Wine tourism trends Analysis from the perspective of the

winegrowing-countries Germany, Austria and South Tyrol

Axel Dreyer & Elisa Brammer

Institute for Tourism Research

Hochschule Harz, University of Applied Sciences

Outline

� Introduction

– Main goal of the study

– Research questions

� Approach and method

– List of experts

– Limitations

� The study

– Definition of trends

– Initial situation (megatrends)

– Megatrends with issues to wine tourism

� Results

Introduction

Purpose of the study

� Identification of wine tourism trends based on social megatrends

� Main focus on Germany (and Austria, South Tyrol as well)

Main research question

� Which are the future trends in wine tourism?

� How will the development in wine tourism continue?

Dynamic development in wine tourism

� Special education „tour guide for wine experiences“ in Franconia (Bavaria) since 1998

Screenshot 2015-05-17: www.lwg.bayern.de/weinbau/weintourismus

Milestones in Europe

Loisium 2003 – Wine Experience

Photo: Dreyer

Hillinger 2004 – Architecture & Marketing

Screenshot 2015-05-17: www.leo-hillinger.com/de

Cantina Tramin 2007 - Architecture

Photo: Dreyer

Deutsches Weininstitut 2009 - Vineyard Hiking

City of Wine, Bordeaux 2016 - Edutainment Approach and methods

1

• Literature review

• MEGATRENDS (e.g. Horx 2011, Zukunftsinstitut 2015)

• TOURISM TRENDS (e.g. Gatterer et al 2014, AMADEUS 2015)

2 • Expert interviews (nine half-standardized interviews)

3

•Literature review

• WINE TOURISM TRENDS (e.g. Dreyer/ Ratz/ Berauer 2015)

Three steps and a mix of methods

List of experts

Name Unternehmen/Organisation/

Einrichtung

Tätigkeit Bereich

Prof. Dr. Knut Scherhag Fachhochschule Worms Vizepräsident der Fachhochschule Worms, Professor für Destinationsmanagement und Verkehrswesen

Wissenschaft

Prof. Dr. Andreas Kagermeier Universität Trier Professor für Freizeit- und Tourismusgeographie

Wissenschaft

Prof. Dr. Christian Antz Fachhochschule Westküste Honorprofessor für "Slow Tourism" Wissenschaft/ Politik

Ministerium für Wissenschaft und Wirtschaft Sachsen-Anhalt

Referatsleitung im Bereich Wissenscaft, früher Referatsleiter Tourismus

Dr. Albert Franz Stöckl Fachhochschule Krems (Österreich) Studiengangsleitung International Wine Business

Wissenschaft

Dr. Detlef Janik Pfalz.Touristik e.V., Pfalzwein e.V., Pfalz.Marketing e.V.

Geschäftsführer Wissenschaft/ Praxis

Eberhard Abele Deutsches Weininstitut (DWI) Ressortleitung Werbung und Marktforschung

Praxis

Sarah Filippi Tourismusverein Kaltern am See (Südtirol, Italien)

Direktorin Praxis

Bastian Klohr Winzergenossenschaft Weinbiet e.G. Geschäftsführer Praxis

Claudia Bellanti Tourist Information Iphofen Leitung Praxis

Experten aus Deutschland, wenn nicht anders bezeichnet.

Researchers and practioners as well

Limitations

� The deduction of tourism trends from megatrends and as well the selection of the megatrends and tourism trends which are relevant for wine tourism underlie a significant amount of subjectivity.

– But the selection was necessary to reduce the content of the expert interviews in order to remain within the timeframe

� On the other hand we received interesting and comprehensible results that convey an impression of the future of wine tourism

The study

Definition of trend

� In common usage something that is „in“ at the moment (prevailing taste e.g. in view of habits of consumption)

� A trend is a change movement or change process that continues over a periodof several years and is indicatory for the social development(Geser et al. 2007, S. 18; Horx 2006, S. 97; Opaschowski 2006, S. 484)

� In contrast temporary fashions are short-term developments(one season, half a year)

Different kind of trends

� Trends can be segmented into different types in terms of the temporal progressand the areas of society that are affected by changes. − meta-, mega-, basic- as well as

sociocultural society-, consumption-, branch- and product-trends

(vgl. Heyes 2006, S. 33; Horx Zukunftsinstitut 2010a, S. 2f.; Kreibich 2013, S. 360; Singh 2012, S. 4)

� Megatrends: have a „durability“ of several decades.

