Pub Date : 2022-07-26DOI: 10.1108/ijwbr-11-2021-0060
A. Rihn, K. Jensen, David W. Hughes
Purpose This study aims to provide insights on how different sources of information concerning a quality assurance program (QAP) influence consumers’ wine purchase likelihood, profiles of consumers most likely to use QAPs (demographics, wine consumption and expenditures, wine involvement behaviors) and consumer attitudes toward QAPs. Design/methodology/approach Data are from a 2021 survey of 1,191 wine consumers in Tennessee and other US states. A multiple indicators multiple causes model is used to estimate how consumer demographics, wine consumption and expenditure patterns and several wine-involvement measures influence likelihood of using QAPs from eight provider sources when making wine purchase decisions. Sources include university, government, third-party certifiers, wineries and wine associations at the state, regional, national and international levels. Findings Wine consumers have an interest in QAP information when making wine purchase decisions. Not all QAP provider information is used equally, with almost 69% of the sample indicating the use of state wine association QAPs, but less than 44% indicating the use of government agency QAPs or third-party QAPs. Wine consumers’ demographics also influence the use of QAP information. Males, higher income consumers, residing outside of Tennessee and more wine-involved consumers are more likely to use QAPs. Consumers view QAPs as indicators of overall wine quality, ingredient quality and wine consistency rather than necessarily a means of building knowledge about local wines. Originality/value To the best of the authors’ knowledge, this paper is the first to examine not only QAP use from multiple providers but also how demographics, wine consumption, wine expenditures and wine-involvement impact QAP use.
{"title":"Quality assurance program provider’s influence on wine purchases among Tennessee and U.S. consumers: a multiple indicators multiple causes model analysis","authors":"A. Rihn, K. Jensen, David W. Hughes","doi":"10.1108/ijwbr-11-2021-0060","DOIUrl":"https://doi.org/10.1108/ijwbr-11-2021-0060","url":null,"abstract":"\u0000Purpose\u0000This study aims to provide insights on how different sources of information concerning a quality assurance program (QAP) influence consumers’ wine purchase likelihood, profiles of consumers most likely to use QAPs (demographics, wine consumption and expenditures, wine involvement behaviors) and consumer attitudes toward QAPs.\u0000\u0000\u0000Design/methodology/approach\u0000Data are from a 2021 survey of 1,191 wine consumers in Tennessee and other US states. A multiple indicators multiple causes model is used to estimate how consumer demographics, wine consumption and expenditure patterns and several wine-involvement measures influence likelihood of using QAPs from eight provider sources when making wine purchase decisions. Sources include university, government, third-party certifiers, wineries and wine associations at the state, regional, national and international levels.\u0000\u0000\u0000Findings\u0000Wine consumers have an interest in QAP information when making wine purchase decisions. Not all QAP provider information is used equally, with almost 69% of the sample indicating the use of state wine association QAPs, but less than 44% indicating the use of government agency QAPs or third-party QAPs. Wine consumers’ demographics also influence the use of QAP information. Males, higher income consumers, residing outside of Tennessee and more wine-involved consumers are more likely to use QAPs. Consumers view QAPs as indicators of overall wine quality, ingredient quality and wine consistency rather than necessarily a means of building knowledge about local wines.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this paper is the first to examine not only QAP use from multiple providers but also how demographics, wine consumption, wine expenditures and wine-involvement impact QAP use.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2022-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41491529","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In the last week of February 2020, Sfriso Winery, a small, family-owned winery in the countryside of northeastern Italy, was forced to indefinitely suspend operations as one of the first wine businesses affected by the crisis resulting from the Coronavirus pandemic. The prospect of indefinite delays affecting their traditional distribution model forced the husband and wife team of Pier Sfriso and Réka Háros to rely on innovation as a means to find new customers. With the couple predominantly relying on tourism for new client acquisition before COVID-19, the prospect of attracting enough customers via alternative means appeared daunting. The impact of COVID-19 hit when a commercially life-saving order fell through in the early weeks of the pandemic. This small business in a global market suddenly became impacted by a crisis. The challenge to this husband and wife team at Sfriso Winery was to thus find a way to turn this constraint in traditional sales revenues into a profitable market opportunity. This case thus explores two key research questions. Firstly, how can a small business identify a market opportunity in the midst of a supply chain crisis? Secondly, how does a little-known winery create sufficient demand using electronic word-of-mouth? The Sfrisos’ responses to these two questions resulted in a defaulted sale of 6000 bottles of wine becoming the centerpiece of a successful online campaign. #The6000Project was born. The case follows the impact of the COVID-19 crisis on a small wine business. This case illustrates how a little-known winery, in a little-known winemaking village was able to utilize knowledge of marketing as a means to identify an opportunity during a crisis. By utilizing the advantages of online communications via a social media campaign, the owners succeeded in attracting enough new consumers to their small brand. This research project is ideally run as a 2-stage, multimedia case study. The case study is outlined in the following pages, as two sets of supports: for the case moderator(s), and for case participants. This case would be valuable for any wine producer wanting to follow a template for identifying opportunity in the midst of a crisis, and/or any business wanting to investigate means for utilizing social media for the purpose of initiating a crowdfunding campaign when limited funds are available for marketing.
