Wine and Tourism – How can a tourist experience be
created?
Noelene Orsolini *
Project Assistant
Institute for Tourism and Leisure Research, at the University of Applied Sciences
Chur, Switzerland
Commercial Street 23
7000 Chur
Switzerland
+41812863979
+412869349
noelene.orsolini@fh-htwchur.ch
Philipp Boksberger
Dr., Managing Director of the Institute for Tourism and Leisure Research,
Professor of Tourism Management
Institute for Tourism and Leisure Research, at the University of Applied Sciences
Chur, Switzerland.
Commercial Street 23
7000 Chur
Switzerland
+41812863921
+41812869349
philipp.boksberger@fh-htwchur.ch
General topic: Creating a wine tourism experience in Switzerland - perspectives from a
wine tourist.
ABSTRACT
This paper focuses on the creation of a wine tourism experience in Switzerland, from a
wine tourist’s perspective. Based on literature research a questionnaire was developed
for and completed by the wine tourists who regularly visit a wine region in the canton of
Grisons in South East Switzerland. The results were categorised according to Pine and
Gilmore’s (1999) four dimensions of the experience realm i.e. entertainment, education,
escape, and aesthetics. The findings reveal that the most important activity expected
within a wine tourism experience includes wine tours in the vineyards and tastings.
However, the broader categorisation of the single items identifies the aesthetics as the
most important expectation. The aesthetic components include factors, such as a
vineyard dominated landscape, access to and information about the wine area. Based
on these results recommendations are put forward and future benchmark studies within
Switzerland are suggested.
KEYWORDS Wine tourism, wine experience
INTRODUCTION
Today tourists demonstrate a tendency towards experience-intensity and life-hype as
they demand impulsive and fast experiences (Pine & Gilmore, 1999; Anderson, 2007).
Simultaneously they increasingly search for ‘silent’ relaxation, authenticity and ‘soft’
tourism experiences (Wang, 1999; Taylor, 2001). Thus it’s evident that the tourism
industry is faced with new challenges: consumers search for multi-optional offers and
experiences which are delivered in an exciting but also comfortable and authentic
atmosphere (Reiter, 2004; European Travel Commission 2006)
Wine tourism seems to be able to fulfil many of these new customer requirements. So
far research in wine tourism has focused either on the description of the wine tourism
product and wine routes (Cambourne & Macionis, 2000; Hall et al., 2000; Bruwer, 2003;
Hashimoto & Telfer, 2003) or on market segmentation (Charters & Ali-Knight, 2002;
Williams & Dossa, 2003; Brown & Getz, 2005). Following recent research of
Cambourne et al. (2000) and Carmichael (2005) the deliverance of experiences and
added value for wine tourists will be of increasing importance in the future: wine tourists
will be more experienced in wine and search for unique wine experiences.
Staging experiences in wine tourism implies that wine producers in a destination
“intentionally use services as the stage and goods as props, to engage individual
customers in a way that creates a memorable event” (Pine & Gilmore, 1999, 11). Thus,
it is a challenge for wine destinations and entrepreneurs to create multi-optional
attractions and to stage experiences for their guests. The literature review has revealed
that beside the studies of Carmichael (2005) and Pikkemaat et al. (2009) very little
research has been conducted in the field of the wine tourism experience. While
Carmichael (2005) assessed the wine tourism experience on a combination of human
service quality and an environmental contextual perspective and Pikkemaat et al. (2009)
put the wine experience into an experience setting model, the purpose of this paper is
rather to evaluate the perceived values and experiences in wine tourism. Elaborated on
Shet et al.’s (1991) consumption value model and Pine and Gilmore’s (1999)
experience realm model this study analyses the potential of wine tourism in the region
of Grisons (Switzerland). It is believed that experiences in wine tourism can be
characterised as “soft” attractions in a cross cultural context with a dominant emotional
value.
WINE AND TOURISM
Wine tourism has become an important form of tourism since the mid 90’s when one
could observe a steady growth of tourists interested in wine who displayed relatively
high spending power (Getz & Brown, 2006). Social sciences research discovered wine
tourism as a field of research in the last decade: a large number of studies focussed on
consumer research with a special interest in guests staying in wineries or spending their
money on wine while travelling (Getz & Brown, 2006). Today’s main motivation factor
for wine tourism is wine with its additional services and products. Often wine is
embedded in a variety of events and attractions or in a bundle of destination services
and products (Correia et al., 2004; Frochot, 2004).
