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Œnotourisme et vente directe à la propriété

Author

Listed:
  • Marie-Claude PICHERY

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

  • Françoise BENSA

    (Université de Bourgogne)

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.

Suggested Citation

  • Marie-Claude PICHERY & Françoise BENSA, 2012. "Œnotourisme et vente directe à la propriété," LEG - Document de travail - Economie 2012-02, LEG, Laboratoire d'Economie et de Gestion, CNRS, Université de Bourgogne.
  • Handle: RePEc:lat:legeco:e2012-02
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    More about this item

    Keywords

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

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • Q12 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Micro Analysis of Farm Firms, Farm Households, and Farm Input Markets
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes

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