{"title":"The6000Project: How a Small Winery’s Crisis Became a Social Media Crowdfunding Success","authors":"D. Wilson, Réka Háros","doi":"10.26813/001c.36825","DOIUrl":"https://doi.org/10.26813/001c.36825","url":null,"abstract":"In the last week of February 2020, Sfriso Winery, a small, family-owned winery in the countryside of northeastern Italy, was forced to indefinitely suspend operations as one of the first wine businesses affected by the crisis resulting from the Coronavirus pandemic. The prospect of indefinite delays affecting their traditional distribution model forced the husband and wife team of Pier Sfriso and Réka Háros to rely on innovation as a means to find new customers. With the couple predominantly relying on tourism for new client acquisition before COVID-19, the prospect of attracting enough customers via alternative means appeared daunting. The impact of COVID-19 hit when a commercially life-saving order fell through in the early weeks of the pandemic. This small business in a global market suddenly became impacted by a crisis. The challenge to this husband and wife team at Sfriso Winery was to thus find a way to turn this constraint in traditional sales revenues into a profitable market opportunity. This case thus explores two key research questions. Firstly, how can a small business identify a market opportunity in the midst of a supply chain crisis? Secondly, how does a little-known winery create sufficient demand using electronic word-of-mouth? The Sfrisos’ responses to these two questions resulted in a defaulted sale of 6000 bottles of wine becoming the centerpiece of a successful online campaign. #The6000Project was born. The case follows the impact of the COVID-19 crisis on a small wine business. This case illustrates how a little-known winery, in a little-known winemaking village was able to utilize knowledge of marketing as a means to identify an opportunity during a crisis. By utilizing the advantages of online communications via a social media campaign, the owners succeeded in attracting enough new consumers to their small brand. This research project is ideally run as a 2-stage, multimedia case study. The case study is outlined in the following pages, as two sets of supports: for the case moderator(s), and for case participants. This case would be valuable for any wine producer wanting to follow a template for identifying opportunity in the midst of a crisis, and/or any business wanting to investigate means for utilizing social media for the purpose of initiating a crowdfunding campaign when limited funds are available for marketing.","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2022-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88898226","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-07DOI: 10.1108/ijwbr-09-2021-0048
Diana Cunha, E. Kastenholz, Carla Silva
Purpose This paper focuses on the wine tourist market in the central region of Portugal, and it aims to analyze the wine tourist’s demographic and travel behavior and preferences profile, based on their level of wine involvement. Design/methodology/approach This paper presents results from an exploratory study with a quantitative design, including a total of 1,029 survey responses from visitors of three wine routes. A K-mean cluster analysis was carried out, and the emerging groups of wine tourists were statistically compared (ANOVA or Chi-squared test). Findings Participants present a demographic profile of the wine route visitor similar to that found in other studies, with an average involvement with wine. There were three clusters of wine tourists, with different levels of involvement with wine: less wine-involved; medium wine-involved; and highly wine-involved. Significant differences between the three mentioned categories are visible for gender, age and attractions visited and expenses, suggesting the possibility of a differentiated market approach. Additionally, most respondents report high interest in a variety of attractions that are not exclusively wine-related. This finding supports the conceptualization of (particularly rural) wine tourism as “terroir tourism.” Research limitations/implications The pandemic context in which data collection was undertaken led to a smaller sample than expected, which was also more domestic than would have been in “non-COVID” times. Practical implications This study provides relevant insights about visitors of wine routes in Central Portugal, which may resonate in other wine tourism destinations. Implications for both theory and practice are also discussed. Originality/value This paper fulfills an identified need to study the wine tourism market in the Central Region of Portugal and expands our understanding about wine tourists’ profiles, behavior and interests, adding with empirical findings to the debate on heterogeneity in the wine tourist market, the role of wine involvement and of terroir.
