An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?

Abstract

As special-interest tourism, wine tourism is becoming increasingly important for wine-growing regions. But wine marketers are faced with a paucity of empirical data when examining wine tourists’ characteristics and behaviour. This issue needs to be addressed if marketers want to implement more effective strategies to target the market. Visiting wine festivals is an important component in the complete construct of wine tourism. What might have motivated the participants to visit such an event has become critical for wine-growing destinations when they attempt to use wine festivals to promote the wineries and regions. This research study used a survey instrument specially designed to test participants’ motivations to attend a regional wine festival in a Midwestern state in the USA. Both festival and wine tourism motivations were integrated in the measurement scale. The findings showed that attendees were motivated by a variety of factors which were associated with the focus on the different elements incorporated in the theme of the festival — a synergy of wine, travel and special event. Wine festivals can be used as a vehicle to attract younger people to become more interested in wine. They create a good venue to tap into future target markets for wine tourism development.