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HOLIDAYS AND WINE REGIONS SURVEY

Beverley Sparks


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Technical Reports The technical report series present data and its analysis, meta-studies and conceptual studies, and are considered to be of value to industry, government and researchers. Unlike the Sustainable Tourism Cooperative Research Centre’s (STCRC) Monograph series, these reports have not been subjected to an external peer review process. As such, the scientific accuracy and merit of the research reported here is the responsibility of the authors, who should be contacted for clarification of any content. Author contact details are at the back of this report. National Library of Australia Cataloguing in Publication Data Sparks, Beverley. Holidays and wine regions survey. Bibliography. ISBN 9781920965396. 1. Consumer behaviour - Australia. 2. Wine tourism - Australia. 3. Tourism and gastronomy - Australia. I. Title. 658.83430994 Copyright © CRC for Sustainable Tourism Pty Ltd 2007 All rights reserved. Apart from fair dealing for the purposes of study, research, criticism or review as permitted under the Copyright Act, no part of this book may be reproduced by any process without written permission from the publisher. All enquiries should be directed to the STCRC [[email protected].] First published in Australia in 2007 by CRC for Sustainable Tourism Pty Ltd. Printed in Australia (Gold Coast, Queensland). Cover designed by Sin Design.


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CONTENTS

ABSTRACT ____________________________________________________________________________ VI ACKNOWLEDGEMENTS___________________________________________________________________ VI SUMMARY ___________________________________________________________________________ VII

CHAPTER 1 INTRODUCTION ___________________________________________________________ 1

BACKGROUND _________________________________________________________________________ 1 LITERATURE___________________________________________________________________________ 1

Wine Tourism and the Wine Tourist ______________________________________________________ 1 AIMS OF THE STUDY_____________________________________________________________________ 2

CHAPTER 2 METHOD __________________________________________________________________ 3

PARTICIPANTS _________________________________________________________________________ 3 THE QUESTIONNAIRE ____________________________________________________________________ 3 PROCEDURE ___________________________________________________________________________ 3

CHAPTER 3 RESULTS __________________________________________________________________ 4

DEMOGRAPHIC PROFILE__________________________________________________________________ 4 GENERAL HOLIDAY EXPERIENCES __________________________________________________________ 5 EMOTIONAL FEELINGS TOWARD WINE RELATED ACTIVITIES _____________________________________ 7 WINE REGION HOLIDAY EXPERIENCES ______________________________________________________ 8

Wine Region Visitation ________________________________________________________________ 8 Profiling Wine Region Visitors _________________________________________________________ 12 Cluster Analysis_____________________________________________________________________ 15 Visits to, and Ratings of, Specific Wine Regions ____________________________________________ 16

IMPORTANT FACTORS WHEN TAKING A WINE REGION HOLIDAY__________________________________ 18 Belief Scale ________________________________________________________________________ 18 Value Scale ________________________________________________________________________ 18 Wine Region Belief/Value Factors ______________________________________________________ 19 Sub-group Analysis __________________________________________________________________ 22 Predicting Perceptions of Wine Regions __________________________________________________ 23

ACTIVITIES IMPORTANT TO RESPONDENTS __________________________________________________ 26 Activities Scale _____________________________________________________________________ 26 Activities Factors____________________________________________________________________ 27 Sub-group Analysis __________________________________________________________________ 33 Predicting Perceptions of Value ________________________________________________________ 33

PERSONAL CONTROL AND REFERENCE GROUP INFLUENCES _____________________________________ 36 Predicting Ability to Visit a Wine Region _________________________________________________ 37

CHAPTER 4 SUMMARY AND RECOMMENDATIONS _____________________________________ 39

SUMMARY ___________________________________________________________________________ 39 General Holiday Experiences __________________________________________________________ 39 Attitudes toward Food and Wine Related Activities _________________________________________ 39 Wine Region Holiday Experiences ______________________________________________________ 39 Important Factors when Taking a Wine Region Holiday _____________________________________ 40 Activities Important to Respondents _____________________________________________________ 40 Personal Control and Reference Group Influences__________________________________________ 40

RECOMMENDATIONS ___________________________________________________________________ 41 APPENDIX A: INTRODUCTORY LETTER AND QUESTIONNAIRE __________________________ 42 APPENDIX B: VALUES AND BELIEFS - FACTOR ANALYSIS _______________________________ 51


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APPENDIX C: SUB-GROUP ANALYSIS ON VALUE AND BELIEF THEMES __________________ 52 APPENDIX D: PREDICTING THE EVALUATION OF A REGION USING THE VALUE AND BELIEF COMPOSITE FACTORS ________________________________________________________________ 55 APPENDIX E: IMPORTANT ACTIVITIES: FACTOR ANALYSIS_____________________________ 59 APPENDIX F: PREDICTING VALUES AND BELIEFS USING THE ACTIVITY FACTORS_______ 61 APPENDIX G: PREDICTING WINE REGION VISITATION USING THE PERSONAL CONTROL AND REFERENCE GROUP NORMS ITEMS _______________________________________________ 63 APPENDIX H: SUB-GROUP DIFFERENCES: VARIOUS ____________________________________ 64 APPENDIX I: CLUSTER ANALYSIS ______________________________________________________ 67 REFERENCES _________________________________________________________________________ 71 AUTHOR______________________________________________________________________________ 72

List of Tables Table 1: Demographic Profile________________________________________________________________ 4 Table 2: Destination of Last Holiday __________________________________________________________ 6 Table 3: Last Wine Region Visited____________________________________________________________ 8 Table 4: Favourite Australian Wine Region to Visit_______________________________________________ 9 Table 5: Why a Wine Region Appeals ________________________________________________________ 10 Table 6: Favourite Australian Wine Region x Top Five Most Appealing Factors _______________________ 11 Table 7: Reasons for not Visiting a Wine Region________________________________________________ 12 Table 8: Ratings of Specific Wine Regions ____________________________________________________ 18 Table 9: Values and Beliefs (Likelihood) about Wine Tourism Attributes ____________________________ 18 Table 10: Sub-group Analysis: Summary ______________________________________________________ 23 Table 11: Enjoyment Ratings of Activities _____________________________________________________ 26 Table 12: Sub-group Analysis: Summary ______________________________________________________ 33 Table 13: Personal Control Influences ________________________________________________________ 36 Table 14: Reference Group Norms ___________________________________________________________ 37

List of Figures Figure 1: Average Number of Holidays Taken Away from Home per Year ____________________________ 5 Figure 2: Average Length of Holiday __________________________________________________________ 5 Figure 3: Length of Last Holiday _____________________________________________________________ 6 Figure 4: Expected Feelings when Visiting a Wine Region _________________________________________ 7 Figure 5: Likelihood of Taking Wine-Related Holiday in Next 12 Months _____________________________ 7 Figure 6: Favourite Australian Wine Region to Visit (by State)______________________________________ 9 Figure 7: Average Visits to a Wine Region ____________________________________________________ 12 Figure 8: Average Length of Stay in a Wine Region _____________________________________________ 13 Figure 9: Usual Travel Partners to a Wine Region _______________________________________________ 13 Figure 10: Usual Purchases during a Wine Region Visit __________________________________________ 14 Figure 11: Other Activities Usually Undertaken during a Wine Region Visit __________________________ 14 Figure 12: Amount Spent on Wine when Visiting a Wine Region in the Past __________________________ 15 Figure 13: Proportion who have Visited the Wine Regions________________________________________ 16 Figure 14: Proportion who have Heard of the Wine Regions _______________________________________ 17 Figure 15: Visits to Specific Wine Regions (Summary) __________________________________________ 17 Figure 16: Value and Belief Themes__________________________________________________________ 19 Figure 17: Destination Experience___________________________________________________________ 20 Figure 18: Convenience ___________________________________________________________________ 20 Figure 19: Unique Experience ______________________________________________________________ 21 Figure 20: Self-development________________________________________________________________ 21 Figure 21: Wine Experience ________________________________________________________________ 22 Figure 22: Wine Region Predictors of Barossa Valley Rating ______________________________________ 24 Figure 23: Wine Region Predictors of Hunter Valley Rating _______________________________________ 24 Figure 24: Wine Region Predictors of Margaret River Rating ______________________________________ 25 Figure 25: Wine Region Predictors of Yarra Valley Rating ________________________________________ 25 Figure 26: Wine Region Predictors of McLaren Vale Rating_______________________________________ 26 Figure 27: Entertainment __________________________________________________________________ 28


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Figure 28: Culture ________________________________________________________________________ 28 Figure 29: Food__________________________________________________________________________ 29 Figure 30: Home Improvement______________________________________________________________ 29 Figure 31: Exercise _______________________________________________________________________ 30 Figure 32: Outdoor Activities _______________________________________________________________ 30 Figure 33: Modern Life____________________________________________________________________ 31 Figure 34: Wine Activities _________________________________________________________________ 31 Figure 35: Sports_________________________________________________________________________ 32 Figure 36: Activity Items that did not Load on any Theme ________________________________________ 32 Figure 37: Activity Factor Predictors of Destination Experience ____________________________________ 34 Figure 38: Activity Factor Predictors of Wine Experience_________________________________________ 34 Figure 39: Activity Factor Predictors of Unique Experience _______________________________________ 35 Figure 40: Activity Factor Predictors of Self Development ________________________________________ 35 Figure 41: Activity Factor Predictors of Convenience ____________________________________________ 36 Figure 42: Composite Personal Control and Reference Group Norm Predictors of Visiting a Wine Region in Next 12 Months__________________________________________________________________________ 37 Figure 43: Personal Control Predictors of Visiting a Wine Region in Next 12 Months ___________________ 38 Figure 44: Reference Group Norm Predictors of Visiting a Wine Region in Next 12 Months______________ 38


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Abstract

This project examined the relationship between food, wine and consumer lifestyle. In this context, respondents’ emotions, beliefs, attitudes, values, perceived control and level of involvement in food and wine activities were investigated. Importantly, the project explored the consumption behaviours of people who do and do not engage in food and wine related holidays. Respondents’ attitudes toward various wine regions were also assessed. The quantitative research was a self administered, cross-sectional, mail based design. The sample consisted of 1,294 people selected via a mail list who were interested in general leisure or food and wine activities. Results indicate the majority of respondents have visited a wine region, with many having a high interest in wine related activities. The majority of wine tourists stay in a wine region for one to two days, visit the region with their partner and/or friends, purchase wine and local food produce, eat out, and spend under $150 on wine. Ten wine regions were selected for further quantitative investigation of respondents’ impressions. Results indicate the Barossa Valley, Adelaide Hills and the Hunter Valley are the most visited and the most well-known wine regions, respectively. Based on qualitative responses, the scenery and natural beauty of a region is a key factor in attracting respondents to a number of wine regions. However, different wine regions appeal for different reasons. More broadly, quantitative data identified five themes representing what is valued from wine tourism. These five themes, from most to least important, were ‘Destination Experience’, ‘Convenience’, ‘Unique Experience’, ‘Self-development’ and ‘Wine Experience’. In terms of predicting an attitude toward a destination, the factor ‘Destination Experience’ dominated – it had the greatest predictive power for three of the five regions analysed and featured as a predictor in the remaining two regions. The factors ‘Unique Experience’ and ‘Wine Experience’ also predicted attitudes with some consistency. Key recommendations are discussed with an emphasis on marketing issues.

Acknowledgements

The Sustainable Tourism Cooperative Research Centre, established and supported under the Australian Government’s Cooperative Research Centre’s Program, funded this research.

The author acknowledges the important contribution made by the research assistants associated with the project. In particular, the author would like to thank Karen Wildman for overseeing the initial mail out and data return; Kristy Gallaway for the questionnaire mail out and data entry procedures; and Karen Wildman, Rebecca Eaton and Julie Henry for the work on the graphic representation of these data. A special thanks to Karen Wildman for her additional work on the project including further analysis and interpretation of the results.


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Summary

Objectives of Study The research objectives were three-fold: first, to investigate the relationship between food, wine and consumer lifestyle (e.g. values and beliefs); second, to explore the consumption behaviours of people who do and do not engage in food and wine related holidays; and third, to assess attitudes toward various Australian wine regions.

Method A self administered, cross-sectional, mail based design was used for this research. Participants were 1,294 people selected via mail list who were interested in general leisure or food and wine activities. The full sample of 3,500 community members was split by state, age and gender to ensure a good mix of people were invited to participate. The questionnaire was based on an earlier study and refined to include additional attitudinal components. Questionnaires were distributed by post in June 2005.

Key Findings and Recommendations Key findings and recommendations are reported below. For full details, please see Chapter 4: • The majority of respondents (84.2%) indicate that they have at some time visited a wine region. • Nearly one-quarter are likely to take a holiday based around wine activities in the next 12 months. • The scenery and natural beauty of a region is a key factor in attracting respondents to a number of wine

regions. However, different wine regions appeal for different reasons. • The majority of wine tourists stay in a wine region for one to two days, visit the region with their partner

and/or friends, purchase wine and local food produce, eat out, and spend under $150 on wine. • Ten wine regions were selected for further investigation of respondents’ impressions. Results indicate the

Barossa Valley, Adelaide Hills and the Hunter Valley are the most visited and the most well-known wine regions, respectively. King Valley is the least visited and least known wine region.

• The research investigated both the likelihood of a wine region providing certain experiences and opportunities for respondents, and the extent to which these experiences and opportunities are valued by respondents. Responses to a large number of items were analysed and five key themes emerged. The themes, from most to least important, are ‘Destination Experience’, ‘Convenience’, ‘Unique Experience’, ‘Self-development’ and ‘Wine Experience’.

• The five wine region value and belief themes predicted perceptions of wine regions to varying degrees. A ‘Destination experience’ dominated – it had the greatest predictive power for three of the five regions analysed and featured as a predictor in the remaining two regions. ‘Unique experience’ and ‘Wine experience’ also predicted attitudes with some regularity.

• Factor analysis revealed nine themes relating to leisure activities enjoyed by respondents. The themes, from highest to lowest in terms of respondents’ enjoyment, are ‘Entertainment’, ‘Culture’, ‘Food’, ‘Home Improvement’, ‘Exercise’, ‘Outdoor Activities’, ‘Modern Life’, ‘Wine Activities’, and ‘Sports’.

• Respondents who had previously visited a wine region rated ‘Wine Activities’, ‘Sports’, ‘Entertainment’, ‘Culture’ and ‘Outdoor Activities’ higher in enjoyment than those who had not visited a wine region.

• The nine activity factors were used to predict the value one gets from taking a wine holiday. ‘Wine Activities’ were obviously key in predicting all five value themes (‘Destination Experience’, ‘Convenience’, ‘Unique Experience’, ‘Self-development’ and ‘Wine Experience’). ‘Entertainment’ and ‘Modern Life’ activities were also key predictors.

• The influence of personal control and one’s reference group was used to predict the likelihood of visiting a wine region in the near future. Results indicate that the personal control composite measure predicts this likelihood more strongly than the reference group composite measure.

• Of the individual personal control items, time is the most powerful predictor, followed by money. • Of the individual reference group items, the highest predictor is the belief that people important to oneself

think it would be a good idea to take a wine holiday. This is followed by the belief that one would like to visit a wine region heard about through family or friends.


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Recommendations • Different wine regions appeal for different reasons. Individual wine regions could increase tourist numbers

to their region by tapping into the various appeal factors specific to their region, whether that be the scenery and natural beauty, the accessibility of the region, the standard of wine, the people and/or the food. That said, the scenery and natural beauty is a major drawcard for attracting wine tourists to many wine regions. This aspect should therefore be a constant feature in all marketing campaigns.

• Further, different wine tourists value different aspects of the wine region experience e.g. younger wine tourists value ‘self-development’ more than older wine tourists. This information may assist people working in wine regions to engage and attract specific wine tourist segments. Specifically, it may be worthwhile developing packages or kits to emphasise the learning aspect of wine tourism.

• In regard to predicting perceptions of wine regions, the research has shown that different values and beliefs predict different regions. This information should again aid marketers in identifying their target markets.


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Chapter 1

INTRODUCTION

Background

This project builds upon the exploratory research completed in the Sustainable Tourism Cooperative Research Centre (STCRC) project, ‘Good Living Tourism’, which investigated the important role food and wine play in attracting tourists to a destination. One component of the ‘Good Living Tourism’ project involved the development and dissemination of a self-administered questionnaire. This questionnaire collected data relating to holiday features that were important to food and wine tourists, together with lifestyle factors and information sources adopted by holidaymakers. The ‘Good Living Tourism’ project used a sample of newsletter subscribers of The Spirit House, a restaurant situated in Queensland’s Sunshine Coast.

This project, ‘Holidays and Wine Regions Survey’, refines and extends the questionnaire used within the ‘Good Living Tourism’ project; and applies this questionnaire to a larger sample of food and wine tourists from Queensland, New South Wales, Victoria and South Australia. In particular, the present study aimed to gain a much broader selection of respondents than was available for the Good Living Tourism survey. Furthermore, the present study places more emphasis on the attitudes held about wine tourism and sought some specific data on some of the key wine regions of Australia.

Literature

Wine Tourism and the Wine Tourist Hall, Johnson, Cambourne, Macionis, Mitchell and Sharples (2000: 3) note, in their discussion of the meaning of wine tourism, that many authors have attempted to define wine tourism. These authors start with the more restrictive definition of wine tourism as ‘visitation to vineyards, wineries, wine festivals and wine shows for which grape wine tasting and/or experiencing the attributes of a grape wine region are the prime motivating factors for visitors’ but add that even extending the definition with ‘for the purposes of recreation’ does not ‘adequately convey the romance of the grape, winescapes and wine-producing regions that are so much a part of wine and wine tourism around the world’ (Hall et al. 2000: 5). Taking this a step further it has been suggested (see Charters & Ali-Knight 2002) that a definition of wine tourism should encompass such characteristics as: a lifestyle experience, supply and demand, an educational component, linkages to art, wine and food, incorporation with the tourism destination image and as a marketing opportunity which enhances the economic, social and cultural values of the region. Limited studies have undertaken wine tourism segmentation that examines aspects of psychographic characteristics including values, attitudes and lifestyles of wine tourists (see Charters & Ali-Knight 2002; Hall 1996). Indeed, Hall and Winchester (1999) suggest that wine tourist segments can be defined according to the different product attributes desired by those segments of the population. Similarly, Charters and Ali-Knight (2002) identify variation in demography and psychographics between wine tourists visiting each region and state that segmentation of wine tourists should be broad and will otherwise only assist wine tourism operators in a specific region.

