Wine Tourism and Winescape Experiences in Croatia: Understanding Motivations of Generation Z Wine Tourists
Matea Hanžek - Zagreb School of Economics and Management (ZSEM), Vukasovićeva ulica 1, Zagreb, Croatia
Gordi Sušić - Zagreb School of Economics and Management (ZSEM), Vukasovićeva ulica 1, Zagreb, Croatia
DOI: https://doi.org/10.31410/tmt.2022-2023.273
Matea Hanžek - Zagreb School of Economics and Management (ZSEM), Vukasovićeva ulica 1, Zagreb, Croatia
Gordi Sušić - Zagreb School of Economics and Management (ZSEM), Vukasovićeva ulica 1, Zagreb, Croatia
DOI: https://doi.org/10.31410/tmt.2022-2023.273
7th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2022/2023, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-56-1 ; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
Abstract: This paper explores the importance of understanding the nature of wine tourist motivations. It examines perceptions, experiences, and expectations of winery visitors in Croatia, particularly focusing on the perspective of Generation Z as a generation cohort. Understanding Generation Z and their expectations of winery visits are very important in developing and adapting winery products that correspond with their needs and expectations, and thus positively influencing the increase of loyalty and returning visitations to the winery. The two separate focus groups were conducted, with altogether 17 participants who are all members of the Generation Z co- hort groups from Croatia. The key findings of the paper show that in search for winery experiences members of the Generation Z cohort are not only in search for the inside winery experiences but are rather attracted by hedonic experiences evolving around something much wider - the winescape. Final- ly, research offers a scientific contribution to Generation Z's motivations for winery visits, and a practical contribution to wineries’ management, owners and entrepreneurs that can use findings in their further strategic manage- ment and marketing decisions.
Keywords: Wine tourism; Motivations; Experience; Croatia; Generation Z; Winescape; Wine tourist
REFERENCES
Brochado, A., Stoleriu, O., & Lupu, C. (2021). Wine tourism: a multisensory experience. Current Issues in Tourism, 24(5), 597-615. https://doi.org/10.1080/13683500.2019.1649373
Bruwer, J., & Alant, K. (2009). The hedonic nature of wine tourism consumption: an experi- ential view. International Journal of Wine Business Research, 21(3), 235-257. https://doi. org/10.1108/17511060910985962
Bruwer, J., Coode, M., Saliba, A., & Herbst, F. (2013). Wine Tourism Experience Effects of the Tasting Room on Consumer Brand Loyalty. Tourism Analysis, 18(4), 399-414. https://doi.org
/10.3727/108354213x13736372325957
Bruwer, J., & Rueger-Muck, E. (2019). Wine tourism and hedonic experience: A motiva- tion-based experiential view. Tourism and Hospitality Research, 19(4), 488-502. https://doi. org/10.1177/1467358418781444
Byrd, E. T., Canziani, B., (Jerrie) Hsieh, Y.-C., Debbage, K., & Sonmez, S. (2016). Wine tourism: Motivating visitors through core and supplementary services. Tourism Management, 52, 19- 29. https://doi.org/10.1016/j.tourman.2015.06.009
Charters, S., & O'Neill, M. (2001). Service Quality at the Cellar Door: A Comparison Between Re- gions. International Journal of Wine Marketing, 13(3), 7-17. https://doi.org/10.1108/eb008723 Charters, S., & Pettigrew, S. (2006). Conceptualizing product quality: the case of wine. Market-
ing Theory, 6(4), 467–483. https://doi.org/10.1177/1470593106069932
Cohen, E., & Ben-Nun, L. (2009). The perceived importance of wineries and wine tourism fea- tures for tourists. Tourism and Hospitality Research, 9(1), 20-31.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE Handbook of Qualitative Research. London: SAGE.
Dinas, E., & Stoker, L. (2014). Age-Period-Cohort analysis: A design-based approach. Electoral
Studies, 33, 28-40. https://doi.org/10.1016/j.electstud.2013.06.006
Dodd, T., & Bigotte, V. (1997). Perceptual Differences Among Visitor Groups to Wineries. Jour- nal of Travel Research, 35(3), 46-51. https://doi.org/10.1177/004728759703500307
Dodd, T. H. (1995). International Journal of Wine Marketing. Opportunities and pitfalls of tour- ism in a developing wine industry, 7(1), 5–16.