{"title":"Analyzing diversity amongst visitors of Portuguese wine routes based on their wine involvement","authors":"Diana Cunha, E. Kastenholz, Carla Silva","doi":"10.1108/ijwbr-09-2021-0048","DOIUrl":"https://doi.org/10.1108/ijwbr-09-2021-0048","url":null,"abstract":"\u0000Purpose\u0000This paper focuses on the wine tourist market in the central region of Portugal, and it aims to analyze the wine tourist’s demographic and travel behavior and preferences profile, based on their level of wine involvement.\u0000\u0000\u0000Design/methodology/approach\u0000This paper presents results from an exploratory study with a quantitative design, including a total of 1,029 survey responses from visitors of three wine routes. A K-mean cluster analysis was carried out, and the emerging groups of wine tourists were statistically compared (ANOVA or Chi-squared test).\u0000\u0000\u0000Findings\u0000Participants present a demographic profile of the wine route visitor similar to that found in other studies, with an average involvement with wine. There were three clusters of wine tourists, with different levels of involvement with wine: less wine-involved; medium wine-involved; and highly wine-involved. Significant differences between the three mentioned categories are visible for gender, age and attractions visited and expenses, suggesting the possibility of a differentiated market approach. Additionally, most respondents report high interest in a variety of attractions that are not exclusively wine-related. This finding supports the conceptualization of (particularly rural) wine tourism as “terroir tourism.”\u0000\u0000\u0000Research limitations/implications\u0000The pandemic context in which data collection was undertaken led to a smaller sample than expected, which was also more domestic than would have been in “non-COVID” times.\u0000\u0000\u0000Practical implications\u0000This study provides relevant insights about visitors of wine routes in Central Portugal, which may resonate in other wine tourism destinations. Implications for both theory and practice are also discussed.\u0000\u0000\u0000Originality/value\u0000This paper fulfills an identified need to study the wine tourism market in the Central Region of Portugal and expands our understanding about wine tourists’ profiles, behavior and interests, adding with empirical findings to the debate on heterogeneity in the wine tourist market, the role of wine involvement and of terroir.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2022-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47276313","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-01DOI: 10.1108/ijwbr-06-2021-0036
A. Svanidze, Montserrat Costa-Font
Purpose There is limited participatory research, including, organic winemakers and none with natural winemakers. To get a preliminary insight into the perspectives of Georgian natural winemakers, this research aims to identify their perceptions regarding the major problems facing Georgia’s wine industry by applying Q-methodology. The research uncovers two existing perspectives and provides relevant policy suggestions for the Georgian wine sector. Design/methodology/approach This research applied Q-methodology. Ten in-person Q-sorts and interviews were carried out in Georgia, with five natural winemakers filling out an additional follow-up survey rating 26 possible policy recommendations to increase the relevance of the study’s findings. Findings The study revealed two groups of winemakers: the idealists and the pragmatists. The idealists are characterised by their focus on environmental awareness and a lack of trust of government institutions. The pragmatists focus on production-related issues, such as lack of financing and lack of irrigation infrastructure. The development of a local wine bottle supplier, regulation of agro-chemical use and a leading role for natural winemakers in teaching about organic viticulture were the most positively rated policy recommendations. Practical implications Using the research results, relevant sectoral policies can be drawn up that support the sustainable development of Georgia’s wine sector and help with the establishment of Georgian wine on the international market. Social implications The growth of natural winemaking through small-scale producers could improve the environmental sustainability of the wine industry in Georgia, as well as reduce rural poverty through increased rural household income and employment. Originality/value To the best of the authors’ knowledge, no participatory research currently exists that includes natural winemakers and their attitudes, and there are no participative studies with Georgian winemakers. This is the first study, to the best of the authors’ knowledge, to apply Q-methodology and a follow-up survey exclusively to Georgian natural winemakers and provides a first insight into their perceptions.
