International Journal of Wine Business Research最新文献_第7页

Analyzing diversity amongst visitors of Portuguese wine routes based on their wine involvement 根据游客对葡萄酒的参与程度分析葡萄牙葡萄酒路线的多样性

IF 1.8 Q1 AGRONOMY

International Journal of Wine Business Research

Pub Date : 2022-06-07 DOI: 10.1108/ijwbr-09-2021-0048

Diana Cunha, E. Kastenholz, Carla Silva

PurposeThis 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/approachThis 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).FindingsParticipants 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/implicationsThe 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 implicationsThis 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/valueThis 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.

本文主要关注葡萄牙中部地区的葡萄酒旅游市场，旨在分析葡萄酒游客的人口统计、旅游行为和偏好概况，基于他们对葡萄酒的参与程度。设计/方法/方法本文采用定量设计的探索性研究结果，包括来自三条葡萄酒路线的游客的1,029份调查回复。采用k均值聚类分析，对新兴葡萄酒游客群体进行统计学比较(方差分析或卡方检验)。研究结果:与其他研究中发现的情况类似，参与者提供了葡萄酒路线游客的人口统计资料，平均参与葡萄酒。有三组葡萄酒游客，他们对葡萄酒的参与程度不同:不太参与;中酒;而且和酒有很大关系。在性别、年龄、旅游景点和费用等方面，三种类型之间存在显著差异，这表明有可能采取差异化的市场方式。此外，大多数受访者表示，他们对各种与葡萄酒无关的景点都很感兴趣。这一发现支持了将葡萄酒旅游(尤其是乡村)概念化为“风土旅游”。研究局限性/影响进行数据收集的大流行背景导致样本比预期的要小，也比“非covid”时期更国内。本研究为葡萄牙中部葡萄酒路线的游客提供了相关的见解，这可能会在其他葡萄酒旅游目的地产生共鸣。对理论和实践的启示也进行了讨论。原创性/价值本文满足了研究葡萄牙中部地区葡萄酒旅游市场的确定需求，并扩展了我们对葡萄酒游客的概况，行为和兴趣的理解，增加了对葡萄酒旅游市场异质性，葡萄酒参与和风土的作用的实证研究结果。

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引用次数: 4

Revealing the challenges facing Georgia’s wine industry from a natural winemaker perspective using Q-methodology 从自然酿酒师的角度使用q -方法论揭示格鲁吉亚葡萄酒行业面临的挑战

IF 1.8 Q1 AGRONOMY

International Journal of Wine Business Research

Pub Date : 2022-06-01 DOI: 10.1108/ijwbr-06-2021-0036

A. Svanidze, Montserrat Costa-Font

PurposeThere 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/approachThis 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.FindingsThe 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 implicationsUsing 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 implicationsThe 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/valueTo 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.

目的参与性研究有限，包括有机酿酒师，没有天然酿酒师。为了初步了解格鲁吉亚天然酿酒师的观点，本研究旨在通过应用q -方法论来确定他们对格鲁吉亚葡萄酒行业面临的主要问题的看法。该研究揭示了两种现有的观点，并为格鲁吉亚葡萄酒行业提供了相关的政策建议。本研究采用q -方法学。在乔治亚州进行了10次面对面的q排序和访谈，5位天然酿酒师填写了一份额外的后续调查，对26项可能的政策建议进行评级，以提高研究结果的相关性。研究发现酿酒师分为两类:理想主义者和实用主义者。理想主义者的特点是注重环保意识，对政府机构缺乏信任。实用主义者关注与生产有关的问题，如缺乏资金和灌溉基础设施。发展当地酒瓶供应商、规范农业化学品使用以及让天然酿酒师在有机葡萄栽培教学中发挥主导作用是得到最积极评价的政策建议。根据研究结果，可以制定相关的行业政策，支持格鲁吉亚葡萄酒行业的可持续发展，并有助于格鲁吉亚葡萄酒在国际市场上的建立。社会影响通过小规模生产者的天然葡萄酒酿造的增长可以改善格鲁吉亚葡萄酒行业的环境可持续性，并通过增加农村家庭收入和就业来减少农村贫困。原创性/价值据作者所知，目前还没有涉及天然酿酒师及其态度的参与性研究，也没有涉及格鲁吉亚酿酒师的参与性研究。据作者所知，这是第一个应用q -方法论的研究，并对格鲁吉亚天然酿酒师进行了专门的后续调查，并首次深入了解了他们的看法。