� Branch- and consumption-trends (as wine or tourism trends) derive in the end from megatrends.

� Framework conditions (driver) are superior and influence the development ofmegatrends.

Initial Situation

Horx et al. 2007/ Horx 2011/ Zunkunftsinstitut 2015

Megatrends

politicale.g.

global-

ization

law

economic

geo-physicale.g. climate change

technological

socio-culturale.g.

demografic

change

Drivers

Mobility

Urbanisation

Connectivity

Individualisation

HealthNew Work

Feminisation/

Gender Shift

Neo-Ecology

Mega-

trends

Safety

Knowledge Culture/

New Learning

Silver Society

Connection between megatrends and tourism trends

Health as an example for the chain of effects 1

� Health may be the most important megatrend in the future

� Connection with the demographic change– A person aged sixty who learns a new foreign language rejuvenates mentally and therefore

physically as well!

� The development of medical devices supports a longerlife expectancy

– More „good“ years

� Prevention gains centre stage– Prevention travels (Endress 2009)

Connection between megatrends and tourism trends

Health as an example for the chain of effects 2

From the megatrend health derived tourism trends, e. g.:

� New concepts of pleasure (awareness instead of self-denial)– Vegan restaurants

� New wellness quality in hospitality– Accessibility for physically challenged people

– Rooms free of electrosmog

– Feng shui-rooms

– Allergy sufferer-friendly offers

– Medical wellness offers

� Slow Tourism (Antz et al. 2011)

Megatrends with connections to wine tourism

Horx et al. 2007/ Horx 2011/ Zunkunftsinstitut 2015

politicale.g.

global-

ization

law

economic

geo-physicale.g. climate change

technological

socio-culturale.g.

demografic

change

Drivers

Connectivity

Individualisation

Health

Neo-Ecology

Mega-

trends

Silver Society

Knowledge Culture/

New Learning

Results

Trends in Wine Tourism

� Edutainment is seen controversially– Affective prior to cognitive components of a wine tour (wine experiences)

– Dissemination of knowledge only if requested/ information on demand

– Antz: „… away from hard facts toward storytelling and personalities.“(„… weg von harten Fakten, hin zu Geschichten und Persönlichkeiten.“)

� Active participation in grape harvesting– Janik: demand higher than the offer of vineyards to participate

� Interesting offers for children to attract families

� But an important general statement isthat the orientation on pleasure and treats is considerably strongerthan the interest for learning

Expert Statements New Learning/ Knowledge Culture

Trends in Wine Tourism

� Referral marketing grows more important– Experts point out that Marketing in social networks is seldom used for wine tourism!

– Remark of the authors: Review sites such as TripAdvisor and travel blogs are used muchmore intensively than general social networks like Facebook (Messe Berlin 2015)

� Apps become „guides to insiders‘ and pleasure advices“ „Lotsen zu Geheim- und Genusstipps“ (Bellanti)

– Technology is not in contrast to the pleasure nature of a wine tour

� Augmented Reality– Information brokerage is often named as an application field

– Surprisingly gamification didn´t play any role in the argumentation of the experts

� From the point of view of the authors there are few specific proposals from theexperts and no visionary ideas.

