Complying winery marketing strategies based on attitudes and perceptions towards winery terroir
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 questio...
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| Format: | Article |
| Language: | English |
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International Hellenic University
2024-06-01
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| Series: | Journal of Tourism, Heritage & Services Marketing |
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| Online Access: | https://zenodo.org/records/13777900/files/10-1-7.pdf?download=1 |
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| author | Spyridon Mamalis Irene (Eirini) Kamenidou Aikaterini Karampatea Spyridon Arseniou Elisavet Bouloumpasi Adriana Skendi Glykeria Fourkioti |
| author_facet | Spyridon Mamalis Irene (Eirini) Kamenidou Aikaterini Karampatea Spyridon Arseniou Elisavet Bouloumpasi Adriana Skendi Glykeria Fourkioti |
| author_sort | Spyridon Mamalis |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-11c2c4b0e99e4e93b3457dcd12fd5d20 |
| institution | Kabale University |
| issn | 2529-1947 |
| language | English |
| publishDate | 2024-06-01 |
| publisher | International Hellenic University |
| record_format | Article |
| series | Journal of Tourism, Heritage & Services Marketing |
| spelling | doaj-art-11c2c4b0e99e4e93b3457dcd12fd5d202025-08-20T03:28:06ZengInternational Hellenic UniversityJournal of Tourism, Heritage & Services Marketing2529-19472024-06-01101657810.5281/zenodo.13777900Complying winery marketing strategies based on attitudes and perceptions towards winery terroirSpyridon Mamalis 0https://orcid.org/0000-0003-3035-6385Irene (Eirini) Kamenidou1https://orcid.org/0000-0002-8213-5843Aikaterini Karampatea2https://orcid.org/0009-0007-8983-3437Spyridon Arseniou3https://orcid.org/0000-0001-6347-1174Elisavet Bouloumpasi4https://orcid.org/0009-0005-8726-0546Adriana Skendi5https://orcid.org/0000-0002-7995-4741Glykeria Fourkioti 6https://orcid.org/0009-0007-4379-3695International Hellenic UniversityInternational Hellenic UniversityInternational Hellenic UniversityHorizontal Support to Western Balkans DG NEAR, European Commission,International Hellenic UniversityInternational Hellenic UniversityRegional Center of Plant Protection and Quality Control of ThessalonikiPurpose: 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. https://zenodo.org/records/13777900/files/10-1-7.pdf?download=1wine terroirmarketing communicationcompetitive advantagegenerational cohortsgenerational cohort differences |
| spellingShingle | Spyridon Mamalis Irene (Eirini) Kamenidou Aikaterini Karampatea Spyridon Arseniou Elisavet Bouloumpasi Adriana Skendi Glykeria Fourkioti Complying winery marketing strategies based on attitudes and perceptions towards winery terroir Journal of Tourism, Heritage & Services Marketing wine terroir marketing communication competitive advantage generational cohorts generational cohort differences |
| title | Complying winery marketing strategies based on attitudes and perceptions towards winery terroir |
| title_full | Complying winery marketing strategies based on attitudes and perceptions towards winery terroir |
| title_fullStr | Complying winery marketing strategies based on attitudes and perceptions towards winery terroir |
| title_full_unstemmed | Complying winery marketing strategies based on attitudes and perceptions towards winery terroir |
| title_short | Complying winery marketing strategies based on attitudes and perceptions towards winery terroir |
| title_sort | complying winery marketing strategies based on attitudes and perceptions towards winery terroir |
| topic | wine terroir marketing communication competitive advantage generational cohorts generational cohort differences |
| url | https://zenodo.org/records/13777900/files/10-1-7.pdf?download=1 |
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