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引用次数: 1

Strategic brand innovation – an explorative study of up- and downstream brand innovation practices in SME wineries 战略品牌创新——中小企业酒庄上下游品牌创新实践的探索性研究

IF 1.8 Q1 AGRONOMY

International Journal of Wine Business Research

Pub Date : 2022-05-17 DOI: 10.1108/ijwbr-07-2021-0037

Marc Dressler, Ivan Paunović

PurposeThe 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/approachThis 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.FindingsThe 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/valueThis 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.

目的探讨中小酒厂的品牌创新实践，建立品牌创新的中程理论，并解释品牌(再)推出过程中上下游品牌创新的互动关系。设计/方法/方法本研究采用定性研究方法。通过对20家德国酒庄的酒庄老板和经理进行半结构化的电话采访，收集了数据。该方法探讨了产品品牌和产品线品牌、上下游创新组织品牌及其相互作用。研究结果所分析的酒庄为葡萄酒行业的上游和下游品牌创新提供了证据，从而证实了之前的研究结果，即葡萄酒行业不仅受到传统的驱动，而且受到创新的驱动。案例表明，中高档中小酒庄能够区分上下游创新，并进行有意义的整合。此外，研究结果还指出，团队知识共享和专业网络对于上游品牌创新的成功至关重要，而社交媒体对于下游品牌创新的成功至关重要。原创性/价值本文提出了一种新颖的中小型酒庄品牌创新的中程理论，其中资源约束和节俭的创新方法需要一种综合的、实践的方法。

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引用次数: 1

Modelling lifestyle-based segments of Indian wine consumers using the latent profile analysis approach 使用潜在概况分析方法对印度葡萄酒消费者基于生活方式的细分市场进行建模

IF 1.8 Q1 AGRONOMY

International Journal of Wine Business Research

Pub Date : 2022-05-12 DOI: 10.1108/ijwbr-09-2021-0044

Vageesh Neelavar Kelkar, K. Bolar, Valsaraj Payini, J. Mallya

PurposeThis 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/approachThe 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.FindingsThree 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/valueThis 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.

目的本研究旨在基于葡萄酒相关生活方式（WRL）工具识别和验证印度不同的葡萄酒消费者群体。它还调查了所确定的集群在社会人口特征方面的差异，如年龄、性别、收入、教育、就业和婚姻状况。设计/方法/方法作者使用结构化问卷进行了一项调查，从印度的葡萄酒消费者那里收集数据。与会者总数为432人。作者首先使用潜在剖面分析来识别聚类。然后，作者使用基于递归划分算法的决策树分析来验证聚类。最后，作者使用对应分析法分析了所识别的集群与社会人口学特征之间的关系。发现在对数据进行潜在剖面分析后，出现了三个不同的片段，即好奇、仪式和随意。作者发现，好奇聚类在情境和社会消费方面具有较高的平均得分，而仪式聚类在仪式消费方面具有很高的平均得分。研究结果还表明，休闲集群有更多的女性葡萄酒消费者。原创性/价值本研究为葡萄酒消费者细分方法做出了方法学贡献。首先，它采用了一种潜在的概况分析来描述印度葡萄酒消费者。其次，利用决策树分析方法对得到的聚类进行了验证。第三，它使用对应分析来分析所识别的聚类与社会人口统计变量之间的关系，这一技术远远优于卡方方法。

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引用次数: 1

Attractiveness of wine region types: how less popular wine regions can attract wine tourists? 葡萄酒产区类型的吸引力:不太受欢迎的葡萄酒产区如何吸引葡萄酒游客?

IF 1.8 Q1 AGRONOMY

International Journal of Wine Business Research

Pub Date : 2022-05-10 DOI: 10.1108/ijwbr-09-2021-0046

Dávid Harsányi, Erika Hlédik

PurposeThe 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/approachThe 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.FindingsWine 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 implicationsThe 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/valueThe 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.