{"title":"Revealing the challenges facing Georgia’s wine industry from a natural winemaker perspective using Q-methodology","authors":"A. Svanidze, Montserrat Costa-Font","doi":"10.1108/ijwbr-06-2021-0036","DOIUrl":"https://doi.org/10.1108/ijwbr-06-2021-0036","url":null,"abstract":"\u0000Purpose\u0000There is limited participatory research, including, organic winemakers and none with natural winemakers. To get a preliminary insight into the perspectives of Georgian natural winemakers, this research aims to identify their perceptions regarding the major problems facing Georgia’s wine industry by applying Q-methodology. The research uncovers two existing perspectives and provides relevant policy suggestions for the Georgian wine sector.\u0000\u0000\u0000Design/methodology/approach\u0000This research applied Q-methodology. Ten in-person Q-sorts and interviews were carried out in Georgia, with five natural winemakers filling out an additional follow-up survey rating 26 possible policy recommendations to increase the relevance of the study’s findings.\u0000\u0000\u0000Findings\u0000The study revealed two groups of winemakers: the idealists and the pragmatists. The idealists are characterised by their focus on environmental awareness and a lack of trust of government institutions. The pragmatists focus on production-related issues, such as lack of financing and lack of irrigation infrastructure. The development of a local wine bottle supplier, regulation of agro-chemical use and a leading role for natural winemakers in teaching about organic viticulture were the most positively rated policy recommendations.\u0000\u0000\u0000Practical implications\u0000Using the research results, relevant sectoral policies can be drawn up that support the sustainable development of Georgia’s wine sector and help with the establishment of Georgian wine on the international market.\u0000\u0000\u0000Social implications\u0000The growth of natural winemaking through small-scale producers could improve the environmental sustainability of the wine industry in Georgia, as well as reduce rural poverty through increased rural household income and employment.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, no participatory research currently exists that includes natural winemakers and their attitudes, and there are no participative studies with Georgian winemakers. This is the first study, to the best of the authors’ knowledge, to apply Q-methodology and a follow-up survey exclusively to Georgian natural winemakers and provides a first insight into their perceptions.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45800129","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-17DOI: 10.1108/ijwbr-07-2021-0037
Marc Dressler, Ivan Paunović
Purpose The purpose of this paper is to explore brand innovation practices in small and medium enterprise (SME) wineries to found mid-range theory of brand innovation and to explain the interaction between upstream and downstream brand innovation during brand (re)launch. Design/methodology/approach This study deploys a qualitative research method. Data was collected through semi-structured telephone interviews with winery owners and managers from 20 German wineries. The approach explored both product and product line brands, organizational brands regarding upstream and downstream innovation and their mutual interaction. Findings The analyzed wineries provide evidence for up- and downstream brand innovation in the wine industry, thereby confirming previous findings that the wine industry is increasingly driven not only by tradition but also by innovation. The cases demonstrate that upscale SME wineries are able to distinguish between upstream and downstream innovation and integrate them in a meaningful way. Furthermore, the results point to the importance of team knowledge sharing and professional networks for successful upstream brand innovation, as well as social media for downstream brand innovation. Originality/value This paper presents a novel mid-range theory of brand innovation in winery SMEs, where resource constraints and a frugal approach to innovation demand for an integrated, hands-on approach.
