Blend the wine tourism into the local tourism system to cultivate youthful tastes

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2025-03-17 DOI:10.1016/j.jdmm.2025.101000

Benoit Faye , Hélène Meral

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引用次数: 0

Abstract

Wine consumption among legal-age young adults has been declining since 2008. Wine tourism emerged as a crucial strategy to attract this segment seeking shareable experiences. We explore how tourism diversification strategies combining wine tourism with shopping, food, culture, nature, heritage, sport, nightlife, relaxation, and festivals in French wine regions could enhance the experience and attract young adult tourists. Using a sample of 500 wine tourism trips, we first analyze correlations (discrete choice models) between tourist profiles and activity combinations and test (heteroskedastic-corrected models) their impact on stay satisfaction. Results reveal distinct young wine tourists’ profiles according to combinations, with specific satisfaction effects according to age group and wine commitment. Under conditions, the wine tourism diversification strategy may attract young adults but also favor the diversification of wine destinations. By demonstrating how diversified tourism experiences can appeal to younger adults, the research offers insights into preserving wine culture for future generations.

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.