目的本文的目的是更好地了解不同葡萄酒产区类型的吸引力，尤其是吸引力较小的葡萄酒产区。本文考察了不同葡萄酒旅游群体对葡萄酒产区类型的偏好。设计/方法/方法基于对匈牙利8552名受访者的在线自我管理调查，分析了葡萄酒游客的偏好。葡萄酒产区根据其葡萄酒和旅游吸引力分为四类：葡萄酒主导型、旅游吸引力主导型、复杂型和非主导型葡萄酒产区。葡萄酒区域类型是根据葡萄酒旅行频率和主观葡萄酒专业知识进行检查的。FindingsWine旅游团基于葡萄酒旅行频率和主观葡萄酒专业知识，对葡萄酒地区类型的偏好显著不同。吸引力较低的葡萄酒产区更受常客和葡萄酒专家的欢迎。实际意义这项研究的结果强调了根据葡萄酒地区类型设计多样化营销策略的重要性。吸引力较小的葡萄酒产区和鲜为人知的酒庄应该专注于常客和葡萄酒专家，并提供复杂而高标准的体验，因为这些消费者更开放，对旅游目的地的期望更高。创意/价值研究揭示了不同葡萄酒地区的葡萄酒游客偏好。以复杂的方式研究了与葡萄酒相关和非葡萄酒相关的方面。

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引用次数: 0

Website stage model for Brazilian wineries: an analysis of presence in digital and mobile media 巴西酿酒厂的网站舞台模型：对数字和移动媒体存在的分析

IF 1.8 Q1 AGRONOMY

International Journal of Wine Business Research

Pub Date : 2022-05-10 DOI: 10.1108/ijwbr-05-2021-0032

Ana Paula Kieling, Rafael Tezza, Guilherme Lima Vargas

PurposeThis 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/approachObservational 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.FindingsThe 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/valueWhile 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.

目的本研究旨在通过提出一个新的模型来扩展以前关于网站阶段模型的工作，该模型包括数字集成以及移动、数字营销和新技术的背景。此外，本研究旨在使用提出的阶段模型对巴西酒庄进行分类，并验证指定的阶段是否会影响酒庄在数字和移动媒体中的存在。设计/方法/方法采用观察性研究和定量内容分析的方法，对位于巴西不同州和地区的葡萄酒厂网站（N=150）进行了抽样调查，并创建了一个新的网站阶段模型。在新模式开发后，作者通过单因素方差分析进行了统计分析，以评估公司在使用数字媒体和移动战略方面所处的阶段的影响及其对市场发展的影响。研究结果表明，尽管仍有增长和技术创新的空间，但就网站的舞台地位而言，市场相当成熟。此外，研究结果表明，该公司在使用数字媒体和移动媒体策略方面的阶段之间存在正相关。换言之，酿酒厂阶段越先进，其数字媒体和移动设备的影响力就越大。独创性/价值虽然之前的研究试图通过模型来确定酒庄的阶段，但本研究通过更新过去的研究阶段，以及提供和测试数字媒体和移动维度，提供了一种新的方法。这项研究有助于巩固巴西葡萄酒行业在数字和移动媒体中的地位，为组织、社会和理论发展带来反思。

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引用次数: 0

The development of the Chinese wine industry and trade 中国葡萄酒工业和贸易的发展

IF 1.8 Q1 AGRONOMY

International Journal of Wine Business Research

Pub Date : 2022-05-10 DOI: 10.1108/ijwbr-09-2021-0045

T. Mizik, J. Balogh

PurposeThe 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/approachTo 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.FindingsResults 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/implicationsData 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 implicationsKnowing the above-mentioned limitations, results should be interpreted with caution. However, high-quality wines can be identified as a niche market in China.Originality/valueThe study provided a detailed analysis of the Chinese wine industry and its competitiveness.

