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To What Extent Do Wineries Study Their Consumers And Visitors? Implications For Wine Tourism Development, Abel Alonso, Alessandro Bressan, Michelle O'Shea, Vlad Krajsic

Abel D Alonso

In their quest for long-term sustainability and financial success, winery entrepreneurs increasingly perceive wine tourism and tourism-related enterprises as important facets of their business strategy. However, to benefit from wine tourism activities, winery operators will need to develop new skills and business capabilities. In this context, learning from and understanding consumers and visitors' preferences and expectations is of paramount importance to wineries' long-term sustainability and, importantly, their financial success. This study examines the extent to which winery owners and managers "study" their visitors, gathering data from 451 Italian, Spanish, and New World small and medium wineries. The majority of respondents …