On tap: Foodservice operators’ perceptions of a wine innovation |
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| Authors: | Michaela Nuebling Carl Behnke Rhonda Hammond Sandra Sydnor Barbara Almanza |
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| Institution: | 1. School of Hospitality and Tourism Management, Purdue University, West Lafayette, IN, USA;2. School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR, USA |
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| Abstract: | An online survey explored foodservice operators’ (N = 57) perceptions of wine-on-tap, a recent trend in the United States. Adopters (39.1%) considered themselves more innovative, willing to take risks, and influential on others’ opinions than nonadopters (60.9%). Foodservice operators who currently offer wine-on-tap utilized interpersonal information sources (e.g., distributors) more frequently than nonadopters. Additionally, adopters perceived wine-on-tap’s characteristics more positively than nonadopters, indicating wine-on-tap was significantly easier to use than bottled wine. Among other implications, networking stood out as an important driver of innovative behavior in the foodservice industry. |
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| Keywords: | Innovation adoption innovation diffusion wine-by-the-glass wine-on-tap |
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