目的本研究旨在概述1992年至2019年中国葡萄酒工业和贸易的发展情况。中国已成为世界上最大的葡萄酒消费市场之一，具有巨大的增长潜力，目前已跻身全球十大葡萄酒市场之列，这一事实突显了其重要性。设计/方法/方法为了解决中国葡萄酒行业的竞争力问题，基于世界银行-世界综合贸易解决方案数据库，计算了揭示的比较优势（RCA）、相对贸易优势（RTA）和揭示的竞争力（RC）。波特五力借助市场线行业概况报告对中国葡萄酒市场相关问题进行了分析。调查结果表明，中国葡萄酒市场相对分散，食品和饮料零售业集中，买家力量较强，供应商力量适中。为中国葡萄酒贸易计算的RCA表明，在分析期内，出口瓶装葡萄酒的份额变得显著。然而，RCA仅适用于瓶装葡萄酒，且仅在上一次分析期间（2013-2019）可察觉，而RTA和RC在所有期间均为负值，显示出相对劣势。然而，目前的市场趋势表明，它们在未来还会增加。研究局限性/含义数据准确性可能会影响这些结果，因为葡萄酒统计数据可能包含错误标签。此外，中国还扩大了对世界各地许多知名葡萄酒产区的投资，特别是在法国波尔多。再加上大量的再出口，可能会使解读葡萄酒贸易数据变得更加困难，因为部分出口与中国以外的中国酒庄有关。实际含义知道上述局限性，应谨慎解释结果。然而，高品质葡萄酒在中国是一个利基市场。原创性/价值该研究对中国葡萄酒行业及其竞争力进行了详细分析。

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引用次数: 2

Modelling the group dynamics in the wine industry 对葡萄酒行业的群体动态进行建模

IF 1.8 Q1 AGRONOMY

International Journal of Wine Business Research

Pub Date : 2022-05-09 DOI: 10.1108/ijwbr-09-2021-0049

G. Penagos-Londoño, Felipe Ruiz-Moreno, Ricardo Sellers-Rubio

PurposeOne 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/approachThis 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.FindingsThree 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 implicationsThe 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/valueNo 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.

葡萄酒经理的主要困难之一是理解和解释一些战略和公司行为如何影响公司绩效。本研究旨在通过使用战略集团成员动态方法来研究竞争性葡萄酒行业结构随时间的演变，从而有助于改善这些问题。设计/方法/方法本研究实证分析了2004-2014年期间的数据集，以确定西班牙葡萄酒行业的战略集团，并对其随时间的演变进行建模。时间非齐次隐马尔可夫模型(HMM)用于此目的。研究结果确定了三个战略群体:年轻制造者、质量爱好者和主要参与者。年轻酿酒厂是生产低质量葡萄酒的小型酿酒厂。它们不是集体品牌的一部分——受保护的原产地名称——也不投资于营销活动。品质爱好者生产最高品质的葡萄酒，但提供一个狭窄的品种。它们在广告上的投资很少，而且大多数都属于受保护的原产地名称。大公司生产中等质量的葡萄酒，品种繁多，并在广告上投入巨资。随着时间的推移，这些群体似乎很稳定。实际意义研究结果表明，战略集团分析可以用来识别和比较葡萄酒行业内的战略活动模式，从而更好地了解竞争环境。以前的研究分析了西班牙葡萄酒行业的竞争结构。本研究使用战略集团来描述该产业的结构，并以有效的计量经济模型为支持。因此，本研究从理论基础的角度出发，通过研究葡萄酒行业战略集团的演变以及战略集团成员对绩效的影响，为战略集团的研究流增添了新的证据。

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引用次数: 0

Exploring the wellness dimensions of wine tourism experiences: a netnographic approach 探索葡萄酒旅游体验的健康维度:一种网络方法

IF 1.8 Q1 AGRONOMY

International Journal of Wine Business Research

Pub Date : 2022-04-18 DOI: 10.1108/ijwbr-07-2021-0040

Anupama S. Kotur

Purpose

In a post-COVID world, tourists seeking wellness through unique tourism experiences is expected to intensify. The purpose of this study is twofold – to provide baseline information to explore interlinkages between wine tourism and wellness and to identify wine tourism experiences that create a sense of wellness among wine tourists.

Design/methodology/approach

This study adopts a netnographic approach by analysing user-generated content collected from the TripAdvisor platform. A total of 2,117 reviews of seven wineries in Maharashtra, India, were coded.

Findings

Fourteen interpretive codes were identified and positioned within Dunn’s (1959) four dimensions of wellness, namely, body, mind, spirit and environment. The findings suggest that wine tourism experiences allow wine tourists to rejuvenate their mind, body and spirit, enhancing a sense of holistic wellness.

Practical implications

Proposed wellness dimensions of the wine tourism framework can be used by practitioners to enhance the quality and variety of their wine tourism offerings, extending into the realm of wellness.

Originality/value

To the best of the authors’ knowledge, based on the literature review, there are few studies examining wine tourism through the lens of wellness. Also, the study uses Indian wineries as the study site, offering an insight into tourist experiences of this growing wine tourism market.

