法國羅瓦河葡萄酒莊觀光體驗研究 – 以Ackerman酒莊為例

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(1)國立臺灣師範大學國際與僑教學院歐洲文化與觀光研究所碩士論文 Graduate Institute of European Cultures and Tourism College of International Studies and Education for Oversea Chinese National Taiwan Normal University Master Thesis. 法國羅瓦河葡萄酒莊觀光體驗研究 – 以Ackerman酒莊為例 Exploring Tourist Winery Experience in Loire Valley, France – A Case Study of Ackerman. 指導教授：劉以德博士 Dr. LIU, Yi-de. 研究生：張凱婷 CHANG, Kai-Ting. 中華民國 102 年 7 月 July, 2013.

(2) Abstract During the last decade, the augmenting amount of wine tourism studies has represented the significance of the rising tourists’ demands. It implies the necessity to embrace both tourists’ experiential and marketing perspectives in pursuit of an optimized winery experience. This research sets Ackerman, located in Saumur in the region of Loire Valley, France as the backdrop of the study and targets at the Chinese and Taiwanese student visitors as the in-depth interviewees. Moreover, supported by the interviews with the managers and the local public sectors, it provides with marketing and managerial perspectives as well as the content analysis of secondary data. It aims at understanding their perceptions and preferences at pre-visit, on-site visit and post-visit scales in order (1) to understand what forms the pre-visit expectations that trigger the wine tourist demand (2) to explore wine tourists’ on-site perceptions with experiential and managerial perspectives (3) to reflect from post-visit brand loyalty toward regionality. This research finds out that the wine involvement is a decision factor to trigger tourists’ demand in shaping the expectation and motivation as well as the experiential depth during the visits. Cross-cultural difference is also an important motive for winery visitors, yet it could be possibly transformed into cultural barriers due to the packaged tour and fixed itinerary which is seen of significance in elevating the core product of wine, destination appeals and cultural aspects. Meanwhile, the lack of vineyard visit for Ackerman implies the winescape needs servicescape to supplement the experiential depth in an attempt to trace back to the tourist’ essential seeks of “rurality” and “romantic gaze”. Also, regarding Ackerman as a core leading brand in this region, its creation in aesthetic and educative aspects endows the tourists with the post-visit brand loyalty due to its brand equity and uniqueness. This inspired the study to explore the link between the “Big House” and the “regionality” it represents. In terms of regional development and rural construction, the development of the regional brand “Vins de Loire” is thus discussed through the scope of a case study of Ackerman. Key words: wine tourism, winery experience, experiential marketing, regional development, Vins de Loire.

(3) 中文摘要. 九零年代以降，與日俱增的葡萄酒觀光研究體現了觀光客需求提升之重要性。然而，藉由深度了解觀光客體驗面，增添行銷供給觀點予以相輔相成，追尋一優化的「酒莊體驗」 (winery experience)，即為其中重要的實踐場域。本研究設定位於法國羅瓦河流域中，Saumur 酒區的 Ackerman 酒莊，深度訪談曾經參與過酒莊體驗之中國與台灣觀光客，意圖了解其於參訪前、中、後之動機與體驗，結合訪談 Ackerman 酒莊管理者與地方政府行銷部門，輔以二手資料內容分析。本研究目地定調三大方向，旨在 (1)了解何為型塑觀光客動機與需求之要素；(2) 探索觀光客在場感知與管理者體驗行銷之手法；(3)反思觀光後品牌關係與建立地區發展之連結。. 本研究發現，觀光客動機與需求來自於觀光客自葡萄酒參與背景，而體驗的深化程度也取決於與遊客之背景、興趣、與動機。文化差異驅使觀光客前往酒莊觀光，體驗式的套裝行程對於觀光客取得核心酒品、目的地吸引力與文化意涵了解皆有提升作用；然而，工業化的套裝導覽卻容易加遽原有的文化差異，進而產生文化隔閡。此外，以 Ackerman 缺少葡萄田做為目的地吸引力為例，觀光客對於葡萄酒地景(winescape)的期望，必須藉由強化服務地景(servicescape)中的體驗獨特性與關係建構達成平衡，回溯觀光客對於追求「鄉村性」 (rurality) 與「浪漫凝視」 (romantic gaze)之本質意義；再者，本研究以 Ackerman 做為羅瓦河地區指標性酒莊，著眼其豐富感官思考體驗之現代酒莊美學，帶給觀光客參訪後品牌忠誠度之品牌獨特性，探索「大酒莊」做為區域發展與鄉村重建之核心，進而思考法國羅瓦河酒區(Vins de Loire)做為一區域品牌之「區域性」(regionality) 發展。. 關鍵字：葡萄酒觀光、酒莊體驗、體驗行銷、區域發展、法國羅瓦河酒區.

(4) Table of Contents ABSTRACT ................................................................................................................... 中文摘要.......................................................................................................................... LISTS OF FIGURES, TABLES & PHOTOS .................................................................. CHAPTER 1. INTRODUCTION ............................................................................. 1 1.1 Research Background ................................................................................... 1 1.2 Research objective ........................................................................................ 3 1.3 Research Limitation........................................................................................ 5 1.4 Anticipated Contribution ................................................................................ 5 1.5 Case Study: Ackerman, Saumur, Vins de Loire, France ................................. 6 CHAPTER SUMMERY ............................................................................................ 15. CHAPTER 2. LITERATURE REVIEW ............................................................... 16 2.1 Wine & Tourism ......................................................................................... 16 2.2 Pre-visit Experience & Wine Tourist Demand ............................................. 31 2.3 On-site Winery Experience & Experiential Marketing, Relationship Marketing ......................................................................................................... 37 2.4 Post-visit Experience, WOM Marketing & Regional Development .......... 51 CHAPTER SUMMERY ............................................................................................ 57. CHAPTER 3. METHODOLOGY ............................................................................ 58 3.1 Research Approach ..................................................................................... 58 3.2 Data Collection ........................................................................................... 59 3.3 Data Analysis .............................................................................................. 66.

(5) CHAPTER SUMMERY ............................................................................................ 67. CHAPTER 4. Research Finding and Discussion .................................................... 68 4.1 Before Setting Out: Perspectives of Pre-Visit Wine Tourists’ Demands ... 68 4.2 Marketing On-site Experience: Tourists’ Experiential & Managerial Perspectives ................................................................................................ 74 Cell 1 ....................................................................................................... 76 Cell 2 ....................................................................................................... 80 Cell 3 ....................................................................................................... 90 Cell 4 ....................................................................................................... 93 4.3 Reflections on Post-visit Experience: from Ackerman to Regional Brand Development .............................................................................................. 98 CHAPTER SUMMERY .......................................................................................... 104. CHAPTER 5. CONCLUSION ................................................................................ 105 5.1 Research Highlight ................................................................................... 105 5.2 Theoretical Implication ............................................................................ 107 5.3 Empirical Implication ............................................................................... 111 5.4 Recommendation for Future Researches .................................................. 116. REFERENCES ....................................................................................................... 118. APPENDICES ........................................................................................................ 136.

(6) List of Figures Figure 1. The role of hedonism and hedonic consumption ....................................... 22 Figure 2. The influence of visitors' lifestyle characteristics ...................................... 23 Figure 3. General travel and tourism involvement linked to wine tourism .............. 23 Figure 4. Potential impacts of wine involvement ...................................................... 24 Figure 5. Adapted model of “Dimensions of the wine tourism experience” ............ 29 Figure 6. Critical features of the wine tourism experience from the consumer perspective ................................................................................................................. 32 Figure 7. The tourist demand .................................................................................... 34 Figure 8. The shift of the essence of the two marketing paradigms ........................... 40 Figure 9. Relationship mediators .............................................................................. 44 Figure 10. Adaptation from cellar door experiential marketing approach ................ 47. Figure 11. Adapted model of the wine tourist demand ........................................... 107. Figure 12. Optimized winery experience: an intersection of winescape and servicescape ............................................................................................................. 109. Figure 13. Interrelation of pre-visit motivation and wine involvement .................. 110.

