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
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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
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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
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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
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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
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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
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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
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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
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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
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