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dc.contributor.authorTreloar, Peteren_NZ
dc.contributor.authorHall, C Michaelen_NZ
dc.contributor.authorMitchell, Richarden_NZ
dc.date.available2011-04-07T03:01:50Z
dc.date.copyright2004en_NZ
dc.identifier.citationTreloar, P., Hall, C. M., & Mitchell, R. (2004). Wine tourism and the generation Y market: any possibilities? (p. 27). Presented at the CAUTHE 2004: Creating Tourism Knowledge.en
dc.identifier.urihttp://hdl.handle.net/10523/687
dc.description.abstractChanges in the operating environment for the wine industry in Australia and New Zealand have led to an increasing focus on wine tourism as a potential distribution method to grow a winery’s individual consumer base. Wine tourism is also seen as a strategy for encouraging growth in consumption amongst new markets. This research investigated the alcohol consumption behaviour of the Generation Y market to determine current purchasing behaviour, and their participation levels and interest in wine tourism. The aim of the research was to establish if potential for growth existed within the Generation Y market, and possible marketing strategies to increase levels of participation in wine consumption and wine tourism. To achieve this aim a survey was conducted of university students in Australia and New Zealand. The results showed that wine purchasing was limited within this group, as other alcohol such as beer and spirits were seen as easier and cheaper alternatives. However, the responses did show a potential for growth within this market. The research found that a large proportion of the respondents thought of wine tourism as an appealing tourism activity, and many had visited a winery. The results suggested that marketing which focuses on the leisure aspects of wine tourism, rather than highlighting the technical elements of a winery such as production and cellaring, would be most effective on this market. Furthermore, highlighting convenient travel methods and value for money was also found to be important, as the Generation Y markets financial situation was noted frequently as a limiting factor in wine purchase.en_NZ
dc.format.mimetypeapplication/pdf
dc.relation.urihttp://www.business.otago.ac.nz/tourism/research/abstracts/Treloar%20et%20al.%20CAUTHE%20full.pdfen_NZ
dc.subject.lcshG Geography (General)en_NZ
dc.titleWine tourism and the generation Y market: any possibilities?en_NZ
dc.typeConference or Workshop Item (Paper)en_NZ
dc.description.versionUnpublisheden_NZ
otago.date.accession2005-12-07en_NZ
otago.relation.pages27en_NZ
otago.openaccessOpen
dc.identifier.eprints158en_NZ
dc.description.refereedPeer Revieweden_NZ
otago.school.eprintsTourismen_NZ
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otago.event.dates10-13 February 2004en_NZ
otago.event.placeBrisbane, Queensland, Australiaen_NZ
otago.event.typeconferenceen_NZ
otago.event.titleCAUTHE 2004: Creating Tourism Knowledgeen_NZ
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