Famularo, B., Bruwer, J., & Li, E. (2010). Region of origin as choice factor: wine knowledge and wine tourism involvement influence. International Journal of Wine Business Research, 22(4), 362-385. https://doi.org/10.1108/17511061011092410
Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: a demand analy- sis. Tourism Management, 27(1), 146-158. https://doi.org/10.1016/j.tourman.2004.08.002 Goossens, C. (2000). Tourism information and pleasure motivation. Annals of Tourism Research, 27(2), 301-321. https://doi.org/10.1016/s0160-7383(99)00067-5
Hall, C., Sharples, L., & Cambourne, B. (2000). Wine Tourism Around the World. Oxford: But- terworth Heinemann.
Hall, C. M., Longo, A. M., Mitchell, R., & Johnson, G. (2000). Wine tourism in New Zealand.
Wine Tourism Around the World, 150-174. https://doi.org/10.4324/9780080521145-8
Hall, M., & Mitchell, R. (2001). Wine and Food Tourism. In N. Douglas, & R. Derrett (Eds.), Special Interest Tourism (pp. 307-325). Sydney: Wiley.
Hanžek, M., & Sušić, G. (2019). Croatian wine tourism from the winery perspective: The case of the Grand Cro. 4th International Thematic Monograph: Modern management tools and economy of tourism sector in present era, 669-685. https://doi.org/10.31410/tmt.2019.669
Hojman, D. E., & Hunter-Jones, P. (2012). Wine tourism: Chilean wine regions and routes. Jour- nal of Business Research, 65(1), 13-21. https://doi.org/10.1016/j.jbusres.2011.07.009
Jackson, V., Stoel, L., & Brantley, A. (2011). Mall attributes and shopping value: Differences by gender and generational cohort. Journal of Retailing and Consumer Services, 18(1), 1-9. https://doi.org/10.1016/j.jretconser.2010.08.002
Liamputtong, P. (2009). Qualitative Research Methods. Melbourne: Oxford University Press.
Lissitsa, S., & Kol, O. (2021). Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention. Electronic Commerce Research, 21(2), 545-570. https://doi.org/10.1007/s10660-019-09381-4
MacDonald, J. B., Saliba, A. J., & Bruwer, J. (2013). Wine choice and drivers of consumption explored in relation to generational cohorts and methodology. Journal of Retailing and Consumer Services, 20(3), 349-357. https://doi.org/10.1016/j.jretconser.2013.01.013
Nicolau, J. L., & Más, F. J. (2006). The influence of distance and prices on the choice of tourist destinations: The moderating role of motivations. Tourism Management, 27(5), 982-996. https://doi.org/10.1016/j.tourman.2005.09.009
Nixon, B. (1999). The changing face of the winery tourist. Proceedings of Wine Tourism: Per- fect Partners - Australian Wine Tourism Conference, 209-217.
Noble, S. M., Schewe, C. D., & Kuhr, M. (2004). Preferences in health care service and treatment. Journal of Business Research, 57(9), 1033-1041. https://doi.org/10.1016/ s0148-2963(02)00354-5
O’Neill, M., & Charters, S. (2000). Service quality at the cellar door: implications for Western Australia's developing wine tourism industry. Managing Service Quality: An Internation- al Journal, 10(2), 112-122. https://doi.org/10.1108/09604520010318308
Patriquin, J. L. (2005). Winescape: an architecture of place [Master's thesis, University of Cal- gary]. Retrieved from https://prism.ucalgary.ca. https://doi.org/10.11575/PRISM/2364
Peters, G. L. (1997). American winescapes: The cultural landscapes of America’s wine coun- try. USA: Westview Press.
Pine, B., & Gilmore, J. (1998). Welcome to the Experience Economy. Harvard Business Re- view, 97-105.
Pine, B., & Gilmore, J. (2011). The Experience Economy. Boston, Mass: Harvard Business Re- view Press.
Quadri-Felitti, D., & Fiore, A. M. (2012). Experience economy constructs as a framework for understanding wine tourism. Journal of Vacation Marketing, 18(1), 3-15. https://doi. org/10.1177/1356766711432222
Schiffman, L., O’Cass, A., & Paladino, A. (2011). Consumer Behaviour. 5th ed. Pearson Aus- tralia: Frenchs Forest.