{"title":"Strategic brand innovation – an explorative study of up- and downstream brand innovation practices in SME wineries","authors":"Marc Dressler, Ivan Paunović","doi":"10.1108/ijwbr-07-2021-0037","DOIUrl":"https://doi.org/10.1108/ijwbr-07-2021-0037","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to explore brand innovation practices in small and medium enterprise (SME) wineries to found mid-range theory of brand innovation and to explain the interaction between upstream and downstream brand innovation during brand (re)launch.\u0000\u0000\u0000Design/methodology/approach\u0000This study deploys a qualitative research method. Data was collected through semi-structured telephone interviews with winery owners and managers from 20 German wineries. The approach explored both product and product line brands, organizational brands regarding upstream and downstream innovation and their mutual interaction.\u0000\u0000\u0000Findings\u0000The analyzed wineries provide evidence for up- and downstream brand innovation in the wine industry, thereby confirming previous findings that the wine industry is increasingly driven not only by tradition but also by innovation. The cases demonstrate that upscale SME wineries are able to distinguish between upstream and downstream innovation and integrate them in a meaningful way. Furthermore, the results point to the importance of team knowledge sharing and professional networks for successful upstream brand innovation, as well as social media for downstream brand innovation.\u0000\u0000\u0000Originality/value\u0000This paper presents a novel mid-range theory of brand innovation in winery SMEs, where resource constraints and a frugal approach to innovation demand for an integrated, hands-on approach.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2022-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42952351","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-12DOI: 10.1108/ijwbr-09-2021-0044
Vageesh Neelavar Kelkar, K. Bolar, Valsaraj Payini, J. Mallya
Purpose This study aims to identify and validate the different clusters of wine consumers in India based on the wine-related lifestyle (WRL) instrument. It also investigates how the identified clusters differ in terms of socio-demographic characteristics, such as age, gender, income, education, employment and marital status. Design/methodology/approach The authors conducted a survey using a structured questionnaire to collect data from wine consumers in India. The number of participants totalled to 432. The authors first identified the clusters using latent profile analysis. The authors then used the decision tree analysis based on a recursive partitioning algorithm to validate the clusters. Finally, the authors analysed the relationship between the identified clusters and socio-demographic characteristics using correspondence analysis. Findings Three distinct segments emerged after data were subjected to latent profile analysis, namely, curious, ritualistic and casual. The authors found that the curious cluster had a high mean score for situational and social consumption while the ritualistic cluster had a high mean for ritualistic consumption. The findings also suggest that the casual cluster had more female wine consumers. Originality/value This study makes methodological contributions to the wine consumer segmentation approach. First, it adopts a latent profile analysis to profile Indian wine consumers. Second, it validates the obtained clusters using the decision tree analysis method. Third, it analyses the relationship between the identified clusters and socio-demographic variables using correspondence analysis, a technique far superior to the Chi-square methods.
{"title":"Modelling lifestyle-based segments of Indian wine consumers using the latent profile analysis approach","authors":"Vageesh Neelavar Kelkar, K. Bolar, Valsaraj Payini, J. Mallya","doi":"10.1108/ijwbr-09-2021-0044","DOIUrl":"https://doi.org/10.1108/ijwbr-09-2021-0044","url":null,"abstract":"\u0000Purpose\u0000This study aims to identify and validate the different clusters of wine consumers in India based on the wine-related lifestyle (WRL) instrument. It also investigates how the identified clusters differ in terms of socio-demographic characteristics, such as age, gender, income, education, employment and marital status.\u0000\u0000\u0000Design/methodology/approach\u0000The authors conducted a survey using a structured questionnaire to collect data from wine consumers in India. The number of participants totalled to 432. The authors first identified the clusters using latent profile analysis. The authors then used the decision tree analysis based on a recursive partitioning algorithm to validate the clusters. Finally, the authors analysed the relationship between the identified clusters and socio-demographic characteristics using correspondence analysis.\u0000\u0000\u0000Findings\u0000Three distinct segments emerged after data were subjected to latent profile analysis, namely, curious, ritualistic and casual. The authors found that the curious cluster had a high mean score for situational and social consumption while the ritualistic cluster had a high mean for ritualistic consumption. The findings also suggest that the casual cluster had more female wine consumers.\u0000\u0000\u0000Originality/value\u0000This study makes methodological contributions to the wine consumer segmentation approach. First, it adopts a latent profile analysis to profile Indian wine consumers. Second, it validates the obtained clusters using the decision tree analysis method. Third, it analyses the relationship between the identified clusters and socio-demographic variables using correspondence analysis, a technique far superior to the Chi-square methods.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2022-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46245995","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-10DOI: 10.1108/ijwbr-09-2021-0046
Dávid Harsányi, Erika Hlédik
Purpose The purpose of this paper is to provide greater understanding of attractiveness of different wine region types, especially less attractive wine regions. The paper examines the different wine tourist segments’ preferences towards wine region types. Design/methodology/approach The preferences of wine tourists were analysed based on an online self-administered survey with 8,552 respondents in Hungary. The wine regions were divided into four categories based on their wine and touristic attractiveness: wine dominant, touristic attraction dominant, complex and non-dominant wine regions. Wine region types were examined based on wine travel frequency and also by subjective wine expertise. Findings Wine tourist groups based on wine travel frequency and subjective wine expertise have significantly different preferences towards wine region types. Less attractive wine regions are more popular among frequent travellers and wine experts. Practical implications The outcome of this research highlights the importance of designing diverse marketing strategies depending on the wine region type. Less attractive wine regions and little-known wineries should focus on frequent travellers and wine experts and provide a complex and high standard experience, as these consumers are more open and have higher expectations of a travel destination. Originality/value The study revealed the different wine tourist preferences with regard to the various types of wine regions. Wine-related and non-wine-related aspects were studied in a complex manner.