Expert Statements Connectivity

Trends in Wine Tourism

� LOHAS are considered an important target group for wine tourism– Sustainability was more emphasized than health

– Sustainability is rather associated with local products and regionality than ecology

– Guests are interested in „wine as a natural product and simultaneouslyas the basic source of income of many families of winemakers.“

„für den Wein als Naturprodukt und gleichzeitig als Grundlage des Einkommens vieler Winzerfamilien“ (Bellanti)

� Increasing interest in organic wine (Abele, Antz, Kagermeier, Klohr, Stöckl)

� Car-mobility of wine travellers remains

Expert Statements Neo-Ecology

Origin OriginDestination

Trends in Wine Tourism

� The majority of experts (except Stöckl) sees no negative impacts of theincreasing health consciousness on wine tourism– Wine quality has priority

– Wine is considered as a cultural good and is perceived more consciously

– Use of grapes as a stationary remedy

� Activities during a wine tour (hiking, biking) create an healthbalance

Expert Statements Health

Trends in Wine Tourism

� Importance of travel components– Wine plus additional offers as requested by individual needs

� Close connection between individualisation of a wine tour and service quality– But this is contrasted by a shortage of sufficiently qualified personnel

� The experts only name few possibilities to personalise a wine tour.

However there are enough examples in the opinion of the authors:– Personal address of guests

– Consideration of personal needs during tastings

– Labelled souvenirs, wine presents and commemorative gifts

– Consideration of the needs of fellow travellers without wine interest (Moslems, children, etc.)

Expert Statements Individuality

Trends in Wine Tourism

� In the expert statements many aspects of the Silver Society are connected with other megatrends and there are only fewspecial needs of Best Agers:– Interest in education of Best Agers is more distinct

– Increased journeys with campervans

– Pedelec-usage of Best Agers

� Kagermeier points out the perspectively longer clientage of theyounger generation

� Bellanti emphasizes the „cross-generational wine experience“„generationsübergreifende Weinerlebnis“

Expert Statements Silver Society

Conclusion 1

� Trends in wine tourism do not only derivedirectly from megatrends– e.g. events and wine experiences

are very important

� Orientation on pleasure has priority(appeal of all senses!)– culinary travels are anyway a general tourism trend

� Wine tourism means wine plus other offersfor individual preferences (e.g. Dreyer et al. 2015)

� Referral marketing has a lot of catching-up to do in the future (review sites!)

� Knowledge culture and information brokerageplay a role but have no priority

Photo: © FrankenTourismus/FWL/Hub

Screenshot 2015-05-17: www.tripadvisor.com

Photo: Dreyer

Conclusion 2

� Sustainability and „organic“ become more important for wineas well as for travelling

– Local products/ regionality are more important than ecological thoughts of travellers

� Journey to the destination by car (rural areas) have to be supplementedwith forms of mobility without a car on site

� The megatrend health has no negative impacts on wine tourism

� The slow tourism aspects like pleasure, local productsand cultural activities provide good possibilities to design offers (Groß 2011)

– Close to the extended definition of „terroir“ as a mixture of tradition, lifestyle, culture, regional identity and language in a region (e.g. Croce/ Perri 2010)

Page 30

Institute of Tourism Research at University of Applied Sciences Harz

Prof. Dr. Axel Dreyer

Phone +49 3943 – 659 224

Fax +49 3943 –  659 5224

E-Mail adreyer@hs-harz.de

Friedrichstraße 57 –  59

D – 38855 Wernigerode

Contact

References

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Cambridge.� Dreyer, A., Ratz, J., Berauer, J. (2015): Weintourismus, 2. Aufl., Elmshorn: ITD-Verlag.� Endress, M. (2009), Prävention und Sport im Urlaub, Hamburg: ITD-Verlag.� Geser, G., Haid, E., Lassning, M., Plössning, M. & Wieden-Bischof, D. (2007). Tourismus Trends & IKT

Szenarien. Hamburg: ITD-Verlag.� Groß, M. (2011). Genuss im Tourismus: Slow Food und andere kulinarische Genussformen mit touristischer

Bedeutung. In : Antz, C.; Eisenstein, B.; Eilzer, C. (Ed.) (2011). Slow Tourism, München: Meidenbauer, p. 217-239.

� Heyes, J. (2006). Trendforschung: Produktentwicklung zwischen Gegenwart und Zukunft. In: IHK (Hrsg.): Trendforschung: Die Märkte von morgen entdecken. Solingen: Bergisches Institut für Produktentwicklung und Innovationsmanagement GmbH, S. 33-42.

