Agritourism consumers' participation in wine tasting events

An econometric analysis

Ramu Govindasamy, Kathleen Marie Kelley

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

Purpose: The purpose of this study is to determine the likelihood of a USA Mid-Atlantic region consumers' willingness to partake in a wine tasting event, an example of an agritourism activity, based on their responses to an Internet survey conducted from June 22 to 29, 2010. Design/methodology/approach: Potential participants were screened and asked to participate if they resided in one of the states targeted (Delaware, New Jersey or Pennsylvania); were aged 21 years and older; were the primary food shopper for the household; and had previously attended an agritourism and/or direct marketing events or activities. Findings: A logit model was developed based on responses from 972 consumers who participated in the 15-minute Internet survey to predict participation in wine tasting activity. Consumers who are more likely to attend an on-farm wine tasting event include those who learn about agritourism events through newspapers, think that the variety and price of produce is better at direct markets than supermarkets, are older than 50 years, have a graduate degree and are self-employed. Research limitations/implications: Empirical results will help agritourism operators enhance marketing efforts and develop profitable on-farm agricultural activities by identifying consumer segments likely to participate in wine tourism activities. Practical implications: This paper helps identify consumer segments that are more likely to participate in a wine tasting event and provides marketers with the ability to target likely buyers based on corresponding demographic characteristics. Originality/value: This paper identifies likely wine tasting participants based on demographics, psychographics and behavioral characteristics.

Original languageEnglish (US)
Pages (from-to)120-138
Number of pages19
JournalInternational Journal of Wine Business Research
Volume26
Issue number2
DOIs
StatePublished - Jan 1 2014

Fingerprint

Agritourism
Wine
Econometric analysis
Participation
Internet survey
Farm
Food
Design methodology
Marketing
Logit model
Empirical results
Willingness
Wine tourism
Operator
Buyers
Supermarkets
Marketers
Demographic characteristics
Household
Direct marketing

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)

Cite this

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abstract = "Purpose: The purpose of this study is to determine the likelihood of a USA Mid-Atlantic region consumers' willingness to partake in a wine tasting event, an example of an agritourism activity, based on their responses to an Internet survey conducted from June 22 to 29, 2010. Design/methodology/approach: Potential participants were screened and asked to participate if they resided in one of the states targeted (Delaware, New Jersey or Pennsylvania); were aged 21 years and older; were the primary food shopper for the household; and had previously attended an agritourism and/or direct marketing events or activities. Findings: A logit model was developed based on responses from 972 consumers who participated in the 15-minute Internet survey to predict participation in wine tasting activity. Consumers who are more likely to attend an on-farm wine tasting event include those who learn about agritourism events through newspapers, think that the variety and price of produce is better at direct markets than supermarkets, are older than 50 years, have a graduate degree and are self-employed. Research limitations/implications: Empirical results will help agritourism operators enhance marketing efforts and develop profitable on-farm agricultural activities by identifying consumer segments likely to participate in wine tourism activities. Practical implications: This paper helps identify consumer segments that are more likely to participate in a wine tasting event and provides marketers with the ability to target likely buyers based on corresponding demographic characteristics. Originality/value: This paper identifies likely wine tasting participants based on demographics, psychographics and behavioral characteristics.",
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Agritourism consumers' participation in wine tasting events : An econometric analysis. / Govindasamy, Ramu; Kelley, Kathleen Marie.

In: International Journal of Wine Business Research, Vol. 26, No. 2, 01.01.2014, p. 120-138.

Research output: Contribution to journalArticle

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