(7) List of Tables Table 1. Key figures of Loire Valley Wine & Tourism Industries. .............................. 9 Table 2. SWOT Analysis from InterLoire ................................................................... 10 Table 3. Perceptions and dimensions of the wine tourism experience ...................... 38 Table 4. Definition and common aliases of relationship mediators . .......................... 45 Table 5. Interview guide for visitors ......................................................................... 61. Table 6. Interview guide for managers and exhibition designer ............................... 61. Table 7. Interview guide for local organizations ....................................................... 61. Table 8. Interviewees ................................................................................................. 63. Table 9. “Nationality” profiles of “winery visitor” ................................................... 64. Table 10. “Professions” profiles of “visitors who also consume” ............................. 65. Table 11. Adapted model of “perceptions and dimensions of the wine tourism experience” .................................................................................................................. 75. Table 12. Comparison of positioning of French wine regions brands ......................... 78. Table 13. Wine interpretation and education example .............................................. 94. Table 14. From Ackerman to SWOT analysis of Wines of the Loire ........................ 112.

(8) Lists of Photos Photo 1. Cave location of Journey in the center of the fine bubbles ........................... 11. Photo 2. 1st theme: The Royal World .......................................................................... 13. Photo 3. 2nd theme: l’EXentric .................................................................................. 14. Photo 4. 3rd theme: Crémantissime ........................................................................... 15. Photo 5. Front door of Ackerman .............................................................................. 84. Photo 6. The exhibition of l’EXplosion ...................................................................... 86. Photo 7. Displays of bottles and glasses ..................................................................... 88.

(9) Lists of Appendices Appendix 1. Informed Consent for Interviewee ..................................................... 136. Appendix 2. Interview Guide for Interviewees [English] ....................................... 137. Appendix 3. Interview Guide for Interviewees [French] ........................................ 139. Appendix 4. Location of Ackerman, Saumur, Loire Valley ...................................... 142.

(10) Chapter 1. Introduction 1.1 Research Background Ever since the pace of globalization processed in recent decades, mass tourism has been growing increasingly among domains in quest of touristic needs. A rising domain in both wine and tourism industries have become one significant component in recent tourism studies: the wine tourism studies. However, when it comes to wine tourism, France is still in the process of expansion. In fact, European wine tourism is essentially still an emerging tourism product (Choisy 1996) following the Australian academia.. With the opening of the wine doors following the New World, France is armed with the superiority of its wine reputation plus the coming benefits of wine tourism. However, there are still “emergent” wine tourism products around France where are less visible and articulated. For instance, as the 3rd biggest wine region in France, the Loire Valley wineries are considered familial and primitive, where insist in family-style vinification conventions with the respect for the notion of terroir1. In fact, among the independent winegrowers, there exist industrialized wineries at an organized and stylish scale to be discovered. This thus triggers the birth of this research by conducting the qualitative in-depth interview approach of 4 sides including tourists’ experiential, managerial, governmental and aesthetical perspectives as a complete single case study.. This research sets Loire Valley, France, an emergent land of winemaking region, where produces fine products in reasonable prices. As known as the worldwide 1. Terroir. See more explanations in 2.1.1. Wine, Culture, Heritage, Rural Landscape, Travel and Terroir 1.

(11) famous castles of the Loire River, this region is the cradle of French civilization, the birthplace of French fine culture. It entails a mix of tourism products of vineyards and world heritages of UNESCO, and is employed in this research in quest for how the wine tourists’ perceptions and preferences out of their wine tourist demands at both on-site and regional scales. The “Big House”2 of Ackerman winery is of interest of this research. In order to discover the cross-cultural sparkles among 2 nationalities, the participant of this research targets at 7 Chinese and 5 Taiwanese students who have had visited Ackerman. Through triangulation techniques of in-depth semi-structural interview, observation and second-hand data endows this research with a space of reinterpretation through narrative and content analysis techniques.. Furthermore, inspired by a summer trip in 2010, the domain of wine tourism has become my target of research ever since I found wine is a humane creation and an art craft. Thanks to the summer program of European fieldtrip, 10 students including me, as both students and tourists, were sent to the vineyards along the Loire Valley, tasting wine and enjoying the great knowledge of the glass in hand. A hobby-driven research was thus brewed since the day I was introduced to this world of the taste of art. However, the coming two years until 2012 was the period for me to discover the domain of wine, including returned to Angers, France, to get indulged in the environment, and most of all, as a 4-month internship working in Paris as a wine merchant. During this period, my work experience allowed me to perceive the winery experience from the perspective of a receiver into a giver. These also assured me to get access to the core of wine industry and get in contact with people who are directly or loosely related to conduct my research. The more I have gotten into in this domain, the more I discovered interesting and motivated to write, to record, and to pass it 2. Direct translation from la « Grande Maison de la fine bulle ACKERMAN » 2.

(12) down. During my stay in the wine industry, I found that both supply and demand sides are equally important in developing wine tourism; I thus consider this theme of a case study as the research interest of my master thesis. Also, this research wishes to apply the theoretical frameworks to the interviewed pre-visit, on-site visit, and post-visit winery experience of the selected wine tourists in order to ameliorate the situation or give further reflections of the status of Loire Valley region in France through the scope of the case study of Ackerman experience.. 1.2 Research objective Since the term “French Paradox” was coined in 90s, the discussion throughout health and wine consumption has been aroused and reflected on the rising demands of wine market around the world. An “Old World” has been confronting impending challenges by the “New World” no matter in price or tastes or whatever affecting consumer decision-making processes in wine consumption. A decreasing wine market now caters to the taste of tourism, opening the old wine world to the new comers. However, when it comes to wine tourism, Austria took the initiative to define the growing needs of wine tourism in the “New World”. Since scholars such as Hall (1996) and Macionis (1996) in New Zealand launched the wine tourism studies in an attempt to present the importance of wine tourism for both industries. Upon realizing the significance of wine tourism, this research aims at implementing the theoretical frameworks into practice. Practically speaking, the case study of Ackerman will be supported by 4 perspectives:. 1. Tourists’ experiential perspectives: Incorporating temporal terms of tourists’ pre-visit, on-site and post-visit perceptions into conceptualizing their behavior, emotion and recognition, this experiential approach will be used in the demand 3.

(13) side of research. Moreover, an “experiential approach” onto wine tourists (Dodd and Bigotte, 1997), to dig in deeper how the visitors perceived the guided visits by the experience supplier to see what and how they perceived beforehand fetches or differs from their imagination and to see whether a complete winery experience assures a post-visit purchase and brand loyalty.. 2. Managerial perspectives: apart from the demand side, the supply side will be examined by how the managerial and marketing propositions they anticipate to offer to the tourists. It will be obtained by interviewing with the director of the winery in order to understand the shaping of the brand image and relationship building processes behind the project of the wine tourism at Ackerman.. 3. Local organizational perspectives: in addition to supply and demand sides of voice, the involvement of the authorization will be taken into account. For this research, it crosses three units including InterLoire, Office du Tourisme du Saumurois and la Maison des Vins d’Angers for collecting the professional opinions to raise the scale of this research to a regional extent.. 4. Aesthetical perspectives: the uniqueness of this research would be laid in the accentuation of the importance of aesthetical caves. Famous for its arty decorations and exhibitions, Ackerman represents a distinct winery with special insights of art. The exhibition designer Yorga Performeur is under interviewed for supplementing the artistic view to this research.. By four sides of perspectives implementing this single case study of Ackerman, this research has three objectives:. 4.

