Isabelle Lesschaeve

Wine tourists' destination region brand image perception and antecedents: conceptualization of a winescape framework.

ABSTRACT This study conceptualizes the winescape framework using a wine regions image as perceived by wine tourists, in the process integrating grounded theory, namely servicescape, destination choice, and place-based marketing theories. Using an a priori approach, it identifies the winescape construct in a framework of eight dimensions within the wine tourism environment in a study with 996 respondents in a well-known Canadian wine region. The most important dimension of the winescape is the regions natural beauty/setting (landscape). Other high impact characteristics are the service staff and friendly local people, overall ambience and the diversity of wine estates. The dynamic of first-time and repeat visitation plays a key role in visitors’ wine tourism behavior and their perception of the winescape. The decision to engage in wine tourism is generally impulsive, even spurious, and the motivations guiding the visitors’ behavior predominantly hedonic in nature.

Sources of information used by tourists travelling to visit Canadian winery tasting rooms.

This study investigated the source(s) of information people (n = 976) used when deciding to embark on a wine tourism excursion by visiting winery tasting rooms in a Canadian wine region environment. The overall aim was to establish whether there are differences between local and international (overseas) visitors to winery tasting rooms in terms of the sources of information they use to plan their visit and how situational, tourism product, and socio-demographic variables relate to these. Specific differences exist in the types of information sources used by locally and overseas-based wine tourists. Locally based visitors use formal sources such as the winerys own website, own brochure or pamphlet, a restaurant, and attending a wine festival or event significantly more than overseas visitors. Overseas-based visitors on the other hand, use word-of-mouth (WOM) less than local visitors, but billboards or road signage while driving past significantly more, the latter signifying their relative unfamiliarity with the area and individual wineries. Across the board wine tourists did not differ much in their use of these sources by gender or age generation, but the main purpose of the visit and mode of transport used to travel to the winery were pivotal in strongly differentiating the visitor groups.

The importance of consumer involvement and implications for new product development.

Abstract: Understanding consumer needs, desires or preferences has led to an extensive body of literature in two traditionally independent disciplines: business and science. There is an increasing interest by both marketing researchers and consumer scientists to better assess the moderating role of consumer involvement on product choice and purchase and to understand its influence on consumer attitudes. This chapter defines the concept of involvement based on the theoretical background, describes the methodologies to measure it, and illustrates its influence on consumer purchase and consumption behaviour in both food and non-food contexts. The implications for new product development and innovation are also discussed.

Determining the Impact of Consumer Characteristics to Project Sensory Preferences in Commercial White Wines

The sensory preferences for white wines of three consumer groups selected for their differences in wine consumption habits and attitudes toward wines were investigated. A stepwise screening of the wines was used to ensure an objective selection based solely on perceived sensory characteristics while representing the commercial market. Sensory profiles of the selected wines were then determined by trained sensory descriptive panelists (n = 10). Consumers (n = 120) were recruited, assigned to one of three a priori groups, and evaluated 12 white wines. Internal preference mapping was conducted to explain consumer preference data with wine sensory descriptions and consumer characteristics. Results showed that sensory preferences were not significantly different among a priori consumer groups. Segmentation of individual liking scores revealed two distinct preference segments, with the largest one accounting for 77%. The majority of consumers preferred sweeter and fruitier wines as opposed to oaky and burning wines, independently of their a priori assigned group. Only a few demographics and attitudinal characteristics distinguished the two preference segments; however, they were not related to the initial a priori grouping. The primary dimension explaining consumer preferences for white wines confirmed previous research findings on other wine styles and obtained from various groups of consumers, suggesting that the main preference dimension common to many wine styles was driven by sweet and fruity sensory characteristics as opposed to dry, burning, and oaky attributes.

Consumer involvement and knowledge influence on wine choice cue utilisation

Purpose The purpose of this paper is to examine the utilisation of product choice cues in a retail environment and the impact of consumer involvement on this utilisation. It further investigates the impact of product knowledge on product choice cue utilisation and its moderating role on the impact of consumer involvement. Design/methodology/approach The case of wine as an exemplary product category is considered, given the importance and variability of choice cues that have been found to affect product choice. Analysis is conducted on survey data from a sample of wine consumers in Ontario, Canada. Product choice cues are grouped into extrinsic, intrinsic and marketing mix. The importance of how these cues are influenced from different dimensions of consumer involvement is illustrated. Findings The results show that product knowledge has a positive impact on intrinsic product cue utilisation and further moderates this relationship improving the predictability of the hypothesised model. Implications for theory and practice are also discussed. Practical implications From an industry viewpoint, the focus in the past has mostly been on using packaging to attract attention/create awareness, create an image of desirability, etc., but not nearly as much on the functionality aspects thereof; for example alternative smaller packaging sizes to the standard 750 ml wine bottle. Originality/value The study uses a multi-dimensional approach to measure the impact of enduring involvement on utilisation of product choice cues.

Consumer Preferences for Peach Attributes: Market Segmentation Analysis and Implications for New Marketing Strategies

Consumers in todays marketplace have seemingly endless choices with regards to produce. Peach growers and retailers in Ontario, Canada, have begun taking steps to increase demand for their products. This study investigates the impact of those strategies on the market. Using conjoint analysis and market simulations, we evaluate the peach market to identify key drivers of peach purchasing. The results indicate that the market is heterogeneous and that price, origin, and quality indicators are the most important drivers of purchases. Our simulations indicate that adoption of new plastic packaging by the industry is a viable strategy for increasing demand for local peaches.