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Generation Z as Young Winery Visitors in Greece

In: Management and Marketing of Wine Tourism Business

Author

Listed:
  • Dimitrios P. Stergiou

    (Hellenic Open University)

Abstract

Generation Z (Gen Z), as consumers, represent the future of the wine tourism industry. Yet to date it has escaped the attention of wine tourism researchers. This study sought to begin addressing this gap, by investigating the winery experiences of Gen Z in Greece. A list of attributes of the winery visit was adopted for testing and a sample of Gen Z higher education students (n = 156) participating on a winery field trip was used to determine the perceived importance and performance of each attribute. The results show that the core wine product has limited appeal for Greek Gen Z consumers, who are mostly interested in spending a pleasurable day outdoors with opportunities to socialise with friends, enjoy the food and scenery, and undertake non-wine related activities.

Suggested Citation

  • Dimitrios P. Stergiou, 2019. "Generation Z as Young Winery Visitors in Greece," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Management and Marketing of Wine Tourism Business, chapter 0, pages 63-79, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-75462-8_4
    DOI: 10.1007/978-3-319-75462-8_4
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