{"title":"Attractiveness of wine region types: how less popular wine regions can attract wine tourists?","authors":"Dávid Harsányi, Erika Hlédik","doi":"10.1108/ijwbr-09-2021-0046","DOIUrl":"https://doi.org/10.1108/ijwbr-09-2021-0046","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to provide greater understanding of attractiveness of different wine region types, especially less attractive wine regions. The paper examines the different wine tourist segments’ preferences towards wine region types.\u0000\u0000\u0000Design/methodology/approach\u0000The preferences of wine tourists were analysed based on an online self-administered survey with 8,552 respondents in Hungary. The wine regions were divided into four categories based on their wine and touristic attractiveness: wine dominant, touristic attraction dominant, complex and non-dominant wine regions. Wine region types were examined based on wine travel frequency and also by subjective wine expertise.\u0000\u0000\u0000Findings\u0000Wine tourist groups based on wine travel frequency and subjective wine expertise have significantly different preferences towards wine region types. Less attractive wine regions are more popular among frequent travellers and wine experts.\u0000\u0000\u0000Practical implications\u0000The outcome of this research highlights the importance of designing diverse marketing strategies depending on the wine region type. Less attractive wine regions and little-known wineries should focus on frequent travellers and wine experts and provide a complex and high standard experience, as these consumers are more open and have higher expectations of a travel destination.\u0000\u0000\u0000Originality/value\u0000The study revealed the different wine tourist preferences with regard to the various types of wine regions. Wine-related and non-wine-related aspects were studied in a complex manner.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2022-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43384920","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-10DOI: 10.1108/ijwbr-05-2021-0032
Ana Paula Kieling, Rafael Tezza, Guilherme Lima Vargas
Purpose This study aims to expand previous work on website stage models by proposing a new model including a dimension encompassing digital integration and the context of mobile, digital marketing and new technologies. Also, this study aims to classify Brazilian wineries using the stage model proposed and verify if the designated stages influence the wineries’ presence in digital and mobile media. Design/methodology/approach Observational research and quantitative content analysis were adopted to examine a sample of winery websites (N = 150) located in different states and regions of Brazil and create a new website stage model. After the new model’s development, the authors conducted a statistic analysis by running a one-factor analysis of variance to assess the influence of the company’s stage in the use of digital media and mobile strategies, as well as its impacts on market development. Findings The results suggested a quite mature market regarding website stage position, even though there is still room for growth and technological innovation. Also, the research findings show that there is a positive association between the company’s stage in the use of digital and mobile media strategies. In other words, the more advanced the winery stage, the greater its digital media and mobile presence. Originality/value While previous studies attempted to identify wineries’ stages through models, this study presents a new approach by updating the past studies’ stages as well as providing and testing a digital media and mobile dimension. This research contributes to consolidating the Brazilian wine industry position regarding its presence in digital and mobile media, bringing reflections to organizations, society and theory development.