Other researchers (Macionis & Cambourne 1998) state the majority of winery visitors are likely to be mature; engaged in full time employment and in the moderate to high income bracket; have a high degree of familiarity with the product; visit wineries or wine regions several times a year; and come from within the state or regional catchment area. However, they add that the profile and nature of the wine tourist can vary according to the product being offered, the maturity of the region, and the marketing being employed by the region. Williams and Kelly (2001) describe the socio demographic, purchasing and trip behaviours and activity patterns of visitors to wine regions and suggest the existence of wine tourist clusters with distinct geographic, socio demographic and behavioural characteristics. These authors suggest that the identified traits of wine tourists can be generalised to other regions that are at a similar stage in their lifecycle.

A number of researchers (e.g., Bearden & Rose 1990; Eastman, Goldsmith & Flynn 1999; Sirgy & Su 2000) have studied the relationship between personal values and consumer behaviour, however to date, this has not been widely applied specifically to wine tourist segments. Bearden and Etzel (1982) note that, while it is accepted that ‘people act in accordance with a frame of reference produced by the groups to which they belong’, many individuals do not behave like the majority of people in their recognised group and this behaviour is influenced by whether the products purchased are publicly or privately consumed and luxuries versus necessities. Riley (1995) examines the underlying dimensions of prestige associated with travel and suggests that transfer of prestige is reliant on the contextual, situational and perspective differences of individuals and this in turn is influenced by the products relative exclusivity and personal or empathetic desirability. Perhaps of relevance to understanding the wine tourist can be found in the propositions put forward by Vigneron and Johnson (1999) in


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their paper on prestige consumption. They develop a conceptual framework for analysing prestige seeking consumer behaviour, which is defined according to the perceived value (conspicuous, unique, social, hedonic, quality) of the purchase. Preliminary work carried out by our own research team (Sparks, Roberts, Deery, Davies & Brown 2005) proposes that there will be unique consumption values that drive an interest and motivation towards wine tourism. It seems that social, aesthetic, emotional, unique and self development factors drive a desire for wine tourism. Although untested in any statistical models, further research to define and predict behaviours of wine tourists is warranted.

Understanding what it is about wine tourism that is valued by consumers is important for national and regional tourism authorities as well as for owners of cellar doors. However, understanding how valued attributes of wine tourism translate into intentions to engage in consumptive behaviours is vital. In mapping out the behavioural intentions of wine tourists, it is helpful to draw upon established theoretical paradigms from attitudinal research (e.g. Ajzen 2001; Ajzen 1991; Ajzen & Fishbein 1980). While developing an appreciation of attitudes toward wine tourism is vital, it is also important to understand the factors that influence future intentions to engage in wine tourism. In particular, drawing on attitude research, perceived control (time and money) and social influences (from friends or family) are likely to be influential.

Aims of the Study

The project investigates the factors associated with taking a wine-based holiday. These factors include emotions, beliefs, attitudes, values, perceived control and level of involvement in food and wine activities. Respondents’ attitudes towards various wine regions were also assessed, as were the consumption behaviours of people who do and do not engage in food and wine related holidays.


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Chapter 2

METHOD This section explains the manner in which this research project was carried out.

Participants

This study used a self administered, cross-sectional, mail based survey design. A mail list company (The Prospect Shop) was used (see procedure) to select a sample of community members interested in leisure, tourism, or wine/food activities. Of the 3,500 sampled, 1,372 responded and another 105 questionnaires were returned to sender as undeliverable. Seventy-eight respondents were excluded due to incomplete data leaving 1,294 in the final sample, representing a response rate of 37%. A full profile of the respondents is shown in Table 1 (Chapter 3).

The Questionnaire

The questionnaire comprised several sections designed to cover a range of consumer behaviour and attitudinal issues. It was developed based upon an earlier study (Sparks et al. 2005) of food and wine tourism and extended with measures based on attitudes (Ajzen 2001; Kempf 1999) and product involvement (Zaichowsky 1985). First, information was collected on the general activities respondents’ enjoyed. Second, a series of questions sought to measure the level of involvement with food and wine activities specifically. Third, information was sought on what respondents valued in a wine holiday and how likely it was a wine holiday would deliver on those values. Fourth, information was sought about the emotional aspects of wine tourism. Fifth, influences such as family and other personal control (time or money) on taking a wine holiday were gathered. Sixth, information on the perceptions or experiences of specific wine regions primarily in Victoria and South Australia were sought. Finally, a range of holiday behaviour and demographic questions were asked of respondents. The full questionnaire is contained in Appendix A.

Procedure

A self-complete questionnaire was mailed to 3,500 people using a mailing list bought from The Prospect Shop. The List Owner is Geospend, a division of Australia Post. Geospend conduct The Australian Lifestyle Survey, which allows the compiling of an opt-in database and is fully privacy compliant. Both The Prospect Shop and Geospend are members of the Australian Direct Marketing Association (ADMA) and comply with the Direct Marketing Code of Conduct. This conformance ensures that no ethical and/or privacy acts are breached. Ethical approval was sought from Griffith University’s Ethics Committee for the project. The return of questionnaires was by reply paid post. Respondents were asked not to place any identifying information on the questionnaire, making the process completely anonymous.

The full sample (3,500) was evenly divided by four states: Queensland, New South Wales, Victoria and South Australia. Within each state, the sample was split equally by age (20-35, 36-50 and 51+) and gender. In addition, each state’s sample was split equally between people interested specifically in food and wine and those nominated as having a general holiday/leisure interest. This helped ensure the sample was not biased towards lovers of food and wine only.

In June 2005, 3,500 questionnaires were printed at Griffith University and then distributed by post to the selected sample. Each respondent was mailed a package that contained an introduction letter, project information sheet, a questionnaire and prize entry details. The prize draw comprised an opportunity to win one $300 Myer voucher or one of three $100 Myer vouchers. The draw was offered as an incentive to encourage responses, with most respondents entering into the draw. The prize draw competition, which was anonymous, closed on 24 June 2005 and winners were drawn the following week.


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Chapter 3

RESULTS

Demographic Profile

In terms of a broad generalisation, respondents tend to be married and aged 35 and older. However, a good spread was achieved within the sample, as evidenced by a wide range of age groups, occupations, educational and economic backgrounds. For example, an examination of respondents’ educational background indicates good diversity in terms of a secondary education, a certificate or diploma, a trade qualification and a university degree. Occupations are equally diverse, with respondents working in professional, trades, administrative and sales roles. Regarding respondents’ life stage, approximately one-quarter are mature couples without dependent children, and more than one-third are families with children living with them.

Table 1: Demographic Profile

Sample Characteristic % Sample Characteristic % Employment Status (n=1,240) • Full-time • Part-time • Casual • Not employed • Retired • Self-employed • Other

39.4 11.9 8.7 5.7

17.2 7.3 9.8

Current/Last occupation (n=1,159) • Professional • Semi-professional • Trades/labourer/unskilled • Admin/Clerk/Supervisor • Sales/retail/customer service • Community/personal services • Home duties • Farmer • Not enough information

31.1 11.8 19.8 16.7 10.4 6.5 1.6 0.8 1.3

Age (n=1,268) • 15-24 • 25-34 • 35-44 • 45-64 • 64+

5.2

21.9 22.8 38.8 11.3

Gender (n=1,258) • Male • Female

57.5 42.5

Education (n=1,275) • Completed Yr 10 or less • Completed Yr 11 or Yr 12 • Certificate or Diploma • Trade Qualification • Undergraduate Degree • Postgraduate Degree • Other

13.6 20.5 19.6 11.8 23.3 10.0 1.3

Household Income (n=1,232) • Less than $20,000 • $20,001-$30,000 • $30,001-$40,000 • $40,001-$50,000 • $50,001-$70,000 • $70,001-$100,000 • $100,001-$150,000 • Greater than $150,000

14.7 12.7 11.5 13.6 19.8 15.7 8.3 3.7

Life Stage (n=1,272) • Young person (under 35) living alone or

sharing • Young person (under 35) living with parents • Young couple (under 35) no children • Family – with children at home, avg age <15

years • Family – with children at home, avg age >15

years • Mature person (age 35+), single • Mature couple (age 35+) children left home

or no children

8.9

2.1 6.7

27.4

9.5

19.2 26.2

Relationship Status (n=1,260) • Single, never married • Married • Couple/De facto • Separated/Divorced/Widowed • Other

15.2 52.0 12.9 19.1 0.8


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General Holiday Experiences

Background information was sought on respondents’ holiday experiences. A series of questions sought information on the frequency and length of respondents’ holidays and typical holiday destinations.

As indicated in Figure 1, more than half of respondents take one to two holidays away from their home each year. However, approximately one-quarter take less than one holiday away from home each year.

Figure 1: Average Number of Holidays Taken Away from Home per Year

1.6

7.5

10.7

26

26.4

27.8

0 5 10 15 20 25 30

Percentage

Other

Four times a year

Three times a year

Twice a year

Once a year

Less than once a year

Base: All except non-respondents (1,286)

On the average length of holiday, respondents are most likely to take short breaks of three to four days.

Holidays of one to two weeks are also popular (see Figure 2).

Figure 2: Average Length of Holiday

2.7

9.9

11.7

25.3

28.8

31.1

0 5 10 15 20 25 30 35

Percentage

Other

One month

Week-end only/day trips

One week

Two weeks

Short break (3-4 days)

Base: All respondents (1,294)


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Respondents were also asked where they took their last holiday and for how long. Responses were open-ended with subsequent analysis grouping similar responses into categories. Table 2 displays the results of this analysis. While 21.3% travelled overseas on their last holiday, the remainder travelled over a wide area within Australia. The highest proportion of respondents travelled to various Queensland destinations (21.2%), followed by destinations in New South Wales (17.7%), Victoria (15.1%) and South Australia (14.4%). Note that respondents’ state of residence may have impacted on their destination choices; as such, the destinations chosen may in part be a factor of sampling.

The majority of respondents (79.8%) indicate they did not visit any wineries on their last holiday. However, certain sub-groups within the sample are more likely to have visited a winery on their last holiday, namely males, the highly educated and older respondents (those aged 45+ but more so those aged 65+) (see Appendix H for statistics).

Table 2: Destination of Last Holiday

Destination % Overseas 21.3 SA (other or unspecified regions) 12.9 Vic (other or unspecified regions) 11.7 NSW (other or unspecified regions) 11.2 Gold Coast, Qld 5.0 Sydney, NSW 5.0 Qld (other or unspecified regions) 4.8 North Qld 4.8 Sunshine Coast, Qld 4.4 Melbourne, Vic 3.4 Tasmania 3.1 WA 2.4 Brisbane and surrounds, Qld 2.2 NT 1.6 Barossa Valley, SA 1.5 Hunter Valley, NSW 1.5 ACT 1.0 Other/don't remember 2.3

Base: All except non-respondents (1,272) The reported length of respondents’ last holiday shows that one to three day, four to six day, one week and

two week breaks are equally as popular (see Figure 3).

Figure 3: Length of Last Holiday

6.8

7.3

7.8

9.8

16

16.9

16.9

18.4

0 5 10 15 20

Percentage

6 weeks+

2 to 3 weeks

4-5 weeks

1 to 2 weeks

4-6 days

1-3 days

2 weeks

1 week



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Emotional Feelings toward Wine Related Activities

Information was sought on respondents’ feelings in relation to visiting a wine region. Information pertaining to future wine-related behaviour, namely the likelihood of taking a holiday based around wine activities, was also sought.

Respondents were asked how they would expect to feel when visiting a wine region. Six pairs of emotions were displayed with respondents asked to choose a number between one and seven to indicate their depth of feeling in relation to visiting a wine region, with a higher score indicating a more positive attitude. Responses indicate a positive association with all six emotions surveyed in relation to visiting a wine region. ‘Happy’ and ‘pleasant’ feelings were strongly associated with visiting a wine region, with ‘stimulated’ and ‘aroused’ feelings less so (see Figure 4).

Figure 4: Expected Feelings when Visiting a Wine Region

5.02

5.29

5.51

6.05

6.13

6.25

0 1 2 3 4 5 6 7

Mean Score (Range 1-7)*

Unaroused – Aroused

Relaxed – Stimulated

Unexcited – Excited

Unsatisfied – Satisfied

Unpleasant – Pleasant

Unhappy – Happy

* A higher score indicates a more positive attitude

Base: All except non-respondents (individual bases vary for each item)

On a scale of one to five, respondents were asked to indicate their likelihood of taking a holiday based around wine activities in the next 12 months. Figure 5 displays the results (dotted pie segment denotes ‘likely’, stripes denote ‘unlikely’). Nearly one-quarter report that they are likely to take a holiday based around wine activities in the next 12 months and 43% are unlikely. One-third are unsure, which may indicate a level of spontaneity in wine region visitation among some wine tourists.

Males are more likely than females to express a likelihood of visiting a wine region in the near future. So too are couples (i.e. young couples and mature couples, both without children) and those on higher incomes (see Appendix H for a display of the actual results).

Figure 5: Likelihood of Taking Wine-Related Holiday in Next 12 Months

6.2%

17.8%

32.5%

16.9%

26.7%

Very likelyLikelyUnsureUnlikelyVery unlikely



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Wine Region Holiday Experiences

This section provides information on wine region visitation, the typical behaviour of a wine region visitor, and specific wine regions. The first section, titled ‘Wine Region Visitation’, looks at the number of respondents visiting wine regions, which wine region they last visited, which region was their favourite and why. The attitudes of non-wine tourists were also investigated. The second section titled ‘Profiling Wine Region Visitors’ aims to sheds light on the wine tourist’s typical behaviour, e.g. frequency of visits to a wine region, average length of stay, typical purchases, and so on. Results pertaining to 10 specific wine regions are displayed in the third section, ‘Visits to, and Ratings of, Specific Wine Regions’. This section details which of the 10 wine regions respondents had visited and which they had or had not heard of. Ratings of each region are also displayed.

Wine Region Visitation The majority of respondents (84.2%) indicate that they have at some time visited a wine region. Respondents who are male, older, married, separated, divorced or widowed, and on higher incomes are more likely to have visited a wine region.

Respondents who had visited a wine region were asked to specify which region they had last visited. Table 3 shows the wide variety of destinations visited, with the Barossa Valley and Hunter Valley being the most common.

Table 3: Last Wine Region Visited

Wine Region % Barossa Valley, SA 23.5 Hunter Valley, NSW 17.8 McLaren Vale, SA 7.5 Vic (other or unspecified regions) 7.3 Yarra Valley, Vic 6.7 Qld (other or unspecified regions) 4.2 Clare Valley, SA 3.9 Rutherglen, Vic 3.8 Adelaide/SA (other or unspecified regions) 3.7 Stanthorpe, Qld 3.7 WA (mainly Margaret River) 3.4 Mornington Peninsula, Vic 3.0 Overseas regions 2.5 Coonawarra, SA 2.5 Mudgee, NSW 1.8 NSW (other or unspecified regions) 1.7 Adelaide Hills, SA 1.2 Tasmanian regions 1.1 Other/don't remember 0.7

Base: All who have visited a wine region, except non-respondents (1,062) Respondents were also asked to specify the number of wine regions visited in the last three years. The

average (mean) number of wine regions visited in this time period is 2.4 (ranging between one and 17). In keeping with previous findings, males tend to have visited more wine regions than females. So too do those with a university degree and those who are retired or self-employed.

Those who had visited an Australian wine region were asked to specify their favourite wine region and the appeal it held for them. The open-ended responses were analysed and grouped into similar categories. Responses show South Australian wine regions to be the most popular by far, with 57.9% reporting their favourite wine region to be in this state. New South Wales wine regions featured next, followed by Victoria (see Figure 6). Of the South Australian regions mentioned, the Barossa Valley is the most popular, followed by McLaren Vale and Clare Valley. The Hunter Valley in New South Wales is the second most favoured Australian wine region (see Table 4).


9

Figure 6: Favourite Australian Wine Region to Visit (by State)

0.7

3.8

10

20.6

22.8

57.9

0 5 10 15 20 25 30 35 40 45 50 55 60 65

Percentage

Tasmania

Queensland

Western Australia

Victoria

New South Wales

South Australia


Table 4: Favourite Australian Wine Region to Visit

Favourite Australian Wine Region % Barossa Valley, SA 31.5 Hunter Valley, NSW 18.9 Margaret River, WA (mainly) 10.0 McLaren Vale, SA 9.6 Yarra Valley, Vic 6.5 Clare Valley, SA 5.8 Rutherglen, Vic 4.6 Victoria (other or unspecified regions) 4.5 Coonawarra, SA 4.5 Adelaide/SA (other or unspecified regions) 4.4 Mornington Peninsula, Vic 3.1 New South Wales (other or unspecified regions) 2.2 Adelaide Hills, SA 2.1 Queensland (other or unspecified regions) 1.9 Stanthorpe, Qld 1.9 King Valley, Vic 1.9 Mudgee, NSW 1.7 Tasmanian regions 0.7 Any/all 0.8 Other 0.1


Table 5 displays the reasons why a favourite wine region is so appealing (the table lists the response categories made available from analysis of open-ended responses). A wide variety of reasons are evident. Most appealing is the scenery and/or natural beauty of the region, followed by the high standard of wines and/or wineries and the accessibility of the region. Personable aspects, such as being friendly and offering good service, also feature prominently as does the region’s food.

Some verbatim comments illustrating the above reasons for a region’s appeal feature below.


10

Scenery/natural beauty • ‘The attractiveness of the region [appeals].’ • ‘Beautiful countryside, the ocean, very peaceful and relaxing.’ • ‘The meandering country roads, scenery and home atmosphere.’

Good/great wines/wineries • ‘Excellent wine.’ • ‘Good standard of wine making.’ • ‘Great wines, great prices.’

Accessibility • ‘Close to home – can visit it on a weekend.’ • ‘Close, easy to access, familiar with the region.’ • ‘It’s close and great for a weekend away.’

People • ‘Because they have real character – family businesses. And you can meet and talk to the winemakers and feel that

they value my opinions and the winemakers aren't ‘up themselves.’ • ‘Good, natural, welcoming people.’ • ‘The people are so nice to get to know and so informative.’

Food • ‘Great local food and wine … lots of small producers …’ • ‘[I like the] food tastings and local produce.’

Table 5: Why a Wine Region Appeals

Wine Region Appeal % Scenery/natural beauty 44.7 Good/great wines/wineries 30.6 Accessible/close to home/easy to get to 29.8 People: friendly/good service/knowledgeable/ professional 16.0 Food (inc. local produce and restaurants) 14.8 Lots of wineries/wines/in close proximity 13.9 Other activities/things to do 10.1 Intangibles: ambience/atmosphere/lifestyle 6.5 Good/nice accommodation 5.8 Heard about it/famous 5.6 Social aspect: go with or visit friends/family 5.4 Climate/good weather 5.3 Restful/relaxing/peaceful/escape from city 4.7 Historical aspects 4.4 Affordable/value for money 3.9 Good signage/easy to get around 3.7 Familiar with area/people 3.1 Wine specifics, e.g. new/rare wines/type of wines produced 2.6 Not too crowded/commercialised 2.3 Small wineries/towns 2.3 Good driving/long way from home 1.6 Other 6.7

Base: All except non-respondents (961)


11

To understand the extent to which various factors play a part in a particular wine region’s appeal, the above

results were broken down by region. For clarity, only the top five most appealing aspects of a wine region were analysed; these are displayed in Table 6. For each region, the top two responses are shaded in dark grey and the top response is also in bold. Note that the percentages may add to more than 100% as respondents could nominate more than one reason.

