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The Winery Experience from the Perspective of Generation Z

Stergiou, D., Airey, David and Apostolakis, A. (2018) The Winery Experience from the Perspective of Generation Z International Journal of Wine Business Research, 30 (2). pp. 169-184.

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Purpose – The purpose of this research is to investigate the wine tourism experience from the perspective of Generation Z adults in Greece, following an actual winery visit.

Design/methodology/approach – Responses were obtained from a total of 306 respondents drawn from student groups visiting a winery in the Achaia region of the Peloponnese, Western Greece, using convenience sampling. A list of winescape attributes was adopted for testing and used to structure selfadministered questionnaires. The data collected were analysed using a factoranalytic and Importance-Performance Analysis framework.

Findings – Five factors that promote understanding of the desired wine tourism experience of Generation Z adults were identified, namely: Cost Considerations and Wine & Entertainment both perceived to be important but the winery’s performance on the same was poor; Destination Attributes and Service Staff both perceived to be important with good performance; and Learning about Wine perceived unimportant with low performance.

Originality/value – This is the first academic study focusing specifically on the winery experience from the perspective of Generation Z. As such it has provided new and useful insights for researchers and managers in the wine industry concerning the experience of this under-researched generational cohort.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Stergiou, D.
Apostolakis, A.
Date : 2018
DOI : 10.1108/IJWBR-03-2017-0018
Copyright Disclaimer : Copyright 2017 Emerald Group Publishing Ltd.
Uncontrolled Keywords : Greece; Generation Z; Winescape; Winery; Wine tourism
Depositing User : Clive Harris
Date Deposited : 19 Dec 2017 16:29
Last Modified : 19 Oct 2018 16:12

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