For instance, the core service of the vineyard experience include the vineyard itself, the
wines, food and architecture, the surrounding environment, employees and other
visitors, as well as the wine region's charm, festivals and events in the region or cultural
heritage features (Mitchell et al., 2004). This package of cultural, culinary and additional
tourist goods and services with wine as the core theme of the visit can form the ideal
value chain of wine tourism products/services (Carlsen, 2004; Carmichael, 2005).
The literature provides a variety of definitions of what ‘wine tourism’ is. Hall and
Macionis (1998, 197) define wine tourism as “visitation to vineyards, wineries, wine
festivals and wine shows for which grape wine regions are the main motivating factor for
visitors”. Johnson (1998) describes visiting wine-focused festivals or shows as specific
forms of recreation. Getz (1998, 2000) offers three specific perspectives on what wine
tourism is and positions it in a strategic management context. Wine tourism can be a
strategy through which destinations develop and wine-related attractions are marketed.
For instance, a number of recent contributions have investigated the potential of wine
tourism for repositioning destinations or for enhancing their product portfolio (Wargenau
& Che, 2006; Hall et al., 2004; Williams & Kelly, 2001; Williams, 2001). Secondly, wine
tourism can be interpreted as a form of consumer behaviour which motivates wine
lovers and those interested in wine regions to travel to preferred destinations of wine
production (Tassiopoulos et al., 2004; Mitchell & Hall, 2004). Finally, wine tourism is an
opportunity for wineries and wine merchants to sell their products directly to consumers
(Alant & Bruwer, 2004). An appropriate constitutive definition of wine tourism is
proposed by Geißler (2007, 29): “Wine tourism embraces and includes a wide range of
experiences built around tourist visitation to wineries, wine regions or wine-related
events and shows – including wine tasting, wine and food, the enjoyment of the regional
environs, day trips or longer term recreation, and the experience of a range of cultural
and lifestyle activities.”
On the one hand, wine and its related products and services are able to add value to
the tourism value chain; on the other hand, tourism plays an increasing role in the wine
industry. Wine tourism centres can heighten the attractiveness of a region. In addition,
wine tourism can increase direct vineyard sales and local wine can be exported
internationally (Hall et al., 2004). For instance, the Napa Valley (Northern California,
USA) attracts more than 5 million tourists per annum and has tremendously increased
sales every year. Certainly, new employment opportunities can be created in the
tourism and wine industry (Hall et al., 2004). Due to this increasing role of wine tourism
in the area of regional development, the generation of additional sales, as well as the
improvement of customer value, we can also find an increasing number of research
initiatives focussing on wineries, wine routes (Bruwer, 2003; Hashimoto & Telfer, 2003;
Wargenau & Che, 2006), festivals, and events (Yuan et al., 2005;Carlsen, 2004). While
many wine tourism research initiatives focus on the analysis of the demand side (Dodd
et al., 2006; Sparks, 2007; Charters & Ali-Knight, 2002; Brown & Getz, 2005), one can
find an increasing amount of supply-side and policy oriented wine tourism research
(Poitras & Getz, 2006; Martin & Williams, 2003).
The competitive situation of tourism has changed fundamentally over the last decade
and will do so in the future. The “new” tourist is more experienced and therefore more
demanding, expects to receive additional value, strives for individuality, is more flexible
at short notice, is economically independent and more price sensitive. At the same time
the tourism industry is challenged by a variety of alternative leisure offers such as
theme parks, entertainment centres, wellness, fashion, food, gambling, music, movies,
and information and communication technologies (Rifkin, 2000). Thus, tourism and
leisure providers commonly share the distinct orientation of people on leisure time and
experiences to increase their profit (Schulze, 2000). This trend of experience economy
is rooted in the transformation process of the affluent societies into experience societies
in which people tend to see a lifetime as an experimental project (Pine & Gilmore,
1999). In these experience societies people can be described as insatiable seekers for
experiences who devote „a considerable portion of our resources to the pursuit of ‚the
good life’ – one of contentment, pleasure, and happiness” (Van Boven & Gilovich, 2003,
1193). Thus experiences are the result of encountering, undergoing, or living through
situations that provided sensory, emotional, cognitive, behavioural, relational and
functional values (Schmitt, 1999). Or in other words, experiences trigger a „steady flow
of fantasies, feelings, and fun“ (Holbrook & Hirschman, 1982, 132).
