GENERATION X AND Y EXPECTATIONS ABOUT WINE TOURISM EXPERIENCES: DOURO (PORTUGAL) VERSUS NAPA VALLEY (USA)

Abstract

The wine industry has become increasingly competitive with a known surplus of wine on the global market. Many studies have concentrated their efforts on meeting the needs of the existing Baby Boomer population, aged between 44 and 65. However, to ensure sustainability, it is crucial that wineries with cellar door services explore the perceptions of the future Generations X (born between 1965 and 1977) and Y (born between 1977 and 1994) due to their segment size and buying power. The purpose of this study is to understand these market segments’ perceptions, determine their demographic and psychographic profiles, using social networking platforms in order to assess their expectations about cellar tour experience. A theoretical framework and a quality indicators’ set for the wine experience mix is proposed. This study aims to provide to wine tourism operators some insights about wine perceptions (wine quality and price) and the experience mix: exterior and interior ambiance, service and staff competencies and convenience attributes.