Table 6 shows that different wine regions are appealing for various reasons. While the scenery and natural beauty of the region is an influential factor in many of the respondents’ favourite wine regions, this aspect is not always the most appealing factor. For instance, respondents favouring the Hunter Valley are more likely to mention the accessibility of the region than the scenery and beauty. For those favouring McLaren Vale and Coonawarra, it is the standard of the wines and the wineries that is mentioned most, followed by ease of access.

Table 6 also shows that the number of respondents mentioning the top five appealing aspects varies for each region. Thus, while the scenery and natural beauty is a key attraction for many regions, the number of respondents mentioning that aspect varies in each region. For example, 61% and 59% of respondents mention the scenery and natural beauty as an appealing aspect of the Mornington Peninsula and King Valley respectively. In comparison, just 38% mention this aspect in relation to Rutherglen.

Table 6: Favourite Australian Wine Region x Top Five Most Appealing Factors

Favourite Region Scenery/Beauty

%

Good Wines

%

Easy Access

%

People

%

Food

% N

Barossa Valley, SA 48 23 22 17 13 289 Hunter Valley, NSW 32 24 43 12 11 173 WA (mainly Margaret River) 51 41 9 15 23 92 McLaren Vale, SA 35 41 40 15 15 88 Yarra Valley, Vic 53 23 48 17 18 60 Clare Valley, SA 53 45 17 26 9 53 Rutherglen, Vic 38 31 24 19 9 42 Victoria (other/unspecified) 37 34 24 17 12 41 Coonawarra, SA 27 51 29 12 7 41 Adelaide/SA (other/unspecified) 37 30 15 10 5 40 Mornington Peninsula, Vic 61 21 32 4 29 28 NSW (other/unspecified) 47 21 26 21 5 19 Adelaide Hills, SA 53 16 16 5 16 19 Qld (other/unspecified) 30 35 47 0 18 17 Stanthorpe, Qld 35 6 35 47 18 17 King Valley, Vic 59 18 23 0 35 17 Mudgee, NSW 31 31 37 19 6 16 Tasmanian regions 67 33 0 33 50 6 Any/all 29 14 0 14 14 7

To gain insight into the attitudes of non-wine tourists, those who had not visited a wine region were asked to

state their reasons. These reasons were grouped into similar categories and are displayed in Table 7. The most common reason pertains to a lack of opportunity, time or money, as the following quotes illustrate:

‘At the moment, no opportunity or money to go but hope to soon.’ ‘Never had the chance.’ ‘Lack of time and finance.’

Another major reason is lack of interest. Only 2.9% state that they had not visited a winery because there were none close by, indicating that having to travel some distance may not be a key reason for keeping potential wine tourists from visiting a wine region.


12

Table 7: Reasons for not Visiting a Wine Region

Reasons %

No opportunity, time, money 37.1

No/not enough interest/never considered it 18.5

Don’t drink wine/a lot of wine 8.3

Other priorities, e.g. children, caring for others 7.3

Don’t drink alcohol 4.4

Prefer other destinations 3.4

Lack of motivation 3.4

No wineries close by/wineries are too far away 2.9

Other 8.3 Base: All who have never visited a wine region (205)

Profiling Wine Region Visitors A series of questions were asked to help build a profile of wine tourists. These questions elicited information on how often respondents visit a wine region; their average length of stay when visiting a wine region; who they usually travel with; and typical purchases, activities and amount spent on wine. The results of these questions are presented in Figures 7 to 9.

Figure 7 indicates that the majority of respondents are infrequent wine region visitors, with 60.4% visiting a wine region once a year or less (18.5% visit once a year, 41.9% less than once a year) and 16.1% never visiting a wine region. However, nearly one-quarter indicate they visit a wine region two or more times a year.

Figure 7: Average Visits to a Wine Region

16.1

3.7

3.7

4.2

11.9

18.5

41.9

0 5 10 15 20 25 30 35 40 45

Percentage

Never

Five or more times a year

Four times a year

Three times a year

Twice a year

Once a year

Less than once a year



13

Those who do visit wine regions tend to favour short breaks, i.e. one day trips, one night stays or two day trips (see Figure 8).

Figure 8: Average Length of Stay in a Wine Region

1.8

8.4

13.5

23.3

16.1

36.9

0 5 10 15 20 25 30 35 40

Percentage

Longer than 7 days

4-7 days

3 days

2 days

1 day + overnight

1 day

e.g. over a w eek-end

e.g. over a long w eek-end

Base: All who indicate they visit a wine region, except non-respondents (956)

Most respondents travel to wine regions with their partner, friends or both their partner and their friends

(73.2%). A smaller proportion travel with their family (19.8%).

Figure 9: Usual Travel Partners to a Wine Region

3.5

3.5

9

10.8

15.9

19.5

37.8

0 5 10 15 20 25 30 35 40

Percentage

Myself

Other

My partner and family

My family

My friends

My partner and friends

My partner

Base: All who indicate they visit a wine region, except non-respondents (1,025)


14

When visiting a wine region, over 60% of respondents report purchasing wine and local food products. Red and white wine are the most popular purchases, followed by local food produce. Just 5.4% indicate making no purchases when visiting a wine region.

Figure 10: Usual Purchases during a Wine Region Visit

5.41.7

38.3

14.722.1

30.3

62.462.6

70.2

0 10 20 30 40 50 60 70 80

Percentage

NothingOther

Fortified wines/liqueursBeer/cider

Recipe books

Sparkling wineLocal merchandise/souvenirs

Local food produceWhite wine

Red wine


When visiting a wine region, respondents report participating in a number of other activities apart from

visiting wineries. The majority report that they eat out in either a restaurant or café, while around half indicate they also go walking or shopping. Around one-third say they attend a festival while in a wine region.

Figure 11: Other Activities Usually Undertaken during a Wine Region Visit

3.8

9.3

13.5

32.1

48.9

50.6

59.2

72.7

0 10 20 30 40 50 60 70 80

Percentage

Nothing

Other

Attend a concert

Attend a festival

Shopping

Go walking or hiking

Eat at a café

Eat at a restaurant



15

The average (mean) amount respondents spend on wine when visiting a wine region is $171. As seen in Figure 12, the amount spent ranges from zero to over $500, with approximately half of respondents spending under $100. Males tend to spend more than females (see Appendix H).

Figure 12: Amount Spent on Wine when Visiting a Wine Region in the Past

3.3

7.1

9.8

13.2

10.2

20.5

6.5

17

6.95.5

0 5 10 15 20 25

Percentage

$501+$301-500

$201-$300$151-$200$101-$150

$76-100$51-$75$26-50$1-$25

Zero

Base: All who indicate they visit a wine region, except non-respondents (952)

Cluster Analysis Cluster analysis was performed in order to identify groups of wine tourists. The analysis works by grouping respondents into homogeneous groups, meaning that respondents in the one group share common characteristics with each other while being different from another group/s.

The nine items featuring in the involvement scale (Q2; see Appendix A) were used to analyse the data. The analysis yielded three clusters, labelled here as ‘Low Interest’, ‘Medium Interest’ and ‘High Interest’.

The ‘Low Interest’ group, comprising 12% of the sample, are characterised by a comparatively lower interest and involvement in wine and food-related activities. Although 73% have visited a winery, this figure is low compared to the other two segments. In addition, just 10% indicate a likelihood of visiting a winery in the near future. Those who have visited a wine region tend to take a one or two-day trip either with their partner, friends or family. They tend to buy fewer goods and partake in fewer activities. Demographically, a higher proportion of Low Interests are high-school educated and living on a lower income. More Low Interests are older (65+) and in a mature couple/no children in household relationship. Fewer are employed full-time, with larger proportions being retired or unemployed.

The ‘Medium Interest’ group comprise 40% of the sample. Members of this group have a moderate interest in wine related activities – 83% have visited a winery and 13% indicate a likelihood of visiting a winery in the near future. Similar to the Low Interest group, Medium Interests tend to take one- to two-day trips to a wine region, although a comparatively larger proportion stay for three days. Medium Interests tend to visit a wine region with their partner and/or friends, and tend to buy more goods and participate in more activities than Lower Interests. From a demographic viewpoint, Medium Interests are the youngest of the three groups. They tend to be university or college/TAFE educated, employed in a professional or semi-professional capacity or in a trade, and on a higher income than the Low Interests.

The last group, labelled ‘High Interest’, comprise 48% of the sample. High Interests are more involved in wine related activities – 89% have visited a wine region, they visit wine regions more frequently and 37% say they are likely to visit a wine region in the next 12 months. While High Interests also favour short stays, a larger proportion take trips of up to a week as compared to the other two groups. High Interests tend to travel with their friends to a wine region. Purchasing behaviour characterises this wine tourist, with typical purchases being red and white wine and local food produce. High Interests also participate in a range of activities during their wine region visit. Key activities involve eating out, walking/hiking and shopping. Demographically, the High Interests tend to be middle-aged. They have the highest education and the highest female-to-male ratio. They tend to be in professional, semi-professional or administrative/clerical roles and on a higher income (see Appendix I for statistics).


16

Visits to, and Ratings of, Specific Wine Regions This section displays the results pertaining to certain wine regions. Ten wine regions were selected for further investigation of respondents’ impressions. Respondents were asked to indicate which wine regions they had visited or heard of. The wine regions selected were:

• Adelaide Hill, South Australia • McLaren Vale, South Australia • Barossa Valley, South Australia • Coonawarra, South Australia • Margaret River, Western Australia • King Valley, Victoria • Mornington Peninsula, Victoria • Yarra Valley, Victoria • Rutherglen, Victoria • Hunter Valley, New South Wales

In addition, if they had heard of the region or visited the region they were asked to rate the region using three scales (good-bad, like-don’t like and favourable-unfavourable). These three scale items were converted to an overall attitudinal composite score for each region. The results are presented below.

Figures 13 to 15 present information on whether respondents have visited each region and whether they have heard of each region. Figure 13 displays the proportion of respondents who have visited each region. Figure 14 displays the results in a different light, looking at those who have at least heard of each region (‘heard of’ consists of both those who have and have not visited the region). Figure 15 is a summary chart, displaying information on whether respondents have visited the region or not (but had ‘heard of’ the region), together with those who have not heard of the region.

Of the wine regions studied, the Barossa Valley is the most visited, followed by Adelaide Hills and the Hunter Valley. In addition, more respondents have heard of these three regions, irrespective of whether or not one has visited. The King Valley is the least visited and the most unknown wine region. This result is consistent with the research of Roberts & Deery (in press), which specifies King Valley as a newer, ‘emerging’ wine region.

Figure 13: Proportion who have Visited the Wine Regions

8.3

16.5

19.7

25.7

26.7

2735.7

37.2

40.654.6

0 10 20 30 40 50 60

Percentage

King Valley, VicMargaret River, WA

Mornington Peninsula, VicCoonawarra, SA

Yarra Valley, VicRutherglen, Vic

McLaren Vale, SA

Hunter Valley, NSWAdelaide Hills, SA

Barossa Valley, SA

Base: All respondents (individual bases vary for each item)


17

Figure 14: Proportion who have Heard of the Wine Regions

46.2

68.769.6

78.7

80.2

80.3

82.4

83.6

91.9

94.6

0 20 40 60 80 100

Percentage

King Valley, VicRutherglen, Vic

Mornington Peninsula, VicMcLaren Vale, SA

Yarra Valley, VicCoonawarra, SA

Margaret River, WAAdelaide Hills, SA

Hunter Valley, NSWBarossa Valley, SA


Figure 15: Visits to Specific Wine Regions (Summary)

8.3 37.9 53.8

27 41.7 31.3

19.7 49.9 30.4

35.7 43 21.3

26.7 53.5 19.8

25.7 54.6 19.7

16.5 65.9 17.6

40.6 43 16.3

37.2 54.7 8

54.6 40 5.5

0% 20% 40% 60% 80% 100%

Percentage

King Valley, Vic

Rutherglen, Vic

Mornington Peninsula, Vic

McLaren Vale, SA

Yarra Valley, Vic

Coonawarra, SA

Margaret River, WA

Adelaide Hills, SA

Hunter Valley, NSW

Barossa Valley, SA

Have visitedHave not visitedHave not heard of


Table 8 presents the ratings of each of the 10 wine regions studied. While all regions received positive

ratings, the Barossa Valley and Margaret River received the highest overall ratings, and King Valley the lowest. Given the established nature of the Barossa Valley and Margaret River (Roberts & Deery, in press), and the high number of respondents who have heard of the two regions, it is perhaps not surprising that these regions received the highest ratings. Following this line of thinking, it stands to reason that King Valley, as an emerging and lesser-known region, received lower ratings.

Table 8 also displays the overall results split by those who have visited a wine region and by those who have heard of but not visited a wine region. These results show that visitors give higher ratings compared to the overall rating while non-visitors give lower ratings.


18

Table 8: Ratings of Specific Wine Regions

Ratings of Region Overall Mean (1-7)*

Have Visited Mean (1-7)*

Heard of, Not Visited Mean (1-7)*

Barossa Valley, SA 6.21 6.29 6.04 Margaret River, WA 5.99 6.35 5.83 McLaren Vale, SA 5.88 6.19 5.45 Hunter Valley, NSW 5.88 6.08 5.64 Coonawarra, SA 5.83 6.18 5.54 Rutherglen, Vic 5.78 6.16 5.28 Yarra Valley, Vic 5.77 6.15 5.42 Adelaide Hills, SA 5.75 5.98 5.40 Mornington Peninsula, Vic 5.52 5.97 5.18 King Valley, Vic 5.49 6.19 5.01

* A higher score indicates a more positive attitude. Base: Overall: All who have visited or heard of the wine region, except non-respondents. Base: Have visited: All who have visited the wine region, except non-respondents. Base: Heard of, not visited: All who have heard of the wine region, except non-respondents. (individual bases vary for each item).

Important Factors when Taking a Wine Region Holiday

Belief Scale The Belief scale consisted of 30 items pertaining to the belief that a wine region would provide certain experiences and opportunities for respondents. Respondents were instructed to rate how likely they thought it was that the wine region would offer the attribute measure on a one to seven scale, where one meant ‘zero probability’ and seven meant ‘completely certain’. The results of these individual items, displayed in Table 9, indicate that respondents had high expectations that a wine region holiday would provide beautiful surroundings, a pleasurable experience, an enjoyable experience and excellent wine-tasting opportunities.

Value Scale The Value scale consisted of the same 30 items as the Belief scale, however, it asked respondents how much they would value each of the attributes in a wine region holiday. A one to seven scale was again employed, where one meant ‘No value to me’ and seven meant ‘Great value to me’. The results of these individual items, displayed in Table 9, indicate that respondents highly value a pleasurable experience, an enjoyable experience, beautiful surroundings, a happy experience and an opportunity to escape from the routine and stress of life.

Table 9: Values and Beliefs (Likelihood) about Wine Tourism Attributes

When/If visiting a wine region, how highly do you value each of the following? (value) How likely is a holiday in a wine region to offer the following?

VALUE

Mean (1-7)

BELIEF

Mean (1-7) A pleasurable experience 6.22 6.03 An enjoyable experience 6.15 5.84 Beautiful surroundings 6.10 6.08 A happy experience 6.09 5.51 An opportunity for me to escape from the routine and stress of my daily life 6.03 5.94 A real or genuine experience 5.89 5.73 Meeting people who are very welcoming 5.78 5.51 An enjoyable holiday where I do not have to spend a lot of money 5.76 4.63 Opportunities to explore new things 5.72 5.43 Excellent food tasting opportunities 5.69 5.56 Regional produce unique to the destination 5.62 5.79 An unusual or undiscovered destination 5.58 5.29


19

When/If visiting a wine region, how highly do you value each of the following? (value) How likely is a holiday in a wine region to offer the following?

VALUE

Mean (1-7)

BELIEF

Mean (1-7) Indulgent experiences 5.54 5.67 A chance to learn new things 5.50 5.39 Excellent wine-tasting opportunities 5.50 5.82 Opportunities for new experiences 5.48 5.33 Adequate signage and information 5.48 5.27 A holiday experience that I can talk about to my friends 5.46 5.49 Opportunities to purchase wine at a reasonable price 5.44 5.27 Easy roads to get around 5.43 5.06 Opportunities to get in touch with nature 5.41 5.36 Positive interactions with the customer service people 5.37 5.16 A destination not visited by mass tourists 5.33 4.58 Opportunities to gain knowledge that I can share with my friends 5.17 5.24 Talking with the winemaker and wine staff 5.10 5.43 Opportunities to feel enlightened 5.07 5.03 Opportunities to feel inspired 4.92 4.83 An experience that allows me to develop as a person 4.74 4.52 Luxuries and extras even if I have to pay extra 4.60 4.92 Opportunities to purchase rare and expensive wines that are not available elsewhere

4.37 4.92


Wine Region Belief/Value Factors To make the results more readily understandable, the 30 items of the Belief and Value scales were analysed using a statistical technique called Factor Analysis (see Appendix B for an explanation). This technique works by grouping the 30 items into a reduced set of themes, thereby making the results more easily understandable. These themes are useful in describing respondents’ expectations for a wine region and the things that they value in a wine region holiday. In total, five key themes were identified, as follows:

1. Destination Experience 2. Convenience 3. Unique Experience 4. Self-development 5. Wine Experience

Figure 16: Value and Belief Themes

5.9 5.8 5.6

4.9

5.35.0

5.3 5.2 5.3 5.4

1

2

3

4

5

6

7 Mean Score (Range 1-7

Destination Experience

Convenience UniqueExperience

SelfDevelopment

WineExperience

Factors

Value Belief


20

Destination experience The theme most important to respondents relates to destination experience. As illustrated in Figure 17, this theme received an overall rating of 5.85 for value, indicating that respondents highly value the opportunity for a destination experience. The overall belief rating for this theme was slightly lower at 5.76 indicating that respondents believe the likelihood of having a destination experience on their wine region holiday is slightly less than the value they place on this experience. The items comprising this theme mainly revolve around having a pleasurable, enjoyable, indulgent and real or genuine experience.