� Horx Zukunftsinstitut GmbH (2010a). Trend-Definitionen. Download von: http:// www.horx.com/zukunftsforschung/Docs/02-M-03-Trend-Definitionen.pdf am 10.03.2014.

� Horx, M. (2006). Das kleine Wörterbuch der Trend- und Zukunftsforschung. In: Industrie- und Handelskammern in Nordrhein-Westfalen (Hrsg.): Trendforschung: Die Märkte von morgen entdecken. Solingen: Bergisches Institut für Produktentwicklung und Innovationsmanagement GmbH, S. 91-102.

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Additional References

� Dreyer, A., Müller, J. (2011): Opportunities of cooperative marketing using the example of the wine region Saale-Unstrut, in: Sidali, K.L.; Spiller, A.; Schulze, B. (Ed.), Food, Agri-Culture and Tourism: Linking local gastronomy and rural tourism: interdisciplinary perspectives, p. 102-118, Berlin, Heidelberg

� Gatterer, H., Reiter W, Rützler H. (2014): Workbook Hotel der Zukunft 2014, Zukunftsinstitut Österreich GmbH (Hg.), Wien, Download 28.12.2015: http://www.hotelderzukunft.at/pdf/workbook-hotel-der-zukunft-2014.pdf

� Hall, C.M.; Mitchell, R. (2008): Wine Marketing: a practical guide, Oxford.

� Hede, A.M. (2008): Food and wine festivals: stakeholders, long-term outcomes and strategies for success, in: Hall, C.M.; Sharples, L. (Hg.), Food and wine festivals and events around the world, Oxford, S. 85-100.

� Horx, M. (2011): Das Megatrend Prinzip. Wie die Welt von morgen entsteht, München.

� Lun, L.-M./ Schmitz, E.-M./ Pichler, S./ Pechlaner, H. (2013): Weinland Südtirol: Touristische Wertschöpfung über Qualität, Kooperation und Innovation, in: Lun, L.; Dreyer, A.; Pechlaner, H.; Schamel, G. (eds.): Wine and Tourism – A value-added partnership for promoting regional economic cycles, Proceedings of the 3rd Symposium of the Workgroup Wine and Tourism of the German Society of Tourism Research (DGT), EURAC book, Vol. 62., p.39-54, Bozen

� Pradel, M./Aretz, W. (2008): Trend- und Zukunftsforschung, in: Pepels, W. (Hrsg.): Marktforschung. Organisation und praktische Anwendung(2. überarb. Aufl.), Düsseldorf, S. 227-260.

� Rainer S.; Filippi, S. (2013): wein.kaltern - eine Initiative für Qualität und Weinkultur in Kaltern, in: Lun, L.; Dreyer, A.; Pechlaner, H.; Schamel, G. (eds.): Wine and Tourism – A value-added partnership for promoting regional economic cycles, Proceedings of the 3rd Symposium of the Workgroup Wine and Tourism of the German Society of Tourism Research (DGT), EURAC book, Vol. 62, p143-145, Bozen

� Ratz, J.; Dreyer, A. (2014); Major Attributes of Tourism Attractiveness of Wineries and Their Influence on Direct Sales, Conference proceedings (http://academyofwinebusiness.com/ ), Academy of Wine Business Research, 8th International Conference, p. 909-1003, Geisenheim

� Reeh, T./ Liebscher, A. (2011): Das Potenzial von Weinerlebniswelten im Tourismus am Beispiel der Saale –Unstrut-Region, in Dreyer, A. (Hg.), Wein und Tourismus – Erfolg durch Synergien und Kooperation, S. 135-148, Berlin.

� Spiegel-Verlag (Hg.) (2011): LOHAS - Lifestyle of Health and Sustainability, Download am 28.12.2015: http://www.spiegel-qc.de/uploads/PDFS/RoteGruppePrint/SP_Broschuere_LOHAS.pdf

� Zukunftsinstitut GmbH (2015): Alle Megatrends, Download am 20.09.2015 und am 28.12.2015, URL: https://www.zukunftsinstitut.de/dossier/megatrends/