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Wine tourists in Central Otago: An analysis of their characteristics, perceptions and experiences

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dc.contributor.author Thompson, C. en
dc.contributor.author Fountain, Joanna M. en
dc.date.accessioned 2017-11-30T02:18:02Z
dc.date.available 2017-10 en
dc.date.available 2017-11-30T02:18:02Z
dc.date.issued 2017-10 en
dc.identifier.isbn 9780864763761 en
dc.identifier.issn 1172-0859 en
dc.identifier.other 39 en
dc.identifier.uri https://hdl.handle.net/10182/8817
dc.description.abstract In the summer of 2014/2015, research was conducted in the Central Otago wine region to determine the characteristics, perceptions and experiences of international and domestic tourists visiting wineries in the area. The research was conducted utilising a questionnaire, with 178 respondents interviewed across 17 locations in the Central Otago region. The study explored the characteristics of Central Otago wine tourists, including their socio-demographic profile and wine consumption behaviour, their experiences in the region, including their experiences of winery visitation, patterns of activity and expenditure, and their perceptions of the destination image of Central Otago. Two thirds of respondents were international visitors (primarily from Australia, USA and UK) and the remaining third were domestic visitors to the Central Otago region. There were slightly more female respondents than male respondents across the sample, which was relatively young also, with half of all respondents between 18 and 35 years of age. The majority of respondents were well educated, with three quarters having achieved a degree or higher degree. The vast majority of respondents were travelling with either a partner or spouse, or with family and/or friends, and most were visiting Central Otago on holiday. Less than half of all respondents were staying in Central Otago overnight, with many staying in Queenstown or Arrowtown, just outside the surveyed region. Of those staying in the region, domestic respondents were staying in the region for six nights, on average, compared to three nights for international respondents. The most popular activities for the respondents (excluding winery visitation) in the region were restaurant dining, visiting a bar or pub, and bushwalking, with more domestic than international visitors participating in each of these activities. The sample contained a substantial proportion of repeat visitors; a quarter of international respondents had previously visited Central Otago, as had nearly all the domestic respondents. Respondents were asked their opinion of the destination image of Central Otago and natural environment features dominated, with wineries or vineyards and the region’s wine also featured. When prompted with a list of statements regarding the destination attributes of Central Otago, the high quality of regional produce, the hospitality and service, and the wide variety of satisfying culinary experiences offered in the region ranked most highly, followed by the region’s wine tourism and wines. There was much less support for statements regarding the cultural heritage and interesting history of the region. In terms of winery experiences in Central Otago, respondents discussed 307 winery visits as part of this study, with the average length of each winery visit being nearly one hour. The decision to visit a particular winery was a spur of the moment one for over a quarter of respondents, while a quarter made the decision at home, and another quarter while travelling elsewhere in New Zealand. The most important information sources for the decision to visit a winery were word of mouth, previous experience and online sources. Of the winery experiences discussed, a large majority involved a wine tasting, and almost half resulted in wine being purchased to take away. Those who did not purchase wine cited the price of the wine, and issues of luggage or travel restrictions as the reason. A minority of experiences involved a restaurant meal or a winery tour. Asked to describe the most enjoyable aspect of their winery experience, elements of the natural environment was mentioned most often, followed by the wine itself. The service quality received 37.1% mentioned that they most enjoyed the wine. A quarter of respondents mentioned some element of the service received as the most enjoyable element of their experience. Less than half of respondents suggested improvements that could be made to their overall winery experiences. Of those that did, the most frequently mentioned issue was the need for a wider range of eating options. en
dc.format.extent 1-62 en
dc.language.iso en en
dc.publisher Lincoln University. LEaP en
dc.relation The original publication is available from - Lincoln University. LEaP - http://hdl.handle.net/10182/580 en
dc.relation.ispartofseries LEaP Research Report en
dc.rights ©LEaP, Lincoln University, New Zealand 2017 en
dc.subject Central Otago en
dc.subject wine en
dc.subject tourism en
dc.title Wine tourists in Central Otago: An analysis of their characteristics, perceptions and experiences en
dc.type Report
lu.contributor.unit Lincoln University en
lu.contributor.unit Faculty of Environment, Society and Design en
lu.contributor.unit Department of Tourism, Sport and Society en
lu.contributor.unit Research Management Office en
lu.contributor.unit /LU/Research Management Office/2018 PBRF Staff group en
dc.subject.anzsrc 1506 Tourism en
dc.subject.anzsrc 150606 Tourist Behaviour and Visitor Experience en
pubs.confidential false en
pubs.issue 39 en
pubs.notes This report has been prepared on behalf of Lincoln University. It is the result of a student summership, funded by Lincoln University, and with the in-kind support of the Central Winegrowers Association (COWA). en
pubs.organisational-group /LU
pubs.organisational-group /LU/Faculty of Environment, Society and Design
pubs.organisational-group /LU/Faculty of Environment, Society and Design/DTSS
pubs.organisational-group /LU/Research Management Office
pubs.organisational-group /LU/Research Management Office/2018 PBRF Staff group
pubs.publication-status Published en
pubs.publisher-url http://hdl.handle.net/10182/580 en
dc.publisher.place Lincoln, Canterbury, New Zealand en
dc.identifier.eissn 1172-0891 en
dc.identifier.eisbn 978-0-86476-377-8 en
lu.subtype Technical Report en


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