Tasci, A. D. A., Gartner, W. C., & Tamer Cavusgil, S. (2007). Conceptualization and Opera- tionalization of Destination Image. Journal of Hospitality & Tourism Research, 31(2), 194- 223. https://doi.org/10.1177/1096348006297290
Additional Reading
Alebaki, M., & Lakovidou, O. (2011). Market segmentation in wine tourism: A comparison of approaches. Tourismos: An International Multidisciplinary Journal of Tourism, 6(1), 123–140.
O'Neill, M., & Charters, S. (2006). Service quality at the cellar door: a lesson in services marketing from Western Australia's wine-tourism sector. Managing tourism and hospitality services: theory and international applications, 251-261. https://doi.org/10.1079/9781845930127.0251
Keywords: Wine tourism; Motivations; Experience; Croatia; Generation Z; Winescape; Wine tourist
REFERENCES
Brochado, A., Stoleriu, O., & Lupu, C. (2021). Wine tourism: a multisensory experience. Current Issues in Tourism, 24(5), 597-615. https://doi.org/10.1080/13683500.2019.1649373
Bruwer, J., & Alant, K. (2009). The hedonic nature of wine tourism consumption: an experi- ential view. International Journal of Wine Business Research, 21(3), 235-257. https://doi. org/10.1108/17511060910985962
Bruwer, J., Coode, M., Saliba, A., & Herbst, F. (2013). Wine Tourism Experience Effects of the Tasting Room on Consumer Brand Loyalty. Tourism Analysis, 18(4), 399-414. https://doi.org
/10.3727/108354213x13736372325957
Bruwer, J., & Rueger-Muck, E. (2019). Wine tourism and hedonic experience: A motiva- tion-based experiential view. Tourism and Hospitality Research, 19(4), 488-502. https://doi. org/10.1177/1467358418781444
Byrd, E. T., Canziani, B., (Jerrie) Hsieh, Y.-C., Debbage, K., & Sonmez, S. (2016). Wine tourism: Motivating visitors through core and supplementary services. Tourism Management, 52, 19- 29. https://doi.org/10.1016/j.tourman.2015.06.009
Charters, S., & O'Neill, M. (2001). Service Quality at the Cellar Door: A Comparison Between Re- gions. International Journal of Wine Marketing, 13(3), 7-17. https://doi.org/10.1108/eb008723 Charters, S., & Pettigrew, S. (2006). Conceptualizing product quality: the case of wine. Market-
ing Theory, 6(4), 467–483. https://doi.org/10.1177/1470593106069932
Cohen, E., & Ben-Nun, L. (2009). The perceived importance of wineries and wine tourism fea- tures for tourists. Tourism and Hospitality Research, 9(1), 20-31.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE Handbook of Qualitative Research. London: SAGE.
Dinas, E., & Stoker, L. (2014). Age-Period-Cohort analysis: A design-based approach. Electoral
Studies, 33, 28-40. https://doi.org/10.1016/j.electstud.2013.06.006
Dodd, T., & Bigotte, V. (1997). Perceptual Differences Among Visitor Groups to Wineries. Jour- nal of Travel Research, 35(3), 46-51. https://doi.org/10.1177/004728759703500307
Dodd, T. H. (1995). International Journal of Wine Marketing. Opportunities and pitfalls of tour- ism in a developing wine industry, 7(1), 5–16.
Famularo, B., Bruwer, J., & Li, E. (2010). Region of origin as choice factor: wine knowledge and wine tourism involvement influence. International Journal of Wine Business Research, 22(4), 362-385. https://doi.org/10.1108/17511061011092410
Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: a demand analy- sis. Tourism Management, 27(1), 146-158. https://doi.org/10.1016/j.tourman.2004.08.002 Goossens, C. (2000). Tourism information and pleasure motivation. Annals of Tourism Research, 27(2), 301-321. https://doi.org/10.1016/s0160-7383(99)00067-5
Hall, C., Sharples, L., & Cambourne, B. (2000). Wine Tourism Around the World. Oxford: But- terworth Heinemann.
Hall, C. M., Longo, A. M., Mitchell, R., & Johnson, G. (2000). Wine tourism in New Zealand.
