Motivation factors of tourists in the Finger Lakes Region: Keuka and Seneca wine trails

This paper investigates the socio-demographic factors of Keuka and Seneca winery visitors and their overall motivation factors. Although the Keuka and Seneca regions are well-known as the hotspot wine regions of the northeastern United States, they tend to take less global and national attention. Drawing from online surveys with 265 respondents, including local residents and the tourists, this paper analyzes consumer demographic profiles and consumption perceptions. Both Finger Lakes and non-Finger Lakes residents view wineries as enjoyable, comfortable, friends and family socialization places. When it comes to wine-related activities, the live music is an appealing factor for the local residents, the locality and home environment are the appealing factors for the tourists, and both Finger Lakes and non- Finger Lakes residents find food, culinary, and wine education events as attractive wine-related activities. As this data is limited to pre-pandemic preferences of the wine consumers, it is important to consider the cultural and structural changes of the consumers through the global pandemic.