Consumption patterns among New Zealand winery visitors - an exploratory study

摘要

This study explores the winery experience in New Zealand from visitors' points of views in dimensions that include their reasons for wine consumption, what is important to them when they purchase wine, and what items they purchase most at the winery. The findings confirm the importance of food as a crucial element in the winery experience, namely, in combination with the wine product. However, some differences were noted between some visitor groups; for example, depending on whether they are domestic or international. Overall, respondents appear to be price conscious when purchasing wine. These results emphasise the increasing complexity for wineries to meet their visitors' demands in several fronts.