Purpose

The purpose of this paper is to provide greater understanding of attractiveness of different wine region types, especially less attractive wine regions. The paper examines the different wine tourist segments’ preferences towards wine region types.

Design/methodology/approach

The preferences of wine tourists were analysed based on an online self-administered survey with 8,552 respondents in Hungary. The wine regions were divided into four categories based on their wine and touristic attractiveness: wine dominant, touristic attraction dominant, complex and non-dominant wine regions. Wine region types were examined based on wine travel frequency and also by subjective wine expertise.

Findings

Wine tourist groups based on wine travel frequency and subjective wine expertise have significantly different preferences towards wine region types. Less attractive wine regions are more popular among frequent travellers and wine experts.

Practical implications

The outcome of this research highlights the importance of designing diverse marketing strategies depending on the wine region type. Less attractive wine regions and little-known wineries should focus on frequent travellers and wine experts and provide a complex and high standard experience, as these consumers are more open and have higher expectations of a travel destination.

Originality/value

The study revealed the different wine tourist preferences with regard to the various types of wine regions. Wine-related and non-wine-related aspects were studied in a complex manner.

中文翻译：

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葡萄酒产区类型的吸引力：不那么受欢迎的葡萄酒产区如何吸引葡萄酒游客？

目的

本文的目的是更好地了解不同葡萄酒产区类型的吸引力，尤其是吸引力较低的葡萄酒产区。本文考察了不同葡萄酒旅游者对葡萄酒产区类型的偏好。

设计/方法/方法

根据对匈牙利 8,552 名受访者的在线自我管理调查分析了葡萄酒游客的偏好。葡萄酒产区根据葡萄酒和旅游吸引力分为四类：葡萄酒主导、旅游景点主导、复杂和非主导葡萄酒产区。根据葡萄酒旅行频率和主观葡萄酒专业知识检查葡萄酒产区类型。

发现

基于葡萄酒旅行频率和主观葡萄酒专业知识的葡萄酒旅游群体对葡萄酒产区类型的偏好存在显着差异。吸引力较低的葡萄酒产区更受常旅客和葡萄酒专家的欢迎。

实际影响

这项研究的结果强调了根据葡萄酒产区类型设计多样化营销策略的重要性。吸引力较低的葡萄酒产区和鲜为人知的葡萄酒厂应该关注常旅客和葡萄酒专家，并提供复杂和高标准的体验，因为这些消费者更加开放，对旅游目的地的期望更高。

原创性/价值

该研究揭示了不同类型葡萄酒产区的葡萄酒旅游偏好。以复杂的方式研究了葡萄酒相关和非葡萄酒相关方面。