(14)  To understand what forms the pre-visit expectations that trigger the wine tourist demand.  To explore wine tourists’ on-site perceptions with experiential and managerial perspectives.  To reflect from post-visit brand loyalty toward regionality. 1.3 Research Limitation 1. Unable to cover more wineries in the Loire region: The focus of study is too specific and it provides both supply and demand-side perspectives with the fetching marketing strategies.. 2. Unable to cover more groups of interviewees: the experience of the targeted group is at the same time specific and limited to be unable to cover some other groups as well. These essential limits frame and transform this research of high focus.. 3. Unable to generalize the cultural differences of the interviewees: the target group contains more Chinese students (7) than Taiwanese (5) according to the current situation of world wine studies, since China is seen as the most potential wine market in this century. Therefore, the potential cultural differences might be a cause of the perceptions and preferences for each participant.. 1.4 Anticipated Contribution Located along the Loire River with the abundance of history, the Loire Valley region 5.

(15) has been searching for a bounding between wine and tourism. Combining the above introduction to the background of the research, in the next chapter, it will target at achieving three research objectives by limiting the research area, informants including the professionals and the tourists. An in-depth interview will be adopted by using snowball technique. A list of questions will be drafted in scope of Pre-visit (anticipation), Travel to, Destination/On-site visit, and Travel from post-visit (reminiscence).. By conducting the processes, this research wishes to provide handful information by collecting the voice from the supply and the demand sides, recruiting the differing perceptions and experience for the authorities as reference. By understanding the tourists’ needs and perceptions, the authorities or the suppliers can realize the pitfalls, the blind spots, and the needs of their own. Moreover, there is also another significant task to figure out as mentioned: what can we imply for the regional brand development through the scope of such “Big House” as Ackerman?. Therefore, a qualitative method and narrative analysis will be used, as well as the conclusion will be given for the reason that “a humane product should be understood in a humane manner.” Last but not least, the example of the combining feature of historical sites and the vineyards can be seen as a model for other regional developments especially the rural ones. This research wishes firmly to explore and understand the link between the core firms toward regional development and to see what can be implied and learnt for future wine tourism studies.. 1.5 Case Study: Ackerman, Saumur, Vins de Loire, France 1.5.1 Wine Tourism in France 6.

(16) Armed with a long tradition in gastronomic and viticulture tradition, France is undoubtedly the first wine destination around the world. France is also advanced in the touristic development which reflects in terms of the international arrivals. Cultural heritages, French cuisine, French wine, luxury goods, etc compose the reputation as touristic appeals.. However, when it comes to wine tourism, France was not the first and the only. In fact, European wine tourism has once been seen still an emerging tourism product (Choisy, 1996). As Mallon (1996) argued, France started to develop wine tourism during the 1980s owing to the decline of rural economic conditions which opened up the cellar door and made the wine makers consider the direct sales to the tourists. Without a clear boundary of recognizing the operation of wine tourism, the beginning of wine tourism in France is actually a need to open the cellars for direct business, so as the tasting rooms and visitor centres. For “a lack of cooperation between wine producers and tourism developers” (Mallon, 1996), French wine tourism development is comparatively slow. The truth is that mostly the vineyards and wineries are not opened to the public and therefore a visitation must often be arranged through tour companies or by personal invitation (France in Your Glass, 1998). This explains why individual tourist is seen more significant since in this region, a tourist is more likely to go on a tour out of his/her own interest, plan the itinerary, and hit the road instead of participating in package tours.. 1.5.2 Wine Tourism in Loire Valley. According to the key figures retrieved from InterLoire’s official documents in 2012 (Table 2), Loire Valley keeps being the largest wine region and also the 3rd French leading region of AOC wines (after Bordeaux and Bourgogne). Armed with the a 7.

(17) variety of appellations and the most production of white and pink and sparkling wines, Loire Valley has been working on integrating 86 appellations across Nantais, Anjou, Touraine, Saumurois to Sancerre, Centre by naming it “Vins de Loire.”. Since 2007, InterLoire has started working on the promotion of “wine tourism” as a main strategy. It entails integration between wineries, cellars, vineyards and the tourism industry. 320 “Touristic Caves” have been labeled and given quality charts with 8% augmentation of cellars in 2011 was the outcome out of the action. The case, Loire Valley, France, is chosen for this study as research area for three main reasons,. 1.. An emergent “family-style” touring product. Loire Valley in France has long been reputed for the cultural heritage sites. It was late until 2007 to have developed wine tourism in this region. Compared with Bordeaux and Bourgogne, Loire Valley started quite recent for the integration of wineries visitation to the touristic routes. That is to say, a comparatively emergent market implies the incompletion to be studied. “family-style” and “factory-style” are two main types of wineries while the former ones still exist more.. 2.. Diversity, authenticity, and humanity. “In Loire Valley, we make more humane wines” (Vins de Loire, 2011). With a wide range of types of wine, Loire Valley wines arm themselves with great diversity. In contrast with Bordeaux, where they use large financial and industrial machinery working with wines to produce “tape-à-l’oeil” wines (more similar to “eye-catching”), Loire Valley stands for “niche winery” (vignoble de niche). The winemakers of the Loire Valley are artisans who have their manner and personalities to make authentic 8.

(18) wines. Also, this gives the wines more humane as a fundamental difference of the wine in Loire Valley. (Partially translated and transcribed from an interview of “En Val de Loire, on fait des vins plus humains” (Jean-Michel Monnier, 2011). 3.. World UNESCO cultural heritage: a chance for wine tourism development?. “Culture”, “Heritage”, “Castles”, and “World UNESCO” might be the key images that come out of mind when it comes to touring in Loire Valley. However, is this overly vivid image affecting wine tourists’ decision-making processes for being conceived as a strength or weakness? This issue interests the researcher to dig in as in 2010, 31.9% tourist visit Loire Valley for “cultural heritages while only 15.6% for other regions. It implies the overnight stays for both accommodation and hospitality industries. Average duration of stay is 7.6 days mostly in hotels and camping by driving cars or by bike (Table 1). This potential interests the researcher to explore further. Key figures of Loire Valley Wine & Tourism Industries . The largest winegrowing region in France. . The most appellations (86 appellations). Wine. . The 3 French leading region of AOC wines. Industry. . The 1 producer of white wines. . The 1 producer of AOC sparkling wines (except Champagne). . The 2 largest producer of appellation of rosé wines. . 31.9% tourist visit Loire Valley for “cultural heritages”. Tourism. . Average duration of stay: 7.6 days. Industry. . Top two accommodations: hotel (29.6%), camping (18.9%). . 44.1% tourist visit wineries by driving; 19.1% by bike, VTT. . 320 tourists caves have been labeled and given quality charts. Wine Tourism Industry. rd st st. nd. with 8% augmentation of cellars in 2011 . 8 visitors out of 10 consume wine at least once a week. . 4 out of 10 visitors are foreigners, mostly British 9.