Figure 17: Destination Experience

5.85 6.22 6.15 6.10 6.03 5.89 5.58 5.54 5.465.62

1

2

3

4

5

6

7

Overall

Pleasure

Enjoyable

Beautiful

Escape

Real/

Genuine

Regional

produce

Unusual/

Undiscovered

Indulgent

Talk about

Mea

n S

core

(Ran

ge 1

-7)

Value

Belief

Overall, 74% of respondents greatly value the set of items relating to destination experience. Four items are

rated six or above – having a pleasurable experience, having an enjoyable experience, beautiful surroundings, and having the chance to escape from routine and stress of daily life – indicating that respondents highly value these items. Respondents also value having a real or genuine experience, the opportunity to purchase regional produce unique to the destination, visiting an unusual or undiscovered destination, the opportunity to have an indulgent experience, and a holiday experience they can talk about with their friends.

Convenience The second most important theme relates to the convenience of the wine region holiday. Overall, respondents rate the value of convenience at 5.6, meaning that they highly value convenience when visiting a wine region. The overall belief rating for this theme is lower at 4.85 indicating that respondents believe the likelihood of having a convenient experience on their wine region holiday is less than the value they place on this convenience.

Figure 18: Convenience

5.60 5.765.43

1

2

3

4

5

6

7

Overall Enjoyable andinexpensive

Easy to get around

Mea

n Sc

ore

(Ran

ge 1

-7)

ValueBelief


21

A holiday that is enjoyable and inexpensive, and a region that is easy to get around are important for respondents when considering what they value in a wine region holiday. Overall, 73.4% of respondents greatly value the convenience items. Unique experience The next theme relates to respondents’ ability to have a unique experience. Overall, respondents rate the value of a unique experience at 5.34, meaning that they moderately value the opportunity to have a unique experience when visiting a wine region. The overall belief rating for this theme is lower at 5.01 indicating that respondents believe the likelihood of having a unique experience on their wine region holiday is less than the value they place on this unique experience.

Figure 19: Unique Experience

5.346.09

5.334.60

1

2

3

4

5

6

7

Overall Happyexperience

Not masstourist

destination

Luxuries andextras available

Mea

n S

core

(Ran

ge 1

-7)

ValueBelief

Respondents particularly value the chance to have a happy experience. They also value a destination that is

not visited by mass tourists and a destination that provides luxuries and extras even if one has to pay extra for them. Overall, 51.8% of respondents greatly value the set of items related to the unique experience theme. Self-development The next theme relates to self-development. Overall, respondents rate the value of the opportunity for self-development at 5.30, meaning that they moderately value the opportunity to have an experience that includes self-development when visiting a wine region. The overall belief rating for this theme is slightly lower at 5.19 indicating that respondents believe the likelihood of having an opportunity for self-development on their wine region holiday is slightly less than the value they place on this experience.

Figure 20: Self-development

5.30 5.78 5.72 5.50 5.48 5.41 5.17 5.07 4.92 4.74

1

2

3

4

5

6

7

Overall

Welcom

ingpeople

Explore

Learn New

Experiences

In touch with

nature

Gain

knowledge

Feelenlightened

Feelinspired

Develop asa person

Mea

n Sc

ore

(Ran

ge 1

-7)

ValueBelief


22

Respondents value meeting people who are very welcoming, the opportunities to explore and learn new things, have new experiences, get in touch with nature, gain knowledge that they can share with their friends, to feel enlightened and inspired, and to develop as a person. Overall, 48% of respondents greatly value the set of items relating to the self-development theme. Wine experience Finally, the fifth theme relates to the wine experience available to respondents on a wine region holiday. Overall, respondents rate the value of their wine experience at 5.28, indicating that they moderately value the wine experience portion of their wine holiday. The overall belief rating for this theme is slightly higher at 5.36 indicating that respondents believe the likelihood of having a positive wine experience on their wine region holiday is higher than the value they place on this experience.

Figure 21: Wine Experience

5.28 5.69 5.50 5.48 5.44 5.37 5.104.37

1

2

3

4

5

6

7

Overall

Food-tasting

Wine-tasting

Signage/

Information

Reasonable

wine prices

Positive

customer

service

Talk tow

inemaker

Rare and

expensivew

ine

Mea

n Sc

ore

(Ran

ge 1

-7)

ValueBelief

Respondents value excellent food and wine tasting opportunities, adequate signage and information to assist

them in the wine region, the opportunity to purchase wine at a reasonable price, positive interactions with the customer service people, talking with the winemaker and wine staff and the opportunities to purchase rare and expensive wines that are not available elsewhere. Overall, 51.6% of respondents greatly value the set of items in the wine experience theme.

Sub-group Analysis Additional analyses were conducted on the five themes as a means to investigate differences between sub-groups, e.g. males and females, younger and older respondents (see Appendix C for statistical results).

Gender differences: The results indicate statistically significant differences between males and females on four of the five themes. Females score higher on each of the four themes, indicating that they gain more value from wine region holidays than males. The themes that females score higher on are: ‘Destination Experience’, ‘Convenience’, ‘Unique Experience’ and ‘Self-development’.

Age group differences: Age differences were found on the ‘Self-development’ and ‘Destination Experience’ themes. Four age groups were investigated: 15-34, 35-44, 45-64, and 65+. On the ‘Self-development’ theme, the youngest group, 15-34, rate the theme higher on value than both the 35-44 and 65+ age groups but not significantly different to the 45-64 group. On the ‘Destination Experience’ theme, the 65+ group rate the theme lower on value than all of the other groups; the other groups were not significantly different on their value rating from each other.

Visited Wine Regions: The results indicate a statistically significant difference between those who had visited a wine region in the past and those who had not, on three of the five themes. Those respondents who had previously visited a wine region rate the themes of ‘Destination Experience’, ‘Wine Experience’ and ‘Unique Experience’ as higher in value than those respondents who had not visited a wine region.

Frequency of Wine Region Holidays: The results indicate a statistically significant difference in value ratings between those respondents who visit a wine region less than once a year and other respondents (visit once a year,


23

twice a year, three times a year or more) on four of the five themes. Respondents who visit wine regions less than once a year rate the value of the themes ‘Self-development’, ‘Destination Experience’, Wine Experience’ and ‘Unique experience’ significantly lower than the other groups. The other groups were not significantly different from each other.

Life Stage: While there were few differences in value ratings between those respondents in different life stages, the results did indicate that young people (under 35yrs) living with their parents rate the value of the ‘Wine Experience’ theme significantly lower than the other groups (under 35yrs live alone, young couple no children, family with children at home under 15yrs, family with children at home over 15yrs, mature person single, mature couple no children at home). In addition, families with children at home over 15yrs rate the value of the ‘Destination Experience’ theme higher than families with children at home 15yrs and under, mature single people, and mature couples with no children at home.

Income: When differences between income groups (seven groups: <$20k, $20-$30k, $30-$40k, $40-$50k, $50-$70k, $70-$100k, >$100k) were investigated, it was found that those earning over $100,000 rate the ‘Self-development’ and ‘Convenience’ themes significantly lower in value than all other groups. In addition, those earning less than $20,000 rate the ‘Unique Experience’ theme as less value than those earning $40-$50,000, $50-$70,000 and $70-100,000. Those earning $20-$30,000 also rate the ‘Unique Experience’ theme lower in value than those in the $40-$50,000 and $70-$100,000 groups.

Relationship Status: Investigations of group differences based on relationship status, i.e. single, married, couple, separated/divorced, revealed no significant differences between these groups on any of the themes.

Education: No group differences were found on any theme based on the respondents’ education level.

Table 10: Sub-group Analysis: Summary

Sub-group Destination Experience Convenience Unique

Experience Self-

development Wine

Experience Gender: - Females higher on:

Age: - 15-34s higher on: - 65+ lower on:

Visited Wine Regions: - Previously visited higher on:

Frequency of Wine Region Holidays: - Less than once a year lower on:

Life Stage: - Under 35s living w/ parents lower on: - Families w/ children over 15yrs higher on:

Income: - $100,000+ lower on: - $70,000+ lower on: - < $30,000 lower on:

Predicting Perceptions of Wine Regions As outlined in the previous section, ‘Visits to, and Ratings of, Specific Wine Regions’, respondents were asked which wine regions they have visited or heard of. In addition, if they had heard of or visited the region they were asked to rate the region using three scales (good-bad, like-don’t like and favourable-unfavourable). These three scale items were converted to an overall attitudinal composite score for each region. Using this attitudinal evaluation as a dependent variable, the value and belief factors described in the previous section – ‘Destination Experience’, ‘Convenience’, ‘Unique Experience’, ‘Self-development’, ‘Wine Experience’ – were used to predict the attitude to each region (see Appendix D for a summary of the statistical analyses).

Two pieces of statistical information are present in the charts that follow: ‘variance’ and ‘beta weights’. The variance provides information on how well the regression model fits the data. The higher the proportion of variance explained by the model, the better the predictive capacity of that model. The beta weights feature as


24

numbers in brackets beneath each value and belief predictor. The higher the beta weight, the greater the predictive power of each value and belief predictor.

Figure 22 illustrates that of the five themes people value about wine holidays, three predict a positive evaluation of the Barossa Valley, with ‘Destination Experience’ being the most powerful predictor. The next figure illustrates the same set of factors predicting evaluation of the Hunter Valley, except in this case each predictor is weighted about the same.

Figure 22: Wine Region Predictors of Barossa Valley Rating

Figure 23: Wine Region Predictors of Hunter Valley Rating

Barossa Valley, SA

Destination Experience (.316)

Wine Experience (.124)

Unique Experience (.096)

23% variance explained

Hunter Valley, NSW






25

The three themes that predict positive attitudes towards the Barossa and the Hunter also predict positive

attitudes towards Margaret River. In the rating of Margaret River, the ‘Unique Experience’ theme is a slightly stronger predictor than the other three themes. In addition, the ‘Convenience’ theme is a negative predictor, meaning that for these respondents, the Margaret River region is not conveniently located (understandable given that no respondents came from Western Australia).

Figure 24: Wine Region Predictors of Margaret River Rating

For Yarra Valley ratings, three value factors are significant, ‘Destination Experience’, ‘Self-development’

and ‘Unique Experience’. Note that ‘Self-development’ is important for this region whereas this theme is not a significant predictor for ratings of the Barossa, Hunter or Margaret River (see Figure 25). Similarly, ‘Wine Experience’, while significant for the Barossa, Hunter and Margaret River, is not a significant predictor of the Yarra.

Figure 25: Wine Region Predictors of Yarra Valley Rating

Yarra Valley, Vic


Self Development (.185)



Margaret River, WA





Convenience (-.107)


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Two themes predict the attitudinal rating of McLaren Vale, ‘Destination Experience’ and ‘Wine Experience’,

with ‘Destination Experience’ having greater predictive power.

Figure 26: Wine Region Predictors of McLaren Vale Rating

In summary, the various wine factors were shown to help predict overall attitude toward a region. Destination

experience, unique experience and wine experience were the most consistent predictors. However, only moderate amounts of the overall attitude toward a region were predicted in each model.

Activities Important to Respondents

Activities Scale The Activities scale consisted of 33 items pertaining to how much respondents enjoy a range of activities. Respondents were instructed to rate how much they agreed that they enjoy each activity on a one to seven scale, where one meant ‘disagree’ and seven meant ‘agree’. The results of these individual items, displayed in Table 11, indicate that respondents enjoy many of the activities listed, with visiting places of natural beauty and dining out rating particularly highly. Respondents indicate they do not particularly enjoy reading motor and business magazines and gambling.

Table 11: Enjoyment Ratings of Activities

I enjoy … Disagree (1-3) %

Neutral (4) %

Agree (5-7) %

Mean (1-7)

Visiting places of natural beauty 2.3 6.6 91.1 6.19

Dining out 3.1 5.7 91.2 6.12

Cooking 7.0 8.2 84.8 5.84

Going to the movies 7.0 9.5 83.5 5.70

Going to concerts and theatre 8.9 12.4 78.7 5.51

Exercise 8.7 14.8 76.5 5.41

Going to food festivals 9.3 17.1 73.5 5.33

Listening to modern music 13.3 13.2 73.5 5.29

Having dinner parties 12.9 16.0 71.1 5.21

McLaren Vale, SA





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I enjoy … Disagree (1-3) %

Neutral (4) %

Agree (5-7) %

Mean (1-7)

Shopping for clothes 15.0 16.2 68.8 5.18

Driving holidays 14.0 11.7 74.4 5.18

Visiting exhibitions, art galleries, museums 13.9 15.4 70.6 5.15

Visiting wineries 15.5 15.1 69.4 5.05

Gardening 17.1 15.0 67.9 5.00

Watching live sport 26.7 12.9 60.3 4.71

Shopping for groceries 19.6 20.3 60.0 4.71

Watching television program’s about home renovations 23.6 14.9 61.6 4.69

Listening to classical music 23.5 18.7 57.8 4.69

Reading home & lifestyle magazines 22.7 21.0 56.3 4.59

Reading food magazines 25.0 19.9 55.1 4.54

Farmers markets 32.0 20.2 47.8 4.13

Going to the gym 36.8 25.8 37.4 3.88

Attending cooking classes 32.5 34.7 32.8 3.86

Attending wine appreciation classes 33.0 32.6 34.4 3.83

Reading wine magazines 37.6 29.1 33.3 3.75

Reading fashion magazines 41.5 22.4 36.1 3.75

Boating 44.3 20.8 34.8 3.59

Wine club activities 39.3 35.6 25.2 3.56

Car races 51.0 17.0 32.0 3.39

Attending yoga classes 46.8 29.4 23.9 3.35

Reading business magazines 53.6 22.0 24.4 3.13

Gambling e.g. casinos, horse racing 55.6 16.4 28.0 3.12

Reading motoring magazines 56.9 19.4 23.8 3.07 Base: All except non-respondents (individual bases vary for each item)

Activities Factors To make the results more easily understandable, the 33 items of the Activities scale were analysed using a statistical technique called Factor Analysis (see Appendix E for an explanation). This technique works by grouping the 33 items into a reduced set of themes, thereby making the results more easily understandable. These themes are useful in describing the type of activities respondents’ enjoy. In total, nine key themes were identified. The key themes are:

1. Entertainment 2. Culture 3. Food 4. Home Improvement 5. Exercise 6. Outdoor Activities 7. Modern Life 8. Wine Activities 9. Sports


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Entertainment The activity theme most important to respondents relates to entertainment. As illustrated in Figure 27, this theme received an overall rating of 5.72 indicating that respondents highly value the opportunity for entertainment, including dining out, going to the movies, and attending food festivals. A total of 80.3% of respondents agree that they enjoy this group of activities.

Figure 27: Entertainment

5.726.12

5.705.33

1

2

3

4

5

6

7

Overall Dining out Going to themovies

Going to foodfestivals

Mea

n Sc

ore

(Ran

ge 1

-7)

Culture The next most important activity theme relates to cultural activities. As illustrated in Figure 28, this theme received an overall rating of 5.34 indicating that respondents moderately enjoy activities that provide them with a ‘cultural’ experience. Three items make up this theme. Respondents enjoy visiting places of natural beauty more than listening to classical music and visiting exhibitions, art galleries and museums. A total of 64.2% of respondents agree that they enjoy this group of activities.

Figure 28: Culture

5.346.19

5.154.69

1

2

3

4

5

6

7

Overall Visiting placesof natural beauty

Visitingexhibitions, art

galleries,museums

Listening toclassical music

Mea

n Sc

ore

(Ran

ge 1

-7)


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Food The third most important activity theme relates to food activities. This theme received an overall rating of 4.97 indicating that respondents moderately enjoy activities that revolve around food, i.e. cooking, having dinner parties, and attending cooking classes. A total of 52.5% of respondents agree that they enjoy this group of activities.

Figure 29: Food

4.97

5.845.21

3.86

1

2

3

4

5

6

7

Overall Cooking Having dinnerparties

Attendingcooking classes

Mea

n Sc

ores

(Ran

ge 1

-7)

Home improvement Home Improvement activities feature next. With an overall rating of 4.76, respondents moderately enjoy activities such as watching TV programs on home renovations, reading home and lifestyle magazines, and gardening. A total of 51.6% of respondents agree that they enjoy this group of activities.

Figure 30: Home Improvement

4.76 5.004.69 4.59

1

2

3

4

5

6

7

Overall Gardening Watching homerenovationsprograms

Reading home &lifestyle

magazines

Mea

n Sc

ore

(Ran

ge 1

-7)


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Exercise The ‘Exercise’ theme received an overall rating of 4.54 indicating that respondents moderately enjoy exercise-related activities. Two items make up this theme with respondents indicating they enjoy general exercise more than going to the gym. A total of 55.9% of respondents agree that they enjoy this group of activities.

Figure 31: Exercise

4.65

5.41

3.88

1

2

3

4

5

6

7

Overall Exercise Going to the gym

Mea

n S

core

(Ran

ge 1

-7)

Outdoor activities The next activity theme relates to outdoor activities. As seen in Figure 32, this theme received an overall rating of 4.30. Respondents particularly enjoy taking driving holidays, more so than attending farmers markets and boating. A total of 36% of respondents agree that they enjoy this group of activities.

Figure 32: Outdoor Activities

4.30

5.18

4.133.59

1

2

3

4

5

6

7

Overall Driving holidays Farmers markets Boating

Mea

n S

core

(Ran

ge 1

-7)


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Modern life The next activity theme relates to ‘Modern Life’ activities. Illustrated in Figure 33, this theme received an overall rating of 4.09, which indicates that respondents somewhat enjoy these kinds of activities. However, the ‘shopping for clothes’ item is much more enjoyable than reading fashion magazines and attending yoga classes. A total of 27.5% of respondents agree that they enjoy this group of activities.

Figure 33: Modern Life

4.09

5.18

3.753.35

1

2

3

4

5

6

7

Overall Shopping forclothes

Reading fashionmagazines

Attending yogaclasses

Mea

n S

core

(Ran

ge 1

-7)

Wine activities The penultimate activity theme has been labelled ‘Wine Activities’. This theme received an overall rating of 4.05 indicating that respondents somewhat enjoy activities that revolve around wine. Four items make up this theme, with respondents indicating they moderately enjoy visiting wineries and somewhat enjoy attending wine appreciation classes, wine club activities and reading wine magazines. In total, 37.6% of respondents agree that they enjoy this group of activities.

Figure 34: Wine Activities

4.05

5.05

3.83 3.75 3.56

1

2

3

4

5

6

7

Overall Visitingwineries

Attendingwine

appreciationclasses

Reading winemagazines

Wine clubactivities

Mea

n S

core

(Ran

ge 1

-7)


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Sports The least important activity theme is ‘Sports’. This theme received the lowest overall rating of 3.58. Respondents enjoy watching live sport more so than reading motoring or business magazines and attending car races. A total of 24.0% of respondents agree that they enjoy this group of activities.

Figure 35: Sports

3.58

4.71

3.39 3.13 3.07

1

2

3

4

5

6

7

Overall Watching livesport

Car races Readingbusiness

magazines

Readingmotoring

magazines

Mea

n S

core

(Ran

ge 1

-7)

Items that did not load on any theme Five items on the Activities scale could not be grouped into any of the nine activity themes previously described. This indicates the items are stand-alone factors that describe activities enjoyed by respondents. As illustrated in Figure 36, respondents enjoy going to concerts and theatre, and listening to modern music more so than shopping for groceries, reading food magazines or gambling.

