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Wine Tourists with Children: A Constrained-Based Approach for Untapping a Latent Wine Tourism Market Segment

In: Management and Marketing of Wine Tourism Business

Author

Listed:
  • Marianna Sigala

    (University of South Australia)

Abstract

Wine tourism research has solely focused on understanding the motivations and profile of (existing) wine tourists neglecting to investigate the factors constraining a person to become a wine tourist. As wine tourism becomes a popular leisure activity for a great variety of people, there is an urgent need to also identify constraints that may inhibit potential market groups to be converted to wine tourists. Becoming a parent does not mean that you need to stop visiting wineries, and so, people with children may represent a latent wine tourism demand that might be worth targeting. This study adopts a constrained-based approach for investigating the reasons refraining people with children to visit wineries. Findings are collected from residents and tourists in Adelaide and provide useful theoretical and practical insights into the profile of this potential wine tourism market, their motivations to visit wineries as well as the constraints inhibiting them to undertake wine tourism. The chapter concludes by providing ideas for future research as well as suggestions about how wineries can address these constraints for untapping into this overlooked wine tourism market and driving a new demand.

Suggested Citation

  • Marianna Sigala, 2019. "Wine Tourists with Children: A Constrained-Based Approach for Untapping a Latent Wine Tourism Market Segment," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Management and Marketing of Wine Tourism Business, chapter 0, pages 101-126, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-75462-8_6
    DOI: 10.1007/978-3-319-75462-8_6
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