Wine Tourism Around the World, 150-174. https://doi.org/10.4324/9780080521145-8
Hall, M., & Mitchell, R. (2001). Wine and Food Tourism. In N. Douglas, & R. Derrett (Eds.), Special Interest Tourism (pp. 307-325). Sydney: Wiley.
Hanžek, M., & Sušić, G. (2019). Croatian wine tourism from the winery perspective: The case of the Grand Cro. 4th International Thematic Monograph: Modern management tools and economy of tourism sector in present era, 669-685. https://doi.org/10.31410/tmt.2019.669
Hojman, D. E., & Hunter-Jones, P. (2012). Wine tourism: Chilean wine regions and routes. Jour- nal of Business Research, 65(1), 13-21. https://doi.org/10.1016/j.jbusres.2011.07.009
Jackson, V., Stoel, L., & Brantley, A. (2011). Mall attributes and shopping value: Differences by gender and generational cohort. Journal of Retailing and Consumer Services, 18(1), 1-9. https://doi.org/10.1016/j.jretconser.2010.08.002
Liamputtong, P. (2009). Qualitative Research Methods. Melbourne: Oxford University Press.
Lissitsa, S., & Kol, O. (2021). Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention. Electronic Commerce Research, 21(2), 545-570. https://doi.org/10.1007/s10660-019-09381-4
MacDonald, J. B., Saliba, A. J., & Bruwer, J. (2013). Wine choice and drivers of consumption explored in relation to generational cohorts and methodology. Journal of Retailing and Consumer Services, 20(3), 349-357. https://doi.org/10.1016/j.jretconser.2013.01.013
Nicolau, J. L., & Más, F. J. (2006). The influence of distance and prices on the choice of tourist destinations: The moderating role of motivations. Tourism Management, 27(5), 982-996. https://doi.org/10.1016/j.tourman.2005.09.009
Nixon, B. (1999). The changing face of the winery tourist. Proceedings of Wine Tourism: Per- fect Partners - Australian Wine Tourism Conference, 209-217.
Noble, S. M., Schewe, C. D., & Kuhr, M. (2004). Preferences in health care service and treatment. Journal of Business Research, 57(9), 1033-1041. https://doi.org/10.1016/ s0148-2963(02)00354-5
O’Neill, M., & Charters, S. (2000). Service quality at the cellar door: implications for Western Australia's developing wine tourism industry. Managing Service Quality: An Internation- al Journal, 10(2), 112-122. https://doi.org/10.1108/09604520010318308
Patriquin, J. L. (2005). Winescape: an architecture of place [Master's thesis, University of Cal- gary]. Retrieved from https://prism.ucalgary.ca. https://doi.org/10.11575/PRISM/2364
Peters, G. L. (1997). American winescapes: The cultural landscapes of America’s wine coun- try. USA: Westview Press.
Pine, B., & Gilmore, J. (1998). Welcome to the Experience Economy. Harvard Business Re- view, 97-105.
Pine, B., & Gilmore, J. (2011). The Experience Economy. Boston, Mass: Harvard Business Re- view Press.
Quadri-Felitti, D., & Fiore, A. M. (2012). Experience economy constructs as a framework for understanding wine tourism. Journal of Vacation Marketing, 18(1), 3-15. https://doi. org/10.1177/1356766711432222
Schiffman, L., O’Cass, A., & Paladino, A. (2011). Consumer Behaviour. 5th ed. Pearson Aus- tralia: Frenchs Forest.
Tasci, A. D. A., Gartner, W. C., & Tamer Cavusgil, S. (2007). Conceptualization and Opera- tionalization of Destination Image. Journal of Hospitality & Tourism Research, 31(2), 194- 223. https://doi.org/10.1177/1096348006297290
Additional Reading
Alebaki, M., & Lakovidou, O. (2011). Market segmentation in wine tourism: A comparison of approaches. Tourismos: An International Multidisciplinary Journal of Tourism, 6(1), 123–140.
O'Neill, M., & Charters, S. (2006). Service quality at the cellar door: a lesson in services marketing from Western Australia's wine-tourism sector. Managing tourism and hospitality services: theory and international applications, 251-261. https://doi.org/10.1079/9781845930127.0251
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