Figure 36: Activity Items that did not Load on any Theme

5.51 5.294.71 4.54

3.12

1

2

3

4

5

6

7

Going toconcerts and

theatre

Listening tomodernmusic

Shopping forgroceries

Reading foodmagazines

Gamblinge.g. casinos,horse racing

Mea

n Sc

ore

(Ran

ge 1

-7)


33

Sub-group Analysis Additional analyses were conducted on the nine activity themes to investigate differences between those who had and had not visited a wine region. The results indicate a statistically significant difference on five of the nine themes. Those respondents who had previously visited a wine region rated ‘Wine Activities’, ‘Sports’, ‘Entertainment’, ‘Culture’ and ‘Outdoor Activities’ higher in enjoyment than those respondents who had not visited a wine region (see Appendix H for statistical results).

Table 12: Sub-group Analysis: Summary

Activity Theme Wine Region Visitors Higher On

Wine Activities

Sports

Entertainment

Culture

Outdoor Activities

Modern Life

Home Improvement

Food

Exercise

Predicting Perceptions of Value Statistical analyses were undertaken to understand how one’s social and everyday activities relate to the value one seeks when taking a wine holiday. The nine activity factors just described were used as predictors of value (see Appendix F for a summary of the statistical analyses). To re-cap, the five value factors are ‘Destination Experience’, ‘Convenience’, ‘Unique Experience’, ‘Self-development’ and ‘Wine Experience’.

Of the nine activity themes people enjoy doing, four were significant predictors of the ‘Destination Experience’ value theme, with ‘Wine Activities’ and ‘Entertainment’ being the most powerful predictors. Thus, activities related to wine and entertainment are particularly important for those valuing destination experiences on their wine holiday. ‘Modern Life’ and ‘Home Improvement’ activities are also important (see Figure 37).

Looking at the ‘Wine Experience’ value theme, Figure 38 illustrates that three activity themes predict the value one gets from a ‘Wine Experience’ while on holiday in a wine region. Similar to the findings relating to destination experience, ‘Wine Activities’ and ‘Entertainment’ are predictors of the wine experience, although in this case, wine activities are a much more powerful predictor than entertainment. Activities related to food are also important.


34

Figure 37: Activity Factor Predictors of Destination Experience

Figure 38: Activity Factor Predictors of Wine Experience

Destination Experience

Entertainment (.191)

Wine Activities (.192) 22% variance

explained

Home Improvement (.094)

Wine Experience

Wine Activities (.458)


Food (.087)

Modern Life (.115)



35

Five sets of activities predict the ‘Unique Experience’ value theme. ‘Wine Activities’ are again the most powerful predictor for those valuing a unique experience. ‘Entertainment’ and ‘Modern Life’ activities are also important. A similar set of activities predict one’s self-development while on a wine region holiday, however ‘Food’ activities are also a significant, albeit weaker, predictor in this case.

Figure 39: Activity Factor Predictors of Unique Experience

Figure 40: Activity Factor Predictors of Self Development

Unique Experience

Modern Life (.120)



Culture (.066)



Self-development


Modern Life (.147)



Food (.063)


Culture (.120)


36

Activities centring around wine and entertainment are also significant predictors of the ‘Convenience’ value theme. In this case, ‘Modern Life’ activities and ‘Wine Activities’ are equally as important to those valuing convenience when taking a wine holiday. Note this model only explains 8% of the variance and as such, it does not have much predictive capacity.

Figure 41: Activity Factor Predictors of Convenience

Personal Control and Reference Group Influences

This section investigates the influence of personal control and reference group norms on one’s ability to take a holiday in a wine region. Respondents were instructed to rate each item on a scale of one to seven, one meaning ‘strongly disagree’ and seven meaning ‘strongly agree’. The Personal Control items dealt with issues that one has some influence over; the issues investigated in this study were time, money and motivation. Overall, the results are positive in that more respondents agree than disagree that they have enough time, money and inclination to take a wine holiday in the near future. However, sizeable proportions of people disagree with the statements, thus bringing the average (mean) scores down to the low to mid- four’s, scores which are moderate at best. Looking at each item individually, it is evident that more people agree they have enough time to take a wine holiday in the near future, yet fewer agree they have the money and the inclination (see Table 13).

Table 13: Personal Control Influences

Disagree (1-3) %

Neutral (4) %

Agree (5-7) %

Mean (1-7)

I feel I have enough time to take a wine holiday in the next 12 months 27.8 15.2 57.0 4.56

I feel there is nothing that prevents me from taking a holiday to a wine region if I want to 34.5 15.5 50.0 4.30

I feel I have enough money to take a wine holiday in the next 12 months 32.2 16.7 51.0 4.28


Convenience


Modern Life (.110)





37

The Reference Group Norms items explore the extent to which family and friends influence one’s motivation to take a wine holiday. The results indicate that family and friends do have an influence. This is evidenced by the large proportion of respondents agreeing with the statements and consequently the moderately-high average (mean) scores (from 4.76 to 5.63). Family and friends’ recommendation of a wine region holds the most credence with respondents. In comparison, fewer respondents agree that people close to them think they should take a wine holiday (see Table 14).

Table 14: Reference Group Norms

Disagree (1-3) %

Neutral (4) %

Agree (5-7) %

Mean (1-7)

I would like to visit a wine region that has been recommended by friends or family 4.9 13.1 82.0 5.63

I would like to visit a wine region that I have heard about from friends or family 8.1 18.5 73.4 5.30

I would like to take a wine holiday that is popular among my friends or family 11.1 22.5 66.4 5.10

People who are important to me would probably think it would be good to take a holiday in a wine region 19.2 23.8 57.0 4.76


Predicting Ability to Visit a Wine Region This section investigates the relationship between one’s likelihood of visiting a wine region in the near future and the influence of personal control and reference group norms. As outlined previously in the section titled ‘Attitudes towards Food and Wine Activities’, respondents were asked to specify how likely they would be to take a holiday based around wine activities in the next 12 months. Using this likelihood evaluation as a dependent variable, the Personal Control and Reference Group Norms factors described above were used to predict this likelihood. Specifically, two sets of analyses were conducted: first, the three Personal Control scale items and the four Reference Group Norms items were converted to overall composite scores. These composite scores were used to predict a person’s likelihood of visiting a wine region in the next 12 months to see which of the two had the most predictive power. The individual Personal Control and Reference Group Norms items were then used as predictors in separate analyses (see Appendix G for a summary of the statistical analyses).

Figure 42 displays the results of the first analysis, and demonstrates that of the two influences, personal control is by far the most powerful predictor.

Figure 42: Composite Personal Control and Reference Group Norm Predictors of Visiting a Wine Region in Next 12 Months

Will Visit a Wine Region in the Next 12 Months

Personal Control Factors (.483)

Reference Group Norm Factors (.209)



38

Figure 43 displays the results pertaining to the individual Personal Control items. These results show that time and money significantly predict the likelihood of visiting a wine region in the next 12 months; time having almost double the predictive power of money.

Figure 43: Personal Control Predictors of Visiting a Wine Region in Next 12 Months

Looking at the individual Reference Group Norms items as predictors, it is evident that two of the four items

significantly predict the likelihood of taking a wine holiday. ‘People important to me probably think it would be good to take a wine holiday’ has more predictive power than ‘I would like to visit a wine region I heard about from family and friends’.

Figure 44: Reference Group Norm Predictors of Visiting a Wine Region in Next 12 Months

Will Visit a Wine Region in Next 12 Months

I have enough time to take a wine holiday in next 12 months (.416)

I have enough money to take a wine holiday in next 12 months (.215)


Will Visit a Wine Region in Next 12 Months

I would like to visit a wine region I heard about from family/friends (.195)

People important to me probably think it would be

good to take a wine holiday (.338)



39

Chapter 4

SUMMARY AND RECOMMENDATIONS

Summary

General Holiday Experiences • Half of all respondents take one to two holidays away from their home each year and approximately one-

quarter take less than one holiday away from their home each year. • Respondents tend to take short breaks of three-four days or breaks of one to two weeks.

Attitudes toward Food and Wine Related Activities • The thought of visiting a wine region evokes positive emotions within respondents, irrespective of whether

one has visited a wine region or not. • Nearly one-quarter are likely to take a holiday based around wine activities in the next 12 months. Certain

sub-groups within the sample express a higher likelihood, namely males, couples and those on higher incomes.

Wine Region Holiday Experiences Wine region visitation • The majority of respondents (84.2%) indicate that they have at some time visited a wine region.

Respondents who are male and/or older, married, separated, divorced, widowed and on a higher income are more likely to have visited a wine region.

• On average, respondents have visited 2.4 wine regions in the last three years. Men tend to have visited more wine regions, as have retirees, the self-employed and those with a university degree.

• South Australian wine regions are the most popular to visit, followed by those in New South Wales and Victoria. The Barossa Valley is the single most popular wine region, followed by the Hunter Valley.

• The scenery and natural beauty of a region is a key factor in attracting respondents to a number of wine regions – e.g. the Barossa Valley, Western Australian wine regions, Yarra Valley, and Clare Valley. However, different wine regions appeal for different reasons. For instance, respondents who indicate the Hunter Valley is their favourite wine region to visit tend to explain that it is the accessibility of the region that is attractive to them; fewer of these respondents mention the scenery and natural beauty aspects. Those favouring McLaren Vale and Coonawarra are more likely to mention the quality of the wines and wineries, followed by the accessibility.

• The most common reason given by non-wine tourists for not having visited a wine region relates to a lack of opportunity, time and/or money.

Profiling wine region visitors • Most respondents are infrequent wine region visitors – 60.4% indicate visiting a wine region once a year or

less. However, 23.5% indicate they visit a wine region two or more times a year. • The majority of wine tourists stay in a wine region for one to two days, visit the region with their partner

and/or friends, purchase wine and local food produce, eat out, and spend under $150 on wine.

Cluster analysis • Three clusters (groups) were identified in the analysis, characterised by those with a low, medium and high

interest in wine-related activities.


40

Visits to, and ratings of, specific wine regions • Ten wine regions were selected for further investigation of respondents’ impressions, i.e.:

• Adelaide Hill, South Australia • McLaren Vale, South Australia • Barossa Valley, South Australia • Coonawarra, South Australia • Margaret River, Western Australia

• King Valley, Victoria • Mornington Peninsula, Victoria • Yarra Valley, Victoria • Rutherglen, Victoria • Hunter Valley, New South Wales

• Results indicate the Barossa Valley, Adelaide Hills and the Hunter Valley are the most visited and the most well-known wine regions, respectively. King Valley is the least visited and least known wine region.

Important Factors when Taking a Wine Region Holiday • The research investigated both the likelihood of a wine region providing certain experiences and

opportunities for respondents, and the extent to which these experiences and opportunities are valued by respondents. Responses to a large number of items were analysed and five key themes emerged. The themes, from most to least important, are ‘Destination Experience’, ‘Convenience’, ‘Unique Experience’, ‘Self-development’ and ‘Wine Experience’.

• Sub-group analysis conducted on the five themes indicate statistically significant differences by gender, age, wine region visitation, frequency of wine region holidays, life stage and income. Key differences include the following: Younger wine tourists place higher value on self-development; Those who have visited a wine region value destination, wine and unique experiences more than those

who have not visited; Families with older children living at home rate the value of a destination experience higher than other

groups; older tourists value this experience less than younger tourists; High income earners value self-development and convenience less than other income earners.

Predicting perceptions of wine regions • The five wine region value and belief themes predicted perceptions of wine regions to varying degrees. A

destination experience dominated – it had the greatest predictive power for three of the five regions analysed and featured as a predictor in the remaining two regions. Unique and wine experiences also predicted attitudes with some regularity.

Activities Important to Respondents • Factor analysis revealed nine themes relating to leisure activities enjoyed by respondents. The themes, from

highest to lowest in terms of respondents’ enjoyment, are ‘Entertainment’, ‘Culture’, ‘Food’, ‘Home Improvement’, ‘Exercise’, ‘Outdoor Activities’, ‘Modern Life’, ‘Wine Activities’, and ‘Sports’.

• Respondents who had previously visited a wine region rated ‘Wine Activities’, ‘Sports’, ‘Entertainment’, ‘Culture’ and ‘Outdoor Activities’ higher in enjoyment than those who had not visited a wine region.

Predicting perceptions of value • The nine activity factors were used to predict the value one gets from taking a wine holiday. ‘Wine

Activities’ were obviously key in predicting all five value themes (‘Destination Experience’, ‘Convenience’, ‘Unique Experience’, ‘Self-development’ and ‘Wine Experience’). ‘Entertainment’ and ‘Modern Life’ activities were also key predictors.

Personal Control and Reference Group Influences • The majority of respondents agree that family and friends influence their intention to take a wine holiday.

The results pertaining to personal control are less clear-cut, with the average respondent taking a more neutral stance in relation to them having the time, money and inclination to take a wine related holiday.


41

Predicting ability to visit a wine region • The influence of personal control and one’s reference group was used to predict the likelihood of visiting a

wine region in the near future. Results indicate that the personal control composite measure predicts this likelihood more strongly than the reference group composite measure.

• Of the individual personal control items, time is the most powerful predictor, followed by money. • Of the individual reference group items, the highest predictor is the belief that people important to oneself

think it would be a good idea to take a wine holiday. This is followed by the belief that one would like to visit a wine region one has heard about through one’s family or friends.

Recommendations

The following recommendations are based upon the results of this project: • The research has shown that certain demographic groups are more interested in food and wine activities,

namely those who are male, older and more highly educated. Future marketing campaigns should target these key groups.

• Different wine regions appeal for different reasons. Individual wine regions could increase tourist numbers to their region by tapping into the various appeal factors specific to their region, whether it be the scenery and natural beauty, the accessibility of the region, the standard of wine, the people and/or the food. That said, the scenery and natural beauty is a major drawcard for attracting wine tourists to many wine regions. This aspect should, therefore, be a constant feature in all marketing campaigns. Thus, emphasise the beautiful natural surroundings of the food and wine region

• Further, different wine tourists value different aspects of the wine region experience, e.g. younger wine tourists value ‘self-development’ more than older wine tourists. This information may assist people working in wine regions to engage and attract specific wine tourist segments. Specifically, it may be worthwhile developing packages or kits to emphasise the learning aspect of wine tourism.

• In regard to predicting perceptions of wine regions, the research has shown that different values and beliefs predict different regions. This information should again aid marketers in identifying their target markets.

• Non-wine tourists predominantly indicate it is a lack of opportunity, time and/or money that is keeping them from visiting a wine region. Marketing campaigns that work to break down these conceptions may assist in luring these people to wine regions. For instance, developing itineraries of short duration, e.g. half-day or day trips.

• Thirty per cent of respondents indicate buying local merchandise and souvenirs during their visit to a wine region. This purchasing behaviour presents an opportunity for winery operators to expand their product offerings into areas other than wine. Unique merchandise may help an operator to stand out from the crowd.

• Pay special attention to the promotion of products and brands that have original characteristics/features and which offer the tourist an opportunity for expressing individuality

• The research further supports that wine tourism is very much an ‘experience’, whether it be the destination, the wine or the opportunity to learn and ‘grow’. Therefore, creating key experiences for tourists is vital to the sustainability of this emerging industry.


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APPENDIX A: INTRODUCTORY LETTER AND QUESTIONNAIRE

Dear Sir/Madam I am writing to invite you to participate in a holidays and wine regions survey. This survey is part of a project being undertaken by Griffith University, Gold Coast, Victoria University, Melbourne, and University South Australia, Adelaide. An information sheet on this project is printed on the back of this page. To ensure the success of this project, your participation is both very important and greatly appreciated by us. We would therefore be grateful if you would complete the enclosed questionnaire and return it to us. We anticipate that it will take you around 15 minutes. As an additional INCENTIVE, all those who complete the questionnaire will be entered in a prize draw to win one of the following prizes: A MYER SHOPPING VOUCHER WORTH $300 OR ONE OF THREE MYER SHOPPING VOUCHERS WORTH $100 each. (Please see the prize coupon for further details and conditions of entry. The competition closes on Friday 24 June 2005 at 5pm). To enter the prize draw, all you need to do is to:

1. Fill in the questionnaire 2. Fill in your details on the enclosed prize coupon 3. Place the prize coupon in the SMALL envelope and seal 4. Place the SMALL envelope and the questionnaire into the ‘REPLY PAID’ envelope 5. Pop the ‘REPLY PAID’ envelope in the post! Good luck!

The research team have obtained your contact details from The Prospect Shop, who have built a marketing contact list based on the voluntary responses of the Australian Lifestyle Survey. If you do not wish to be included within this list, please contact The Prospect Shop on (02) 9386 4777. Alternatively, please write to the Australian Direct Marketing Association (ADMA) at ADMA – Do Not Contact Service, Reply Paid 464, Kings Cross NSW 1340 or email [email protected] requesting removal. All information gathered is completely confidential and entirely anonymous (we ask that you do not write your name or any other identifying information on the questionnaire). Questionnaires will be separated from the small sealed envelopes containing the prize coupon information by university staff, so you will not be associated with the questionnaires in any way. Names will not be provided to any other parties. If you wish to complete the questionnaire, but do not wish to enter the prize draw, please return the questionnaire only. Returning the questionnaire is taken as your consent to participate in the research completed. If you require any further information on the project, please contact Karen Wildman, Senior Research Assistant, on (07) 5552 8709 or [email protected]. Thank you for your time and assistance with this project.

Professor Beverley Sparks Department of Tourism, Leisure, Hotel and Sport Management Griffith University

Griffith Business School Department of Tourism, Leisure, Hotel and Sport Management Telephone + (0)7 55528054 Facsimile + (0)7 55528507 www.griffith.edu.au Postal address: Gold Coast Campus, Griffith University PO Box 50, GCMC Queensland 9726, Australia


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Q1. First, we would like to ask you how much you enjoy a range of activities. Please circle the number that represents your level of enjoyment with each activity.

