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Œnotourisme et vente directe à la propriété

Listed author(s):
  • Marie-Claude PICHERY


    (LEG/AMIE, CNRS, Université de Bourgogne)

  • Françoise BENSA

    (Université de Bourgogne)

Registered author(s):

    (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.

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    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.

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    Length: 25 pages
    Date of creation: 2012
    Handle: RePEc:lat:legeco:e2012-02
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