Benchmarking the behaviour and characteristics of wine tourists in an emerging wine region

Abstract

Exploratory research was undertaken to benchmark the profiles and preferences of regional wine tourists in Nova Scotia. This paper describes the consumer profiles of three wine tourist segments in the region: Wine Lovers; Wine Interested; and Curious Tourists. The data (n = 780) were collected over an eighteen-month period at wineries, winery events, farmers markets, and on the tour bus of a popular wine tour operator. Results provide evidence supporting the wine tourist typology found in the literature and give insights for tourism bodies as well as individual businesses.