few innovative attractions, families are welcomed with improvisations to entertain the little ones while their parents carry out wine-related activities.
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适合家庭的葡萄酒旅游?提供适合儿童的葡萄酒风土体验的挑战
葡萄酒旅游,传统上被理解为一种由成年人实践的活动,已经被建议作为一种旅游形式,也适合和有趣的家庭有孩子。然而,文学和实践都没有考虑到这一部分,可以说,它可能应得的程度。在为儿童提供葡萄酒旅游服务的过程中,存在许多挑战。即便如此,葡萄酒庄园和目的地吸引着家庭,不仅因为它们与葡萄酒有关的属性,还因为它们的乡村和文化吸引力。在葡萄牙中部,d o和Bairrada葡萄酒路线覆盖了与家庭旅游密切相关的旅游区。然而,目前还缺乏针对这一群体的葡萄酒旅游产品。同样,也没有关于酒庄经理对这个市场看法的已知研究。因此,本研究旨在识别和分析这些葡萄酒路线上的酒庄和酿酒厂如何迎合有孩子的家庭,了解管理者对瞄准这一市场的好处和挑战的看法,并研究现有的儿童友好型旅游供应。对29位酒庄经理的访谈结果显示,尽管对儿童的存在有包容和接受的话语,但景点仍然没有提供专门为这一群体设计的服务和体验。除了一些创新的景点外,欢迎家庭在父母进行与葡萄酒相关的活动时即兴娱乐孩子。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
期刊介绍: Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
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