For tourism this trend implies that experiences which are no longer an optional added
value but a mandatory benefit of any tourism offer (Larsen, 2007; American Express,
2006, 5): “Nowhere is the desire for experience having more impact than in the travel
sector, since today’s affluent travellers seek far more than just a standard tour.”
However, tourism is confronted with the problem of ambiguity in staging experiences.
First, today tourists demand for “hard” attractions with a high experience density
(Anderson, 2007) as well as “soft” attractions that offer educative and authentic
experiences (Wang, 1999; Taylor, 2001). Second, the perception of tourism
experiences varies among individuals, communities and cultures and defines its range
of coverage accordingly. Thus, tourism experiences can either be staged in an across
cultural context, for culture specific customers or subculture orientated. And third,
tourism experiences are shaped by its utilitarian, social and emotional values (Fournier,
1991; Vigneron & Johnson, 1999; Kilian & Boksberger, 2007). The shift of emphasis
among the three tourism experience values depends upon tourists’ primary purchase
intention: „experiential purchases are those made with the primary intention of acquiring
a life experience: an event or a series of events that one lives through“ (Van Boven &
Gilovich, 2003, 1194).
METHODOLOGY
The wine region of Grisons is located in the east of Switzerland in the Rhine valley (see
Figure 1). The history of wine making in this region goes back to 744 AC when it was
officially reported the first time. Since then a strong wine culture has been established,
resulting into the implementation of traditional wine fermentation processes, the
development of local architecture and the creation of a distinguished gastronomy.
Today, the region consists of 11 communities which together own 419.7 ha of wine land
producing 22’306 hl wine of which 80% is pinot noir.
Zurich
Switzerland
Berne
Grisons
Geneva
Figure 1: The wine region of Grisons, Switzerland
Cellar door customers of the local wineries served as the study population. The details
of these customers were obtained from four of the wineries’ subscription lists. The initial
questionnaire was pre-tested with a convenience sample of 15 persons consistent of
researchers, wine makers and registered customers. The survey instrument consisted
of a self-administrated written questionnaire surveying customers’ socio-demographics,
association with wine and wine tourism behaviour. The customers were mailed the
questionnaire and were required to return it in the addressed envelope without
mentioning their names or contact details, thereby guaranteeing anonymity. The
participation was optional and without incentive. The size of that study sample
amounted to 767 cases. However, the sample is not representative in terms of the socio
demographic characteristics. The gender breakdown indicates that more males (82.1%)
than females (17.9%) took part in this survey. The mean age of the respondent
population was 59 years, with a standard deviation of 12.94 years.
RESULTS AND DISCUSSON
Asking the customers about their wine drinking behaviour, more than half of the sample
(58.3%) drinks wine for diner and/or at lunch on a regular basis. 31.7% only drink wine
on special occasions. The rest of the sample either drinks no wine at all or at least twice
a day. Table 1 presents the respondents’ association with wine in general and wine
drinking in particular. 40.6% of the customers attribute social value to wine by defining it
as a moment of ‘being together’. Another 39.2% associated wine with emotional value
either by labelling it as a destination specific product or a lifestyle product.
Figure 2: Respondents’ association with wine
The second part of the questionnaire focused on respondents’ wine tourism behaviour.
85.8% of all visitors have been previously engaged in wine tourism. The majority of
them stay less than a day in the region (68.5%). 19.2% stay for a weekend and only
11.9% of the visitors stay a week or longer. Most of the visitors travel with their partner
(41.9%) of with a group of friends (41.9%). Visiting on your own or with family is not very
popular in wine tourism. Friends and relatives make up 54.3% of the most important
information source followed by wine fairs (14.7%) and wine guides (12.0%).
Spontaneous visits while travelling in the region are seldom as should by the low
importance of tourism related information sources such as travel guides or local
information offices.
Finally the visitors were asked about the expectations of their wine tourism experience.
A number of possible products and activities associated with wine and the region were
suggested while the respondents were asked on a dichotomous scale if these items
were important in their experience. To categorize the items, the four dimensions of the
experience realm of Pine and Gilmore (1999) i.e. entertainment, education, escape, and
aesthetics were used (see Figure 3).
