Relationship Between Wine Involvement and Wine-Related Travel

Abstract

This research was conducted to examine the nuances of special interest wine markets in terms of day-to-day consumption and travel-related patterns. A demographically diverse set of respondents (n = 161) were recruited from wine clubs and wine events at a western Canadian city. Based on previous involvement research a reliable and valid fifteen-item, three-faceted Wine Involvement Scale (WIS) was developed. Respondents were placed into one of four market segments based on their responses to the WIS. Although between market demographic differences were minimal, consumptive behaviours related to wine and wine tourism were consistent and profound (p < .05). Discussion focuses on marketing implications for special interest wine tourists and on conceptual challenges related to high-end market research.

Key Words:

• Ego involvement
• wine
• special interest tourism