As the wine industry keeps growing there is an ever more pressing concern to understand not only who wine consumers are, but how different sets of wine enthusiasts purchase and consume wine. This research looks at a group of wine enthusiasts known as wine tourists. Furthermore, specifically it investigates consumer behaviors of wine festival attendees and their unique perspectives related to purchasing wine. It explored where wine festival attendees purchase wine, what types of wines they purchase, and what criteria they base their wine purchase decisions on. The results show that informed wine drinkers purchase wines from distribution centers more often than grocery stores. The research also shows that uninformed wine drinkers base their wine preferences solely on a certain price point, while informed wine drinkers base their consumption decisions on prior wine knowledge.
Barth, Sean and Salazar, John
"Wine Tourism and Consumer Behaviors Related to Wine Purchases,"
Journal of Tourism Insights:
1, Article 2.
Available at: http://dx.doi.org/10.9707/2328-0824.1001
Available at: http://scholarworks.gvsu.edu/jti/vol1/iss1/2