I enjoy … Strongly Disagree

Moderately Disagree

Slightly Disagree Neutral Slightly

Agree Moderately

Agree Strongly

Agree a. cooking 1 2 3 4 5 6 7

b. having dinner parties 1 2 3 4 5 6 7

c. attending cooking classes 1 2 3 4 5 6 7

d. watching live sport 1 2 3 4 5 6 7

e. attending wine appreciation classes 1 2 3 4 5 6 7

f. going to the gym 1 2 3 4 5 6 7

g. attending yoga classes 1 2 3 4 5 6 7

h. wine club activities 1 2 3 4 5 6 7

i. watching television program’s about home renovations

1 2 3 4 5 6 7

j. going to concerts and theatre 1 2 3 4 5 6 7

k. visiting places of natural beauty 1 2 3 4 5 6 7

l. listening to modern music 1 2 3 4 5 6 7

m. listening to classical music 1 2 3 4 5 6 7

n. visiting exhibitions, art galleries, museums 1 2 3 4 5 6 7

o. exercise 1 2 3 4 5 6 7

p. dining out 1 2 3 4 5 6 7

q. shopping for clothes 1 2 3 4 5 6 7

r. shopping for groceries 1 2 3 4 5 6 7

s. visiting wineries 1 2 3 4 5 6 7

t. gambling e.g. casinos, horse racing 1 2 3 4 5 6 7

u. reading food magazines 1 2 3 4 5 6 7

v. reading wine magazines 1 2 3 4 5 6 7

w. reading home & lifestyle magazines 1 2 3 4 5 6 7

x. reading fashion magazines 1 2 3 4 5 6 7

y. reading motoring magazines 1 2 3 4 5 6 7

z. reading business magazines 1 2 3 4 5 6 7

aa. boating 1 2 3 4 5 6 7

ab. farmers markets 1 2 3 4 5 6 7

ac. driving holidays 1 2 3 4 5 6 7

ad. car races 1 2 3 4 5 6 7

ae. gardening 1 2 3 4 5 6 7

af. going to the movies 1 2 3 4 5 6 7

ag. going to food festivals 1 2 3 4 5 6 7


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Q2. In these series of statements, we are interested in finding out your level of interest in food and wine activities. By activities, we mean things such as going to farmer’s markets, wine regions, restaurants, food and wine festivals, or even having a wine cellar or attending food or wine classes.

To me, food and wine activities …

a. Are irrelevant 1 2 3 4 5 6 7 Are relevant

b. Mean nothing 1 2 3 4 5 6 7 Mean a lot

c. Are worthless 1 2 3 4 5 6 7 Are valuable

d. Are uninteresting 1 2 3 4 5 6 7 Are interesting

e. Are boring 1 2 3 4 5 6 7 Are stimulating

f. Are unexciting 1 2 3 4 5 6 7 Are exciting

g. Are unappealing 1 2 3 4 5 6 7 Are appealing

h. Are undesirable 1 2 3 4 5 6 7 Are desirable

i. Are unwanted 1 2 3 4 5 6 7 Are wanted

Q3. The rest of the survey will be about holidays in wine regions. Please try to answer the questions even if you have never been to a wine region as it is your general views that we are interested in. In this question, we’d like to know what kind of holiday you believe a wine region would provide. By holiday, we mean anything from a 1-day trip to a number of days or weeks stay. Please read each statement and circle one number on each row that best represents your beliefs.

How likely is a holiday in a wine region to offer the following?

Zero probability Completely certain

a. A happy experience 1 2 3 4 5 6 7 b. A destination not visited by mass tourists 1 2 3 4 5 6 7 c. Luxuries and extras even if I have to pay extra

1 2 3 4 5 6 7

d. Opportunities to feel inspired 1 2 3 4 5 6 7 e. Positive interactions with the customer service people

1 2 3 4 5 6 7

f. Opportunities to purchase rare and expensive wines that are not available elsewhere

1 2 3 4 5 6 7

g. Excellent food-tasting opportunities 1 2 3 4 5 6 7 h. Meeting people who are very welcoming 1 2 3 4 5 6 7 i. Opportunities to feel enlightened 1 2 3 4 5 6 7 j. An enjoyable experience 1 2 3 4 5 6 7 k. An unusual or undiscovered destination 1 2 3 4 5 6 7 l. Opportunities to gain knowledge that I can share with my friends

1 2 3 4 5 6 7

m. Beautiful surroundings 1 2 3 4 5 6 7 n. Indulgent experiences 1 2 3 4 5 6 7 o. Regional produce unique to the destination 1 2 3 4 5 6 7 p. Opportunities to get in touch with nature 1 2 3 4 5 6 7 q. An experience that allows me to develop as a person

1 2 3 4 5 6 7

r. Opportunities for new experiences 1 2 3 4 5 6 7 s. An enjoyable holiday where I do not have to spend a lot of money

1 2 3 4 5 6 7

t. Opportunities to explore new things 1 2 3 4 5 6 7 u. Easy roads to get around 1 2 3 4 5 6 7 v. A chance to learn new things 1 2 3 4 5 6 7 w. An opportunity for me to escape from the routine and stress of my daily life

1 2 3 4 5 6 7


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How likely is a holiday in a wine region to offer the following?

Zero probability Completely certain

x. A pleasurable experience 1 2 3 4 5 6 7 y. A real or genuine experience 1 2 3 4 5 6 7 z. A holiday experience that I can talk about to my friends

1 2 3 4 5 6 7

aa. Excellent wine-tasting opportunities 1 2 3 4 5 6 7 ab. Adequate signage and information 1 2 3 4 5 6 7 ac. Opportunities to purchase wine at a reasonable price

1 2 3 4 5 6 7

ad. Talking with the winemaker and wine staff 1 2 3 4 5 6 7

Q4. Now we’d like to know how much value you place on each of these aspects, for your own enjoyment, should you go on a holiday to a wine region. Looking at the same statements, please evaluate a holiday in a wine region (for yourself) on each aspect by circling one number in each row. When/ If visiting a wine region, how highly do you value each of the following?

No value to me Great value to me

a. A happy experience 1 2 3 4 5 6 7

b. A destination not visited by mass tourists 1 2 3 4 5 6 7

c. Luxuries and extras even if I have to pay extra

1 2 3 4 5 6 7

d. Opportunities to feel inspired 1 2 3 4 5 6 7

e. Positive interactions with the customer service people

1 2 3 4 5 6 7

f. Opportunities to purchase rare and expensive wines that are not available elsewhere

1 2 3 4 5 6 7

g. Excellent food-tasting opportunities 1 2 3 4 5 6 7

h. Meeting people who are very welcoming 1 2 3 4 5 6 7

i. Opportunities to feel enlightened 1 2 3 4 5 6 7

j. An enjoyable experience 1 2 3 4 5 6 7

k. An unusual or undiscovered destination 1 2 3 4 5 6 7

l. Opportunities to gain knowledge that I can share with my friends

1 2 3 4 5 6 7

m. Beautiful surroundings 1 2 3 4 5 6 7

n. Indulgent experiences 1 2 3 4 5 6 7

o. Regional produce unique to the destination 1 2 3 4 5 6 7

p. Opportunities to get in touch with nature 1 2 3 4 5 6 7

q. An experience that allows me to develop as a person

1 2 3 4 5 6 7

r. Opportunities for new experiences 1 2 3 4 5 6 7

s. An enjoyable holiday where I do not have to spend a lot of money

1 2 3 4 5 6 7

t. Opportunities to explore new things 1 2 3 4 5 6 7

u. Easy roads to get around 1 2 3 4 5 6 7

v. A chance to learn new things 1 2 3 4 5 6 7

w. An opportunity for me to escape from the routine and stress of my daily life

1 2 3 4 5 6 7

x. A pleasurable experience 1 2 3 4 5 6 7

y. A real or genuine experience 1 2 3 4 5 6 7

z. A holiday experience that I can talk about to my friends

1 2 3 4 5 6 7

aa. Excellent wine-tasting opportunities 1 2 3 4 5 6 7

ab. Adequate signage and information 1 2 3 4 5 6 7

ac. Opportunities to purchase wine at a reasonable price

1 2 3 4 5 6 7

ad. Talking with the winemaker and wine staff 1 2 3 4 5 6 7


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Q5. We’d also like to know what you would expect to feel when you visit a wine region. To answer, please read the pair of emotions on each row. Then, circle one number on each row that best represents how you would expect to feel.

When visiting a wine region, I would expect to feel …

a. Unhappy 1 2 3 4 5 6 7 Happy

b. Unpleasant 1 2 3 4 5 6 7 Pleasant

c. Unsatisfied 1 2 3 4 5 6 7 Satisfied

d. Unexcited 1 2 3 4 5 6 7 Excited

e. Relaxed 1 2 3 4 5 6 7 Stimulated

f. Unaroused 1 2 3 4 5 6 7 Aroused

Q6. We’re also interested in your friends and family’s enjoyment of holidaying in wine regions, as well as your ability to take a holiday to a wine region. Please read the statements below and indicate your agreement by circling one number in each row.

Strongly

DisagreeModerately Disagree

Slightly Disagree

Neutral Slightly Agree

Moderately Agree

Strongly Agree

a. I would like to visit a wine region that has been recommended by friends or family

1 2 3 4 5 6 7

b. I feel I have enough time to take a wine holiday in the next 12 months

1 2 3 4 5 6 7

c. I would like to visit a wine region that I have heard about from friends or family

1 2 3 4 5 6 7

d. I would like to take a wine holiday that is popular among my friends or family

1 2 3 4 5 6 7

e. I feel I have enough money to take a wine holiday in the next 12 months

1 2 3 4 5 6 7

f. I feel there is nothing that prevents me from taking a holiday to a wine region if I want to

1 2 3 4 5 6 7

g. People who are important to me would probably think it would be good to take a holiday in a wine region

1 2 3 4 5 6 7

Q7. Have you ever visited a wine region? (tick one)

yes no Why not? ____________________________________________

(NOW GO TO Q10)

Q8. If yes, which wine region did you last visit? _______________________________________

Q9. Overall, thinking about your last wine holiday, how would you rate it on the following? (Circle one number in each row)

Ratings of last wine holiday

a. Bad 1 2 3 4 5 6 7 Good b. Unfavourable 1 2 3 4 5 6 7 Favourable c. Disliked 1 2 3 4 5 6 7 Liked


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Q10. Overall, how would you rate the following wine regions for providing a wine experience? Please note we are interested in your impressions of the region, irrespective of whether you have been there or not. However, if you have never heard of the region, please leave it blank and tick the box ‘Have not heard of this region’. Otherwise, please circle one number in each row to give your rating. Please also tick a box to indicate whether you have visited the region.

Adelaide Hills, South Australia Have you visited? Yes No Have not heard of this region GO TO NEXT REGION

Bad 1 2 3 4 5 6 7 Good Unfavourable 1 2 3 4 5 6 7 Favourable Disliked 1 2 3 4 5 6 7 Liked McLaren Vale, South Australia Have you visited? Yes No Have not heard of this region GO TO NEXT REGION

Bad 1 2 3 4 5 6 7 Good Unfavourable 1 2 3 4 5 6 7 Favourable Disliked 1 2 3 4 5 6 7 Liked Barossa Valley, South Australia Have you visited? Yes No Have not heard of this region GO TO NEXT REGION

Bad 1 2 3 4 5 6 7 Good Unfavourable 1 2 3 4 5 6 7 Favourable Disliked 1 2 3 4 5 6 7 Like Coonawarra, South Australia Have you visited? Yes No Have not heard of this region GO TO NEXT REGION

Bad 1 2 3 4 5 6 7 Good Unfavourable 1 2 3 4 5 6 7 Favourable Disliked 1 2 3 4 5 6 7 Liked King Valley, Victoria Have you visited? Yes No Have not heard of this region GO TO NEXT REGION

Bad 1 2 3 4 5 6 7 Good Unfavourable 1 2 3 4 5 6 7 Favourable Disliked 1 2 3 4 5 6 7 Liked Mornington Peninsula, Victoria Have you visited? Yes No Have not heard of this region GO TO NEXT REGION

Bad 1 2 3 4 5 6 7 Good Unfavourable 1 2 3 4 5 6 7 Favourable Disliked 1 2 3 4 5 6 7 Liked Yarra Valley, Victoria Have you visited? Yes No Have not heard of this region GO TO NEXT REGION

Bad 1 2 3 4 5 6 7 Good Unfavourable 1 2 3 4 5 6 7 Favourable Disliked 1 2 3 4 5 6 7 Liked Rutherglen, Victoria Have you visited? Yes No Have not heard of this region GO TO NEXT REGION

Bad 1 2 3 4 5 6 7 Good Unfavourable 1 2 3 4 5 6 7 Favourable Disliked 1 2 3 4 5 6 7 Liked Margaret River, Western Australia Have you visited? Yes No Have not heard of this region GO TO NEXT REGION

Bad 1 2 3 4 5 6 7 Good Unfavourable 1 2 3 4 5 6 7 Favourable Disliked 1 2 3 4 5 6 7 Liked Hunter Valley, New South Wales Have you visited? Yes No Have not heard of this region Bad 1 2 3 4 5 6 7 Good Unfavourable 1 2 3 4 5 6 7 Favourable Disliked 1 2 3 4 5 6 7 Liked


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In this last section we are interested in some information about you and your holiday activities. All information is confidential. Please circle the appropriate number:

Q11. How often do you normally take a holiday away from home?

Q12. How long do you usually go on holiday for?

Less than once a year ....................................... 1 Weekend only.................................................... 1

Once a year ....................................................... 2 Short break (3-4 days)....................................... 2

Twice a year ...................................................... 3 One week .......................................................... 3

3 times a year .................................................... 4 Two weeks......................................................... 4

4 times a year .................................................... 5 One month ........................................................ 5

Other (please specify): ...................................... 6 Other (please specify): ...................................... 6

Q13. Please indicate where you went for your last holiday and the length of that holiday:

a. Where: _________________________________________________________

b. How long: _______________________________________________________

c. Did you visit any wineries on this last holiday? yes no Q14. Which wine regions have you visited over the last 3 years, if any? ___________________________________ _______________________________________ ___________________________________ _______________________________________ ___________________________________ _______________________________________

Q15. How likely would you be to take a holiday based around wine activities in the next 12 months? (circle one) Very unlikely Unlikely Unsure Likely Very likely

1 2 3 4 5

Q16. How likely would you be to return to any wine region you have previously visited, in the next 12 months? (circle one) Very unlikely Unlikely Unsure Likely Very likely

1 2 3 4 5

Q17. Which Australian wine region would you say is your favourite to visit?

________________________________________________________________

Q18. What is it about this region that appeals to you? What else appeals?


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Q19. On average, how often do you visit a wine region? (circle one) Never ................................................................ 1 Three times a year ......................................5 Less than once a year ....................................... 2 Four times a year ........................................6 Once a year ...................................................... 3 Five or more times a year ...........................7 Twice a year ...................................................... 4 Q20. How long do you usually stay in a wine region? (circle one) Not applicable .................................................... 1 3 days (e.g. over a long week-end) .............5 1 day ................................................................ 2 4-7 days .......................................................6 1 day + overnight ............................................... 3 Longer than 7 days .....................................7 2 days (e.g. over a week-end) ........................... 4 Q21. Who do you usually go with? (circle one) Not applicable ................................................... 1 My partner and family .................................5 Myself ................................................................ 2 My family .....................................................6 My partner ......................................................... 3 My friends ....................................................7 My partner and friends ...................................... 4 Other (please specify)..................................8 ________________________________ Q22. What goods do you usually buy when visiting a wine region? (circle all that apply) Not applicable .................................................... 1 Local merchandise/souvenirs .....................7 Red wine ............................................................ 2 Recipe books ..............................................8 White wine ......................................................... 3 Other (please specify): ................................9 Sparkling wine.................................................... 4 ________________________________ Beer/cider .......................................................... 5 Nothing .......................................................10 Local food produce ............................................ 6 Q23. What other things do you usually do when visiting a wine region? (circle all that apply) Not applicable .................................................... 1 Attend a festival ..........................................6 Eat at a restaurant ............................................. 2 Attend a concert ..........................................7 Eat at a cafe....................................................... 3 Other (please specify): ................................8 Go walking or hiking .......................................... 4 ________________________________ Shopping ........................................................... 5 Nothing .......................................................9

Q24. If you have visited a wine region in the past, about how much did you spend on wine?

$____________________

Q25. Gender:

Female ..................1 Q26. Relationship Status:

Married ............................................1

Male........................2 Couple ........................................... 2 Single, never married ......................3 Separated/divorced/widowed ........ 4 Other (please specify): ................... 5


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Q27. Indicate your highest level of education:

Completed year 10 or less .......................... 1 University/College degree ...................... 5 Completed year 11 or 12 ............................. 2 Post graduate degree ............................. 6 Certificate or Diploma ................................. 3 Other (please specify): ........................... 7 Trade qualification ...................................... 4 _________________________________ Q28. Age: 15-24 …………… 1 Q29. Employment

status: Full time ……………………. 1

25-34 …………… 2 Part time …………………… 2 35-44 …………… 3 Casual ……………………… 3 45-64 …………… 4 Not employed ……………... 4 65+ ……………... 5 Retired …………………….. 5 Self employed …………….. 6 Other (please specify): ........7

Q30. Current or last occupation: __________________________________ ________________ Q31. How would you classify your current ‘life-stage’?

Young person (under age 35) living alone or sharing.......................................1 Young person (under age 35) living with parents .............................................2 Young couple (under age 35) no children ........................................................3 Family – with children at home, average age 15 years and under...................4 Family – with children at home, average age over 15 years ............................5 Mature person (age 35+) who is single ............................................................6 Mature couple (age 35+) either children have left home or no children ...........7

Q32. Please indicate your approximate gross (before tax) combined household income:

Less than $20 000 ............................................. 1 $50 001 - 70 000 .........................................5 $20 000 - 30 000 ............................................... 2 $70 001 - 100 000 .......................................6 $30 001 - 40 000................................................ 3 $100 001 - 150 000......................................7 $40 001 - 50 000 ............................................... 4 Greater than $150 000.................................8

Thank you! Don’t forget to fill out your prize coupon!


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APPENDIX B: VALUES AND BELIEFS - FACTOR ANALYSIS The data were tested using Principal Components Factor Analysis on the Value and Belief scales. The correlation matrix of each was examined and any item not correlated at >.30 on any other item was removed. Varimax rotations were conducted and only factors with an Eigen value of >1 were considered. Scree plots were also examined. Items were retained if they loaded at .40 or more on a factor and did not load at more than .50 on any two factors. The final factor solution was selected based upon the Belief scale items and composite scales were computed. The same composite variables were computed for the Value items so that a comparison could be made between the two areas. Scale reliability tests were conducted for each factor and Cronbach’s Alphas are reported. The Bartlett’s test of sphericity was significant (.000) and the KMO measure of sampling adequacy was .964. The total variance explained by the final solution was 67.73%.