(19) . Student is the lowest group of buyers (5%). . Asian visitors are less than 3%. *Table 1. Key figures of Loire Valley Wine & Tourism Industries.3. However, since 2010, the report retrieved from InterLoire has indicated there exists the strengths, weakness, threaten and opportunity a self-evaluation through a SWOT analysis (Table 2). It implies the imperativeness to give further research and suggestion for amelioration at a regional scale. Strengths  Cellar door welcomes: convivial and with maximized satisfaction  Economic increase for wine and tourism Weaknesses  Patrimony and wine integration  Client fidelity  Less average spending(s)  Less family offers  Public awareness  Accessibility to wineries  Circulations of clients and wineries  Touristic network Threatens  Driving security Opportunities  Potential of prosperity and the fidelity  Young clients  Clients’ on-site purchase  Touristic potential of the regions of Centre and Pays-de-la-Loire  World Heritage of UNESCO  Good communication with the wineries  Proximity to Ile-de-France. *Table 2. SWOT Analysis from InterLoire4 3. Adapted from reports of «Poids économique du vignobles d’Indre-et-Loire», «La clientèle oenotouristique en Val de Loire » and «Oenotourisme en Val de Loire». Source: InterLoire, 2011 ; InterLoire, 2010 ; InterLoire, 2012 10.

(20) 1.5.3 Wine tourism at Cave Ackerman, Saumur In order to probe into the winery experience of tourists’ perceptions considering experiential marketing and relationship marketing techniques, this research targets at France since it stands for the premier destination of wine with winemaking regions as Loire Valley representing the niche wineries under development. However, this research takes up the subject of deepening the wine tourists’ winery experience by recalling their post-visit reminiscence of targeting winery: la Maison Ackerman.. Since 1811, the creator of the Ackerman Jean-Baptiste Ackerman started producing the sparkling wine with the fine bubbles and it has become one of the noted kinds of Loire wines as the sparkling wine, the Saumur Brut, along with the Sparkling of the Loire.5 With more than 200 years of history, the Ackerman sparkling wine house has become a chief destination of the winery visit of the Loire Valley. Receiving over thirty million visitors per year, the Ackerman considers wine tourism a 200-year journey by positioning the visit as a “Journey in the center of the fine bubbles” (Photo 1).6. 4. Translated from « En conclusion: le vignoble de Loire dispose d’atouts à capitaliser » (Bilan, InterLoire, 2010) 5 Crément de Loire 6 « Voyage au centre de la Bulle » 11.

(21) *Photo 1. Cave location of Journey in the center of the fine bubbles7. The visit starts by entering the hall, which was served as a warehouse of the barrels where now serves as a conference room. Passing through the old hall, the visitors confront the “vault of reception 8 ”. The reception used to be a part of the old troglodytic cellar and now turns into a dining venue for professional usage. To go further entering “the canopy9”, the visitors are situated under an immense gallery dug in the tuff10. Here functions as the reception venue for giving the introductory lectures for up to 300 tourists. The main visits begin by entering the cellar renovated peculiarly for tourism. The visits include three themes:. 1. The Royal World (l’univers Royal) :. This part starts by playing a commentary of Emily Laurance, the wife of the founder of the House, Jean-Baptiste Ackerman in order to make understood the fine bubbles of the Loire in the traditional way with traditional tools. Along with the elaboration of the advertising posters of Ackerman, the guidance leads the audience to acquire the historical context and vitification tradition of the Chenin Blanc11.. 7. Retrieved from Official Website of Ackerman http://www.voyagecentrebulle.fr/locations.php Caveau de réception 9 le verrière 10 le tuffeau 11 Chenin Blanc is a white wine grape variety with high acidity from the Loire valley of France. 12 8.

(22) *Photo 2. 1st theme: The Royal World12. 2. EXcentric (l’experience eXcentric): the eXplosion (l’eXplosion). The second theme leads the visitors to enter an ambiance with a changing lightening cellar as a festival of colors, aromas and sensations. A dream-like designed space for encountering the vintage X-NOIR of sparkling wine of Ackerman. The ironed decoration represents the intertwined grape vines with an eccentric sense of surrealism. The combination with art created by designer Yorga Performeur set a milestone of uniqueness of its kind as called the Yorga’s “package taping art”. Besides, there can be seen an innovative idea to transform vines into art pieces in shapes of fish, monkey etc as permanent exhibition pieces.. 12. Authorized and provided by Ackerman 13.

(23) *Photo 3. 2nd theme: l’EXentric13. 3. Crémantissime (l’univers de la bulle Crémantissime). The last but not least theme is about to create a philosophy of Crémantissime14, which is a notion in relation to the bubbles and the Loire. Imagining walking along the Loire River tasting Chenin Blanc, the guide induces the comers to contemplate what will the bubbles bring of the day’s journey and after the journey “then let yourself be overwhelmed by your soul”. With the decoration of Japanese billiard, hot balloons and the “funamboule15”, Ackerman wishes to create a room for embarking younger 13. Authorized and provided by Ackerman translated into “Sparklism” 15 A kind of French board game also called “le Twisto” aiming at poking the yellow into the other side of the board 14 14.

(24) generation as to pass on the traditions.. *Photo 4. 3rd theme: Crémantissime16. The tour ends up with the wine tasting at the cellar door along with the wine guide and wine interpretation. However, it does not contain the visit to the vineyards.. Chapter summery This chapter elaborates the key issues of the research. It introduces the research background considering the researcher’s role. It identifies the research interest of an intersection between wine culture and tourism management. It focuses on the winery experience incorporating a 3-dimensional time-setting-activity concept with the incorporations of four perspectives: tourists’ experiential, managerial, local governmental and aesthetical perspectives. It also illustrates the research limits to be too specific to cover more cases. Last but not least, it anticipates contributing to the thinking of regional brand development through a single case study of Ackerman. 16. Authorized and provided by Ackerman 15.

(25) Chapter 2. Literature Review 2.1 Wine & Tourism 2.1.1 Wine, Culture, Heritage, Rural Landscape, Travel and Terroir. Literatures indicate the inevitable intimacy of wine tourism research and rural settings. As Dunstan (1990, in Getz, 1998) notes that wine tourism is the integration of wine and culture, heritage conservation, and architecture of wineries (Dunstan, 1990, in Getz, 1998). Many researchers have suggested that “rurality” is a core element of the wine tourism experience (Carlsen & Dowling, 1998; Carmichael, 2005; Getz & Brown, 2006; Howland, 2007; Mitchell, 2004). Getz (1998) also notes the attraction of wine combined with other forms of tourism, such as cultural, rural, urban, and industrial. In particular, Carmichael (2005) asserts that the rural landscape is an integral part of the wine tourism experience. The romantic gaze (Urry, 2002) of tourists on rural settings stimulates an aesthetic appreciation of the natural environment (Mitchell et al., 2012); the cultural and historical context of the wine region (Frochot, 2000); the winery and its cellar door (Charters, Fountain, & Fish, 2009; Williams, 2001) and its production methods (Charters, 2006). It recalls the attention to the interdependence between culture and tourism sectors since cultural assets can attract tourism to a specific destination, and tourism can bring new and fresh resources to the cultural sector and the entire region, setting up clusters (Alberti & Giusti, 2012) and, thus, nurturing competitiveness (Ferreira & Estevao, 2009; Jackson & Murphy, 2002; Novelli, Schmitz, & Spencer, 2006). Above all, the concept of terroir is of significance in integrating all of the elements. It comes from a French term with no literal translation into any language but relates to the soil and 16.

