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

Authors

  • Carla Tavares University of Minho, Braga, Portugal
  • António Azevedo ISLA, Gaia and School of Economics and Management of University of Minho, Braga, Portugal

Keywords:

Generation X, Generation Y, Cellar door Experience Mix, Wine consumer behaviour and Wine Tourism

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.

Author Biographies

  • Carla Tavares, University of Minho, Braga, Portugal
    Master Student
  • António Azevedo, ISLA, Gaia and School of Economics and Management of University of Minho, Braga, Portugal
    Assistant Professor

Published

16.01.2012

Issue

Section

Papers/Extended Abstracts in English

How to Cite

GENERATION X AND Y EXPECTATIONS ABOUT WINE TOURISM EXPERIENCES: DOURO (PORTUGAL) VERSUS NAPA VALLEY (USA). (2012). Tourism & Management Studies, 259-269. https://tmstudies.net/index.php/ectms/article/view/193