Value and Belief Factor Analysis Results

Factor Loading

% Variance Explained

Cronbachs’ Alpha

Self-development 17.581 .932 An experience that allows me to develop as a person .786 Opportunities to feel enlightened .706 Opportunities for new experiences .671 A chance to learn new things .628 Opportunities to explore new things .595 Opportunities to get in touch with nature .592 Opportunities to gain knowledge that I can share with my friends

.587

Opportunities to feel inspired .562 Meeting people who are very welcoming .493

Destination Experience 16.804 .917 A pleasurable experience .718 Beautiful surroundings .686 An opportunity for me to escape from the routine and stress of my daily life

.647

Indulgent experiences .646 Regional produce unique to the destination .628 A real or genuine experience .562 An enjoyable experience .535 A holiday experience that I can talk about to my friends .532 An unusual or undiscovered destination .415

Wine Experience 16.074 .889 Excellent wine-tasting opportunities .771 Talking with the winemaker and wine staff .744 Opportunities to purchase wine at a reasonable price .729 Adequate signage and information .647 Opportunities to purchase rare and expensive wines that are not available elsewhere

.638

Excellent food-tasting opportunities .510 Positive interactions with the customer service people .496

Convenience 8.751 .698 An enjoyable holiday where I do not have to spend a lot of money

.747

Easy roads to get around .677 Unique Experience 8.525 .648

A destination not visited by mass tourists .676 Luxuries and extras even if I have to pay extra .672 A happy experience .524


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APPENDIX C: SUB-GROUP ANALYSIS ON VALUE AND BELIEF THEMES Oneway ANOVAs and t-tests were run on the five value and belief themes to determine any differences according to gender, age, wine region visitation, frequency of wine region holidays, life stage and income. All variables had a significant effect on at least some of the themes.

Value and Belief Themes Crossed with Gender

Value and Belief Theme n Average Score SD df t sig

Self-development 1183 5.164 .000 Female 675 49.0 10.0 Male 510 45.9 10.9

Destination Experience 1196 6.115 .000 Female 693 54.0 8.2 Male 505 50.8 9.6

Convenience 1228 5.492 .000 Female 711 11.5 2.4 Male 519 10.7 2.6

Unique Experience 1223 4.340 .000 Female 708 16.4 3.1 Male 517 15.6 3.2

Value and Belief Themes Crossed with Age

Value and Belief Theme n Average Score SD df F sig

Self-development 3,1193 2.878 .035 15-34 332 48.6 9.1 35-44 278 46.9 10.2 45-64 459 48.2 10.2 65+ 128 45.9 13.9 Total 1197 47.7 10.4

Destination Experience 3,1206 4.418 .004 15-34 330 53.6 7.2 35-44 279 52.3 8.9 45-64 471 52.8 8.8 65+ 130 50.4 12.2 Total 1210 52.7 8.9

Value and Belief Themes Crossed with Wine Region Visitation

Value and Belief Theme n Average Score SD df t sig

Destination Experience 1231 3.296 .001 Have visited 1041 53.0 8.5 Have not visited 192 50.7 11.2

Wine Experience 1258 5.334 .000 Have visited 1060 37.5 8.2 Have not visited 200 34.0 10.6

Unique Experience 1258 2.364 .018 Have visited 1059 16.1 3.1 Have not visited 201 15.5 3.8


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Value and Belief Themes Crossed with Frequency of Wine Region Holidays


Self-development 3,1016 4.750 .003 < Once a year 509 46.7 10.8 Once a year 223 48.9 9.4 Twice a year 145 49.0 9.0 3 times a year or more 143 49.5 9.8 Total 1020 47.9 10.2

Destination Experience 3,1028 6.128 .000 < Once a year 515 52.0 9.5 Once a year 227 53.6 7.5 Twice a year 147 54.6 6.0 3 times a year or more 143 54.4 7.1 Total 1032 53.0 8.4

Wine Experience 3,1047 12.948 .000 < Once a year 522 36.0 9.0 Once a year 232 38.6 6.8 Twice a year 151 39.5 6.6 3 times a year or more 146 39.3 7.0 Total 1051 37.5 8.1

Unique Experience 3,1046 6.539 .000 < Once a year 524 15.8 3.4 Once a year 232 16.3 2.7 Twice a year 147 16.7 2.5 3 times a year or more 147 16.7 2.6 Total 1050 16.1 3.0

Value and Belief Themes Crossed with Life Stage


Destination Experience 6,1208 2.478 .022 young person (< 35) living alone or sharing

109 53.5 7.8

young person (<35) living with parents

27 51.8 8.3

young couple (<35), no children 83 53.9 6.0 family, children living at home, average age 15 & under

330 52.2 9.0

family, children living at home, average age over 15 yrs

116 55.0 6.4

mature person (35+), single 233 52.3 10.3 mature couple (35+), children have left home/ no children

317 51.8 9.7

Total 1215 52.6 9.0


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Wine Experience 6,1235 2.221 .039 young person (< 35) living alone or sharing

113 37.5 7.8

young person (<35) living with parents

27 32.8 8.4

young couple (<35), no children 85 36.8 7.4 family, children living at home, average age 15 & under

337 36.2 8.5

family, children living at home, average age over 15 yrs

119 38.4 8.2

mature person (35+), single 240 37.4 9.2 mature couple (35+), children have left home/ no children

321 37.0 9.2

Total 1242 36.9 8.7

Value and Belief Themes Crossed with Income


Self-development 6,1155 3.366 .003 < $20k 163 47.6 13.3 $20-$30k 141 48.6 11.5 $30-$40k 138 49.4 10.0 $40-$50k 161 49.2 9.0 $50-70k 230 47.6 9.8 $70-100k 187 46.7 9.6 >$100k 142 44.9 9.4 Total 1162 47.7 10.5

Convenience 6,1199 6.099 .000 < $20k 174 11.1 2.9 $20-$30k 148 11.3 2.8 $30-$40k 141 11.9 2.4 $40-$50k 165 11.7 1.9 $50-70k 241 11.0 2.5 $70-100k 190 11.0 2.3 >$100k 147 10.4 2.3 Total 1206 11.2 2.5

Unique Experience 6,1192 3.251 .004 < $20k 173 15.4 4.1 $20-$30k 149 15.5 3.6 $30-$40k 139 16.1 3.1 $40-$50k 164 16.7 2.7 $50-70k 242 16.0 3.1 $70-100k 187 16.3 2.6 >$100k 145 16.1 2.7 Total 1199 16.0 3.2


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APPENDIX D: PREDICTING THE EVALUATION OF A REGION USING THE VALUE AND BELIEF COMPOSITE FACTORS A series of multiple regression analyses were conducted in an attempt to identify the key drivers of respondents’ evaluations of wine regions. The 10 wine regions (Adelaide Hills, Barossa Valley, Coonawarra, Hunter Valley, King Valley, Margaret River, McLaren Vale, Mornington Peninsula, Rutherglen, and Yarra Valley) were used as dependent variables and the value and belief composite factors (Belief, Value and Value x Belief) were used as independent variables.

In each analysis, inspection of the tolerance values showed that all fell above the 0.10 cut-off value for excessive overlap. Inspection of beta coefficients and t-values indicated the weighting of each value/belief theme in the prediction of wine region evaluations (see table over page). The majority of value/belief themes contributed significantly to predicting evaluations of wine regions.

When inspecting the information in the regression tables, the three key pieces of information are the R2, the beta coefficient and the t-statistic. The R2 provides information about how well the regression model fits the data. The R2 tells us how much of the variance is explained. For instance, in the table below, the value/belief themes (using the Value scale) explain 19.7% of the variance in relation to evaluations of Adelaide Hills. An R2 of 1 would be perfect predictive capacity. In the second part of the information for this regression, the table below shows the beta coefficients (ß), which indicates the predictive power of each value/belief theme in relation to the wine region evaluations.

Predicting Wine Region Evaluations using Value and Belief Composite Factors Wine Region n Adj. R2 F sig df

Adelaide Hills Value Factors 744 .197 37.391 .000 5,738 Belief Factors 753 .200 38.669 .000 5,747 Value x Belief Factors 706 .214 39.347 .000 5,700

Barossa Valley Value Factors 887 .232 54.574 .000 5,881 Belief Factors 899 .224 52.826 .000 5,893 Value x Belief Factors 840 .229 50.815 .000 5,834

Coonawarra Value Factors 632 .179 28.453 .000 5,626 Belief Factors 639 .168 26.707 .000 5,633 Value x Belief Factors 597 .196 30.041 .000 5,591

Hunter Valley Value Factors 770 .216 43.459 .000 5,764 Belief Factors 779 .201 40.085 .000 5,773 Value x Belief Factors 734 .220 42.380 .000 5,728

King Valley Value Factors 233 .229 14.792 .000 5,227 Belief Factors 236 .184 11.573 .000 5,230 Value x Belief Factors 218 .234 14.238 .000 5,212

Margaret River Value Factors 615 .191 29.958 .000 5,609 Belief Factors 623 .166 25.806 .000 5,617 Value x Belief Factors 584 .204 30.949 .000 5,578

McLaren Vale Value Factors 680 .183 31.411 .000 5,674 Belief Factors 686 .218 39.146 .000 5,680 Value x Belief Factors 644 .218 36.898 .000 5,638

Mornington Peninsula Value Factors 492 .165 20.427 .000 5,486 Belief Factors 499 .143 17.663 .000 5,493 Value x Belief Factors 465 .193 23.220 .000 5,459


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Wine Region n Adj. R2 F sig df Rutherglen

Value Factors 524 .187 25.044 .000 5,518 Belief Factors 525 .161 21.120 .000 5,519 Value x Belief Factors 492 .184 23.171 .000 5,486

Yarra Valley Value Factors 626 .186 29.584 .000 5,620 Belief Factors 637 .131 20.194 .000 5,631 Value x Belief Factors 594 .175 26.094 .000 5,588

Weighting of Value and Belief Composite Factors in the Prediction of Wine Region Evaluations

Region Rating Predictors Average Score SD ß t sig

Adelaide Hills – Value Factors 17.2 3.1 Destination Experience .208 3.206 .001 Wine Experience .130 2.616 .009 Unique Experience .115 2.527 .012

Adelaide Hills – Belief Factors 17.3 3.2 Destination Experience .208 3.146 .002 Wine Experience .1096 2.051 .041 Unique Experience .094 2.153 .032

Adelaide Hills – Value x Belief Factors

17.3 3.1

Destination Experience .178 2.582 .010 Unique Experience .158 3.245 .001

Barossa Valley – Value Factors 18.6 2.9 Destination Experience .316 5.259 .000 Wine Experience .124 2.772 .006 Unique Experience .096 2.333 .020

Barossa Valley – Belief Factors 18.7 2.8 Destination Experience .384 6.376 .000 Wine Experience .143 3.013 .003

Barossa Valley – Value x Belief Factors

18.6 2.9

Destination Experience .392 6.176 .000 Coonawarra – Value Factors 17.5 3.2

Wine Experience .215 4.009 .000 Destination Experience .169 2.429 .015 Unique Experience .114 2.263 .024

Coonawarra – Belief Factors 17.5 3.2 Wine Experience .186 3.162 .002 Destination Experience .186 2.604 .009 Unique Experience .136 2.875 .004

Coonawarra – Value x Belief Factors

17.5 3.2

Wine Experience .195 3.157 .039 Unique Experience .167 3.103 .002 Destination Experience .151 2.073 .002

Hunter Valley – Value Factors 17.7 3.1 Wine Experience .155 3.197 .001 Unique Experience .151 3.413 .000 Destination Experience .147 2.258 .024


57


Hunter Valley – Belief Factors 17.7 3.1 Destination Experience .150 2.362 .018

Self Development .140 2.332 .020 Unique Experience .116 2.795 .005

Hunter Valley – Value x Belief Factors

17.7 3.1

Unique Experience .172 3.720 .000 Destination Experience .133 2.004 .045

King Valley – Value Factors 16.5 3.6 Self Development .306 2.967 .003 Unique Experience .174 2.168 .031

King Valley – Belief Factors 16.5 3.6 Self Development .247 2.060 .040

King Valley – Value x Belief Factors 16.5 3.6 Self Development .390 3.211 .002 Unique Experience .207 2.472 .014

Margaret River – Value Factors 18.0 3.0 Unique Experience .212 4.347 .000 Destination Experience .177 2.547 .011 Wine Experience .170 3.230 .001 Convenience -.107 -2.251 .025

Margaret River – Belief Factors 18.0 3.1 Destination Experience .229 3.210 .001 Unique Experience .214 4.480 .000

Margaret River – Value x Belief Factors

18.0 3.0

Unique Experience .293 5.546 .000 Destination Experience .158 2.171 .030 Wine Experience .127 2.016 .044

McLaren Vale – Value Factors 17.6 3.1 Destination Experience .233 3.303 .001 Wine Experience .140 2.658 .008

McLaren Vale – Belief Factors 17.6 3.1 Destination Experience .298 4.464 .000 Wine Experience .154 2.827 .005 Unique Experience .128 2.859 .004 Convenience .088 2.114 .035

McLaren Vale – Value x Belief Factors

17.6 3.1


Mornington Peninsula – Value Factors

16.6 3.4


Mornington Peninsula – Belief Factors

16.6 3.3

Unique Experience .220 4.182 .000 Destination Experience .184 2.304 .022

Mornington Peninsula – Value x Belief Factors

16.6 3.4


58


Unique Experience .305 5.266 .000 Destination Experience .241 2.965 .003 Convenience -.121 -2.240 .026

Rutherglen – Value Factors 17.4 3.3 Unique Experience .210 3.789 .000 Destination Experience .181 2.310 .021 Convenience -.113 -2.175 .030

Rutherglen – Belief Factors 17.3 3.3 Destination Experience .241 3.004 .003 Unique Experience .142 2.721 .007

Rutherglen – Value x Belief Factors 17.4 3.3 Unique Experience .218 3.680 .000 Destination Experience .183 2.195 .029

Yarra Valley – Value Factors 17.3 3.2 Destination Experience .206 3.021 .003 Self Development .185 2.962 .003 Unique Experience .143 2.990 .003

Yarra Valley – Belief Factors 17.3 3.2 Destination Experience .229 3.226 .001

Yarra Valley – Value x Belief Factors

17.2 3.1

Destination Experience .232 3.165 .002 Unique Experience .146 2.861 .004 Self Development .138 1.980 .048


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APPENDIX E: IMPORTANT ACTIVITIES: FACTOR ANALYSIS Principal Components Factor Analysis was used to explore the data obtained from the 33 items featuring in the Activity scale (Q1 of the questionnaire). This analysis was conducted in order to summarise the patterns of interrelations among this large set of questions by reducing the number of questions into a smaller set of like-minded ‘factors’ or themes.

The correlation matrix was examined prior to the initial factor analysis. Items were examined for very low (>.35) or very high (<.9) correlations. This led to the removal of two items – ‘listening to modern music’ and ‘gambling’. Several factor analyses were then conducted and their solutions examined. In each analysis, the communalities table was examined and it was found that no item had a communality of <.50 with another item. The Bartlett’s test of sphericity and the KMO measure of sampling adequacy was also checked and both were adequate in all analyses. Only factors with an Eigen value of >1 were considered. Items were retained if they loaded at .5 or more on a factor and did not load at more than .4 on any two factors. Once a final factor solution was found, scale reliability tests were conducted on each factor. Cronbach’s Alphas are reported.

Three items were removed due to significant cross-loadings with other factors. The items removed were: • ‘Going to concerts and theatre’ • ‘Shopping for groceries’ • ‘Reading food magazines’.

The remaining 28 items were then factor analysed with a varimax rotation. The resulting KMO measure of sampling adequacy was .819 and the Bartlett’s Test of Sphericity was significant. The analysis revealed nine factors with Eigen values >1. Together, these factors accounted for 65.1% of the total variance. Scale reliability tests were conducted for each factor revealing Cronbach’s Alphas between 0.627 and 0.874. This table presents the results of the analysis.

Important Activities Factor Analysis Results

Factor Loading


Cronbachs’ Alpha

Wine Activities 22.296 .874 Wine club activities .851 Attending wine appreciation classes .843 Visiting wineries .789 Reading wine magazines .743

Sports 9.504 .711 Reading motor magazines .880 Car races .793 Reading business magazines .648 Watching live sport .430

Entertainment 7.245 .694 Dining out .747 Going to the movies .726 Going to food festivals .563

Home Improvement 6.116 .701 Watching home renovations programs .772 Reading home & lifestyle magazines .710 Gardening .680

Culture 5.804 .697 Listening to classical music .800 Visiting exhibitions, art galleries, museums .797 Visiting places of natural beauty .597

Modern Life 4.928 .683 Reading fashion magazines .743 Attending yoga classes .595 Shopping for clothes .591

Outdoor Activities 4.629 .627 Farmers markets .740


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Factor Loading


Cronbachs’ Alpha

Boating .673 Driving holidays .662

Food 3.642 .639 Cooking .836 Having dinner parties .651 Attending cooking classes .620

Exercise 3.606 .647 Going to the gym .812 Exercise .761


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APPENDIX F: PREDICTING VALUES AND BELIEFS USING THE ACTIVITY FACTORS Multiple regression analyses were conducted in an attempt to identify the key drivers of respondents’ values and beliefs in relation to wine regions. The five value/belief themes (Self-development, Destination Experience, Wine Experience, Convenience, Unique Experience) were used as dependent variables and the nine activity factors (Wine Activities, Sport, Entertainment, Home Improvement, Culture, Modern Life, Outdoor Activities, Food, Exercise) were used as independent variables.

In each analysis, inspection of the tolerance values showed that all fell above the 0.10 cut-off value for excessive overlap. Inspection of beta coefficients and t-values indicated the weighting of each activity theme in the prediction of values and beliefs (see second table below). The majority of activity themes contributed significantly to predicting respondents values and beliefs of wine regions.

When inspecting the information in the regression tables, the three key pieces of information are the R2, the beta coefficient and the t-statistic. The R2 provides information about how well the regression model fits the data. The R2 tells us how much of the variance is explained. For instance, in the first table below, the activity themes explain 22.4% of the variance in relation to self-development. An R2 of 1 would be perfect predictive capacity. In the second part of the information for this regression, the second table below shows the beta coefficients (ß), which indicates how values and beliefs will change as a result of change in the various activity themes.