(26) environment and the way winemakers interact with it to produce wine. This idea brings philosophy for wine growers into respecting the land of production and the land tenure. Considering all elements of wine, culture, rural settings and the lands, terroir can be treated as a concept or knowledge (Mitchell et al., 2012) before setting out towards understanding the marriage of wine and tourism.. 2.1.2 Wine Tourism. Wine tourism, as one niche market in agri-tourism (Hjalager & Corigliano, 2000), is growing rapidly in popularity in wine producing regions (Carmichael, 2005). It based on two crucial elements, wine and tourism, intimately linked for years, but has been gaining attention during the last decade by the governments, researchers, and the industries themselves (Hall et al., 2000). Wine, a traditional product long grown in France, Italy, Portugal, and Spain, was been introduced and spread across the New World countries (Cooper, 1984; Allen, Atkin, Cooper, Neill, Platter & St. Pierre, 1997; Arkell, 1999; Anderson, 2001; Hashimoto & Telfer, 2003; Demhardt, 2003) Argentina, Australia, Chile, U.S and South Africa over the last two centuries. Wine sets the foundation of concept of wine tourism (Alonso, 2005) since it is not only a product but also associated with “relaxation, communing with others, learning about new things and hospitality” (Dodd, 1995). The social revolutions leashed the middle class and not until the publication of 1855 Classification of the Wines of the Gironde certifies the significance of wine. It implies social status and furthermore, concerns health benefits (Dodd & Morse, 1994; Klatsky, 1997; Maxwell, 1997). However, the visit to vineyards has to be traced back to the time of Grand Tour as the first contact of wine and tourism and likely ever since the times of ancient Greek and Rome (Hall et al., 2000). As Dodd (1995) suggests that wine tourism is associated with hospitality, 17.

(27) the marriage (Dodd, 1995; Bruwer, 2004) between wine industry and tourism began at the wineries where congregate (Leiper & Carlsen, 1998) people who are interested in the wine production and inclined to purchase. Gradually, the wine and tourism are getting more interdependent, forming a wine tourism phenomenon in touristic places such as Australia (Carlsen, Getz & Dowling, 1998; Morris & King, 1998; Williams & Young, 1998), and the Napa and Sonoma Valleys in California (Brown, 1981, in Hall, Sharples, Cambourne, Macionis, Mitchell & Johnson, 2000; Skinner, 2000). Apart from the New World countries, Wine tourism is developed in Germany and France (Howley, 1998; Frochot, 2000), and in Italy, where combines the tour to historical attractions (Worldwide Boom, 1997; Donaldson, 2004; Novelli, 2004). There is also one important phenomenon is that studies show that some areas of the world that either have the potential to develop wine tourism, or are benefiting from it already (Gilbert, 1992; Dodd & Bigotte, 1997; Howley, 1998; Howley & Van Westering, 1998; Telfer, 2000; Hall, Sharples, Cambourne, Macionis, Mitchell & Johnson, 2000; Getz, 2000; Bruwer, 2003; Williams & Dossa, 2003; van Westering & Niel, 2003; Correia & Ascencao, 2004; Loubser, 2004).. The definition of wine tourism has been continuously discussed and not yet united. One definition of wine tourism is subsumed that “wine tourism is visitation to wineries and wine regions to experience the unique qualities of contemporary Australian lifestyle associated with the enjoyment of wine at its source - including wine and food, landscape and cultural activities (Winemakers Federation of Australia, 1996). However, the empirical definition by Hall (1996) and Macionis (1996) notes that wine tourism as a “visitation to vineyards, wineries, wine festivals and wine shows for which wine tasting and/or experiencing the attributes of a wine region are the prime motivating factors for visitors” (Hall, 1996; Macionis, 1996). It indicates 18.

(28) what motivates a wine tourist and what, why, where he/she performs during the winery experience. Another definition by Charters & Ali-Knight (2002) that “Wine tourism is often part of an overall ‘bundle of attractions’ for a tourist” indicates the essential being of a wine tourist as a crucial part of wine tourism. A wider definition of wine tourism is an “experiential tourism occurring within wine regions providing a unique experience which includes wine, gastronomy, culture, the arts, education and travel (Dowling, 1998:78). Van Westering (1999) also defines wine tourism while he focuses only on attractions such as heritage, landscape and the wine made. As for the dimensions of wine tourism, Getz (2000) suggests three roles that represent three perspectives in wine tourism: wine producers, tourism agencies (representing the destinations) and the consumers, which no one can be neglected. Later on, considering different sayings in wine tourism, Getz (2006) stresses that “wine tourism is, simultaneously a form of consumer behavior, a strategy by which destinations develop and market wine-related attractions and imagery, and a marketing opportunity for wineries to educate, and to sell their products, directly to consumers.” Thus, it is imperative to understand the role of a wine consumer as a wine tourist in wine tourism research.. 2.1.3 Consumer experience tourism (CET) For a consumer-centered research, there is a need to bring up literatures over consumer experience tourism (CET) over the past researches. Consumer experience tourism is also seen as manufacturing tourism, industrial attractions or industrial tourism. It arrives from the context of relationship marketing in an attempt to build bonding between brands and consumers. Take Scottish malt whiskey distilleries for example, CET has been taking place since the 1960s (McBoyle and McBoyle, 2008) so that it is definitely not a new paradigm. This tourist experience offers visitors with 19.

(29) a bonding experience with the product and helps them increase their brand knowledge. It provides a heightened level of personal product involvement (Mitchell & Mitchell, 2001a) and it raises a brand increases through CET according to involvement theory that as the level of cognitive involvement gains, it is more likely that loyalty increases as well. CET can also give customers greater pictures of the product, brand image reinforcement and increased word-of-mouth (WOM) about the product and the visit (Mitchell & Orwig, 2002). It should be stressed that the focal point for examining CET is the consumers’ relationship to the brand or the organization and not simply to the tourism experience (Mitchell and Mitchell, 2001b).. 2.1.4 Wine Tourist. In recent years, the demand-side research is gaining its amounts since researchers have begun to examine wine tourism from the tourists’ perspectives (Dodd 1997; Dodd and Bigotte 1997; Dodd and Gustafson 1997; Morris and King 1997a, b; Longo 1999; Mitchell and McIntosh 1999). Among academics, little is announced about the characteristics of visitors to wineries (Dodd and Bigotte, 1997; Getz 1998; Charters & Ali-Knight, 2002). As the focal point of this research, the demand-side researches on the elements which define the decision-making processes of the winery visitors will be examined. In order to better understand who the wine tourist is (Galloway et al., 2008), most of the demand-side literatures shed light on the distinctive characteristics by using several psychographic variables in segmenting the tourists including demographics, motivations, wine lifestyles, interests, values, personality and so on.. 1. Definition of wine tourist. The earliest definition of a wine tourist can be traced back to Johnson (1998) when he 20.

(30) defined wine tourism as “visitation to vineyards, wineries, wine festivals and wine shows for the purpose of recreation.” He illuminated the recreational essence of forming a wine tourist. The participant who has been part of these activities can be thus called a wine tourist as one of the “visitors to vineyards, wineries, wine festivals, and wine shows for the purpose of recreation” (Johnson, 1998). It has sparkled debates over the pitfall of this definition since it barely tells who a wine tourist is, what they do and why (Mitchell et al., 2000). However, the early references onto wine tourists before 1995 were not very much acclaiming due to such description as “mobile drunks” (Spawton, 1986) or someone who spent “just a good holiday” (McKinna, 1987). It implies the raising awareness of tourists’ wine-related activities for both wine and tourism industries. This ignoring nature of the wine tourist studies has been lifted after 1995, the academics started to gather data from tourists’ perspectives to combine with the one from the wineries based on the supply side. The shift of paradigm reveals the significance has been growing, matching the pace of global mass tourism trends since it gains weights among industries, stakeholders, and operators in understanding customer demands and consumer behaviors.. Getz (2000) suggests that “wine tourism is initiated by consumers who travel specifically for wine-related experiences or by travelers who include wine experiences in their destination visits”. That is, winery visitation can be labeled as consumer experiences (Getz, 2000). As Jago, Issaverdis, and Graham (2000) note that it is interesting how many people do not wish to be classified as tourists even though they are clearly participating in tourist activities. Charters and Ali-Knight (2002) also notice that most visitors described as “wine tourists” would not associate themselves with that label. However, to figure out what transform a tourist into a wine tourist requires a further understanding of their wine involvements. 21.