Experience
Items
realms
Importance
yes
no
Overall
importanc
e
Entertainment
Wine events
61.0
39.0
%
%
88.5
11.5
%
%
40.2
59.8
Wine tours in vineyards with tastings
Cultural events theming wine
24.2%
Education
Escape
Aesthetic
%
%
Learning about wine and its production
58.4
41.6
(guided tours, wine courses)
%
%
Learning about wine culture (wine and
51.5
48.5
gastronomy)
%
%
Learning about wine history (wine
51.3
48.7
museum)
%
%
Guided tours through vineyards
67.8
32.2
%
%
Participating in the wine production
59.8
40.2
process
%
%
Sport activities combined with wine
43.5
56.5
(wine hiking)
%
%
Landscape is dominated by wine
88.2
11.8
%
%
Good signage and information about
88.3
11.7
the region
%
%
Well-tended wine bars and wine shops
84.9
15.1
%
%
20.6%
21.8%
33.4%
Figure 3: Visitors’ evaluation of wine experiences
Figure 3 indicates that for most respondents ‘guided wine tours in vineyards with
tastings’ is the most important experience (88.5%) when engaging in wine tourism. The
second and third most important items are ‘good signage and information’ (88.3%) and
‘a wine dominated landscape’ (88.2%). Less important items in the eyes of the visitors
are cultural events which theme wine (40.2%) and ‘sport activities’ (43.5%). Having a
closer look at the experience realms ‘aesthetic’ arises as the most important dimension
(33.4%) followed by ‘entertainment’ (24.2%).
As Pine and Gilmore (1999) point out, it is of utmost importance to create memorable
experiences. For this reason tourists were asked to commemorate their most important
experience of the wine region of Grisons. Three answer categories were provided:
‘locals and hospitality’ were indicated as the most memorable experience (49.7%)
followed by ‘wine and wine culture’ (36.6%) that included nature, landscape and
food/eating. ‘Tradition and culture’ were ranked last (13.6%).
CONCLUSION
Very few research contributions attempt to empirically validate wine tourism experience
from a customer’s point of view. To conduct this research it was decided to run the
analysis in the relatively small wine region of Grisons with a low tourism density range.
This approach allowed us to evaluate all experience-oriented services and products
associated with wine tourism. The overall findings highlight the importance of creating
experiences for cellar door visitors who have a high interest in visiting wineries and/or
the specific wine region. The results from the survey reveal that the most important
activity expected when partaking in the wine tourism experience includes wine tours in
the vineyards and tastings. However, the broader categorisation of the single items
points out that it’s not so much the entertainment that’s important (under which wine
tours and tastings were categorised) but the aesthetics dimension which is of greatest
importance. The aesthetic components, such as landscape, access to and information
about the wine are are success factors of high relevance in staging experiences. These
results underline the existing potential to create experiences in wine tourism in creating
an ideal atmosphere, attracting tourists to experience the wine and the wine making
process. Thus, wine makers and destination managers should optimize the coherence
of wine routes and link villages through optimal guidance and signage along selected
routes. The inclusion of entertaining elements along such a wine route, such as theming
and staging wine would further add to the attraction of the route. This concept is
supported by Bruwer (2003, 424) who describes wine routes as “an integral part of the
wine tourism industry”. He continues to describe them as the “roadways” to the core
attraction in wine tourism. Getz and Brown (2006) also recognised that industry
professionals and wine consumers have different wine tourism success factors. Many of
the professionals over emphasise the importance of their wines or wineries, ignoring the
benefits of bundling cultural and recreational experiences that according to their results,
consumers desire. A prime example of such a ‘bundling concept’ is presented by the
wine region in Valais. The region offers the wine tourist alternative routes which can be
walked, biked or driven along. The wine tourist can experience the landscape whilst
stopping at the various vineyards and tasting the wines. Many different festivals and
traditional meals are additionally offered along the way (Wineland Valais, 2009). Based
on the results of this study and literate support, the wine region in Grisons can certainly
adopt some of these ideas from their counterparts in Valais to further develop their wine
tourism product, albeit a considerable difference in the wine land areas.
The study faces limitations in the manner of its sample which is not representative.
However, the study was able to initially derive success factors of wine tourism
experiences for the future. A more comprehensive research should attempt to increase
the reliability and validity. Thus, the dual answer structure (important / not important) for
measuring expectations might be problematic since the formulation of the questions
imply a reflex in answering that finally all criteria were important. The literature review
reveals that the findings of this study are in line with other research among different wine
regions and wine customers. However, whilst aesthetic seems to be the dominant
experience realm in wine tourism there is no common understanding in how to stage this
experience most effectively. Thus, comparisons with other wine regions may help to identify
certain key success factors in experience setting and will enable researchers to reveal
benchmarks for the creation of experiences in wine tourism.
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