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Vermarktungsinstrumente Im Weintourismus

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  • Rüdiger, Jens
  • Hanf, Jon H.

Abstract

Die Entwicklung des rückläufigen Direktabsatzes von Wein in der deutschen Weinwirtschaft erfordert von vielen Betrieben eine neue Ausrichtung der Unternehmensstrategie, um den Absatz der erzeugten Produkte zu garantieren. Der Weintourismus bietet hier großes Potential, das vor allem internationale Weinbaubetriebe bereits für sich entdeckt haben. In der Untersuchung wird der Frage nachgegangen, inwieweit Weintourismus für deutsche Weinbaubetriebe ein Instrument im Direktverkauf ist. Die empirische Untersuchung zeigt, dass Weintourismusaktivitäten generell einen direkten Einfluss auf die Zunahme des Direktverkaufs und die Gewinnung neuer Konsumenten hat und dies von Weinbaubetrieben aktiv genutzt wird. Darüber hinaus haben Winzergenossenschaften identisch wie Weingüter weintouristische Aktivitäten in ihre Unternehmensstruktur integriert und sehen dies als wichtigen Unternehmensbestandteil der Zukunft an. Dabei ist Weintourismus als Direktvermarktungsinstrument ein wichtiger Bestandteil primär von kleineren Weingütern. Generell lässt sich der Hintergrund, warum Weinbaubetriebe sich im Weintourismus engagieren, in drei unterschiedliche Bedeutungssegmente einteilen: zum einen als direktes, zum zweiten als indirektes Vermarktungsinstrument oder als eigene strategische Geschäftseinheit. Hierbei besteht immer eine Abhängigkeit zwischen Weingut und Destination, keine der beiden Seiten kann isoliert betrachtet werden, da diese im Bereich des Weintourismus nur als Symbiose agieren können.

Suggested Citation

  • Rüdiger, Jens & Hanf, Jon H., 2018. "Vermarktungsinstrumente Im Weintourismus," 58th Annual Conference, Kiel, Germany, September 12-14, 2018 275841, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi18:275841
    DOI: 10.22004/ag.econ.275841
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    References listed on IDEAS

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    1. Arnould, Eric J & Price, Linda L, 1993. "River Magic: Extraordinary Experience and the Extended Service Encounter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 24-45, June.
    2. Balling, Rudolf, 2000. "Entwicklung und Bedeutung der Direktvermarktung im Kontext der regionalen Vermarktung von Lebensmitteln," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 49(12).
    3. Rüdiger, J. & Hanf, J.H. & Schweickert, E., 2015. "Die Erwartungshaltung von Weintouristen in Deutschland," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 50, March.
    4. Meraner, Manuela & Finger, Robert, 2016. "Motive Und Determinanten Des Agrartourismus – Eine Fallstudie Der Region Münster," 56th Annual Conference, Bonn, Germany, September 28-30, 2016 244870, German Association of Agricultural Economists (GEWISOLA).
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