Major Attributes of Tourism Attractiveness of Wineries and Their
Transcrição
Major Attributes of Tourism Attractiveness of Wineries and Their
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 www.salouhotelblaumar.com/ferienziel/weintourismus/ Institute for Tourism Research Seite 1 Instruction The content is available for private use. In the case of commercial use, please contact the author. Seite 2 Institute for Tourism Research 2 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 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 3 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? 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 4 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 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 5 Sources: Dreyer, Antz and Linne, 2011; Kagermeier, 2011; Ratz and Dreyer, 2013 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) 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 6 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, http://www.lvwobw.de/pb/,Lde/Startseite/Wein+und+Tourismus/Weinbaubetriebe+zu+Anziehungspunkten+fuer+Touristen+entwickeln+_+Tourismusorganisationen+als+Kooperationspartner) “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 FruitGrowing, Weinsberg, Germany, 2014) 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 7 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 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 8 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 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 9 Sources: Hall and Mitchell, 2007; Dreyer and Müller, 2011; Winkelmann, 2013; Thach and Olsen, 2006; Groß, 2008 4. Tourism Attractiveness of Wineries Attributes of Tourism Attractiveness of Wineries (Tourism oriented) offers (e.g. wine tasting, guided cellar tour, vineyard tour, gastronomy) Quality and range of wine Winery Soft factors (e.g. friendliness of staff, service and advice) Hard factors (e.g. architecture, winery infrastructure) Tourism attractiveness of wineries Tourism offers (e.g. accomodations, gastronomy, cultural attractions, …) Region/ destination (wine tourist terroir) - Landscape - Cycling path - Other Infrastructure -… 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 11 Source: Own figure 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? 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 14 Source: Own Survey www.germanfoodguide.com/frankencooking.cfm 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 customer Visitor according toexperiences the UNWTO: Wine purchasing behavior A– visitor is a traveller taking a trip 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 by bought a residentwine entity in in the or placewinery visited. A – 87 % thecountry respective visitor (…) is classified as a tourist (or overnight visitor), if his/her –includes Visit frequency wineries in general trip an overnight of stay, or as a same-day visitorand (or at the excursionist) otherwise. n=166 35 respondents are living directly in Würzburg selected wineries 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 15 Source: Own Survey; UNWTO, 2014 5. Survey Main Findings Visit frequency of wineries in general Visit frequency of this winery never before 7% 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 1 time before 8% n=200 2-3 times before 11% – The majority of respondents are experienced winery visitors 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 16 Source: Own Survey 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 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 17 Source: Own Survey 5. Survey Criteria for the attractiveness of wineries Wine quality 86% Friendliness of staff 74% Service and advice 73% Attractiveness of region 24% 23% 31% Gastronomy 26% Architecture 25% Events 11% 2% 1% 8% Accomodation at a vineyard 11% 0% very important = 1 47% 48% 44% 16% 20% 27% 36% 40% important = 2 less important = 3 3% 1% 1.32 4% 1.96 2.08 9% 2.19 2.73 18% 80% 3.01 100% not important = 4 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Institute for Tourism Research 1.29 38% 60% Juliane Ratz, Axel Dreyer 2% 1% 8% 18% 39% 30% 19% Mean score 1.16 n=168-177 Seite 18 Source: Own Survey 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% 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 19 Source: Ratz and Dreyer, 2013 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) 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 20 Source: Own Survey 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) 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 21 Source: Own Survey 5. Survey Criteria for the attractiveness of wineries Wine tasting event 50% Guided cellar tour 39% 32% Guided vineyard tour 6% 1.99 28% 5% 2.18 80% 100% 42% 20% 0% 6% 5% 19% 47% 20% very important = 1 40% important = 2 60% Mean score 1.66 less important = 3 not important = 4 n=172-174 – Wine tasting is most important – Possible explanations: – Important for inhabitants and tourists – Basic for wine purchase 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 22 Source: Own Survey 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 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 23 Prof. Dr. Axel Dreyer Phone +49 3943 – 659 224 Fax +49 3943 – 659 5224 E-Mail [email protected] Friedrichstraße 57 – 59 D – 38855 Wernigerode Juliane Ratz M.A. Phone +49 3943 – 659 833 Fax +49 3943 – 659 5833 E-Mail [email protected] Friedrichstraße 57 – 59 D – 38855 Wernigerode 29.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz und Axel Dreyer Institute for Tourism Research Seite 24 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. 24-66. – Croce, E. and Perri, G. (2010), Food and Wine Tourism, Cabi, Oxfordshire, Cambridge. – Deutsches Weininstitut GmbH (Ed.) (2013), „DeutscherWeinStatistik 2012/2013“, available at: http://www.deutscheweine.de/icc/internet-de/med/68a/68a3098f-c19f-0931-7124-5cc6f135e25d,111111111111-1111-1111-111111111111.pdf (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. 13-34. – 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. 418-430. – Getz, D. (2000), Explore Wine Tourism. Management, Development &Destinations, Cognizant Communication Corporation, New York et al. 30.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 25 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. 1-23. – 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. 69-88. – 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.1138. – 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. 59-77. – UNWTO (2014), Understanding Tourism: Basic Glossary, available at: http://media.unwto.org/en/content/understanding-tourism-basic-glossary (accessed at 26.05.2014). – Winkelmann, P. (2013), Marketing und Vertrieb. Fundamente für die Marktorientierte Unternehmensführung, Oldenbourg Verlag, München. 30.06.2014: Major Attributes of Tourism Attractiveness of Wineries Juliane Ratz, Axel Dreyer Institute for Tourism Research Seite 26