{"title":"Website stage model for Brazilian wineries: an analysis of presence in digital and mobile media","authors":"Ana Paula Kieling, Rafael Tezza, Guilherme Lima Vargas","doi":"10.1108/ijwbr-05-2021-0032","DOIUrl":"https://doi.org/10.1108/ijwbr-05-2021-0032","url":null,"abstract":"\u0000Purpose\u0000This study aims to expand previous work on website stage models by proposing a new model including a dimension encompassing digital integration and the context of mobile, digital marketing and new technologies. Also, this study aims to classify Brazilian wineries using the stage model proposed and verify if the designated stages influence the wineries’ presence in digital and mobile media.\u0000\u0000\u0000Design/methodology/approach\u0000Observational research and quantitative content analysis were adopted to examine a sample of winery websites (N = 150) located in different states and regions of Brazil and create a new website stage model. After the new model’s development, the authors conducted a statistic analysis by running a one-factor analysis of variance to assess the influence of the company’s stage in the use of digital media and mobile strategies, as well as its impacts on market development.\u0000\u0000\u0000Findings\u0000The results suggested a quite mature market regarding website stage position, even though there is still room for growth and technological innovation. Also, the research findings show that there is a positive association between the company’s stage in the use of digital and mobile media strategies. In other words, the more advanced the winery stage, the greater its digital media and mobile presence.\u0000\u0000\u0000Originality/value\u0000While previous studies attempted to identify wineries’ stages through models, this study presents a new approach by updating the past studies’ stages as well as providing and testing a digital media and mobile dimension. This research contributes to consolidating the Brazilian wine industry position regarding its presence in digital and mobile media, bringing reflections to organizations, society and theory development.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2022-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43269922","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-10DOI: 10.1108/ijwbr-09-2021-0045
T. Mizik, J. Balogh
Purpose The study aims to give an overview of the development of the Chinese wine industry and trade between 1992 and 2019. Its importance is highlighted by the fact that China has become one of the world’s largest wine-consuming markets with great growth potential and is now ranked among the top 10 largest global markets for wine. Design/methodology/approach To address Chinese wine industry competitiveness, revealed comparative advantage (RCA), relative trade advantage (RTA) and revealed competitiveness (RC) were calculated, based on the World Bank World Integrated Trade Solution database. Chinese wine market-related issues are analyzed by Porter’s Five Forces in help of Market Line industry profile reports. Findings Results suggest that the Chinese wine market is relatively fragmented, with a concentrated food and beverages retail industry, strong buyer power and a moderate supplier power. The RCA calculated for the Chinese wine trade indicates that the share of exported bottled wine has become significant in the analyzed period. However, the RCA was perceivable just for bottled wines and only in the last analyzed period (2013–2019), whereas RTA and RC were negative for all periods revealing a comparative disadvantage. However, current market trends suggest that they will increase in the future. Research limitations/implications Data accuracy may affect these results because wine statistics may contain mislabeling. Moreover, China expanded its investments in many well-known wine regions all over the world, especially in Bordeaux, France. These, along with the significant re-export, could make it harder to interpret wine trade data because some part of the export is related to Chinese wineries outside of China. Practical implications Knowing the above-mentioned limitations, results should be interpreted with caution. However, high-quality wines can be identified as a niche market in China. Originality/value The study provided a detailed analysis of the Chinese wine industry and its competitiveness.
{"title":"The development of the Chinese wine industry and trade","authors":"T. Mizik, J. Balogh","doi":"10.1108/ijwbr-09-2021-0045","DOIUrl":"https://doi.org/10.1108/ijwbr-09-2021-0045","url":null,"abstract":"\u0000Purpose\u0000The study aims to give an overview of the development of the Chinese wine industry and trade between 1992 and 2019. Its importance is highlighted by the fact that China has become one of the world’s largest wine-consuming markets with great growth potential and is now ranked among the top 10 largest global markets for wine.\u0000\u0000\u0000Design/methodology/approach\u0000To address Chinese wine industry competitiveness, revealed comparative advantage (RCA), relative trade advantage (RTA) and revealed competitiveness (RC) were calculated, based on the World Bank World Integrated Trade Solution database. Chinese wine market-related issues are analyzed by Porter’s Five Forces in help of Market Line industry profile reports.\u0000\u0000\u0000Findings\u0000Results suggest that the Chinese wine market is relatively fragmented, with a concentrated food and beverages retail industry, strong buyer power and a moderate supplier power. The RCA calculated for the Chinese wine trade indicates that the share of exported bottled wine has become significant in the analyzed period. However, the RCA was perceivable just for bottled wines and only in the last analyzed period (2013–2019), whereas RTA and RC were negative for all periods revealing a comparative disadvantage. However, current market trends suggest that they will increase in the future.