| Autor: |
Mamalis, Spyridon, Kamenidou, Irene (Eirini), Karampatea, Aikaterini, Arseniou, Spyridon, Bouloumpasi, Elisavet, Skendi, Adriana, Fourkioti, Glykeria |
| Předmět: |
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| Zdroj: |
Journal of Tourism, Heritage & Services Marketing; 2024, Vol. 10 Issue 1, p65-78, 14p |
| Abstrakt: |
Purpose: This study explores winery visitors' attitudes towards terroir significance as well as perceptions of terroir for marketing communication and as a competitive advantage for wineries, and uses these as a basis to examine intergenerational cohort differences. Methods: An online questionnaire was distributed using criteria for inclusion and employing a non-probability sampling frame. Over a seven-month period, 1174 questionnaires from members of four different generational cohorts were obtained and statistically analyzed. Descriptive statistics, factor, reliability analysis and One-way ANOVA were used. Results: On a 7-point Likert scale, cohorts in all cases, somewhat agree with the statements regarding winery and wine terroir. Cohort differences towards the three dimensions "Attitudes towards terroir significance", "Terroir as a competitive advantage" and "Terroir for marketing communication". were detected for the first and last dimension, whereas Baby Boomers and Generation Y had more positive attitudes and perceptions than Generation X and Generation Z. Implications: Acknowledging actual and potential wine tourists' attitudes towards terroir significance and perception of terroir as a competitive advantage tool and for marketing communication, wineries may implement effective marketing strategies in order to survive and thrive in the current competitive wine tourism market. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
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