Predicting Values and Beliefs using Activity Themes

Wine Region Values and Beliefs n Adj. R2 F sig df

Self-development 1218 .224 39.937 .000 9,1208

Destination Experience 1230 .216 38.534 .000 9,1220

Wine Experience 1257 .321 67.039 .000 9,1247

Convenience 1263 .080 13.249 .000 9,1253

Unique Experience 1257 .169 29.402 .000 9,1247

Weighting of Activity Themes in the Prediction of Wine Region Values and Beliefs

Value and Belief Factor Predictors Average Score SD ß t sig

Self-development 47.76 10.5 Wine Activities .186 6.229 .000 Modern Life .147 4.818 .000 Culture .120 4.454 .000 Entertainment .105 3.649 .000 Home Improvement .096 3.315 .001 Food .063 2.161 .031

Destination Experience 52.66 8.9 Wine Activities .192 6.409 .000 Entertainment .191 6.597 .000 Modern Life .115 3.760 .000 Home Improvement .094 3.262 .001

Wine Experience 36.96 8.7 Wine Activities .458 16.635 .000 Entertainment .101 3.816 .000 Food .087 3.266 .001

Convenience 11.20 2.5 Modern Life .110 3.366 .001 Wine Activities .109 3.399 .001 Entertainment .088 2.852 .004


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Value and Belief Factor Predictors Average Score SD ß t sig

Home Improvement .071 2.283 .023 Unique Experience 16.03 3.2

Wine Activities .221 7.281 .000 Modern Life .120 3.877 .000 Entertainment .116 3.951 .000 Culture .066 2.406 .016 Home Improvement .058 1.974 .049


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APPENDIX G: PREDICTING WINE REGION VISITATION USING THE PERSONAL CONTROL AND REFERENCE GROUP NORMS ITEMS Multiple regression analyses were conducted in an attempt to identify the key drivers of future wine region visitation. Question 15 (‘How likely would you be to take a holiday based around wine activities in the next 12 months’) was used as the dependent variable and the Personal Control and Reference Group Norms items and composite factors were used as independent variables.

In each analysis, inspection of the tolerance values showed that all fell above the 0.10 cut-off value for excessive overlap. Inspection of beta coefficients and t-values indicated the weighting of each item/factor composite in the prediction of future wine region visitation (see second table below).

When inspecting the information in the regression tables, the three key pieces of information are the R2, the beta coefficient and the t-statistic. The R2 provides information about how well the regression model fits the data. The R2 tells us how much of the variance is explained. For instance, in the table below, the Personal Control and Reference Group Norms composite factors explain 37.3% of the variance in relation to future wine region visitations. An R2 of 1 would be perfect predictive capacity. In the second part of the information for this regression, the second table below shows the beta coefficients (ß), which indicates how future wine region visitation will change as a result of change in the various Personal Control/Reference Group Norms items.

Predicting Future Wine Region Visitation Using Personal Control/Reference Group Norms Items

Attitude n Adj. R2 F sig df

Composite Factors 1258 .373 374.399 .000 2,1255

Personal Control 1270 .369 248.332 .000 3,1266

Family Norms 1263 .226 93.202 .000 4,1258

Weighting of Personal Control/Reference Group Norms Items in the Prediction of Future Wine Region Visitation

Visiting Wine Region in Next 12 Months Predictors

Average Score SD ß t sig

Composite Factors 2.60 1.225 Personal Control – Composite .483 19.011 .000 Family Norms – Composite .209 8.216 .000

Personal Control Items 2.61 1.221 I have enough time to take a wine holiday in the next 12 months

.416 13.898 .000

I have enough money to take a wine holiday in the next 12 months

.215 5.886 .000

Reference Group Norm Items 2.60 1.226 People important to me probably think it would be good to take a wine holiday

.338 11.715 .000

I would like to visit a wine region that I have heard about from family/friends

.198 4.155 .000


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APPENDIX H: SUB-GROUP DIFFERENCES: VARIOUS A series of cross-tabulations, ANOVAs and t-tests were conducted on various questions throughout the survey to determine any differences according to gender, age, education, relationship status, employment, occupation, lifestage and income. Significant sub-group differences which have been discussed throughout the report, are listed below.

Visiting a Winery on Last Holiday Crossed with Gender, Education and Age Gender Female

(%) Male (%) All (%)

Visit any wineries on last holiday?

Yes 18.4 22.6 20.2 No 81.6 77.4 79.8 Total 100.0 100.0 100.0

Education Yr 10 or

less (%) Yr 11 or 12 (%)

Cert/ Dip (%)

Trade (%)

Uni deg (%)

All (%)

Yes 16.3 17.6 21.1 18.4 22.2 20.1 No 83.7 82.4 78.9 81.6 77.8 79.9 Total 100.0 100.0 100.0 100.0 100.0 100.0

Age 15-34 (%) 35-44 (%) 45-64 (%) 65+ (%) All (%)

Yes 13.6 15.6 23.5 33.1 20.1 No 86.4 84.4 76.5 66.9 79.9 Total 100.0 100.0 100.0 100.0 100.0

Ever Visited a Wine Region Crossed with Gender, Age, Relationship Status and Income Gender Female

(%) Male (%) All (%)

Yes 83.1 87.7 85.1 No 16.9 12.3 14.9 Total 100.0 100.0 100.0

Age 15-34

(%) 35-44 (%)

45-64 (%)

65+ (%)

All (%)

Yes 69.5 85.1 91.1 93.0 84.1 No 30.5 14.9 8.9 7.0 15.9 Total 100.0 100.0 100.0 100.0 100.0

Relationship Status Married

(%) Couple

(%) Single (%)

S/D/W (%)

All (%)

Yes 89.3 79.8 70.2 88.8 85.2 No 10.7 20.2 29.8 11.2 14.8 Total 100.0 100.0 100.0 100.0 100.0

Income < $20k

(%) $20-30k

(%) $30-40k

(%) $40-50k

(%) $50-70k

(%) $70-100k

(%) > $100k

(%) All (%)

Yes 76.2 81.4 81.7 82.6 84.0 87.6 92.6 83.7 No 23.8 18.6 18.3 17.4 16.0 12.4 7.4 16.3 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

* S/D/W = separated/divorced/widowed


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Likelihood of Taking Wine Holiday in Next 12 Months Crossed with Gender, Relationship Status, Lifestage and Income

Gender Female

(%) Male (%) All (%)

Likelihood of taking wine holiday in next 12 months

Unlikely 45.0 39.6 42.7 Unsure 33.2 32.6 33.0 Likely 21.8 27.8 24.3 Total 100.0 100.0 100.0

Relationship Status Married

(%) Couple

(%) Single (%)

S/D/W* (%)

All (%)

Unlikely 42.6 35.6 42.9 48.1 42.7 Unsure 32.6 34.4 36.1 30.7 33.0 Likely 24.8 30.1 20.9 21.2 24.3 Total 100.0 100.0 100.0 100.0 100.0

Lifestage Young,

live alone/ share (%)

Young, live w/ parents

(%)

Young, couple no kids

(%)

Family, kids 15

& under (%)

Family, kids > 15

(%)

Mature, single (%)

Mature, couple no kids

(%)

All

(%)

Unlikely 35.4 48.1 35.3 49.3 40.8 46.7 40.5 43.5 Unsure 38.1 33.3 34.1 31.7 35.8 31.6 30.5 32.5 Likely 26.5 18.5 30.6 19.0 23.3 21.7 29.0 24.0 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

Income < $20k

(%) $20-$30k (%)

$30-$40k (%)

$40-$50k (%)

$50-$70k (%)

$70-$100k (%)

> $100k (%)

All (%)

Unlikely 55.2 50.6 40.8 41.2 41.0 40.2 39.5 44.0 Unsure 34.8 33.3 33.1 32.1 33.2 30.9 28.6 32.4 Likely 9.9 16.0 26.1 26.7 25.8 28.9 32.0 23.6 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

* S/D/W = separated/divorced/widowed


66

Number of Wine Regions Visited in Last Three Years Crossed with Gender, Education and Employment Status

n Average SD df t sig Gender 720.888 -4.105 .000

Female 469 2.16 1.377 Male 372 2.60 1.646 n Average SD df F sig

Education 5,837 4.345 .001 Year 10 or less 105 1.93 1.187 Year 11 or 12 146 2.14 1.192 Certificate/Diploma 167 2.25 1.330 Trade qualification 103 2.43 1.257 University/College degree 308 2.61 1.831 Other 14 2.71 1.889 Total 843 2.35 1.515 n Average SD df F sig

Employment Status 6,811 2.775 .011 Full-time 334 2.37 1.418 Part-time 86 2.37 1.389 Casual 64 2.03 1.140 Not employed 40 1.73 0.987 Retired 159 2.52 1.630 Self-employed 66 2.76 2.301 Other 69 2.26 1.411 Total 818 2.36 1.521

Previous Expenditure when in Wine Region Crossed with Gender n Average SD df t sig Gender -3.034 582.35 .003

Female 512 141.98 187.227 Male 435 207.34 414.913

Activity Factors Crossed with Wine Region Visitation

Activity Theme n Average Score SD df t sig

Wine Activities 1290 7.586 .000 Have visited 1087 2.14 .627 Have not visited 205 1.77 .673

Sports 1288 2.715 .007 Have visited 1085 1.89 .599 Have not visited 205 1.77 .591

Entertainment 1291 2.410 .017 Have visited 1088 2.76 .423 Have not visited 205 2.67 .499

Culture 1290 3.254 .001 Have visited 1088 2.61 .491 Have not visited 204 2.47 .565

Outdoor Activities 1289 4.690 .000 Have visited 1086 2.25 .601 Have not visited 205 2.01 .672


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APPENDIX I: CLUSTER ANALYSIS

Cluster Membership n % Low Interest 141 12.08 Medium Interest 472 40.45 High Interest 554 47.47 Total 1167 100

Cluster Membership x Involvement Mean (1-7) Low Medium High Food and wine activities Are relevant 2.94 4.64 6.41 Mean a lot 2.38 4.38 6.24 Are valuable 2.35 4.65 6.31 Are interesting 2.17 4.96 6.53 Are stimulating 1.79 4.57 6.30 Are exciting 2.05 4.44 6.14 Are appealing 1.82 4.79 6.44 Are desirable 1.82 4.72 6.33 Are wanted 1.89 4.88 6.42

Cluster Membership x Wine Region Visitation

Low (%) Medium (%) High (%) Ever visited a wine region? Yes 73.0 82.6 88.6 No 27.0 17.4 11.4 Total 100 100 100

Cluster Membership x Future Visitation Low (%) Medium (%) High (%)

Likelihood of visiting a wine region in next 12 months: Unlikely 69.3 52.9 29.1 Unsure 20.7 33.9 33.6 Likely 10.0 13.2 37.4 Total 100 100 100

Cluster Membership x Frequency of Visitation Low (%) Medium (%) High (%)

How often visit a wine region? < Once a year 68.6 57.2 39.1 Once a year 11.8 22.7 24.1 Twice a year 9.8 12.4 17.3 Three times a year or more 9.8 7.7 19.5 Total 100 100 100


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Cluster Membership x Usual Length of Stay in Wine Region Low (%) Medium (%) High (%)

How long usually stay in a wine region? 1 day 41.3 39.3 32.7 1 day + overnight 17.5 16.1 16.9 2 days 23.8 23.8 23.5 3 days 7.5 13.7 13.8 4-7 days 8.8 6.0 10.8 > 7 days 1.3 1.2 2.2 Total 100 100 100

Cluster Membership x Usual Travel Partner Low (%) Medium (%) High (%)

Who do you usually go with? Myself 1.1 4.1 3.4 My partner 37.5 42.2 34.0 My partner and friends 23.9 16.3 22.2 My partner and family 6.8 9.3 9.2 My family 18.2 10.1 10.3 My friends 6.8 15.0 17.4 Other 5.7 3.0 3.6 Total 100 100 100

Cluster Membership x Goods Bought Low (%) Medium (%) High (%)

What goods do you usually buy? Red wine 38.3 52.3 70.9 White wine 29.8 50.2 62.1 Sparkling wine 4.3 14.6 26.7 Beer/cider 6.4 7.2 7.4 Local food produce 32.6 43.9 66.1 Local merchandise/souvenirs 23.4 23.1 28.2 Recipe books 8.5 8.1 16.2 Fortified wine/liqueurs 1.4 3.2 2.5 Nothing 10.6 5.9 1.1

N.B.: Multiple response; columns add up to more than 100%

Cluster Membership x Usual Activities Low (%) Medium (%) High (%) What things do you usually do?

Eat at a restaurant 36.2 54.7 74.4 Eat at a café 34.0 48.1 56.9 Go walking/hiking 27.7 45.6 46.4 Go shopping 34.8 38.1 46.0 Attend a festival 14.2 21.0 35.9 Attend a concert 7.1 9.5 13.9 Nothing 9.9 4.2 0.5

N.B.: Multiple response; columns add up to more than 100%


69

Cluster Membership x Demographics Low (%) Medium (%) High (%) Gender

Female 50 54.5 61.3 Male 50 45.5 38.7 Total 100 100 100

Highest education level Year 10 or less 21.0 11.8 13.2 Year 11 or 12 25.4 21.0 17.6 Certificate/diploma 15.9 20.3 20.7 Trade qualification 10.1 12.2 11.4 Uni/College degree 20.3 24.2 23.7 Postgraduate degree 6.5 9.6 12.1 Other 0.7 0.9 1.3 Total 100 100 100

Age 15-24 6.6 6.7 4.4 25-34 22.6 24.9 21.7 35-44 18.2 25.1 22.4 45-64 37.2 36.3 40.1 65+ 15.3 7.1 11.4 Total 100 100 100

Employment status Full-time 29.6 41.9 42.3 Part-time 10.4 12.2 13.2 Casual 9.6 10.9 7.0 Not employed 8.1 5.8 5.1 Retired 21.5 11.3 16.6 Self-employed 10.4 7.8 6.6 Other 10.4 10.2 9.1 Total 100 100 100

Combined household income < $20,000 20.7 12.4 10.9 $20-$30,000 13.3 12.9 12.4 $30-$40,000 13.3 12.0 10.5 $40-$50,000 13.3 13.5 13.6 $50-70,000 17.8 19.4 22.2 $70-100,000 10.4 17.9 16.4 >$100,000 11.1 11.8 14.0 Total 100 100 100

Current/last occupation Professional 26.2 30.8 32.6 Semi-professional 13.9 11.2 11.6 Admin/Clerk/Supervisor 13.9 16.6 18.0 Trades/Labourer/ Unskilled 20.5 22.4 15.8 Sales/Retail/Customer service 6.6 11.4 11.4 Community/Personal service 10.7 6.3 6.2 Home duties 3.3 0.2 2.6 Farmer 4.1 0.5 0.2 Other/not enough info 0.8 0.7 1.6 Total 100 100 100


70

Low (%) Medium (%) High (%) Current lifestage

Young person (< 35) living alone or sharing 10.8 9.8 9.1 Young person (<35) living with parents 2.9 3.4 1.3 Young couple (<35), no children 3.6 7.4 7.8 Family, children living at home, average age 15 and under

28.8 29.4 26.4

Family, children living at home, average age over 15 yrs

8.6 9.4 9.6

Mature person (35+), single 12.2 17.4 20.5 Mature couple (35+), children have left home/ no children

33.1 23.2 25.3

Total 100 100 100


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AUTHOR

Professor Beverley Sparks Beverley Sparks is a Professor with the Department of Tourism, Leisure, Hotel & Sport Management at Griffith University. Beverley was the inaugural Director, International Centre of Excellence – Tourism and Hospitality Education (Sustainable Tourism CRC) and is currently the Director of the STCRC Education Program. Beverley is an active researcher in the area of tourism and hospitality marketing and management, and has several publications in top quality journals including Journal of Hospitality and Tourism Research, Journal of Service Research and Journal of Business Research. She is on the editorial board of several international journals including: International Journal of Contemporary Hospitality Management, Cornell HRA Quarterly and the Journal Hospitality and Tourism Research. She has received a range of grants for her research work and also has a strong publication record. Her current research projects include food and wine tourism, study tourism, customer derived value and service quality. Email: [email protected]

The Sustainable Tourism Cooperative Research Centre (STCRC) is

established under the Australian Government’s Cooperative Research

Centres Program. STCRC is the world’s leading scientific institution

delivering research to support the sustainability of travel and tourism -

one of the world’s largest and fastest growing industries.

Research Programs

Tourism is a dynamic industry comprising many sectors from accommodation to hospitality, transportation to retail and many

more. STCRC’s research program addresses the challenges faced by small and large operators, tourism destinations and

natural resource managers.

Areas of Research Expertise: Research teams in five discipline areas - modelling, environmental science, engineering &

architecture, information & communication technology and tourism management, focus on three research programs:

Sustainable Resources: Natural and cultural heritage sites serve as a foundation for tourism in Australia. These sites exist

in rural and remote Australia and are environmentally sensitive requiring specialist infrastructure, technologies and

management.

Sustainable Enterprises: Enterprises that adhere to best practices, innovate, and harness the latest technologies will be

more likely to prosper.

Sustainable Destinations: Infrastructural, economic, social and environmental aspects of tourism development are

examined simultaneously.

Website: www.crctourism.com.au I Bookshop: www.crctourism.com.au/bookshop I Email: [email protected]

Postgraduate Students: STCRC’s Education Program recruits high quality postgraduate students and provides scholarships,

capacity building, research training and professional development opportunities.

THE-ICE: Promotes excellence in Australian Tourism and Hospitality Education and facilitates its export to international markets.

Education

STCRC uses its research network, spin-off companies and partnerships to extend knowledge and deliver innovation to the

tourism industry. STCRC endeavours to secure investment in the development of its research into new services, technologies

and commercial operations.

Australia’s CRC Program

The Cooperative Research Centres (CRC) Program brings

together researchers and research users. The program

maximises the benefits of research through an enhanced

process of utilisation, commercialisation and technology

transfer. It also has a strong education component

producing graduates with skills relevant to industry

needs.

Extension & Commercialisation

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CAIRNSNQ CoordinatorProf Bruce Prideaux

Tel: +61 7 4042 1039

[email protected] CoordinatorMs Alicia Boyle

Tel: + 61 8 8946 7267

[email protected] QLD CoordinatorMr Noel Scott

Tel: +61 7 3381 1024

[email protected]

LISMORENSW CoordinatorRegional Tourism ResearchDr Jeremy Buultjens

Tel: +61 2 6620 3382

[email protected]

SYDNEYSustainable DestinationsMr Ray Spurr

Tel: +61 2 9385 1600

[email protected] CoordinatorAdjunct Prof Malcolm Wells

Tel: + 61 3 6226 7686

[email protected]

CANBERRAACT CoordinatorDr Trevor Mules

Tel: +61 2 6201 2589

[email protected]

ADELAIDESA CoordinatorGary Crilley

Tel: +61 8 8302 5163

[email protected]

PERTHWA CoordinatorDr Jeremy Northcote

Tel: + 61 8 6304 2307

[email protected]

MELBOURNEVIC CoordinatorA/Prof Sue Beeton

Tel: +61 3 9479 3500

[email protected]

NATIONAL NETWORK

Sustainable Tourism Cooperative Research Centre

S P I N - O F F C O M P A N I E SU N I V E R S I T Y P A R T N E R SI N D U S T R Y P A R T N E R S

CRC for Sustainable Tourism Pty Ltd

ABN 53 077 407 286

Gold Coast Campus

Griffith University Qld

Australia 4222

Telephone: +61 7 5552 8172

Facsimile: +61 7 5552 8171

Chairman: Sir Frank Moore AO

Chief Executive: Ian Kean

Website: www.crctourism.com.au

Bookshop: www.crctourism.com.au/bookshop

Email: [email protected]

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