Factors determining visitors' memorable wine-tasting experience at wineries

Abstract

This study aimed to identify factors that make for a memorable visitor wine-tasting experience. A questionnaire survey was conducted at four cellars at the Wacky Wine Weekend, a wine festival held annually at Robertson in the Western Cape, South Africa. The analysis of 475 completed questionnaires identified four factors that contribute to a memorable wine-tasting experience: attributes of the winery, themes and activities, education, and novelty. This is the first time novelty has been identified as a factor for a memorable experience, which implies that a winery or cellar does not have to be big but should offer something that differentiates it from other wineries.

Keywords::

• Wacky Wine
• wine tasting
• memorable experience

Acknowledgements

The authors would like to thank all the visitors who completed the questionnaires and the reviewers for their input to the article.

Additional information

Funding

This work was supported by the National Research Foundation [grant number UID 85625].