\u0000\u0000\u0000Research limitations/implications\u0000Data accuracy may affect these results because wine statistics may contain mislabeling. Moreover, China expanded its investments in many well-known wine regions all over the world, especially in Bordeaux, France. These, along with the significant re-export, could make it harder to interpret wine trade data because some part of the export is related to Chinese wineries outside of China.\u0000\u0000\u0000Practical implications\u0000Knowing the above-mentioned limitations, results should be interpreted with caution. However, high-quality wines can be identified as a niche market in China.\u0000\u0000\u0000Originality/value\u0000The study provided a detailed analysis of the Chinese wine industry and its competitiveness.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2022-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42932700","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-09DOI: 10.1108/ijwbr-09-2021-0049
G. Penagos-Londoño, Felipe Ruiz-Moreno, Ricardo Sellers-Rubio
Purpose One of the main difficulties for wine managers is understanding and interpreting how some strategies and company behaviours could affect firms’ performance. This study aims to contribute to improve these concerns by examining the evolution of the competitive wine industry structure over time using the strategic group membership dynamics approach. Design/methodology/approach This study empirically analyses a data set spanning the period 2004–2014 to identify the strategic groups in the Spanish wine industry and to model their evolution over time. A time inhomogeneous hidden Markov model (HMM) is used for this purpose. Findings Three strategic groups are identified: Young Makers, Quality Lovers and Major Players. Young Makers are small wineries that produce low-quality wines. They are not part of a collective brand – Protected Designation of Origin – and do not invest in marketing campaigns. Quality Lovers produce the highest quality wines but offer a narrow assortment. They invest modestly in advertising, and most of them belong to a Protected Designation of Origin. Major Players produce medium-quality wines, offer a wide assortment and invest heavily in advertising. The groups seem stable over time. Practical implications The results show that strategic group analysis can be used to identify and compare patterns of strategic activity within the wine industry, providing a better understanding of the competitive environment. Originality/value No previous studies have analysed the competitive structure of the Spanish wine industry. This study delineates the structure of this industry using strategic groups, which is supported by a valid econometric model. Therefore, from a theory base perspective, this study adds new evidence to the stream of research on strategic groups by investigating their evolution over time in the wine industry and the effect of strategic group membership on performance.
{"title":"Modelling the group dynamics in the wine industry","authors":"G. Penagos-Londoño, Felipe Ruiz-Moreno, Ricardo Sellers-Rubio","doi":"10.1108/ijwbr-09-2021-0049","DOIUrl":"https://doi.org/10.1108/ijwbr-09-2021-0049","url":null,"abstract":"\u0000Purpose\u0000One of the main difficulties for wine managers is understanding and interpreting how some strategies and company behaviours could affect firms’ performance. This study aims to contribute to improve these concerns by examining the evolution of the competitive wine industry structure over time using the strategic group membership dynamics approach.\u0000\u0000\u0000Design/methodology/approach\u0000This study empirically analyses a data set spanning the period 2004–2014 to identify the strategic groups in the Spanish wine industry and to model their evolution over time. A time inhomogeneous hidden Markov model (HMM) is used for this purpose.\u0000\u0000\u0000Findings\u0000Three strategic groups are identified: Young Makers, Quality Lovers and Major Players. Young Makers are small wineries that produce low-quality wines. They are not part of a collective brand – Protected Designation of Origin – and do not invest in marketing campaigns. Quality Lovers produce the highest quality wines but offer a narrow assortment. They invest modestly in advertising, and most of them belong to a Protected Designation of Origin. Major Players produce medium-quality wines, offer a wide assortment and invest heavily in advertising. The groups seem stable over time.\u0000\u0000\u0000Practical implications\u0000The results show that strategic group analysis can be used to identify and compare patterns of strategic activity within the wine industry, providing a better understanding of the competitive environment.\u0000\u0000\u0000Originality/value\u0000No previous studies have analysed the competitive structure of the Spanish wine industry. This study delineates the structure of this industry using strategic groups, which is supported by a valid econometric model. Therefore, from a theory base perspective, this study adds new evidence to the stream of research on strategic groups by investigating their evolution over time in the wine industry and the effect of strategic group membership on performance.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2022-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42261794","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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