Linking Wine Preferences to the Choice of Wine Tourism Destinations

Abstract

This article explores the links between wine consumers’ preferences for wine from particular countries or regions and their interest in, and propensity to travel to, specific wine regions. Data from a convenience sample of 161 wine consumers in Calgary, Canada, revealed that specific appellation-of-origin preferences (e.g., for Australian or French wines) do have an influence on travel preferences and patterns. Nearly 70% of respondents preferred to drink wines from particular origins, and planned wine-related travel by respondents closely matched those geographic preferences. Other factors, however, were also shown to be important in shaping wine tourism destinations, including distance and cognitive factors. Implications are drawn for wine tourism marketing and for destination-choice theory. Recommendations are made for future research.