The Brand Choice Model of Wine Consumers: A Multinomial Logit Model

The objective of this study is to determine factors influencing brand preferences of wine consumers in the Marmara region where viniculture and wine production is so important in Turkey. First, the consumers’ preferences survey has been conducted with 1022 persons in the region randomly selected and evaluated. Then, the informative factors influencing brand preferences collected in these surveys have been determined by the multinomial logit model. A lot of independent variables have been used in the multinomial logit model, but, because some independent variables were not found as significant according to Likelihood Ratio test, these variables are not included in the multinomial logit analysis. Six important factors influencing wine brand preferences have been determined. These factors are brand change causes of consumers, occupation of consumers, marital status of consumers, birthplace of consumers, income of consumers and gender of consumers. In addition, whether the wine brand preferences are independent, has been tested with Testing Independence of Irrelevant Alternatives of Hausman. According to this test, it has been found that the wine brand preferences are independent.     

白色酿酒葡萄品种制汁适性及稳定性研究

由于加工葡萄汁的品种要求出汁率高,风味独特,糖、酸、香味和涩味成分平衡,故品种选择对制汁质量十分重要。本实验根据不同白色酿酒品种的葡萄汁,分析其主要成分及特征指标,来评定该品种是否适合制汁以及其制成汁的稳定性。     

The impact of technical consultants on the quality of their clients' products: Evidence from the Bordeaux wine industry

Research summary : Recent research rooted in the resource‐based view of the firm suggests that resources are more likely to create value if they are effectively managed. An underlying assumption of the literature is that firms manage their resources on their own. However, many firms hire consultants to help them do so. In this study, I develop and test hypotheses regarding the impact of technical consultants on the quality of their clients' products. Using data from the Bordeaux wine industry, I find evidence that the use of technical consultants has a positive impact on relative product quality and a negative impact on the extremeness of relative product quality. Moreover, the positive impact of technical consultants on relative product quality is stronger at lower levels of relative resource quality. Managerial summary : Findings from a study in the Bordeaux wine industry indicate that the decision to hire consultants should depend on a firm's strategy. If a firm wants to improve its performance, it should hire consultants. Indeed, the “best practices” of technical consultants are generally more valuable than internally generated knowledge. If a firm wants to achieve outstanding performance, hiring consultants may not be the right decision. Because the “best practices” of technical consultants have more certain performance implications than internally generated knowledge, they decrease the likelihood of extremely low performance. However, their lack of uniqueness also decreases the likelihood of extremely high performance. Finally, the decision to hire consultants should depend on the quality of a firm's resources. Firms with low‐quality resources tend to benefit more from the “best practices” of technical consultants. Copyright © 2016 John Wiley & Sons, Ltd.     

Experiential and involvement effects on the Korean wine tourist's decision-making process

This study's core purpose is to understand the behavioural intention (BI) of wine tourists using the Extended Model of Goal-directed Behaviour (EMGB). Specifically, the Model of Goal-directed Behaviour (MGB), an advanced version of the Theory of Planned Behaviour (TPB), is extended to EMGB by incorporating experience and involvement towards wine tourism to better understand wine tourists' intention to participate in a tour. The sample was 211 Korean wine tourists. Results revealed that two constructs related to wine tourism, namely, experience of a wine tour and wine tourism involvement, formed positive and significant relationships with attitude towards participating in such a tour. Attitude, subjective norm, and positive anticipated emotion influenced tourists' desire to participate in a wine tour, which, in turn, influenced their BI. Contrary to expectations, the frequency of past behaviour does not have a significant effect on desire and BI, and perceived behavioural control has no significant effects on BI.     

Sensory expectations generated by colours of red wine labels

Since there is usually no sales assistance available in supermarkets, wine labels represent the pivotal source of information for consumers at the point of purchase. In particular, it is the colour of the label which largely influences consumers’ wine choice. The purpose of our study was to reveal customers’ sensory expectations in relation to the flavour of red wines based on their label colours. Moreover, our goal was to examine whether there are any differences in the consumers’ expectations according to their frequency of wine purchase and gender. A survey was carried out among respondents who were intercepted in the wine aisles of two stores of an Austrian supermarket chain. The results indicate that label colours have a strong influence on flavour expectations. While, for example, red and black are most likely to create tangy flavour expectations, red and orange are most associated with fruity and flowery flavours. In addition, it appears that frequent buyers have stronger expectations than infrequent buyers with respect to most of the colours analysed. Finally, the customers’ gender seems to have little influence on flavour expectations. The results may be considered by wine producers in their label design to create sensory expectations in accordance with the actual flavour of their wine and, hence, avoid any disconfirmation of consumers’ expectations when they taste the wine. This is of particular importance when wine is sold in retail stores and consumers cannot rely on their taste experience prior to their purchase.     

