Advanced Search
MyIDEAS: Login

Œnotourisme et vente directe à la propriété

Contents:

Author Info

  • Marie-Claude PICHERY

    ()
    (LEG/AMIE, CNRS, Université de Bourgogne)

  • Françoise BENSA

    (Université de Bourgogne)

Registered author(s):

    Abstract

    (VF)Les organismes de tourisme nationaux et locaux signalent que le touriste dans une région viticole ne cherche plus simplement à acheter du vin mais souhaite vivre une expérience inoubliable en allant rencontrer les producteurs. Cette attitude nouvelle implique que le viticulteur ne peut plus se contenter d’être dans ses vignes ou dans sa cave mais doit consacrer une partie de son temps à l'accueil de visiteurs ; il est aussi amené à s’adapter en développant des compétences en matière d'accueil et de discours, en étant à l’écoute des visiteurs de passage afin de les satisfaire pour les transformer en clients et en clients fidèles. Une analyse a été menée dans deux régions aux modèles économiques et culturels apparemment différents en matière de vins et d'accueil : la Bourgogne qui met l’accent sur les terroirs, l’Alsace connue pour ses cépages et qui tend à mettre en avant ses grands crus.(VA)Studies carried out by national and local tourism boards show that the classic tourist, in a wine region, is not satisfied with just buying a product anymore: instead, he/she expects to have an unforgettable experience, by visiting the vineyards and meeting directly with producers. Because of this new phenomenon, winemakers now have to go beyond just working among the vines or in the cellar, and have to adapt to those new tourists and develop marketing skills. Indeed, they must listen to their occasional visitors if they want to meet their expectations, and subsequently turn them into clients — ideally, loyal clients. Two surveys among winemakers have thus been carried out in regions with economic and cultural models that are apparently different as far as wine and hosting practices are concerned: Burgundy, which emphasizes the notion of terroirs, and Alsace, known for its grape varieties and for putting its grands crus in the spotlight.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://leg.u-bourgogne.fr/images/stories/pdf/wp%202012-02%20-%20pichery%20-%20bensa.pdf
    Download Restriction: no

    Bibliographic Info

    Paper provided by LEG, Laboratoire d'Economie et de Gestion, CNRS, Université de Bourgogne in its series LEG - Document de travail - Economie with number 2012-02.

    as in new window
    Length: 25 pages
    Date of creation: 2012
    Date of revision:
    Handle: RePEc:lat:legeco:e2012-02

    Contact details of provider:
    Postal: Pôle d'Economie et de Gestion - 2, bd Gabriel - BP 26611 - F-21066 Dijon cedex - France
    Phone: 03 80 39 54 30
    Fax: 03 80 39 54 43
    Email:
    Web page: http://www.leg.u-bourgogne.fr/
    More information through EDIRC

    Related research

    Keywords: (VF)œnotourisme; marketing expérientiel; proximité relationnelle; proximité spatiale; vente directe.(VA)wine tourism; experiential marketing; direct sales.;

    Find related papers by JEL classification:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:lat:legeco:e2012-02. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Odile Ferry).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.