Understanding the impact of wine tourism on post-tour purchasing behaviour

Abstract

For small and medium sized wineries, setting up and operating a cellar door is an expensive proposition. These retail outlets are usually located on the winery property and are expected to provide a means of directly marketing their produce. In addition to the cash flow generated by across the counter sales an implicit reason given for these activities is brand building, both in terms of awareness and eventual repurchase of varieties of the brand. This project involved direct feedback from 207 people who were intercepted at cellar doors in South Australia, Victoria, and New South Wales. Demographics, wine involvement levels, wine consumption and winery visitation history were collected along with satisfaction with the service at the cellar door. A re-interview with 73 of these respondents was conducted five months after their winery visit to assess the cellar door influence on subsequent purchase behaviour.