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ABSTRACT
This study investigates the specific characteristics and preferences of wine tourists' at PB Valley Winery in Thailand. This study examines visitors' wine preferences, factors influencing wine purchase, the context of wine drinking, wine variety, origin of wine and selected demographic variables. In order to analyze and understand these variables, relevant theories and concepts were implemented to form the theoretical and conceptual framework. From the research it can be concluded that most of the respondents visited the winery for the purpose of drinking, and tasting the wine of the region. This study revealed that the flavour and taste of wine were the most important factors in the respondents' wine selections. Harmony with meals was ranked first as the purpose for drinking wine while recommendations from relatives or friends played an important role in wine-purchasing decisions. The study found that there were some significant relationships between these preferences and demographic characteristics among the respondents. The findings have implications for predicting and promoting future wine tourism.
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