(31) 2. Wine involvement decides a wine tourist. Literatures have shown extensive discussions over wine involvement in wine marketing strategy studies. Quester (1996) and Smart (1998) investigate wine involvement among Australian wine buyers at retail stores, using attributes such as price, wine region, wine variety, and wine style. Meanwhile, Lockshin, Spawton and Macintosh (1997) posit a model according to 3 dimensions of wine involvement: product, brand decision, and purchasing. Lockshin and Spawton (2001) suggest brand equity theories and wine buyers’ high and low product involvement, and conclude that these concepts can help develop wine tourism strategies.. The nature of wine tourism can be seen a result from hedonism or hedonic consumption (Hirschman and Holbrook, in Holbrook, 1995) (Figure 1). A hedonic consumption is an open-ended hedonic gratification that is part of recreational pastimes, and aesthetic experience, including wine (Dodd & Gustafson, 1997). This nature brings about motivation to seek leisure activities by conducting the hedonic consumption. Hedonism or Hedonic consumption. Wine involvement Pleasure-seeking activities:  Wine tasting  Experiencing new wines  Drinking wine for pleasure. * Figure 1. The role of hedonism and hedonic consumption 17. Wine involvement is also a basic sequence of influences related to visitors’ lifestyle characteristics (Alonso, 2005) (Figure 2). Outdoor goers and favorers of a healthier lifestyle (Commonwealth Department of Tourism, 1994, in Getz, 1998) typically 17. Alonso, 2005. “Wine tourism experiences in New Zealand: an Exploratory study” 22.

(32) involve much more of inclining to enjoying rural setting of the winery and the importance of having a relaxing day out (McRae-Williams, 2004). Main reasons for making winery visitations might be wine consumption in moderation, for health purposes; or to enjoy the peaceful rural, outdoor setting of the winery etc.. Wine tourists’ Lifestyle characteristics. Winery visitation. Wine involvement. *Figure 2. The influence of visitors' lifestyle characteristics 18. Also, studies by Plog (1991) and Ryan (1995) indicate individuals’ intrinsic characteristics and their motives for travelling appear to influence their involvement with travel and tourism. Their travelling process might end up dropping by a vineyard or a winery for recreational motives in regard to winery experience. Anyhow it increases and results in wine involvement in a certain sense (Figure 3).. Personal Self-fulfilment, self-development when travelling Individuals with psychocentric and allocentric characteristics. Travel & tourism Involvement. Wine Involvement. *Figure 3. General travel and tourism involvement linked to wine tourism19. Wine involvement, is also a chief factor in the making of winery experience. Bloch’s (1986, in Goldsmith, d'Hauteville & Flynn, 1998) study shows wine involvement as. 18 19. Alonso, 2005. “Wine tourism experiences in New Zealand: an Exploratory study” Alonso, 2005. “Wine tourism experiences in New Zealand: an Exploratory study” 23.

(33) the excitement, interest, and enthusiasm that consumers demonstrate towards the product category. Visitors’ behavior toward wine, including their participation in wine related activities, as well as performing traditional wine-related rituals, define the scale of their wine involvement (Figure 4).. Behavior toward wine • Wine consumption • • • •. Wine club membership Visit wine festivals Own a wine cellar Wine study. Wine involvement. *Figure 4. Potential impacts of wine involvement20. In concludes that winery visitors’ intensities of wine involvement can be described in terms of their knowledge, purchases, consumption, interest, and enthusiasm. Therefore, studies define wine involvement (for example Zaichowsky, 1985, or Bloch, 1986, in Goldsmith, d'Hauteville & Flynn, 1998) with such dimensions as,. (1) Wine knowledge: Winery visitors’ willingness and desire to learn and become more familiar with the wine product.. (2) Wine purchases: Number of bottles bought per month, and the average amount of money paid for a bottle of wine.. (3) Wine consumption: Number of glasses consumed weekly.. (4) Interest in wine: Buying wine books, or having wine bottles stored in a wine cellar. 20. Adpated from Alonso, 2005. “Wine tourism experiences in New Zealand: an Exploratory study” 24.

(34) (5) Enthusiasm about wine: Becoming a wine club member, or subscribing to wine magazines.. With the dimensions differing the scales and levels of wine involvement, winery visitors can be thus understood within four types (Hall, 1996):. (1) Wine lover: who is extremely wine interested (wine is a serious hobby and maybe a career) and who is an experienced winery visitor, visiting the region solely for wine, highly likely to purchase and adding their name to any mailing list. (2) Wine connoisseur (Edwards, 1989): who identifies the highly knowledgeable “wine lovers”. (3) Wine interested: who have high interest in wine (include wine in wider lifestyle choices), who are likely to have visited other wine regions but wine is not the sole purpose of the visit to the destination; likely to add name to any mailing list and may become a repeat purchaser through having visited winery. (4) Curious tourist: moderately interested in wine, who is motivated to visit the region by non-wine factors and wineries sees as “just another attraction.” The curiosity might be aroused by drinking or seeing winery product or general tourism promotion or pamphlets; may purchase but will not join the mailing list. (Adapted from Hall, 1996) The intensity of wine involvement forms levels of motivation to wine tourism. Motivations for wine tourism are important in realizing consumer behavior and this understanding can be applied by wineries to efficiently aim at specific visitors that are the most likely beneficial to them. According to Lockshin and Spawton (2001), “highly involved people relate to a product category as part of their lifestyle, and it 25.

(35) holds an important place in their daily existence.” Such motivation might be influenced by external factors (pull factors) or internal ones (push factors) that form the wine tourist demands. 3. Younger tourists: Generation Y. Age and generational differences of the experienced service quality is critically important in this research. Dodd and Bigotte (1997) found evidence that older people were averagely less critical of their winery experience than younger tourists. Younger visitors see service quality a more important factor of their overall experience. In this context, there is a must to develop wine interests among generations in order to ensure the long-term survival of the wine industry (Beverland, 2001; Howard and Stonier, 2001; Bruwer, 2002; Mitchell, 2002; Treloar, 2002): the Generation Y.. In this context, a widely accepted definition of Generation X is for people born in the period 1964-1978 (King, 2001). They are seen more difficult to pinpoint (Beverland, 2001) due to their independent spirit (King, 2001; Martin and Tulgan, 2001) so that it would be comparatively harder to build brand loyalty (King, 2001) due to their alleged “skepticism” (King, 2001). Since 1979, Generation Y is born, a confident cohort; comfortable with evolving technologies, self-reliant, ambitious, tolerant of others and eager for a challenge (King, 2001; Martin and Tulgan, 2001). They seek stimulation in both their work and leisure environments by way of multi-sensory experiences, entertainment, fun and variety (Sheahan, 2005). However, currently younger drinkers are irregular drinkers as “when young adults begin drinking, wine doesn’t factor into the equation at all” (Scalera, 2002). This group’s early alcoholic experience might begin with experimenting beers and spirits (Scalera, 2002; Treloar, 2004) and wine is far less. 26.

