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From Under The Shadows: Developing Awareness In A Conventional Market With A Product Less Recognized, Nelson Barber, Janis Donovan
From Under The Shadows: Developing Awareness In A Conventional Market With A Product Less Recognized, Nelson Barber, Janis Donovan
Hospitality Management
The wine industry has considered product quality as the benchmark driving competitiveness, with wine quality the target standard. This focus on quality exposes producers to intense price competition with consumers alternating between wines. Some research has been done on country of origin suggesting the value consumers place on specific origins goes deeper than quality and price, inferring the presence of other dimensions such as emotional, economic, and social associations. However, little has been done to determine the value consumers place on the sub-wine regions of these larger countries. This study examines dimensions of wine region brand equity, by analyzing benefits …
Environmental Attitudes Towards Wine Tourism, Christopher Taylor, Nelson Barber, Cynthia Deale
Environmental Attitudes Towards Wine Tourism, Christopher Taylor, Nelson Barber, Cynthia Deale
Hospitality Management
Wine tourism marketers frequently seek new ways to promote destinations, often executing ecologically sustainable practices. As consumer environmental knowledge of a wine tourism destination increases, consumer attitudes change, influencing perceptions of the environmental policies of a wine region. In this consumer-driven economy, it is therefore important to search for effective ways to market destinations, and one approach is selective marketing. By focusing on consumers in this manner, it is possible to understand better their concerns and motivations, which should aid in marketing and advertising efforts. This study investigated wine consumers environmental concerns and attitudes about wine regions. Results suggest environmental …