在新冠肺炎疫情后的世界，通过独特的旅游体验寻求健康的游客预计会增加。本研究的目的有两个:提供基线信息，探索葡萄酒旅游与健康之间的相互联系，并确定葡萄酒旅游体验，在葡萄酒游客中创造一种健康感。设计/方法/方法本研究采用网络分析方法，分析从TripAdvisor平台收集的用户生成内容。对印度马哈拉施特拉邦7家酒庄的2117条评论进行了编码。Dunn(1959)的四个健康维度，即身体、思想、精神和环境，确定并定位了14个解释性代码。研究结果表明，葡萄酒旅游体验可以让葡萄酒游客恢复身心和精神，增强整体健康感。实践意义提出的葡萄酒旅游框架的健康维度可以被从业者用来提高他们的葡萄酒旅游产品的质量和多样性，延伸到健康领域。原创性/价值据作者所知，根据文献综述，很少有研究通过健康的视角来考察葡萄酒旅游。此外，该研究以印度酒庄为研究地点，提供了对这个不断增长的葡萄酒旅游市场的游客体验的洞察。

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引用次数: 0

How consumers relate to wine during COVID-19 – a comparative, two nation study 在COVID-19期间，消费者如何与葡萄酒联系起来——一项两国的比较研究

IF 1.8 Q1 AGRONOMY

International Journal of Wine Business Research

Pub Date : 2022-03-30 DOI: 10.1108/ijwbr-09-2021-0051

Abel Duarte Alonso, Alessandro Bressan, O. T. K. Vu, Lan Thi Ha Do, Roberta Garibaldi, Andrea Pozzi

Purpose The purpose of this study is to examine consumers’ relationship with wine during the COVID-19 crisis and associated implications for hospitality and tourism operations. Despite the severe impacts of COVID-19’s aftermath, including recent reports of a global decrease in wine consumption, academic research has neglected this domain. Consequently, there is an empirical and conceptual vacuum that the present research will address. Design/methodology/approach The study proposes a comparative investigation, with data gathered from 241 Italian and Spanish wine consumers through an online questionnaire. Findings Overall, the analysis reveals marginal changes in wine consumption during the crisis. At the same time, however, an increased interest for more wine events and an organised wine route, for learning more about wines and new wine harvests, and the influence of comments from others in enhancing one’s wine knowledge during the crisis is also identified. Originality/value The study is one of the few studies conducted to date that seek to ascertain the extent to which wine consumers’ involvement with wine has changed during a major crisis. The findings and subsequent analysis contribute to the development of five distinctive dimensions associated with consumers: the more involved/interested, the inquisitive/explorer, the non-traditional/avid, the frugal/less involved and the conservative/avid. The first two dimensions, which are supported by mean scores close to the level of agreement (mean = 4.0) have a number of practical and conceptual implications. In addition, a conceptual framework illustrating various conceptual/empirical relationships is proposed.

目的本研究旨在研究新冠肺炎危机期间消费者与葡萄酒的关系以及对酒店和旅游运营的相关影响。尽管新冠肺炎的后果造成了严重影响，包括最近关于全球葡萄酒消费减少的报道，但学术研究忽略了这一领域。因此，目前的研究将解决一个经验和概念上的真空。设计/方法/方法该研究提出了一项比较调查，通过在线问卷从241名意大利和西班牙葡萄酒消费者中收集数据。结果总体而言，该分析揭示了危机期间葡萄酒消费的边际变化。然而，与此同时，人们对更多的葡萄酒活动和有组织的葡萄酒路线越来越感兴趣，对了解更多关于葡萄酒和新葡萄酒收成的信息越来越多，以及在危机期间其他人的评论对提高自己的葡萄酒知识的影响也被发现。独创性/价值这项研究是迄今为止为数不多的旨在确定葡萄酒消费者在重大危机期间对葡萄酒的参与程度发生变化的研究之一。这些发现和随后的分析有助于与消费者相关的五个不同维度的发展：更投入/感兴趣、好奇/探索者、非传统/狂热、节俭/较少投入和保守/狂热。前两个维度由接近一致水平的平均分数（平均值=4.0）支持，具有许多实际和概念意义。此外，还提出了一个概念框架，说明了各种概念/经验关系。

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引用次数: 1