(36) Nevertheless, Treloar (2004)’s study shows a potential significance in younger wine tourists showing their interest in wine tourism. Charters and Fountain (2006) suggest that older visitors place a greater emphasis on the product also in their preference for “space”, while younger visitors give more importance to the overall experience and the service they receive and can be explicit that quality of wine is secondary to them. It implies a need to shift the marketing strategies due to the changing tourist demand based on the generational differences.. 2.1.4 Winery Experience: Time, Setting & Activity. The winery experience is of central importance in wine tourism (Nella, 2010) (winery also refers to as tasting rooms, caves, and cellar doors). As mentioned above, In fact, since 1980s, the recognition of the importance of the hedonistic essence within consuming goods and services along with the authentic touring experience was raised in wine tourism researches. It implies the hedonistic directed researches are gaining more and more voices especially in view of experiential perspectives. According to Holbrook and Hirschman (in Holbrook, 1995), leisure experiences are subjective, emotional states laden with symbolic meaning. The experiential perspective out of hedonistic nature of research is introduced to the tourism field since it identifies the “stream of consciousness or sensory, imaginal and affective complex that accompanies a tourist experience” (Lofman,1991). Visitors with hedonistic tendencies may be more involved with wine (Alonso, 2005). However, studies based on “experiential view” (Mitchell et al., 2000) in wine tourism literature (Weiler, Truong & Griffiths, 2004) have been considered not yet sufficiently emphasized. Winery experience (Mitchell, 1999, cited in Alonso et al., 2007b), however, can be commonly found throughout cuisine and travel literature (Mitchell et al. 2000) with romantic and 27.

(37) lascivious nature. The association of tourism and winery experience was confirmed by Mitchell et al. (2000) and brings winery experience to light.. Wine tourism experiences (as with most tourism experiences) are much more than this, relying on the characteristics of the individual, the setting in which they occur, socialization with the personalities of wine, and interaction with other elements of the experience such as food, accommodation and other visitors. It is the sum of these elements, not each individually, that make up the winery experience. (Mitchell et al., 2000, p.130). However, it is apparent that wine tourism experience is more than winery visit or wine purchase. It is the “culmination of a number of unique experiences: the ambiance, atmosphere, surrounding environment, regional culture and cuisine, local wine styles and varieties” (Williams, 2001). Furthermore, they take photos, buy postcards and make purchases that enable their “gaze” to be reproduced and recaptured (Urry, 1995). Wine landscape (winescape), the venue where wine tourism experience takes place, is the focus of the romantic gaze of tourists on rural areas (Urry, 2002). The common romantic “rural idyll” based on nostalgia and sense of belonging and where people can escape from the city (Short 1991; Bell, 1992; Valentine, 1997). This romantic and nostalgic sense provides the backdrop to the winery experience which can be discussed through several dimensions.. Therefore, the element that forms a winery experience consists of temporal (or stage of travel or time) concept, spatial (setting) concept, with the activity of tourism. The significance of this framework is to investigate on-site, pre-visit, and post-visit experiences, as well as information on the “wider regional context (through an examination of visitors’ other activities in the wine region)” (p. 134). This 28.

(38) tri-dimensional framework is inter-linked with each other by “the wine product” on the premise that wine product purchase is the main focus of the winery visitors. Also, it provides a more holistic view considering three dimensions of time, setting, and activity (Figure 5).. Unfamiliar/Remote. Time On-site Visit. Setting On-site Visit. Familiar Pre-Visit Real. Activity. Imagined. *Figure 5. Adapted model of “Dimensions of the wine tourism experience” 21. As Mitchell (2000) illustrates, a pre-visit experience in a “familiar” setting like “drinking wine at home” is put in “familiar/past/real” end while the “recall of visit” is “post-visit/imagined/remote”. These models are all substantially important in theorizing and conceptualizing wine tourist behavior who attended regional wine-related activities throughout temporal change. In fact, it is widely accepted that there existed five stages of the tourism experience: pre-visit (anticipation), travel to, destination / on-site visit, travel from and post-visit (reminiscence) (Pearce, 1982). Wine tourism experience, an apparent complete packaged touring product (Carmichael, 2005), will create an impact on the pre-visit, on-site visit and post-visit stages of wine travelers to a wine region (Hall, 1996). Therefore, the issue of temporal scopes of experiential view is substantially relevant to wine tourism (Mitchell et al., 2000) and to this research design. However, Mitchell et al. (2000) suggest that it is 21. Source: Mitchell, 2000 29.

(39) better to adopt a wider temporal concept (pre- and pro-visit) to better understand an optimized on-site experience.. 30.

(40) 2.2 Pre-Visit Experience & Wine Tourist Demand Nella (2010) suggests three parameters as pre-visit expectation: (a) motives to visit a winery (b) attitude towards the winery (c) motives to visit a winery. According to the SERVQUAL model (Parasuraman et al, 1985), personal needs and previous experience play an important role in forming the pre-visit experience based on the quality of a service. The overall satisfaction with the winey (Charters and O’Neill, 2001) of the past experience (pre-visit experience) relates directly to the satisfaction of the coming on-site visit and its post-visit experience and consumer behavior.. 2.2.1 Wine tourist demands: customer’s experiential perspective. Previous literatures review the definition and the elements of wine tourism and what dimension form the wine tourist depending on their wine involvement. Getz (2006) sheds lights on the definition of wine tourism from a consumer’s experiential perspective. He creates a conceptualization model for defining what consumers want for a wine-related travel experience combing a “core wine product”, “essential destination features”, and “related cultural experience” (Getz, 2006) (Figure 6).. CORE WINE PRODUCT. THE CULTURAL PRODUCT. CORE DESTINATION APPEAL. 31.

(41) *Figure 6. Critical features of the wine tourism experience from the consumer perspective 22. Getz (2006) findings indicate the general demands from customers’ perspectives within three parts:. (1) Core wine products: The main factors that drive customers want to visit friendly wineries, to meet knowledgeable winery staff, attend wine festivals, and experience from familiar wineries. Also they are seeking large number of wineries to visit for famous wines by attending winery group tours.. (2) Core destination appeal: it includes the features as secondary factors such as attractive scenery, pleasant climate, moderately priced accommodation, easy to obtain information and well signposted wine. Outdoor recreation would appear to be an important part of ‘‘variety’’ or ‘‘lots to see and do’’.. (3) The cultural product: it appears to the thirdly significant factors for customers to have unique accommodation with regional character, ﬁne dining and gourmet restaurants, and traditional wine villages. Sometimes they are seeking specialty shops or markets selling local farm produce. (Adapted from Getz, 2006). However, there will be obvious differences presented between consumers and industry-professionals in terms of their critical features and success factors for wine tourism destinations. Getz (2006) considers that those charged with developing wine destinations might be prone to over-emphasizing the attractiveness of their wine or wineries, rather than the bundle of cultural and recreational experiences that consumers wish. Williams (2001) does show the changing nature of wine-region. 22. Getz, 2006 32.

(42) imagery is perhaps leading demand through portrayal of an idyllic rural and cultural landscape. And it implies the significance of a wine tourist’s psychological side for the demand forming process.. 2.2.2 Wine Tourist Demands: Psychological Affects & Wine Lifestyle. In terms of an experiential research approach, the psychological factors are crucial in understanding individuals and their travel experience. Ryan (1995) points out the significance of the complexity of a being influenced by the nature of tourists' involvement, the role of stress undergone during a holiday, boredom and frustration felt during the experience, and a sense of flow. Reasons such as intellectual, hedonistic or self-fulfillment (Ryan, 2002) drive tourists to look for opportunities of travelling. This forms the motivation which is referred to as "an internal factor that arouses, directs and integrates a person's behavior" (Iso-Ahola, 1982, in Getz & Cheyne, 2002, p. 137).. To begin with, an inevitable attention should be paid to the psychological side of approach in order to understand wine tourist demand. Previous experience serves significantly aside from basic information that demographic data can provide. Since “…vitality to consumer [wine tourist] profiles that cannot easily be captured by demographics’ (Schiffman and Kanuk, 1987), the psycographic data based on previous experience, motives, beliefs towards lifestyles etc is equally significant in wine tourist research. Previously, the understanding of a wine tourist is prior to be discussed. The attempt will be made here on what makes up the psychological factors of a wine tourist which leads to direct wine tourism experience and cellar door purchase.. 33.