Understanding tourists' itineraries in emerging rural tourism regions: the application of paper-based itinerary mapping methodology to a wine tourism region in Michigan

In recent years, many rural areas have turned to tourism as a way of reviving their communities. One challenge to such efforts is that community leaders in these areas often have limited experience with tourism and consequently lack the knowledge and resources to best facilitate sustainable tourism initiatives. Moreover, an influx of tourists to an area puts new demands on infrastructure. Information about tourists' itineraries can help communities to address new challenges that result from tourism, however using emerging technologies such as GPS and Internet-based map surveys can be expensive and require expertise many rural tourism planners do not have. Paper-based itinerary mapping methodology can be a cost effective way of providing local officials, tourism planners, and businesses with important information to inform decisions about how to invest limited resources. This study applies paper-based itinerary mapping to an emerging wine tourism area in a rural county in the US state of Michigan. Because it involves tourists travelling from place to place within a region, wine tourism is particularly well-suited for itinerary mapping. Results provide specific recommendations to local officials, tourism planners, and businesses. Moreover, the study offers an example to researchers interested in conducting studies that use paper-based itinerary mapping methodology.     

The Success Factors of Food Events: The Case Study of Umbrian Extra Virgin Olive Oil

Gastronomic events are an important part of the “Made in Italy” and a vital tool for rural development. The aim of the study is to identify the complexity of the factors that determine the success of a food event. The authors, after state-of-the-art analysis of the event marketing, formulate the hypothesis of a causal model and form a data collection during the “open oil mills” in the Umbria region. Through in-depth interviews the participants were asked to express themselves about the importance and interest attributed to some aspects directly related to the theme of the event, and finally to indicate the degree of satisfaction and the likelihood of some of their future behavior. Statistical analysis based on structural equation models allowed the authors to highlight which aspects are significant in order to confirm the assumptions made. Results provide guidance for management decisions and organization of food and wine.     

Which Way is “Up” in Upgrading? Trajectories of Change in the Value Chain for South African Wine

Global Value Chain (GVC) analysis uses the concept of upgrading to highlight paths for developing country firms to “move up the value chain,” usually through the lenses of four categories—product, process, functional, and inter-sectoral upgrading. The implicit normative expectation is that these firms move toward producing higher value-added products and/or take on more sophisticated functions along a value chain. In this article, upgrading is approached more broadly as “reaching a better deal,” including a balance between rewards and risk. The case study of South African wine shows that better product quality, improved processes, and some functional upgrading have co-existed with processes of “downgrading,” higher risks, and limited rewards, especially in traditional export markets. A reflection on further conceptual development and directions for empirical research is also provided.     

传统地方品牌产品的网络营销推广策略——以鹤兴陈皮酒为例

在当今保健品和酒文化盛行的时代,鹤兴陈皮酒虽是有着深厚"孝"文化底蕴的特色保健酒,销售却仅限于东台当地。本文通过分析鹤兴陈皮酒的优势以及企业当前的营销状况,找出其不足之处,进而提出应用网络营销的方式,结合线上与线下的营销整合,对鹤兴陈皮酒进行网络营销推广。     

The potential for marrying local gastronomy and wine: The case of the ‘fortunate islands’

For centuries, the Mediterranean and other regions have become icons for their food, wine, laid-back lifestyle and benign weather, with each of these components ideally complementing the other three. The availability of a local cuisine and local wines provides consumers with memorable experiences. However, in many other regions little is known about ways in which the local cuisine and wine could be ‘married.’ This study examines the views of 55 small winery operators in a region that for decades has been widely known as a mass tourism destination: the Canary Island in Spain. While most operators recognise the potential for a perfect local cuisine–wine marriage, many also mention the missing link between the local hospitality and wine sectors. For instance, respondents argue that restaurateurs are not promoting local wines enough in favour of cheaper imports. The study also discusses the implications of the findings and identifies areas of future research.