The potential of wine tourism experiences to impart knowledge of sustainable practices: the case of the Greening Waipara biodiversity trails

Abstract

Purpose:– To explore the extent to which the biodiversity trails are imparting knowledge of sustainable viticultural practices, and adding to the winery experience and wine purchase behaviour of winery visitors. Design/methodology/approach:– The methodology was interviewer-completed, face-to-face surveys with 220 visitors, including 66 biodiversity trail walkers, at two wineries in Waipara Valley, New Zealand. Results were analysed using SPSS. Findings:– The results indicate that the biodiversity trails are providing information about sustainable practices to winery visitors, and are adding to the winery experience for most visitors. Almost half of visitors walking the trails felts more connected to the winery, however only one-fifth reported that they would be more likely to purchase wine from the winery as a result of their experience. Practical implications:– Providing learning experiences in the form of walking trails at wineries appears to be a good means to share information about sustainable vineyard practices, however converting this increased knowledge into brand loyalty may not be straightforward.