(43) Wine Tourist Expectation Motivation Past Experience. Perception Information. Wine Tourism Experience. *Figure 7. The tourist demand23. Hall et al., 2000 defines the wine tourist demands comprise the motivations, perceptions, previous experiences and expectations as shown in (Figure 7).. (1) Internal & External Motivations: It is considered that in practical terms, segmentation maybe the most important aspect of the wine tourist as a consumer, but, in order to be possible, it is necessary to consider briefly the motivation of visitors to wine regions (Charters & Ali-Knight, 2002). Motivation comprises internal and external ones, the so-called push and pulling factors (Johnson, 1998). In terms of the decision-making process of an experienced or a potential tourist, the decision to taste a certain bottle wine or to enjoy a certain “winescape” (external factors) (Peters, 1997) can be seen as some pulling factors for a wine tourist who is somehow driven by his/her social status, attitudes, beliefs or preferred lifestyles (internal factors). The motive is generated internally since “a motive is an internal factor that arouses, directs, and integrates a person’s behavior” (Iso-Ahola, 1980) and pulled externally by being driven and drown by the winery 23. Adapted from “The wine tourism system”. Source: Hall et al. (2000) 34.

(44) settings or the activities on the outside. The internal (push factors) and external (pulling factors) motivations help understand the tourists’ demands and enable tourism operators to identify new products which fulfill the consumers’ needs. As Kay (2003) states that there are four theoretical approaches in terms of the tourist motivation including “needs-based motivation”, “value-based motivation”, “Benefits sought” or “realised” and “expectancy theory based motivation”. Also, motivations are sometimes used as approaches for wine tourist studies; for example, Gatti & Maroni (2004) categorize the wine tourists into groups out of the levels of their motivations.. (2) Perception & Expectation: Perception, combined with expectations, are the significant elements during consumers’ purchasing experience (Sultan & Simpson, 2000) as a decisive moment to test the so-called moment of truth (Norman, 1984, in Reisinger & Turner, 2003; Gronroos, 1988). Customers’ Perceptions during the moment of truth comprise the elements of organising, processing and interpreting information received by the senses (Markin, 1974, in Williams, 1981; Johns & Tyas, 1997). Perceptions also sometimes serve as service quality measurements. It can be thus affected by service providers, customers, and the environment of the service organization altogether (Schneider & Bowen, 1995, in Yagil, 2001).. Expectation, according to Lewis (1993), is regarded as desires or wants, rather “what one feels that a service provider should offer, rather than would offer”. Simply speaking, “expectations are what people think is likely to occur in the future” (Barsky, 1995).. There is little doubt to say previous experiences play an important role in tourism demands. It can be also seen as a crucial element for service quality measurement. 35.

(45) Longo (1999) and Mitchell (2000) suggest the importance of the service quality component in the form of recommendations, previous experiences, and word-of-mouth in wine tourism industry. These factors of demands in wine tourism industry implies the necessity to explore deeper the customers themselves and their behaviors during the winery experience.. (3) Wine Lifestyle: Apart from other tourism research, for wine tourism research, it is necessary to mention “lifestyle” as a strong segmentation of a wine tourist who seeks for a certain destination image of elite and sophistication. For those who engage in wine-related travel, wine tourism is more of a lifestyle and personal development experience than a primary recreational pursuit (Beames, 2003). It includes wine interest, wine cellaring behavior and wine club participation (Alonso et al, 2007b; Mitchell et al., 2000). Thus, knowing the level of interest in wine of wine tourists is in of high importance (Mitchell et al., 2000).. 36.

(46) 2.3 On-site Winery Experience & Experiential Marketing, Relationship Marketing As discussed, Dodd and Gustafson (1997) suggest that “service, wine characteristics, winery environment and price” are the four main attributes to influence the attitude of a wine consumer during the winery visit. It also reflects the quality of the tourists’ experience (Carmicheal, 2005). It means that the on-site experience is evaluated by whether the wine or souvenir purchase is made at the cellar door. Moreover, Nella (2010) broadens this idea and proposes 3 critical parameters of winery experience including (1) Satisfaction with winery visit (2) Service quality and the role of winery staff and (3) Tangible attributes, product quality and price. These parameters which influence customers’ attitude towards buying are indeed important although good service quality remains a key factor in the winery experience and is seen as a significant determinant of onsite purchases (O’Neill and Charters, 2000; O’Neill et al., 2002; Corkingdale and Welsh, 2003) and post-visit purchases (Mitchell, 2006). To examine the service quality from the customers’ perspectives, it requires the understanding of what forms customer’s emotional connection by being given what kinds of experiences types based on the theory of experiential marketing.. 2.3.1 On-site experience: Winescape & Servicescape. According to Carmicheal (2005), the intention to conceptualize the winery experience by exploring the wine tourists’ perceptions of physical landscapes and built environment is groundbreaking. On the premise that the rural landscape is the backdrop of a wine tourism experience, the notion of both “a human service quality” and “environmental contextual perspective” are brought out of significance. Table 1 conceptualizes the perceptions and dimensions of the winery experience. As shown in 37.

(47) Table 3, 4 of the cells representing customer perceptions can influence their winery experience under each element.. Geographical elements Geographical scale Regional Setting. Activity Site. Physical and Environment. Built. 1. Perceptions of the rural landscape, winescape, and rural infrastructure 3. Perceptions of the servicescape and aesthetics at the winery. Human and Environment. Social. 2. Perceptions of social interactions with residents and other visitors in the region 4. Perceptions of the service quality at the winery and social interactions with staff and others who are customers. *Table 3. Perceptions and dimensions of the wine tourism experience 24. In cell 1, perceptions of the rural landscape, winescape, and rural infrastructure and the physical and built environment in the region affect the wine tourism experience. In cell 2, at the activity site, the setting is crucial including accessibility, winery buildings, vines and the aesthetics at the winery. The Cells 3 and 4 show the impact of the human involvement. Social interactions with other visitors and with local residents can affect wine tourists’ perceptions of the touring products within the winery itself as indicated in cell 4. In this model, two crucial sub-components “winescape” (wine landscape) and “servicescape” (service landscape) are focused with an eye on the perceptions affected by the rural and regional settings and the human interaction involved in the winery experience.. However, to understand how the visitors perceive the physical attributes and the built environment requires the understanding of the host side by being offered different. 24. Source : Carmichael, 2005 38.

(48) types of experiences with the experiential marketing strategies and moreover, the relationship building implication behind the seemingly authentic experience “backstage” (MacCannell, 1973) peek hole.. 2.3.2 Experiential marketing. According to Schmitt (1999) experiential marketing is how to get customers to sense, feel, think, act, and relate with the company and brands. The key outcome of experiential marketing is the customer satisfaction. The evaluation of customer satisfaction is as well an emotion-based response to perceived service quality. It indicates the probability or possibility to lead to a customer’s positive response. And the positive affect is positively and negatively related to satisfaction (Liljander and Strandvik, 1997). However, what is the nature of an experience? Experience as deemed within the field of management is a personal occurrence with emotional significance created by an interaction with product or brand related stimuli (Holbrook and Hirschman, 1982). The attempt to market an experience to become experiential marketing must be “something extremely significant and unforgettable for the consumer immersed in the experience” (Caru and Cova, 2003, p. 273).. To implement an experiential marketing, it requires the marketing of a product or a service through experience and ensures it to become emotionally involved and connected with the object of the experience (Marthur, 1971). A well-designed experience involves the attention and emotion of the consumer, and becomes memorable and allows for a free interpretation, as it is non-partisan (Hoch, 2002). Apart from traditional marketing, experiential marketing creates emotional attachment for the consumers (McCole, 2004). The emotional sensory has a great impact on shaping the customers’ preferences and perceptions than the service or the product 39.